Measurement important but … research findings
Communication professionals in New Zealand recognise the importance of measuring the effectiveness of their communication programmes, but prefer informal output based measures - that’s according to a research undertaken by Massey University students in partnership with IABC Wellington.
The research reported on the measurement activities of a sample of New Zealand communication professionals with responsibility for managing internal communication programmes in their organisation and reflects IABC Wellington’s commitment to undertake communications research in New Zealand, as well as support communications students in their studies.
The findings were presented at IABC Wellington’s AGM on 26 February.
As for their international counterparts, it appears that New Zealand communication professionals prefer informal output based measures to social science methods. Communication professionals understand the value of these methods but this does not translate into useage.
Lack of time, budget, and management support all appear to be significant barriers to measurement activity. There is some evidence from this research, and other studies suggest, that managers may play a more significant role in the frequency and type of measurement activity than other barriers.
During economic crunch times, the pressure to prove the value of internal communication programmes will increase. Respondents in this survey are making good use of their measurement findings by reporting them to management and improving strategies and communication channels. However, they are not effectively proving the link between these programmes and real changes in attitudes and behaviours to achieve organisational goals.
About the research and survey
Authors, Kate McDavitt and Bruce Faull (Research Methods students from Massey University, Wellington) undertook the study.
The IABC Wellington chapter wanted to get an accurate picture of measurement activity in the New Zealand context: How do we compare with international measurement trends? As a result this research was commissioned to establish a benchmark of current measurement practice in New Zealand organisations. This is the first of a planned regular series of research investigations to be undertaken in partnership with Massey University’s School of Communication, Journalism and Marketing.
The research aimed to answer the following questions:
1. How frequently and by what methods are New Zealand organisations measuring the effectiveness of internal communication activities?
2. Which internal communication measurement methods are considered the most effective and what motivates measurement?
3. Are there any barriers to assessing effectiveness of internal communications?
4. How are the results of measurement activities used?
research-iabc-report09 [overview of the findings]