Measurement: Knowing What and Why
The following is part of our most recent publication released online, "IC in 2017 & 2018 FROM HOPE TO REALITY How Far We've Come | The Road Ahead." Looking back at their greatest hope for the IC profession in 2017 in terms of where the discipline should be, 21 communication professionals from different countries answer two questions: How far have we actually come in 2017? What remains to be done in 2018?
Jane Revell, Strategic Communications Consultant at Jane Revell Communications, shares her views on the progress made these past months, to what extent she believes her hope has translated into reality, and what remains to be done in 2018. To read the views of all contributors, download the free 42-page eBook here.
My biggest hope for our profession is that internal communications continues to become a more valued strategic management discipline. I'd like to see our excellent IC professionals recognised for the critical role they play in helping businesses achieve their goals. As part of this, as a profession, we need to work with leaders more strategically, using evidence and measurement to plan more engaging and involving two-way communications to meet the needs and wishes of our people. Here’s to 2017.
How far we've come. Next steps.
Internal communications is recognised and valued in different ways by different organisations and leaders. This year I have consulted for a number of large, global organisations and it has been really refreshing to see internal communication teams providing strategic counsel and support to leaders, demonstrating clearly how internal communications can help organisations boost employee engagement and achieve overall goals.
We still need to do more as internal communications professionals to lift our heads above the parapet and work with our leaders to create an understanding about what internal communications is and its value to the business.
Using research and evidence to develop internal communications strategies and measuring outcomes achieved by internal communications continues to be a battle. It’s still the key weakness for internal communication teams, partly due to time and budget pressures.
I think the next steps for measurement are to get back to basics and thinking about what you are measuring and why. There needs to be a better understanding of the need to set clear objectives and measure against them rather than getting overloaded with the myriad of measurement tools and methods out there.
Click here to download the free 42-page eBook "IC in 2017 & 2018 FROM HOPE TO REALITY How Far We've Come | The Road Ahead."
Strategic Communications Consultant
Jane Revell Communications