Using outputs and proxy measures like employee engagement to judge the success of internal communication are a form of organisational ‘Blind Faith’. What should our measures of success really be?
As internal communicators what stops us shutting down channels which don’t work anymore? I think there are three main barriers which we must overcome to be more comfortable with switching off a dying channel’s life support and pulling the plug on it once and for all.
The peer pressure to measure everything we do in internal communications can sometimes be huge. Measure what you can, but don’t feel bad if you can’t measure everything. The five Os are a useful way of thinking about measurement and can help you measure what matters.