He could have been talking about old-school internal communication, where success was measured by the number of emails you sent out in a month.
These days, justifying your communication budget to your leadership team isn’t about showing what you’ve done. It’s about showing what impact you’ve had.
In other words, it’s less about you and more about your audience.
We’ll help you find out what employees make of your communication. Do people like what you’re saying? Do they believe it? Do they believe in it? Are they even hearing it?
Where are they getting their information? Where are they not getting it? Do they feel their voice is heard?
Knowing these things builds the foundation for a successful communication plan. It might involve surveys, focus groups or executive interviews. Or something as simple as being able to count the number of “Likes” for an executive’s blog post.
Whatever you do, audits and research will help you spend time and money on the things that make a difference to the business.