How to dig deeper and measure your communications

There are myriad big-time consultants out there who can help you gather and measure information about your internal communications.

If you’re on a tight budget and can’t make the case for hiring outside help, however, you can still make the most of metrics, says Cindy Crescenzo of Crescenzo Communications.

In fact, you must do so if you want to help your organization achieve its goals, she says in a Ragan Training session titled “Taking the Mystery Out of Measurement.”

“If it’s not worth measuring, why are we doing it?” Crescenzo says. “You’ve got to really ask yourself that question.”

In most organizations, the gut instinct is to create bad content. It’s stuffy and formulaic, and recycles tiresome jargon and acronyms. Yet it could be so much better.

“It’s such an exciting time to be a communicator, because we are in the age of storytelling,” Crescenzo says. “We are in the age of so many different communications tools at our disposal.”