How insight and measurement puts you at the top table

As part of our #insidestory awards programme we’ve been in touch with our sponsors and have asked them to share some of their experience and insights with us.

This week, while the entries are being judged and we get ready to announce the shortlist and party details, we hear from Denise Cox, Denise CoxLead Communication Consultant, Newsweaver . Newsweaver is sponsoring the ‘Best use of research and measurement’.

From working with many of Newsweaver’s customers, as well as from regularly attending and speaking at conferences – I’ve been in a position to talk to people on the ground about their IC challenges. I’d say the top challenge for communicators at the moment is that the role of Internal Communications in large organisations is becoming more important; however communicators are still struggling to get a seat at the top table where the strategic decisions are made.

Here are my 3 tips for IC teams to help them prove their business value and get that advisory role at the top table.

1. Educate stakeholders on the value of IC. Ensure stakeholders know the business value of internal communications. Both Gallup and Towers say that companies highly effective at IC are 1.7 times more likely to outperform their peers.

2. Have access to metrics and measurement. Measurement is the key to success and it’s what transforms internal communications from shooting in the dark to an effective management tool. Review your communication channels and assess what metrics are generated from your communications. Remember that measurement is essential not just at the end of a campaign, but every step of the way. Define what success will look like before you implement a campaign or strategy. Track and collate results. Benchmark your success – both against your previous campaigns as well as industry averages, to give you a sense of your success. Trend your results over months, quarters and financial year to give you a broader understanding of communication effectiveness.


3. Share your results with stakeholders. The more you actively seek out to communicate your successes to senior stakeholders and offer them the business insights as a result, the more likely you are to increase your own and your department’s visibility as vital contributors to organisational success. To achieve this, first understand what metrics management is interested in hearing about. Create a metrics dashboard linked to organisational goals and objectives to the senior management – add impact by providing a crow’s nest view across the organisation, breaking metrics down by department, business unit, country or region. Tie these results in ideas and solutions for future action.

If you want to read more about this topic, I recently completed a guide on How to demonstrate the value of internal comms and get noticed by your boss.

About Denise

Denise Cox is Newsweaver’s lead communications consultant. With over 15 years experience in the area of corporate communications and public relations, Denise brings a wealth of knowledge to the world of internal communication, helping customers leverage their own communication strategies and optimising their engagement results.




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