“Not at all,” was my response. “This is the story of our organization.”
That was in the days when I was communication manager and these results were my gold mine, from which I could excavate that story and unearth a focus for maximum impact, both for my own communication function to use and to pass on to other managers in an accessible and action-orientated form.
So why don’t more communicators look for that story in those statistics? Whether you are responsible for the employee research program, involved in some way or even excluded by the internal “owners,” research is a great—and often unexplored—opportunity both to contribute to your organization and to grow your own career portfolio.
However, communicators often avoid that role; measurement may come high on their “wants” list, but is seldom translated into actually studying the subject.
Learn more from Susan Walker in this CW Radio podcast interview on finding the stories behind statistics.
Of course we are all constantly busy with our day-to-day roles—and few communicator job descriptions actually include measurement, although that is changing. But surely some of the most important skills communicators have are their abilities to investigate and interpret, and to tell a story.
I’m a passionate advocate of the communicator either owning or certainly taking a central role in the internal research program. If the thought of statistics and analysis is holding you back, let it go. In my school days, I was at the bottom of the math class, before I discovered the power of figures. Believe me, if I can understand statistical reliability,...
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