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Working together for the future of the profession


During 2018 CIPR Inside (specialist group within the Chartered Institute of Public Relations) led a piece of research in partnership with the Institute of Internal Communications (IoIC) into current and aspirational practice for the measurement of internal communication. 
 
The aim of the research was to “create a comprehensive paper on measurement and ROI for internal communication pulling on existing research, thinking and practice, to present a possible approach that can be used industry-wide.”
 
The research will be launched in June through a series of events which are open to all communication practitioners. The report will then be available for members of both professional bodies. 
 
Advita Patel, Chair of the CIPR Inside group said “We realise measurement of IC and its ROI is a major challenge. Our research report provides a review of available models and methods of measurement from across the internal communication profession, to help practitioners cut through the noise that exists out there. We wanted to work with the IoIC on this piece of work because this is an industry-wide issue and together, we can help more people upskill in this area.”
 
Trudy Lewis, CIPR Inside committee member and lead on the project said “After we completed the impact and value research in 2017, I was keen to explore how measurement plays a role in the value we bring to organisations. There are so many theories and models out there so rather than start from scratch we chose to review the many existing reports with models and advice for practitioners. Combining this with a short survey for practitioners meant we could see any gaps that exist. It has been fascinating to see how internal communications fits with PR and the gaps as we align this to IC, in some of the recommendations out there.”
 
Suzanne Peck, IoIC President said “Measurement and finding the right approach to create demonstrable impact is an ongoing struggle for IC people. With so many ways to approach measurement – and do it – this report pulls together useful, existing practice to help the profession navigate a path. We’ve been pleased to collaborate with CIPR Inside on the report, and to see how the findings work alongside IoIC’s initiatives supporting people dedicated to IC including our competency framework, training, qualifications, and events.”
 
The report explores and presents a way forward for practitioners with information they can use to develop measurement that works within the organisations they support. 

The executive summary will be available on CIPR Inside and IoIC’s website. The full report will be available to download from the CIPR CPD database and IoIC’s member area from 6 June. 

We will officially launch the report at a webinar event to be held on Thursday 6 June – you can register here and if you’re in London on Wednesday 5 June, there will be a broader discussion on measurement with Suzanne and Trudy hosted by Jenni Field you can register here

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