Evaluating Your Communication Tools: What Works, What Doesn't?
This guide to evaluating communication is based on measurable activity related to the starting point of a communication campaign, the desired outcome, changes in the audience along the way. Evaluating communication is important for four main reasons: efficient impact, return on investment, boardroom credibility, and continuous improvement. The first section of the report focuses on the evaluation and being diligent in measuring outcomes and not outputs. In the next section, the document discusses useful steps for planning evaluation within communication activities. The most important piece of evaluating communication is to understand your audience - which should not be everyone - and how they behave or what motivates them, and this should be simple research and looking to see what information already exists. This research is used to establish benchmarks for comparison later. The most important part of evaluating communication is knowing what to do with what you find, which is where 90% of resources should focus: the analysis. The final section of the report discusses practical tips for various types of communication in various types of media.
The Westminster City Council. (2011). Evaluating your communication tools, what works, what doesn't? the westminster model.