Giving leaders the numbers they need

This article was originally published in Strategic Communication Management, Volume 9, Issue 6: October/November 2005. Melcrum Publishing, London, UK (2005).

Most senior executives know how to run an organization, but few understand how to use communication. No surprise, then, that they understand even less about communication metrics. Yet they can be stubborn about having you measure what they want, even though it may not help them reach their objectives.