Every internal comms professional has a vanity wall of metrics: open rates, views, and click-through rates. We chase high numbers because they feel good; a 90% open rate is a nice number to report to leadership. It confirms the system works, the distribution list is clean, and the inbox is being checked. But, a high reach is just evidence of delivery, it tells you nothing about understanding.
The goal of communication isn't for people to see the message; it's for them to use it. When we focus solely on reach, we prioritize mass distribution over precision messaging. We get obsessed with the channel instead of the signal-to-noise ratio of the content itself. A message can be opened repeatedly because it was confusing, not because it was compelling. Resonance, on the other hand, is the measurable impact of a message on behavior and clarity. It’s when a message doesn't just pass through the system but fundamentally changes how an employee thinks, acts, or decides.
To measure resonance, you need to look past the comms dashboard and into the operational data of the business. You need evidence that the message reduced friction, eliminated confusion, or accelerated a strategic objective. Your teams don’t get confused for no reason. They ask questions or create workarounds because your process didn’t make sense, or the instruction didn't stick the first time. This friction creates a data point you already have: the volume of redundant work.
Your best measure of message resonance isn't the open rate; it’s the reduction in post-communication questions. Track the number of support tickets, emails, or direct messages to managers related to the specific topic you just announced. If you roll out a new policy or guideline and the number of "how-to" questions drops significantly in the weeks following, that is your proof of clarity. A message that truly resonates lowers internal friction and reduces the burden on your leaders. Stop celebrating delivery and start demanding data that proves you made people better at their jobs.
A high open rate confirms you sent the message. Little to no follow-up questions confirm they understood it.
