In this episode (part 2 of 2), we talk with Joanna Parsons about the power of measurement in internal communications. Joanna, author of Innovative Internal Communications, explains why many comms teams avoid measurement, how to align goals with business strategy, and practical ways to demonstrate value. We also explore how measuring impact can elevate internal comms from a tactical function to a strategic partner.

Why it matters:
Without clear metrics, internal comms risks being undervalued. Measurement shows leadership the real business impact — from reducing attrition to improving alignment.

The big picture:
Effective measurement connects comms to outcomes that matter: savings, revenue, or employee engagement. It's not just about people listening — it’s about showing how comms moves the business forward.

What’s next:
Learn how to build a measurement framework, communicate value to leadership, and start experimenting with data-driven strategies to strengthen your comms career.