1. Inner Communication Measurement - Why, When and How?
Yearly in depth surveys. Engagement and satisfaction surveys are generally carried out per annum
and may carry added questions to supply some insights to the effectiveness of communications.
Prior to a special communications effort. To be able to best comprehend the impact of
communications, it is crucial to measure (comprehension, attitudes, knowledge etc) before an effort.
After a substantial communication or effort. It is important to assess the effectiveness and impact of
initiatives and important communications systems. This enables inner communications to be tailored
by you to make sure they're effective and delivering quantifiable business value.
At periods to track approaches. Regular measurement helps communicators to tailor messages to
ensure they are suitable for their crowds also to gauge the ever transferring approaches and feelings
within an organization.
Temperature checks and beat checks during and after specific occasions provide an insight into the
problems and challenges also to gather feedback on particular issues.
At intervals to benchmark and course against KPI's. Measuring often against mark and monitoring
trends over time offer an early warning of issues until they have escalated further, which could go
undetected.
What to Measure?
Discovering which facets of communicating to quantify will be based on the organization's specific
company and communication goals. A couple of examples of useful communications measurements
include:
Baseline communicating measurements to identify other variables influencing attitudes and
behaviours also prior to communication can quantify; existing knowledge, attitudes and behaviors of
workers, in addition to discovering the existing advice accessible, how easy it really is to find, the
current communications stations available.
Practical communicating measurements
Following a communicating or campaign, functional facets of communicating should be measured.
Comparisons are useful. Additional measures can comprise; types as well as the number of messages
sent, time of messages, message cut-through / reach, station effectiveness and attractiveness,
audience satisfaction with content (types, volume etc).
Things to Quantify - Measuring Impact
Measuring of the impact communication is an essential step and measures can contain:
Audience perception measurements including factors like; % and forms of messages received,
communications recalled. Were messages viewed as consistent relevant and credible? Were the
messages comprehended? How well do employees feel they are being supported? Do workers
understand precisely what needs to take place as a result of the communication(s)?

2. Change in Behaviour
The objective of most internal communication is to change behaviors and the attitudes of workers.
Thus, it is valuable to identify and quantify variables for example; What changed? What is now
different?
Impact on business goals / Results
Internal Communicators should be enabled by communicating measurement to quantify the impact
of communications on company objectives. For example:
The quantity of employees (following its promotion)
The shift in attitudes affecting the planned impact of increased customer retention and also
customer service
The number of usable ideas submitted via an employee proposition initiative (and the fiscal worth of
the suggestions)
Isolating the effect of communication
Communication doesn't happen in a vacuum plus it can sometimes be difficult to isolate the impact
of communication versus other factors (incentive schemes, new product starts, factors external to
the business and so forth). Possible alternatives comprise:
Communications control groups (not communicating them about target or a specific initiative, and
isolating a group, including an individual distant place, then looking at how their activities differ
from groups you have communicated with)
Assessing the change in behaviour with regard to a company goal which was conveyed well, versus a
small business aim with no communication or little
Estimate the % effect of communications versus other factors that are influencing.
Calculating the fiscal value of communication
Computations of the monetary value of communication will, at best, be approximations.
Nevertheless, it is still an essential part of communication measurement as it begins a conversation
with senior supervisors as well and may attest the tremendous worth of internal communication that

3. is effective.
Look at the impact of an inner crisis communication response that is effective. A comparison can be
produced against a scenario (internally or within a similar organization) which wasn't handled as
well, and quantifiable value attributed to variables such as:
Volume of customers kept
Retention of good staff who might have left
Tools to aid the Measurement of Internal Communicating contain:
Desktop Computer quizzes and surveys. Aside from in depth online or paper based surveys, pop up
desktop computer surveys and quizzes can offer additional measurement and benchmarking
capability throughout the entire year.
Motivators. Staff can be encouraged by a prize incentive to take part in a quiz or survey.
Qualitative Communication Measurement
Qualitative techniques can comprise:
Free form responses in surveys.
Focus groups
Discussion forums. Although focus groups and face-to-face interviews in many cases are the very
best option for qualitative communicating measurement, internal social media can be a helpful
addition or substitute. Set up worker discussion forums to investigate specific problems. Monitor
opinions produced in discussion newsgroups to gather qualitative measures of how employees are
thinking feeling and acting
Avoiding Survey Prejudice
Preventing non- self select bias or answer. When surveys rely on workers to opt in or 'self select',
you may mainly hear from the squeaky wheels or people with an agenda moving them to participate.
A desktop computer survey tool can provide return, random sampling and escalation options to help
ensure that representative inner communications Internal Engagement measurement data is
gathered from throughout the corporation.
Control groups. Identify survey answers from control groups and hence to compare and assess the
impact of internal communications efforts.
Multiple select questions. For some kinds of questions, e.g. "Where did you hear about XXX from?"
or "What factors influenced your choice" providing single answer options can skew results. In these
instances, provide multi-select answer options.
Comparisons. Gauge the effect of communications on individuals who viewed a specific
communications against those who did not.
Time's impact on recall. Recall consequently if communication campaigns must be compared with

4. one another, speeds will drop over time, communications measurement should be carried out at the
same time interval after each and every effort. Ensure that communications measurement is carried
out after each campaign at a time that is regular.
Supplying circumstance to get a quiz or survey. Circumstance needs to be given for survey or a quiz.
As an example, a merchandise knowledge quiz without context might cause workers maybe work
harder to ensure they give you the responses that are right and to be worried about the goal of the
quiz.
Encouraging Survey Participation
Boosting the survey to encourage involvement. The more mathematically accurate and related the
results will probably be the higher survey contribution rates really are. Use innovative internal
communications channels such as; desktop alerts, scrolling desktop feeds, user and screensaver
messaging generated staff magazines to raise the profile and support engagement.
Communicating survey findings and actions being taken. Employees are more inclined to participate
when they think the output signals from staff surveys will probably be constructively used.
Therefore, ensure that survey outcome along with the resulting actions being taken are well
communicated to staff. Newsfeeds, screensaver messages and posts in the staff magazines are
fantastic manners get messages across without their becoming buried in email inboxes.