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Spurred on by colleagues who have developed the Barcelona Principles for PR measurement, internal communication specialists have now started work on their own guidelines for measurement. At a specialist CIPR Inside half day summit on 13 June a range of industry experts from Edelman, Hill and Knowlton Strategies, The Engage Group, Ibis Communication, Sinickas Communication, Silverman Research and Über Engagement and more than 50 practitioners debated the rights and wrongs of ROI and how best to show the value of internal communication.

The team from Creative Connection captured key points from the presentations.

Eight key initial principles to emerge were:

· Set measurable internal communication objectives and make research and measurement part of everyday internal communication activity

· Outputs are not enough, outcomes and behaviour change should also be measured

· Build action planning into any measurement process from the start

· Collaborate with departments across the organisation to determine what needs to be measured

· Link measurement to employee engagement and corporate performance

· Establish real-time, regular reporting

· Use sentiment analysis to find out what is trending internally

· Go beyond basic data to find insights from deep analysis

CIPR Inside is now seeking further comments from practitioners over the summer before publishing the final principles for the industry in the autumn at the CIPR Inside annual conference. Take part in the debate here, on twitter @ciprinside or on LinkedIn.

One of the summit speakers, Michael Silverman has just shared his finished report on social media at work with us – and you can see it here  Social Media Garden

 

By Kevin Ruck

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Michael Silverman is the latest speaker to join the group of experts speaking at the CIPR Inside Measurement Summit on 13th June.

Michael has a background in research having worked with Ipsos MORI, and then moving to Unilever as Head of Employee Insight. Now Michael heads his own research business Silverman Research which specialises in applying social media and data visualisation technology to opinion research.

One of his recent projects is the Social Media Garden. Working with Unilever, Silverman Research created this innovative open-access research project to provide insight into the barriers that organisations face in embracing social media practices – and solutions to overcome them.

Social media presents an opportunity for internal communications and research. It provides transparent interaction, collaboration, and an opportunity for authentic discussion. It can give employees a truly uncensored voice. People want to be able to make meaningful contributions to organizational processes, policies and products. Social media tools that allow mass collaboration can do just that.

Michael will discuss social media and employee research at the summit, and we’re looking forward to finding out more.

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Ask the Guru was a great success on Tuesday 29th May. The attendees put the gurus through their paces and the outcome was a lively discussion and some great advice for everyone.  Here are a few of the highlights from the evening:

  • The benefit of a ‘social’ work place is that you can see the grapevine, feed it information and interact with it.
  • Social media is a real opportunity to build trust in the organisation, harness it and allow it to grow.
  • Social media is the evolution of internal communications, taking internal communications to the next level with real interaction and engagement. It’s not the death of internal communications.
  • We all need to understand the times we live and work in. Dishing out mars bars and token rewards doesn’t work in downtimes, you need to work with employees and fully engage them to work through the tough times together.
  • Create leaders not just managers – people who can innovate, inspire and engage with employees and communicate. Give managers the skills to be leaders and enhance their natural abilities.
  • Take leaders back to the floor with inverted mentoring to give them a better understanding the shop floor. Let them see for themselves what the challenges are and what opportunities for change there may be, and let employees see the leaders involved and listening.
  • Leaders are the latest hot topic and replace the intranet as a key subject. We need to harness leadership skills and help leaders develop, communicate and engage.

Anything we missed? Add your comments and feedback here.

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For years the communications industry has grappled with ways to measure its worth. Measuring success in communications is about so much more than numbers.

But we thought we’d give a few:

They don’t mean a lot on their own…

Need some more ?

  • Cost £65 or £85
  • Takes 4.5 hours, lasts for life
They still don’t mean a lot do they?
Come along to CIPR Inside Measurement summit on 13 June – where it’s not just about the numbers, it’s the engagement, the collaboration and quality that makes the difference and gets results.

Find out how you can measure your internal communications and show your organisation that it really has hit the mark, delivered the objectives and made a difference. Where else can you learn so much, from so many experienced professionals for such a small price?

Take all that you learn back to the office and it should show you a return in less than a month. And you get a free lunch.

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Between them, our three panellists have come across most of the dilemmas we all face in our careers and have nearly 40 years of experience between them.

