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

Case in Point: Communications Impact Modeling

Thanks to advances in statistical analysis techniques, communications measurement today can serve two critical functions:

1. Identify key communication drivers. Measurement can identify the key communication drivers of business performance and employee engagement.
2. Predict the impact of communication. Measurement can serve as a predictive analysis tool by quantifying the impact that communication has on organizational performance and engagement. By doing so, we can predict how performance will improve based on specific improvements to communication.

Using these advanced statistical analysis procedures to measure the impact of communication has generated a similar pattern across organizations: In every ...