I recently joined the 21st century by attending my first webinar. I’m a bit technophobic, so this was a big step for me.
In “How to Build the Ultimate Business Case for Internal Communication,” Mellor shared key findings from Melcrum’s 10 years of research. There was the usual reinforcement of what most of us know about the critical role of senior managers and their influence on trust and employee engagement.
Check out this pie chart
But what really surprised me were the numbers (based on research by Towers Perrin) that sorted out primary communication sources and their impact on employee behavior:
- 61% comes from an organization’s leadership (their messages, actions, etc.)
- 32% from infrastructure (corporate culture, systems, policies, etc.)
- 7% from formal media (memos, newsletters, meetings, etc.)
What is it that most communicators focus on? The tools that collectively only have 7% impact! That’s not to say their internal communications efforts are unimportant. On the contrary, we need these folks to help craft & deliver effective and consistent internal messages.
The “gotcha!” for me is that communications professionals have a much greater strategic role to play – beyond managing internal media -by working with their companies’ leaders.