Measuring and Evaluating Internal Communication

This chapter describes trends and issues related to measuring and evaluating internal communication. First, the authors explain why it is important to measure and evaluate internal communication—to guide strategy, secure management support, measure impact and effectiveness, and facilitate continuous improvement. Second, the authors discuss how to measure and evaluate using a four-step process: (1) align communication objectives with organizational objectives, (2) identify target stakeholders and communication strategy, (3) measure communication activity, and (4) evaluate and make improvements. The authors also review internal communication standards and provide examples of holistic approaches that use both qualitative and quantitative methods. Finally, the authors describe how digital media and artificial intelligence are impacting the way internal communicators measure and evaluate.