As specialists, managers, and directors working in internal communication departments, it's essential to continually seek ways to enhance the impact of your strategies. An often-overlooked aspect that can drive significant value in this journey is measurement. By understanding how measurement can directly impact your organization's performance, you'll be empowered to guide your team and influence key decision-makers effectively.
Uncovering Priorities for Your Internal Communication Team
Kickstart your measurement strategy by asking two simple, yet powerful, questions:
- What are the top three priorities facing your organization?
- What are the three most crucial aspects of your current job role?
The open-ended nature of these questions encourages insightful responses, providing your team with an understanding of your organization's pulse. Analyze the context behind each answer and identify parallels or contrasts. Tally and categorize the recurring words to transform these discussions into quantifiable data.
Leveraging the Do-Know-Feel-Say Approach for Your Team
Having identified your organization's core priorities and messaging gaps, your team can devise strategies and measure their effectiveness to bridge these gaps. An all-purpose tool worth implementing is the "Do-Know-Feel-Say" approach. Focus your team's narrative on the direct impact of your internal communication strategy on actions, knowledge, feelings, and talking points, and monitor how these elements influence your desired objectives.
Baselining: A Reliable Approach for Internal Communication Teams
While benchmarking against competitors is commonly pursued, it can result in convoluted comparisons. Baselining—evaluating the impact of changes within your organization—is a more direct, reliable approach for internal communication teams. This enables you to assess progress over time and connect specific communication activities to monitored actions and perceptions.
Unlocking the Full Potential of Embedded Analytics
Embedded analytics are popular, but their value diminishes when presented without linking them to your organization's objectives. Your team should use these analytics utilities to measure the "Do-Know-Feel-Say" outcomes. Combining embedded analytics with performance metrics and qualitative data provides crucial information about readership quality and showcases if additional efforts are required to achieve desired results.
Championing Measurement as a Strategic Tool for Your Team
Guiding your team to leverage measurement as a compelling strategic tool accentuates the impact your numbers have on realizing business objectives. It fosters a results-driven approach while keeping your team and stakeholders focused on actions that directly impact your measures.
Through the use of baseline data and embedded analytics aligned with the Do-Know-Feel-Say outcomes, your internal communication team will adopt a refined and effective approach. Move beyond legacy metrics and present persuasive, data-backed cases that demonstrate the strategic value of your internal communications initiatives.💼✨
Were you inspired by our recommendations on how to breathe new life into your measurement strategy? Let's explore how Sparrow Connected can empower your internal communication team with insights and tools tailored to your organization's unique needs.
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