Measuring Internal Communication

Communication research and measurement are fundamental inputs and outputs to developing a communication strategy and delivering business results.

Course description:

In this one-day course, learn how to use research to inform strategy and how to measure the impact of your work returning great ROI to your organisation.

What to expect:

• Benchmark your current state across internal communication
• Explore a variety of research methodologies and determine the effect your key messages have on stakeholder awareness, understanding and behaviour
• Analyse the information you gather and use it to inform your strategies
• Use insights to deliver measurable results and demonstrate the impact of your work
• Measure your effectiveness and create insight for the business including demonstrating ROI
• Everything you wanted to know about focus groups and writing questions

Who should attend:

Internal communication, strategic communication or corporate communication professionals.

Career Level: Generalist/specialist, strategic advisor.

Course outline:

Research as input to strategic communication planning

• Explore best practices in research and measurement
• Explore methodologies, internal research, leading and lagging indicators
• Learn where to get the data and how to measure to create meaningful benchmarks

Build your measurement approach and plan

• Analyse the data against business and audience needs
• Explore qualitative, quantitative and observational measures
• Segment and analyse audiences
• Establish measurable outcome and output based objectives

Conduct an internal audit

• Conduct an internal communication audit
• Learn what to measure and how to measure it

Measure your effectiveness and create insight into the business

• Turn your measures into meaningful business results
• Demonstrate ROI
• Create a dashboard for your executive team

About the trainer

Sia Papageorgiou FRSA, SCMP

Sia Papageorgiou is a multi-award-winning strategic communication leader on a mission to elevate the value and visibility of communication professionals and help them become trusted, strategic, and in-demand advisors. She’s consulted to some of the world’s highest profile organisations and governments delivering creative communication strategies and programs that drive understanding, impact and performance. Sia is a certified strategic communication management professional, a Fellow of the Royal Society for the encouragement of Arts, Manufactures and Commerce, and past president of the Victorian chapter of the International Association of Business Communicators (IABC). She’s also a past board director at IABC Asia-Pacific and is chair of the Global Communication Certification Council. In 2020 she was named IABC’s Chapter Leader of the Year, and in 2021, IABC Asia-Pacific named her Communicator of the Year.