Quantifying the Impact of Communication on Your Organization’s Bottom Line

Consider this scenario: You’re making a pitch to the CEO that calls for more focus and resources on internal communication, citing recent studies that demonstrate that organizations with more effective communication have higher performance. And you get this response: “Great, I’m sold on the importance of communication. Tell me which communication channels have the greatest impact on our bottom line, and put together a strategic plan that will lead to increased revenues.” Did you get a little more than you bargained for? While the CEO’s request certainly sounds challenging, rest assured that it can be done.

Williams, John A. Communication World Bulletin (2004). Articles>Business Communication>Assessment

Use an Audit to Link Communication to Performance

Traditionally, a communication audit serves as an assessment of past performance, where the report of results highlight the strengths and weaknesses of internal communication. Based on this analysis, the communication department must determine where to invest its time and resources in the future.

Williams, John A. Communication World Bulletin (2007). Careers>Management>Communication