When it comes to proving the value of internal communication, one word keeps cropping up: engagement. On the surface, it makes sense on its own because most organisations already run engagement surveys. The numbers are there, nicely benchmarked and easy to report, but here’s the problem: engagement isn’t a measure of communication effectiveness. It never has been. So if engagement isn’t the answer, what should communicators measure instead?

If you’ve ever found yourself wondering why others don’t see the value in communications, chances are, it’s because sometimes we fail to demonstrate that value effectively. This is where measurement and reporting come in. Here’s why reporting and measuring matters and, more importantly, how to make them work for you.