How does your company measure up?   This questionnaire is based on Synopsis’ communication model, validated through research over the last 6 years with over 120 US and UK organisations. Use it to help you identify the strengths and weaknesses of your internal communication. For each statement, select one of three options, ‘fully’ (+1), ‘partially’ (0) or ‘not really’ (-1). This healthcheck will then give you a score for each best practice element, and an overall score for your internal communication. See our communication model for more information on how you can improve internal communication. Fully Partially Not really Total 1. How clear is the link between business strategy and your internal communication strategy? 2. How clearly is communication focused on driving the attitudes and behaviours the business needs? 3. Do employees have a clear understanding of your business strategy and direction? 4. Do staff understand the key issues and priorities facing your organisation? 5. How well is the business context communicated? 6. How well do employees know how they can contribute to the strategy? 7. To what extent are communicators involved in the early planning of change? 8. To what extent are communicators involved in working through the people implications of the business strategy? Strategy Summary Score: Fully Partially Not really Total 1. How well does the top team engage and enthuse employees? 2. Does the top team walk the talk? 3. Does the top team communicate agreed, consistent messages? 4. Are leaders clear what their communication role is? 5. Do leaders commit enough time to face-to-face communication? 6. Does the top team understand the importance of effective internal communication? 7. Is there a board member with explicit responsibility for internal communication? Leadership Summary Score: Fully Partially Not really Total 1. Is there a clear process for prioritising who gets to communicate what? 2. Does the board approve the internal communication strategy and plan? 3. Does the board regularly review the communication plan and agree key messages? 4. Is there a forward plan that shows what initiatives are planned, and their likely impact 5. Are local communicators equipped to produce communication plans? 6. Are initiative owners and change managers equipped to produce communication plans? 7. Are communication plans produced in different parts of the business co-ordinated into an integrated plan? 8. Is the flow of information managed effectively to avoid information overload? Planning Summary Score: Fully Partially Not really Total 1. Are messages co-ordinated via different communication channels so they present a consistent, coherent picture? 2. Are company-wide issues communicated effectively across different parts of the business? 3. Do you have clear rules for accessing different communication channels? 4. Is communication in straightforward language? 5. To what extent do those who want help communicating give you material that is fit for purpose? 6. How clearly do you understand the needs of your target audiences? 7. To what extent is there a consistent look and feel to corporate channels? 8. To what extent are electronic channels interactive? Channel Management Summary Score: Fully Partially Not really Total 1. Do your expectations of internal communication match your boss's? 2. Is the value of internal communication clear to the business? 3. Is there a clear, agreed role for the internal communication function? 4. Is most time spent on activities which support that agreed role? 5. Do communicators see the business plan and identify communication implications and needs? 6. How clear are line managers about what they need to do to support effective communication? 7. Have you defined a clear set of communication competencies? 8. Do line managers have the skills needed to communicate effectively? Role Summary Score: Fully Partially Not really Total 1. Do you have a regular face to face communication process? 2. To what extent is face-to-face time used for two-way communication rather than information distribution? 3. Is management style seen as a key factor in communication effectiveness? 4. Is face-to-face time seen as valuable by the business? 5. Do managers have the skills to create dialogue and explain the implications of information? 6. Have managers been trained in facilitation and communication skills? 7. Are there effective channels for upward feedback? 8. Is the top team sufficiently visible to staff? Face-to-Face Summary Score: Fully Partially Not really Total 1. Can you demonstrate the value of what you do to the business? 2. Do you regularly measure the effectiveness of communication? 3. Are there regular healthchecks to track the effectiveness of communication? 4. Are there communication competencies and objectives for managers? 5. Is communication performance included in appraisals? 6. Do measures link back to business objectives? 7. To what extent does measurement focus on attitudes and behaviours as well as employee satisfaction? 8. Does measurement actually change anything? Impact Summary Score: View the scores from each section to give you an overview of strengths and weaknesses against best practice. Strategy Summary Score: Leadership Summary Score: Planning and Prioritisation Summary Score: Channel and Content Management Summary Score: Communication Roles Summary Score: Face-to-Face Summary Score: Impact Measurement Summary Score: TOTAL: For each section A score of 7 or more shows an area of strength A score of 4 or less indicates a weakness in your internal communication practice Overall A score of 50 or above shows that your internal communication is in good shape. You should now look at whether you can build more ambitiously on these foundations, how well linked your different communication activities are, and whether they are mutually reinforcing. A score between 30 and 50 shows that communication is not adding as much value as it could. You should focus your attention on the elements where you scored lowest. A score of 30 or less indicates that your communication practices are a long way off best practice. You need to take urgent steps to improve. Our report 'Talking Business' provides further information on best practice. To receive a copy, to get feedback on your scores, or arrange a meeting, please contact Synopsis on +44 (0)20 7490 2900 or e-mail info@synopsisonline.com

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