Complex strategies often lead to complex communication — which is less likely to make sense to the employees who will need to implement the strategy. Research can identify simpler ways to achieve the same goals.
It’s nearly impossible to quantify the ROI of an entire communication program for an entire business strategy in a way that makes sense to executives. You’ll need to pick one particular business initiative that supports one business strategy.
When tracking information flow both “down the cascade” and across departments of an organization, it’s important to ask the right questions in your surveys.
Why you need to make friends with others who measure results: Communication measurements can be even more powerful when compared against measures of operational outcomes communications is affecting.
In a long and successful career as a communicator specializing in measurement, the author has learned how to use communications to improve operations. In this essay, she not only exhorts her colleagues to dig deeper into their organizations, she shows them how.