intelligent measurement

8 golden rules for communication evaluation

December 1, 2016 at 7:10 am Leave a comment

The UK government’s Communication Service has produced a framework for evaluating communications (pdf). 

The framework provides an overview of an integrated approach to evaluating communication activities and sets out eight golden rules for communication evaluation:

1. Set SMART objectives well before the start of your activity

2. Think carefully about who your target audience is when selecting relevant metrics from each of the five disciplines*

3. Ensure you adopt an integrated channel approach when evaluating your communications activity

4. Collect baselines and benchmarks where possible

5. Include a mix of qualitative and quantitative evidence

6. Regularly review performance

7. Act on any insight to drive continuous improvement and inform future planning

8. Make the link between your activity and its impact on your organisational goals or KPIs

*Media, digital, marketing, stakeholder engagement, internal communications

Are there any more to add? I would add the need to integrate evaluation within the daily work of communication professionals – so it is thought about before starting activities and during…

View the complete guide here (pdf)>>

Entry filed under: Communication evaluation, Evaluation methodology. Tags: communication evaluation, pr measurement.