Measurement – The Business case for communication in an organisation
April 12, 2006 at 4:47 pm 1 comment
Chris Mykrantz of Watson Wyatt writes about his company’s latest communication ROI study on the Simply-Communicate website.
For years internal communications people have been arguing for a seat at the top table where decisions are taken, and several have made it. But, warns Chris,
“Be careful what you wish for. Senior leadership is now asking what value they’re contributing by sitting there”.
He mentions large companies who are actively looking for a financial–based ROI measurement of communication, a statement which may have a few communicators who measure by instinct quaking in their shoes!
One of his key points, with which we heartily agree, is :
“Start at the end and think hard cash – the first step in developing a communication strategy that includes measurement should be to envision the successful outcome. What would be different in your organization if the communication was on target? How would it change the business? How would it change employees? Don't settle for awareness or satisfaction. Find a desired state that you can define in dollar terms and design your strategy around that.”
Read the full article here.
Richard
Entry filed under: General.
intelligent measurement 
1.
mehdi | April 14, 2006 at 7:25 pm
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