Measurement in internal communication: Tell the uncomfortable truth without getting fired.

You may know that your organisation’s employee staff briefings are not up to scratch. The content is weak and the attendance is poor.

You know this fact, the employees know it and the managers in the organisation know it. Maybe the boss also knows it but as no-one addresses the issue it continues as is. No-one seems prepared to take a stand.

This is where you come in. As internal communications manager it is up to you to ensure that communication with staff is effective. However, it is understandable that you do not want to be a lone voice telling it as it is. So, before you stand up and wave your arms …measure.

Measurement of staff briefings can be very simple. Distribute a simple feedback form to every member of staff as they enter the briefing and collect them as they leave. They can be anonymous or staff can give their names, that doesn’t matter. The important element is that you have their feedback. You’ll be amazed at the information they provide.

Armed with this information you can address the issues surrounding the briefings with the boss and not get fired. You are not just waltzing into the boss’s office and giving your opinion. You have collected staff views and are bringing powerful feedback and communication from the grassroots upwards.

You can now say with confidence that 80% of staff who attended the briefing reported that they didn’t receive the information they wanted in relation to the business plan. 30% of staff reported dissatisfaction with the topics up for discussion. Topics staff wanted addressed included: how to address absenteeism and the timelines and targets staff have to meet in order to meet the organisation’s objectives.

This puts you in a strategic position as the person with their finger on the pulse of the organisation. This puts you in a powerful position as a change agent in the organisation.

The other great thing about this type of measurement is that when improvements are made you can clearly demonstrate the improvements in an equally reliable manner. And that is a nice place to be!


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