Global economic uncertainty shows no sign of abate and most organisations face a challenging 2026. Headcount and budgets are under intense scrutiny and internal communication carries the additional threat of, in some quarters, GenerativeAI offering a plausible and more cost-efficient alternative to human contribution. Under such intense pressure, how can internal communicators successfully advocate for the value they bring? This episode, Dom. Cat and Jen chat with Colin Archer, Head of Communications for Spirax Sarco. With a wealth of experience spanning several decades, Colin succinctly argues against using ROI to measure internal communication. This is both transactional and reductivist. A more effective measure is that of impact – showcasing the powerful effect that the thoughtful use of words and language can have on human behaviour.   About Colin Archer Colin Archer has worked in Internal Communications across different sectors and industries and loves working with people and cultures.  His reason for working in the profession comes from a strongly held view that if we are to spend such a lot of our life in work, then we should enjoy it and certainly not waste any of the precious hours we have in something which doesn’t make us feel good. His strategies encourage deep personal connection with purpose, and with other people, to achieve significant steps forward for the organisations he has worked with.  A Fellow of the IoIC and great believer in extending our sphere of influence to make things better for everyone who is touched by our work, Colin cares deeply about bringing people and ideas together through impactful communication     Find Colin on LinkedIn:  https://www.linkedin.com/in/colin-archer-fiic-072a306/