ABSTRACT
Empirical research in the area of applied communication shows that internal communication is one of five key responsibilities in public relations practice. The starting point is that internal communication is comprised of different strategies and tactics which all have a main goal of improving communication. Measuring success of internal communication is possible through measurement of retention of key organizational messages, through conducting communication audits, through co-orientational analyses, through internal communication book measurement, and through communication network analyses. The fifth chapter gives an insight into which of these methods are conducted in studied organizations, how often, with how much success and are the results applied in shaping communication strategies. The chapter also describes different methodologies for measuring internal communication success, such as interviews, questionnaires, audits, and data collection log-sheets.
