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BtoB

Study finds widespread failure to measure communications' effectiveness

Published on .

New York--A new study by Towers Perrin and the International Association of Business Communicators Research Foundation finds most companies measure their internal and external communications infrequently and informally, if at all.

The study, based on more than 1,000 electronic survey responses and in-depth interviews with more than 30 senior communications professionals, found that informal feedback is the predominant measurement of the effectiveness of communications in 57% of organizations.

Internal interviews are used by 34% of organizations, and only 15% use focus group feedback.

The study also found that improving operating performance is the leading business priority for more than 50% of communications professionals, while fixing current business problems is the leading business priority identified by 40% of respondents.

More information about the study is available at http://www.iabc.com.

--Kate Maddox

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