Index Internal Communication (ICOM)

1. Definition
The Index Internal Communication is a system for the control and measurement of the performance and effects of internal communications. The system is mainly designed to analyze and rate the effects of internal communication media. The process is based on the scorecard method and describes the performance and effects of internal communications in terms of the dimensions of uptodateness and range, design, processes and potentials, content, utilization, acceptance, motivation and state of knowledge.

2. Applications
The purpose is the documentation and goal-oriented control of the totality and media mix of internal communications on a performance and effect level. Optimization recommendations may be given for each medium and the individual dimensions. A standardized catalog of questions combined with a score system enables benchmarking with other companies, between corporate divisions, or on an intraindividual basis to monitor own development (over time). The index is hence based on a kind of indicator system. Communication goals are checked directly against effect in the target groups, and actual-nominal ratios are entered in scorecards.

3. Conduct
First of all, the communication goals are discussed and specified with the persons responsible for communications. The content of all internal media is then checked with respect to the communication of key messages. This identifies the output of communication. The effect of internal communication is then investigated on the basis of surveys, workshops and interviews (knowledge attained, attitudes of employees to key messages and corporate goals). The goal orientation and performance of internal communication is then rated by comparing the output with the effects.

The index rates every internal communication tool from employee newsletter to intranet in four dimensions on the performance side (content, processes, design, range and uptodateness) and in four dimensions on the effect side (utilization, acceptance, state of knowledge, motivation). The performance side presents all factors concerning media production. The effect side explores the extent to which the media are utilized and accepted by employees, and the effects of communication among employees in the form of knowledge, motivation, attitudes or behaviors. The eight dimensions are investigated for each medium and the results are rated and interpreted in association with other indicators. The catalog contains about 300 questions which can be rated as a kind of checklist in a score system.

The index is suitable more for larger companies with a number of internal communication media offerings (e.g. management communication, dialog events and media such as employee newspaper, intranet/employee portal, newsletters, emails, corporate TV and mobile services).

4. Indicators
Company-specific indicators in the following areas:

• Uptodateness and range
• Design
• Processe and potentials
• Content
• Utilization
• Acceptance
• Motivation
• State of knowledge

5. Service provider in Germany
ICOM GmbH, Wiesbaden

6. Links

7. Further reading

8. Case studies