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