According to a 2025 Chief Executive survey, 57% of CEOs ranked retaining and engaging employees as a top business priority – second only to gaining market share.
That tells us something critical: employee engagement is firmly on the C-suite agenda. And with that attention comes pressure. Leaders don’t just want stories of success; they want evidence that internal communications (IC) is driving measurable impact.
For in-house heads of IC, this scrutiny can be daunting. But it’s also a chance to show that IC is not just about distributing messages, it’s about enabling performance. And this is where PR agencies have a unique role to play. By embedding measurement frameworks from day one, agencies equip their IC partners with the data they need to prove ROI, protect budgets, and elevate their influence in the boardroom.
Why Start With Measurement?
Too often, IC campaigns start with creative energy but lack a clear plan for how success will be measured. That gap makes it hard for IC leaders to answer the inevitable C-suite question: “What did this campaign actually achieve?”
When PR agencies take ownership of measurement from the outset, they shift the conversation:
From “here’s what we delivered” to “here’s the business impact we created.”
From tactical activity to strategic alignment.
From being seen as suppliers to being trusted advisors.
Measurement isn’t a nice-to-have—it’s the foundation for credibility.
The Five Metrics That Matter
For measurement to resonate with senior leaders, it has to go beyond vanity metrics. The following framework gives a full picture of IC’s reach, influence, and value:
1. Reach and Engagement
– Are employees seeing and interacting with the content?
– Measured via open rates, intranet visits, event attendance and social interactions.
2. Message Retention and Understanding
– Do employees get it?
– Assessed through pulse surveys, quizzes, or knowledge checks.
3. Behavioural Change
– Did the communications spark action?
– Observed through policy adoption rates, tool uptake, training participation, or shifts in compliance.
4. Employee Sentiment and Trust
– How do employees feel as a result?
– Measured via pulse surveys, IC Net Promoter Scores, and analysis of open feedback.
5. Business Outcomes
– How does it tie to organisational priorities?
– Aligned with productivity gains, retention improvements, or faster adoption of change initiatives.
By connecting these dots, agencies create a clear line of sight from communication activity to business performance.
The Agency Advantage
In-house IC teams are often lean and stretched, which means measurement is the first thing to slip. Agencies can add value by:
- Designing measurement strategies alongside creative briefs
- Bringing external benchmarks and best practices into the organisation
- Handling data collection and analysis, freeing IC leaders for strategic work
- Translating insights into board-ready reporting
This isn’t about tracking clicks. It’s about helping IC leaders speak the language of the C-suite: return on investment.
ROI is the Story
Every business function is under pressure to prove its worth, and internal communications is no exception. PR agencies that help IC leaders demonstrate ROI, whether through engagement, retention, or adoption, secure their place as indispensable partners.
Because measurement isn’t about dashboards or surveys. It’s about proving that communications is not a cost centre, but a value creator.
Agencies that lead with measurement don’t just deliver campaigns – they deliver credibility, influence, and results. That’s what keeps internal comms at the heart of business strategy.