Employees currently rely on different sources for different topics, and prefer to rely on different sources by topic as well. The results vary quite a bit from company to company, and even at a single company over time as some channels become more or less effective for employees.
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.
It’s ironic. Many of us have chosen communication as our life’s work because we don’t like numbers and math. But now, our bosses seem to expect us to quantify the value of what we’re doing for our organizations. Put numbers on persuasive prose? On creative layouts? On killer Web sites?
The many research studies that have “proved” that supervisors are employees’ most preferred source of information on all business topics are wrong. The conclusion is flawed because the way the studies were designed is faulty.
One of the best ways to find out what the major issues are in a company is to conduct an audit. An audit will disclose the areas that need improvement and attention, and those areas which are well-developed.