Positive results mean everything when budgets are slim. Increased revenue, decreased spending, an influx of volunteers, a boost in advocacy or any combination of those things can help a PR professional state bis or her case for funding outreach initiatives.
Angela Sinickas is a widely-published author. She has written a university textbook, book chapters, white papers, and regular columns for Melcrum's Strategic Communication Management, Best Practice Measurement, and Total Communications Measurement, as well as IABC's Communication World and many others.
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Carrying out employee engagement research allows communicators to demonstrate the bottom-line outcome of their work and, by measuring employee satisfaction, highlights where there are insufficient levels of communication or engagement. The role communication plays in engagement can only be proved if a survey instrument includes enough – or the right kinds of – questions about communication.
I’m always perplexed when I see communicators saying they want to stop pushing their newsletters by email, or replace email with social media, or replace their intranet with apps without first researching the appropriateness of the channels to the content or the needs and preferences of their employees.