Study: Corporate comms not getting top management’s attention

Watson Wyatt study shows that in several important areas, companies are cutting back their commitment to using and measuring strategic communications

A new Watson Wyatt study revealed some unexpected trends in internal communications which may have sobering implications for communicators. One of the main findings: Measuring how corporate communications contributes to organizations’ strategic goals has a long way to go.

In 2007 less than 20 percent of the top-performing companies measured communications’ ROI on business goals. Furthermore, the number of companies that bothered to measure their communications’ contribution to business goals decreased by 37 percent between 2005 and 2007.