5 Reasons Why Internal Communications Measurement Isn’t Appreciated Enough – Intraskope

Without measuring internal communications, you face a losing battle – with your team’s reputation, staff’s perceptions, and leadership support in jeopardy. When driven by data and insights, measuring the success of your internal communications is understood, appreciated, and given the importance it deserves.

However, you often hear – Who cares? Why bother? Does it really matter?

According to the 2022 State of the Sector internal communications study, the lack of measurement/analytics was among the top 3 challenges faced by communicators. The top 2 were disengaged staff and lack of capacity in the team.

What prevents communicators and organizations from investing in tracking and analyzing internal communication progress and impact?

There is no doubt that internal communications can be measured. From financial indicators like ROI and performance to non-financial ones like culture and experience.

Before diving into the reasons for preventing measurement, it will help to know what this activity entails.

Measuring internal communications requires passion, tenacity, and courage
It goes beyond demonstrating value. Measurement is about gaining insights for effective planning and decision-making.
Measurement can diagnose issues before they become crises
It raises the bar on performance and effectiveness
It encourages healthy debate
It contributes to optimization and continuous improvement
Teams and organizations who do it right are ahead of the game in terms of their internal clout and get invited to strategic conversations.

1. Lack of interest: If the organization’s culture lacks rigor and attention to detail, then the measurement is a far cry. Likewise, when the focus is other ‘stuff’ which demands attention, measurement is put on the back burner. if the internal communications function hasn’t built the ‘measurement’ muscle, then there will be hesitancy. Building measurement into every plan with SMART objectives can potentially bring the spark back.

2. Lack of resources: The most common reasons are time, funding, and people to do this work. Caught in the everyday grind of churning out campaigns and initiatives, there is little time left to review the value of all the communication done. Nowadays, tools can make this time-consuming task a simpler and easier experience. For those tools, you will need funding!

3. Lack of oversight: If no one is asking for metrics, then it is ignored. You don’t need to appoint a Chief Measurement Officer to monitor if gauging progress is on the agenda. However, it does require discipline and candor to get leaders and managers to put measurement front and center of their plans. Nothing like the leader demonstrating commitment by showcasing a dashboard that measures all that’s valuable for the organization and, hopefully, internal communications is a part of that dashboard!

4. Lack of skills: To measure, one needs to have business acumen and conviction in its benefits. As an advocate of measurement, the internal communications team can serve as an influencer to change attitudes and perceptions among other functions. There is a need to appreciate global standards like the Barcelona Principles and get familiar with current practices. Without that, it is a hard sell.

5. Lack of commitment: Starting the measurement journey is the easy bit. Staying engaged for the long term is when it gets tricky. Commitment dwindles, questions are raised, the finger-pointing begins and, it doesn’t end well. Also, there is fear that if we put numbers out there, we are always watched! Unless, there is tenacity and determination to keep it going, despite all the hurdles that come by, the function will be left on the sidelines.

The lack of attention given to internal communication measurement can have far-reaching consequences for organizations, as it can hinder their ability to effectively communicate with employees and assess the impact of their efforts. Research suggests that organizations that invest in effective internal communications receive benefits, including improved employee engagement, stronger morale, and increased productivity. By prioritizing measurement, organizations can gain a deeper understanding of their internal communications and make necessary improvements to drive success.

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