In a recent article by Denise Cox, she shares an alarming statistic: 60 percent of internal communicators are still not measuring internal communication. To see why this may be the case, CW Executive Editor Natasha Nicholson asked our LinkedIn community why they think the majority of the profession still isn’t measuring their work.
Mike Jenkins kicked the conversation off by presenting these eight reasons for why communicators fail to measure:
- They don’t know how, including where to begin.
- They’ve never done it—or had to do it—before.
- They believe they don’t have the time it would take.
- Their boss(es) don’t understand the value.
- If they did measure, they wouldn’t know what to do with the results.
- They’re told there isn’t any money to measure.
- Their boss(es), and often on up to senior management, say they “know” what it would show. They prefer to go with their “gut” instincts.
- And, yes, some are lazy and/or set in their ways, and just don’t want to do it.
Other reasons shared by the group included a lack of familiarity / comfort with numbers and research, and simply, that it may not be asked of internal communicators. A related issue that was raised was that when measurement does happen, communicators often focus on inputs and outputs, rather than striving to link communication to business results, leaving them with less meaningful results. Overall, the group agreed that a shift needs to happen within the profession (and communication education/training) so that it’s always expected.
Do you have other reasons to add to this list? You can add your voice to the discussion on IABC’s LinkedIn group....
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