Standardizing measures of effective internal communications

Abstract

Effective internal communication is critical to the success of any organization, yet evaluating efforts remains a challenge for many as there seems to be a lack of comprehensive understanding and standardized approaches. Practitioners remain under increasing pressure to improve and maximize the return of communication efforts on organizational value. This demand creates a need to translate action and performance into firm value effects. This study builds on previous research that proposed standards for evaluating internal communication to inform a framework and move towards standardization to better demonstrate the value of effective internal communication and its link to organizational success. Theories of relationship management and employee engagement, as well as theories applied to the function of internal communication and the return on communication investment, were explored to validate proposed definitions and identify themes and trends that may impact evaluation since the introduction of proposed standards, including advances in technology, changing demographics, and the COVID-19 pandemic. The findings highlight how and to what extent organizations are using and evaluating internal communication and validated proposed standards. A proposed framework is introduced to demonstrate the impact of effective internal communications on organizational success and measure efforts to optimize strategies and achieve organizational goals.