How often should you measure: a) the effectiveness of individual media? b) staff opinions/culture?

This article was originally published in Strategic Communication Management, January 1998. Melcrum Publishing Limited, London, UK (1998).

Typically, surveys are conducted no more than once every 12 to 24 months. However, if there are aspects of your culture or a publication you are actively trying to change, you may want to supplement the large surveys with mini-surveys.