Posts filed under ‘Communication evaluation’
The US-based Institute for PR has just published their 10 insights from public relations and communications research of 2016. They scanned all major research studies and selected 10 trends; see the infographic below and read the full report here (pdf). My favourites are:
No. 3 – Most companies find it difficult to efficiently utilize available data and analytics
No. 8 – Many PR practitioners fail to execute the theory of two-way communications
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)>>
Earlier this year I had the opportunity to present the findings of my PhD in 30 minutes (!) to the Geneva Communicators Network. I titled my presentation “communication evaluation: challenges and complexities” – and you can view it below – it’s a very summarised version of my PhD! If you are really keen, you can view the full PhD thesis here.
For any readers in the Zurich, Switzerland area, I will be giving a presentation for the EMScom Alumni Association (of which I am an alumni of..) on communication evaluation; here is a short description:
Evaluation of communication activities is consistently named as one of the top concerns of communication professionals. Yet paradoxically not even half reportedly undertake any evaluation. Drawing from his recent PhD studies and over a decade of experience in evaluating communication campaigns and programmes, Glenn O’Neil will set out the challenges and complexities of evaluation and offer insights into solutions and approaches to ensure that evaluation brings value to communication professionals and their organisation
Thursday, April 28, 2016, 18h30-21h00
Widder Hotel, Zürich
Cost: 50 CHF (free for EMScom alumni)
Hope to see some of you there! Further information >>
Register also by email: email@example.com
In my last post I wrote about the third 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”
My third lesson was: “3. Find the time & budget to monitor and evaluate”
And my forth lesson is: “4. Analyse and share your results”
Too often, evaluation and monitoring data is not analysed; I’ve seen many media monitoring reports, web statistics and event feedback forms not compiled and analysed – communicators should be looking at such data to help understand what has been achieved (or not) and how activities could be improved. Once data is analysed, you should then see how such findings can be shared with your colleagues and stakeholders. Evaluation findings will be of interest to yourself as they concern your activities but they may also be of interest to others in your organisation and possibly externally (confidentiality taken into consideration).
last week I had the opportunity to present to a group of communicators from human rights NGOs at a True Heroes Films workshop in Geneva.
One of the main themes I spoke about was on lessons for evaluating communication campaigns and programmes based on my own experiences of having being involved in some 100 evaluations in this field.
I identified four lessons that I believe apply for all communicators, non-profit or for-profit, particularly taking into account the challenges faced of limited resources.
My first lesson was “Planning is key“.
For communicators, planning is often seen as a necessary burden before they get on to the exciting stuff – actually doing things! Communicators often jump straight into doing activities, i.e. setting up a website, organising an event, issuing a press release, etc. without actually fully thinking through the purpose of the activity – why are we doing this?
So to have a clear strategy and plan is key – before starting:
-Does the situation merit to communicate (analysis)?
-What do you want to achieve (objectives)?
-With whom (publics)?
Thinking about this before you communicate will make evaluation so much easier – and possible!
That was lesson no. 1. And lessons 2-4? Wait for my next posts!
We don’t often read or hear about measuring the impact of journalism, as I’ve written about previously.
Well, on this topic, here is a very interesting article from Stanford Social Innovation Review that goes quite in-depth on the subject. They talk about measuring reach, impact, engagement and influence together with providing examples and initiatives underway in this area.