The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership

How Communications Functions Demonstrate Value

While few executives need to be convinced of the value of a company's reputation and its relationship with internal and external stakeholders, when competing for resources, the communications function often faces challenges. It is difficult to prove any direct relationship between most communications interventions and the bottom line because so many variables affect human performance and the impact of many projects takes years to show up. For example, an employee suggestion system may indeed garner some immediate ideas that reduce costs or increase profits. But beyond this, the effects of asking for employee input may raise morale and engagement, thereby making the organization a more attractive ...