Measuring the Value of Internal Communication
The importance of measurement and evaluation can never be overemphasized in achieving successful communication efforts. Common adages are, “What gets measured gets done” or “No evaluation, no improvement.” Measurement not only helps communication professionals to better understand communication problems, situations, issues, target audiences, and stakeholders, but also to determine the methods, tactics, tools, and messages that are effective and those that are not. More importantly, evaluative efforts provide hard data and evidence to document the success or value of communication programs and activities. Such data grants communication professionals negotiating power to obtain more resources ...
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