5 ways to tie communications to business results

Measurement expert Angela Sinickas lays out exactly what you should do to demonstrate your worth.

Communicators, the number crunchers might argue, are right-brain types, fine at producing a creative educational campaign, but not so good at understanding the bottom line.

So, if you want to show the bosses that your work produces real results, measurement is everything, says Angela Sinickas, president of Sinickas Communications.

Speaking at a recent Ragan conference, Sinickas asserted that internal communicators should tie their work to specific results. This will justify their efforts to the bosses and demonstrate their value to the firm.

Sinickas is a veteran communicator whose work has been cited in Harvard Business Review and Investor’s Business Daily.

Some, bruised by budget battles, might be leery about sloshing into the mangroves of business value, but Sinickas suggests such discussions can work to your advantage.

It helps the communicator to speak on terms the pooh-bahs get. “They don’t hear you as well when you only talk words,” Sinickas said.

Here are a few of her tips:

1. Ask what employee behaviors needs changing.

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