A Measurement Matrix for Internal Communicators

This article was originally published in Newsletter, PRSA Employee Communication Section, Spring 2013. PRSA, New York, NY (2013).

Measurement matrix developed for internal communications that matches what to measure with how to measure it.


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The London-based communication association CIPR Inside developed a detailed Communication Measurement Matrix that focuses primarily on internal communication, but is adaptable to member and customer communication as well. It breaks out various types of communication outcomes (sentiment, behavior and ROI), as well as the communication outputs that can be precursors for those outcomes (channels, content, conversation and voice). For each one, there are options listed for survey questions to measure that aspect of
communication and additional non-survey options, such as content analysis and network analysis.