June 13, 2012

The Barcelona Principles and Internal Communications

David V. Iannelli and Scott McKenzie

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The Barcelona Principles

1. Importance of goal setting and measurement

2. Measuring the effect on outcomes is preferred to measuring media results

3. The effect on business results can and should be measured where possible

4. Media measurement requires quantity and quality

5. Advertising value equivalents (AVEs) are not the value of public relations

6. Social media can and should be measured

7. Transparency and replicability are paramount to sound measurement

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Barcelona Principles Appropriate?

InternalCommunications

Public Relations

You deserve your own approach and set of tools!!

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Internal Communications: Primary Research

Internal Comms

Evaluation

Tier 1: Direct

Feedback

Tier 2: Driver

Identification

Tier 3: Business Outcomes

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Internal Communications: Tier 1

Direct Feedback on Internal Communications

• Information flow

• Impact of information flow

• Frequency

• Value of Content

• Preferred frequency, content

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Internal Communications: Tier 2

Deriving Value of Internal Communications

• Employee satisfaction

• Willingness to recommend

• Rating of internal communications function

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Internal Communications: Tier 3

Business Outcomes

• Productivity

• Turnover

• Customer Satisfaction

• Profitability

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Internal Communications: Leveraging Data

Analytics

• Website traffic

• Video completions

• Intranet search activity

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Research Program Guidelines

Be inclusive

• Communicate the monitoring program

• Benchmark opinions across the enterprise

Be systematic

• Develop a stable instrument, but build in options for flexibility

• Conduct the research on a regular schedule

Be transparent

• Communicate findings

• Act on findings

Be professional

• Invest in the process

• Hire professional researchers