How do you measure the effectiveness of your internal communication channels using the Grunig and Hunt model?

1 Press agentry

Press agentry is the most one-way and manipulative type of communication, where the sender tries to influence the receiver with exaggerated or distorted information. This type of communication is often used for publicity or propaganda purposes, and does not care about feedback or ethical standards. Press agentry is not suitable for internal communication, as it can damage trust and credibility among employees. To measure the effectiveness of press agentry, you can look at the number of impressions, reach, or clicks that your messages generate, but these metrics do not reflect the quality or impact of your communication.

2 Public information

Public information is another one-way type of communication, where the sender provides factual and accurate information to the receiver, without seeking feedback or persuasion. This type of communication is often used for informing or educating the public, and follows journalistic standards of objectivity and fairness. Public information can be useful for internal communication, especially for sharing news, updates, policies, or procedures with employees. To measure the effectiveness of public information, you can look at the readability, clarity, and accessibility of your messages, as well as the level of awareness or understanding among employees.

3 Two-way asymmetrical

Two-way asymmetrical is a type of communication where the sender seeks feedback from the receiver, but only to improve the sender's own goals or strategies. This type of communication is often used for marketing or persuasion purposes, and uses research or surveys to tailor messages to the receiver's preferences or needs. Two-way asymmetrical can be helpful for internal communication, especially for promoting or influencing employee behavior, attitudes, or actions. To measure the effectiveness of two-way asymmetrical, you can look at the response rate, satisfaction, or loyalty of employees, as well as the degree of change or action that your messages inspire.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?