New guide offers how-to tips for internal comms measurement

Check out our hands-on guide to measuring your work—and demonstrating your value within your organization.

What works in reaching your employees? What amounts to a waste of effort?

Sometimes it’s hard to make sense of internal communications measurement. But a new free guide from PoliteMail and Ragan Communications—”Internal Communications Measurement That Matters“—offers tips and strategies on what to measure—and how.

“A lot of times we find a lot of opportunities by measuring,” says Cindy Crescenzo, president of Crescenzo Communications. “By seeing what’s working, we can build on top of that. Of course, if we find out what’s not working, we should not be afraid of that.”

The ideas included in this guide come from professional practitioners and experts as well as case studies that draw lessons from three internal communications powerhouses: JLL Americas, Microsoft and Cleveland Clinic.

You will learn:

  • How to pinpoint your objectives with the organization’s goals in mind.
  • What you can learn from open rates, effectiveness rates and time of day an email is sent.
  • How Gandalf from “The Lord of the Rings” and Luke Skywalker from “Star Wars” led credit union employees on a voyage of learning-and prepared them for the crucial launch of a banking system.
  • How Microsoft uses “email popcorn” to boost its messaging.
  • Key metrics you should know about your intranet-including the time readers spend on a page.
  • How social media can serve as an internal sounding board.
  • Ways to learn, improve and demonstrate your successes with the help of surveys and polls.
  • Why the survey giant Gallup says you must report results down to the local manager level.

Measurement can give you real results that prove your worth and drive corporate decision-making, says Ryan Williams, partner at Tekara Organizational Effectiveness. It may prove that you are helping cut costs, or that your safety initiative is reducing injuries and even saving lives.

“That’s why it’s essential for communicators to [measure],” Williams says. “It’s not enough to create entertaining magazines and send them around internally and improve readership. The readership has to identify a business solution.”

Regardless of which organization you work for, you can align your measurement with the organization’s goals in addition to industry standards, says Kevin Kolus, communications manager at Cleveland Clinic.

“That’s the way to make sure that you stay relevant within your organization and make sure that you’re meeting the needs of the business,” he says, “as well as staying on top of the best practices that you’re learning from your peers.”

Download the free guide here.

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