Measurement has always been—and will always be—a pillar of PR and communications, but it is usually associated with quantifying the results of external-facing initiatives, especially those that are media relations-related. But, as organizational strength and success ultimately begins internally with employees and management teams, shouldn’t metrics be applied to evaluate and improve processes pertaining to these stakeholders?
The answer, of course, is “yes,” and not just for the sake of proving the communications function’s value to internal activities. Applying metrics to initiatives involving employee engagement, internal communications, talent management, employee recognition and training/professional development also facilitates collaboration between PR and HR—two functions that traditionally existed in silos.
For more on this topic see the July 13 issue.