At the CIPR internal communication conference earlier this week I facilitated a short workshop on demonstrating your value.
One of the topics my group got discussing was the types of measure you can use to assess your effectiveness and evaluate your impact as an internal communicator. As part of this we spent some time talking about the differences between input, output, out-take and outcome measures.
This is often an area where practitioners appreciate some guidance, so I have pulled together a brief summary below:
What’s already out there?
Are your messages getting to people?
Are your messages getting through to people?
Are your messages changing attitudes or behaviour?
A wide range of tools and techniques are available to evaluate IC effectiveness at all four levels. Your choice will depend on a number of factors – particularly how much depth and detail you require, your time availability and your budget.
A simple ‘menu’ of research methods is shown below, according to degree of sophistication. Externally sourced research will generally be more reliable, but there is a huge amount of valuable information that is likely to exist already inside the business and that you should be able to access quickly and easily.
Communication team can source, undertake and analyse internally.
Managed by communication team but may require specialist external input.
Relies on specialist external advice, managed by senior member of communication team.
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The above is adapted from my CIPR Guide to Measurement & Evaluation for Internal Communicators – which is available exclusively to CIPR Members via the Member Area of the Institute’s website.
Whilst on the subject of demonstrating your value, you might also be interested in a funky new tool which has just been developed by Russell-Oliver Brooklands at the Internal Communication Model. ROB has created a seemingly rather sophisticated toolkit that apparently enables you to quantify the value of your contribution in pounds and pence. I haven’t had time to scrutinise it yet, but if it does what it promises to do then ROB may well have moved us one step closer to the Holy Grail! It’s free, so why not check it out…