Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


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

Most Popular
In this article: