CHAPTER TWENTY-ONE
MEASURING THE EFFECTIVENESS OF INTERNAL COMMUNICATION
You have a chest pain and rush to your doctor. “Doc, I need a heart transplant right away!” The doctor says, “What? How do you know? Let me examine you.” “No!” you insist, “just schedule the surgery!” Makes no sense, but many people in the communications business make important decisions and take action without any examination (research) first.
Research is nothing more than a systematic process for getting sound answers to questions you need answered before you make decisions, solve problems, and take action. If you have questions to answer before you make decisions or solve problems, research can help show you the way. Get a physical before you order a heart ...
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