CEO Research

CIPR Inside – the Chartered Institute of Public Relations’ internal communication group – have launched a new research report spotlighting the perceptions of internal communication amongst chief executives.

Making it Count delivers an upbeat assessment of the practice, with senior leaders demonstrating a sharp understanding and appreciation of internal communication

Drawing on interviews with 14 CEOs, the study lifts the lid on the ability of internal communicators to impact company culture. The research reveals how internal communicators have become recognised as “the custodians of translating strategy, company values and priorities, enabling others to understand the part they play”.

The opinions of the chief executives are complemented by the views of 89 internal communicators.

Other key findings include:

  • Senior leaders identify a link between good internal communication and strong financial performance
  • CEOs acknowledge the difficulty of measuring the effectiveness of internal communication as a contributing factor of engagement and culture
  • Internal communicators have earned the trust of senior leaders to develop strategic messages
  • There is a need to clearly define internal communication and provide clarity on how it differs from employee engagement
  • Culture has a big impact on the work and function of internal communication and can dictate how its value is perceived.

Making-it-Count-CIPR-Inside-Research-Report (PDF)