Marketing & PR: Communication Tops the Agenda for Evaluation
Internal communication tops the agenda for many companies but few bother to evaluate its effectiveness, according to a Stourbridge conference and video production company.
Against this backdrop of a static economy and a growing groundswell of industrial unrest, Nick Terry at Top Banana believes that effective internal communications are vital.
He points to a survey undertaken by the IVCA (Internal Visual Communication Association) which found that 89 per cent of companies believe that improving internal communications is a major need.
However, according to an investigation carried out by Top Banana, most companies are wasting the money they spend on internal communications.
Top Banana says that while nine out of every ten companies believe they are properly evaluating the effectiveness of their internal communication activities, fewer than one in every ten companies is truly measuring the results and output of their communication programmes.
Nick Terry, partner at Top Banana, explained: 'The average budget for business events, many of which concentrate on internal communications, is pounds 100,000.
'It seems criminal that this money is being spent on something businesses acknowledge as vital, yet with no realistic measure of its effectiveness. …