Internal communication (IC) is commonly defined as the function responsible for effective communications among participants within an organisation. But if the value of IC 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 Five Step Value Framework draws on measurement strategies from other operational functions to provide a mix of measures designed to help communicators demonstrate the true value of IC activities. 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. Until IC professionals actively measure and demonstrate the real business value of what they do to the entire management layer of their organisations, 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 IC 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 led to a further study and the development of the Five Step Value Framework. it's a simple structure and process that enables IC 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 is intended to help internal communicators structure and deliver more tangible demonstrations of business value. The Five Step Value Framework 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.
Corin Ashby MBA, FIIC has been helping businesses improve their internal communication since 1996. During that time he has worked with many leading communications practitioners from private and public sectors in both the UK and USA. Corin was associate partner at employee engagement specialist Trident Communications before setting up 44 Communications. He holds a first-class MBA from Warwick Business School and is a fellow of the Institute of Internal Communication (IoIC).
