In our recent research exercise, which has become known as the “Dawson Walker Communications Influence Index”, we were astonished to discover that 44% of the senior internal communications professionals we surveyed said that under half of their colleagues understood their brand values. On the face of it this would seem to be an admission of failure on their behalf – given that brand values would surely be an important subject to communicate internally.

Most people would know me as a “glass half full” type of person and so perhaps I should be celebrating the fact that 56% of respondents are confident that the majority of their colleagues understand their brand values. But even my rose tinted specs cannot enhance this failure – as my Headmaster, Slobbo, regularly also used to say to me – “I’m appalled”. If there’s a bright side I guess we should applaud the openness of our respondents some of whom later joined us for a lively debate at a workshop:“Harnessing the power of your employees”.

We’re very interested in this subject because it’s clear to us that the people in charge of internal communications are actually also in charge of the most powerful channel for external communications – your employees (as simplified below).