Most teams measure communication by how far it travels. Open rates, clicks, and impressions tell us how many people saw something, but they don’t say whether it meant anything. Reach is easy to measure; resonance takes more work.
Resonance is present when people can repeat the message in their own words, when they understand it, believe it, and use it to guide decisions. You can hear it in how managers talk about priorities, how teams explain projects, and how staff describe what’s changing.
Measuring resonance starts with listening, not counting. Look for the language that comes back after a message goes out. Track how often key points show up in meetings, feedback forms, or team updates. Pay attention to the questions people ask, they’ll tell you whether the message was clear or just familiar.
Reach shows distribution, resonance shows understanding; both matter, but only one builds alignment.