So who are the brains behind the Ask the Guru panel?

They are:

Tom Crawford, over 18 years at the sharp end in HR, internal communications and engagement, with a passion for brands and their relationships with employees. He’s worked with Deloitte, Eon and Telefonica-O2. Now he’s the brains behind The Brain Miner, extracting your ideas and polishing them into shiny diamonds.

http://www.linkedin.com/pub/tom-crawford/2/a6a/383

Dana Leeson, is the Intranet Project Manager for BSI (British Standards Institution) and currently implementing the new global intranet on SharePoint 2010. Her 10 years experience have included work with an NGO, and then working as Executive Assistant to the President and CEO of WWF. Alongside this role she became president of a small charity and managed a small team in her spare time. Now Dana has immersed herself in BSIs business, revamping the newsletter, briefings and managing the global upgrade of the intranet as well as a ‘little’ blogging on the side for Intranetizen.com

http://www.linkedin.com/pub/dana-leeson/11/685/27b

Jenni Wheller is Internal Communications Manager at SSP UK, The Food Travel Experts and has worked through corporate communications and media relations for local government and BAE, and dipped her toe into agency life but has come back to her passion for internal communications. At SSP she has built the function from scratch, strategically aligning the communications to the direction of the business and meeting this fast-paced business’s needs. She has introduced a social intranet, a new internal magazine and is on the cusp of launching a new channel to manage crisis communications.

http://www.linkedin.com/in/jenniferwheller

So come and get the inside track on how to make things happen and take advantage of their experience. What’s more, it’s just £15 for members and we’ll give you drinks and nibbles to keep you energised.

Book your place here

http://asktheguru.eventbrite.co.uk/

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When you start out in internal communications it can feel a little bit like everyone wants everything. They want it now and they want you to do it. Or sometimes worse, they want to write it and sing it all themselves and want you to deliver it.

And you’re thinking to yourself: “How do I juggle all this, get some projects delivered and keep sane?”

Or maybe you are thinking: “How do I manage the CEO wanting to write everything in his style, when his style is just going to fall on deaf ears among the twenty somethings who work here?”

These are subtle things that you learn to manage through experience and making mistakes. Sometimes, it’s good to learn from other people’s mistakes, or at least have an idea of real solutions, rather than make the blunder yourself.

That’s why we’re giving you the chance to put all your questions to a panel of experts who have been there, done it and got the t-shirt.

When it comes to providing practical solutions to daily dilemmas our trio of Gurus will deliver the goods.

So book your place – it’s just £15 for members and £20 for non-members, bring your questions and find out more from the Gurus.

And there will be nibbles and drinks to keep you energised for the evening.

Book your place here

Ask the Guru – practical answers to Internal Communications daily dilemmas

Tuesday, 29 May 2012 from 18:30 to 21:30 (GMT)

CIPR HQ
52-53 Russell Square
London
United Kingdom, WC1B 4HP

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How do you show you’re worth it? What are you measuring to demonstrate that your work gets results, makes a difference to the organization you work for, and proves to your boss that they need you?

Measurement is more than a buzz word. Now more than ever we all need to demonstrate that we are effective, our work gets results and that those results have a real and tangible effect on business outcomes.

You can’t just say “I’m worth it”, you need to show it.  So what are you going to use to show the value you, your team and all your internal communications output and expertise brings to the business?

Consider:

  1. Which outcomes does your business value?
  2. Decide how you are going to measure those outcomes – which metrics and benchmarks?
  3. Which methods are you going to use to measure your communications value?
  4. What does it cost to deliver your service?
  5. How do the results feed back into the service and drive future communication and the organization?

Okay so you may be thinking it all sounds a lot like theory, and what’s happening in practice? What are the professionals already doing, what works and how do I take their experience and make it work for me?

Come along to our Measurement summit and find out (shameless plug).

We’ve brought together a group of expert speakers: Nick Howard from Edleman; David Iannelli from Hill + Knowlton; Angela Sinickas from Sinicom; and more.

Book your place here: CIPR Inside Measurement summit on 13th June.  It starts at 9.30 finishes at 2pm and is amazing value at just £65 for CIPR members or £85 for non-members. Take all that you learn back to the office and it should show you a return in less than a month. And you get a free lunch.

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