Key considerations that are considered to incorporate the metrics for the organization would be to
ensure that the metrics are used towards meeting and exceeding short- and long-term goals. The
metrics are data used to measure what organizations would need to do in order to achieve
success. Employees need a visual to determine what goals that they should be reaching and if they
are in line with the strategic goals of the company. In order to make sure that the objectives are
clear with everyone, items such as surveys and feedback strategies should be utilized. This will
allow employees to ask questions and to receive feedback on performance. Metrics should be
implemented because it gives data on what standards should be followed and how they should be
met. It also allows leadership information on what information that can be compared.
What are some key considerations that could drive organizations to put metrics in place to
measure the effectiveness of internal communication initiatives?
Business leaders use metrics to measure their organizations’ progress toward short-term and long-
term goals and objectives. A key consideration when measuring the effectiveness of internal
communication initiatives would be to determine how internal communication drives strategic
impact. For example, BlewMinds’ internal communication was created to communicate the
organization’s strategic goals and how they will impact the company’s stakeholders, etc. As such, a
key consideration for measuring the effectiveness of BlewMind’s internal communication would be
to determine if it reached its target; the impact on its audience, and if it achieved the intended
objective, thus driving strategic impact. Business metrics are most effective when they are
compared against established benchmarks or business objectives (Klipfolio. n.d.). To ensure that
internal communication achieves the objective, organizations may want to track its performance
over a certain time. Another key consideration would be to determine whether the recipients
(employees) are able to connect their roles to the organization’s vision (The National Academies
Press, 2016).
How might the metrics be similar or different with an external communications initiative?
Metrics used for internal and external communications would be similar in that they are used to
measure whether the message communicated has reached its target, the impact on the audience,
and determine if it achieved the intended objective. Both internal and external communication
should be aligned or complementary.
However, metrics used for internal communication may differ from external metrics due to
budgetary, time, and environmental constraints. In addition, the quality of the outcomes may differ
based on the metrics used which are often dependent on cost and other resources.
Why are the business environment organizations operating in an important consideration when
implementing metrics?
It is critical for the business leader to understand the business environment the company is
operating in because there are external factors (social, technological, economical, legal and
political) that impact decision-making, strategies, and performance. These factors are beyond the
organization’s control and may provide opportunities or pose threats to the organization. Having a
detailed understanding of the business environment enables businesses to not only identify and
evaluate, but also to respond proactively to changing external forces in order to survive and grow
(Kumaravel, 2023). A great example of this is witnessed in the case study when BlewMinds’
revenue was impacted during the COVID pandemic.
Companies use metrics to make better more informed decisions. Metrics can be applied to internal
communication initiatives. b A company should strive to implement and use their resources
effectively. Employees are the biggest resource a company has. b Metrics can shine a spotlight on if
the type of communication is right for what the employees need. They can also evaluate new
internal social media platforms, apps, and project management software. “Along with determining
what types of content employees respond to best, enterprises can also eliminate the forms that
are least effective” (Herman, 2023). b Metrics evaluate the engagement response of employees. b
This can give leadership guidance if they need to encourage an alternative way to communicate
more effectively or change company goals. b “When employees are engaged in their work and
communicating effectively, they are much more likely to reach a company’s stated goals” (Herman,
2023). b Can a goal be achievable on the current estimated timeline? b If not, would it be better to
abandon or switch directions? b Reading measures of internal communications metrics can be used
to gage milestones in goals.
Metrics for internal communications would be tied to employees, managers, executive, and board
of directors. The resulting measures would direct company policy changes, or possibly budget
spending on business operations. b b With internal communication metrics, the company has control
over the decisions based on the results. b External communications would be related to external
parties of the organization such as vendors, suppliers, customers, partners, and investors. The
resulting measures would have external responses involved and the decisions based off the
measures might not be entirely within the company’s control.
For small companies, choosing the metrics to measure would be dependent on what type of
business environment is targeted. b If you company is a professional service provider, you would not
be implementing metrics on inventory. b But most large companies need to implement metrics in
multiple business environments to achieve an overall picture. b “Understanding the different
environments helps you understand changes that affect the market and how you might react”
(Indeed Editorial Team, 2023). b Understanding political environments of other countries can
influence the supplier environment for inventory logistics. b
References:
Herman, M. (2023). 10 Metrics and KPIs for Internal Communications. b Lumapps.com.
https://www.lumapps.com/internal-communication/metrics-kpis-for-internal-communications/
Indeed, Editorial Team. (2023, March 29). What Is a Business Environment? Indeed.com.
https://www.indeed.com/career-advice/career-development/what-is-business-environment
Klipfolio. (n.d.). What is a business metric? https://www.klipfolio.com/resources/articles/what-are-
business-metrics
Kumaravel, M. (2023, March 23). Importance of business environment. LinkenIn.
https://www.linkedin.com/pulse/importance-business-environment-kumaravel-
m#:~:text=The%20business%20Environment%20enables%20the,procedural%20delays%20should%2
0be%20eliminated.
The National Academies Press. (2016). Measuring Communication Effectiveness Across Diverse
Backgrounds and Missions. https://doi.org/10.17226/21876.
https://nap.nationalacademies.org/read/21876/chapter/6a
