FIVE STEPS TO HEAVEN
IF THE VALUE OF internal communication to a business is not clear then it's not rocket science to assume organisations will be unwilling to invest significant time and resource in it.
The majority of respondents to our research cited a need for more budget and resources. But few talked about building hard, practical business cases to support such funding approvals.
Our conclusion? From the interviews we undertook we witnessed a daily devaluation of the IC function occurring within a significant majority of UK organisations. Internal communicators are running very hard just to stand still.
A way forward until internal communication professionals actively measure and demonstrate the real business value of what they do to the entire management layer of their organisations, then they do not stand a chance of being allotted the same amount of time, resources and importance as other functional activities. In short, the often soft, cuddly teddy bear that can be the business function of internal communication must find a way to grow some sizeably sharp teeth. Only then will management sit up and take notice of its true potential.
Our initial research (conducted back in 2005) led to a further study and the development of the Five Step Framework (FSF) - a mix of measures designed to help communicators demonstrate the true value of IC activities.
The Framework draws on measurement strategies from other operational functions. Only by adopting similar ways to measure and demonstrate the value of its own operation will the internal communication function be able to move forward with more significance.
What is the FSF? In a nutshell it's a simple structure and process that enables internal communication professionals to better demonstrate the business value of what they do at a management level.
Measurement can be both a political and creative exercise. The Five Step Value Framework presented below is intended to help internal communicators structure and deliver more tangible demonstrations of business value.
The FSF is not a definitive method. It provides a flexible framework for communicators to plan a number of measurement tactics, which combined with more traditional options, aid the overall effort of demonstrating value to the business.
To order your copy of the Five Step Value framework, email: info@44communications.co.uk
