What barriers prevent more effective internal communication measurement?
• Management doesn’t want to devote the time or financial resources to the project. They probably don’t want to face the answers and they sure don’t want to follow up fixing them. • Most practitioners tend to view measurement as a “nice-to-do” extra rather than a necessity, and they’ve been able to get away without doing it for decades. • It’s just not top of mind in planning budgets, project timeframes, and so on, and often the results aren’t seen as statistically valid or concrete enough to draw meaningful conclusions that would incite change or improvements. • Unlike external communication, which can be said to generate sales, or media coverage, internal communication primarily generates employee engagement, morale and motivation, which are harder things to measure (and harder to directly attribute to communications prowess or lack thereof.) • Lack of understanding of how internal communication supports the success of other business activities – there needs to be a mixture of succes
