intelligent measurement

Evaluating communication – 3 of 4 key lessons

November 12, 2015 at 6:42 pm 1 comment

In my last post I wrote about the second of  four key lessons on evaluation for communicators.

My first lesson was “1. Planning is key”.

My second lesson was “2. Decide what and how you will measure”

And my third lesson is: “3. Find the time & budget to monitor and evaluate”

Today, communicators have the tools available for communication evaluation. Presuming you’ve decided “what” and “how” to measure, then the challenge is finding the time and budget to monitor and evaluate! Imagine your time and resources as a lemon (sorry, I know communicators are all squeezed for time and budget…) – and ideally you should be spending 10% on strategy; 80% on implementation and 10% on evaluation.

I’d say most communicators are not doing this – they spend  5% on strategy, 95% on implementation and 0% on evaluation. So this lesson is all about re-allocating your time and resources – I’m not saying you need to squeeze even more out of that lemon, just squeeze it more evenly..!

Entry filed under: communicating evaluation results, PR evaluation.