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