Evaluating communication structures

This article was originally published in Strategic Communication Management, Vol. 8 Issue 3: April/May 2004. Melcrum Publishing, London, UK (2004).

So much of the research communicators do is focused on measuring the messages and channels we manage, how effective our employees and external stakeholders think they are, and the business outcomes of our communication. Yet, we also need to assess our own budgets, our staffing models, where we report—our infrastructure—to see how well they support our organization and the communication that needs to be accomplished.