Developing an internal measurement strategy that aligns with business goals

Telling a compelling story is undoubtedly a major part of the communicator’s role — but knowing how that story resonates with a given audience is equally important.

Even when your audience is a group of your own colleagues, internal communicators should still look to measure the impact of their work and learn and react to what the metrics show.

During Ragan’s Internal Communications Conference last fall, Tina McCorkindale, president and CEO of the Institute for Public Relations, and Olivia Fajardo, director of research for the Institute for Public Relations, discussed how internal comms pros can measure their efforts strategically, particularly when it comes to the critical trust that exists between employer and employee.

McCorkindale cautioned internal communicators not to focus too much on outside noise when measuring internal sentiment, instead recommending a focus on internal measurement tactics like surveys.