Leveraging The Barcelona Principles in Internal Communications: A Comprehensive Guide

1. The Barcelona Principles and Internal Communications David V. Iannelli and Scott McKenzie

2. The Barcelona Principles • Importance of goal setting and measurement • Measuring the effect on outcomes is preferred to measuring media results • The effect on business results can and should be measured where possible • Media measurement requires quantity and quality • Advertising value equivalents (AVEs) are not the value of public relations • Social media can and should be measured • Transparency and replicability are paramount to sound measurement 2

3. Barcelona Principles Appropriate? Internal Communications Public Relations You deserve your own approach and set of tools!! 3

4. Internal Communications: Primary Research 4

5. Internal Communications: Tier 1 • Direct Feedback on Internal Communications • Information flow • Impact of information flow • Frequency • Value of Content • Preferred frequency, content 5

6. Internal Communications: Tier 2 • Deriving Value of Internal Communications • Employee satisfaction • Willingness to recommend • Rating of internal communications function 6

7. Internal Communications: Tier 3 • Business Outcomes • Productivity • Turnover • Customer Satisfaction • Profitability 7

8. Internal Communications: Leveraging Data • Analytics • Website traffic • Video completions • Intranet search activity 8

9. 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 9