Objectives and difficulties in the evaluation of internal communication in Spanish companies

Recent studies confirm that business leaders are increasingly interested in internal communication (IC). However, in order for IC to continue evolving, the ability to demonstrate its impact on the income statement through the measurement and the evaluation of its actions is essential. This work anal...

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Bibliographic Details
Published in:El profesional de la informacion 2019-09, Vol.28 (5)
Main Authors: Miquel-Segarra, Susana, Aced-Toledano, Cristina
Format: Article
Language:eng ; spa
Subjects:
Organizational communication
Profits
Public relations
Workers
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Summary:Recent studies confirm that business leaders are increasingly interested in internal communication (IC). However, in order for IC to continue evolving, the ability to demonstrate its impact on the income statement through the measurement and the evaluation of its actions is essential. This work analyses the objectives evaluated by the IC departments, the evaluation procedures and the barriers to measuring effectiveness in a study carried out with 118 IC leaders in Spain. The results show that evaluation focuses on the employees and their reactions, and that the main obstacle in measuring is the lack of appropriate tools. In addition, evaluation largely depends on the type of company and how the department is organized.
ISSN:1386-6710
1699-2407
DOI:10.3145/epi.2019.sep.21