Any communicator who is not perceived as critical to the organization’s survival is likely to be cast adrift. Here are some ideas on how to eliminate low-value activities and replace them with projects focused on using communication to help save or make money.
My own advice is that the amount of money that should be spent needs to make sense relative to the nature of the business.
The decision on whether to out source communication research depends objectives and resources.
How measuring the way you spend your time can be used to justify changes to management in the level of resources they’ll fund
How to best approach requesting budget money for comprehensive communication research that will require spending hard currency
Overcoming the most common excuses for not measuring communication: No time. No budget. Lack of research expertise. Lack of management support.
If communicators wanted to work with numbers, we would have become accountants. However, to succeed in todays business climate, we word people need to become more comfortable in a numbers world. Often that means we need to measure the results of our efforts in ways that mean something to our management.