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You should now be clear on what your communications efforts are expected to achieve. You know your goal, objectives, audience, baseline and evaluation questions; the next step is to develop specific metrics to answer your evaluation questions. The authors introduce milestones at this point of the evaluation. If objectives are intermediate markers toward your goal,…

The first question before posing your evaluation questions is: what stage is your communications effort in? The authors make a distinction between early, mid and advanced stages. Early Stage The early stage means the development or early implementation of a communications plan, where there is a degree of trial and error. The evaluation at this…

In order to evaluate your results, you have to know your starting point. You will have to compare your baseline data with the new data you are going to gather as you progress toward your goal. You need exactly the kind of baseline data that will be able to show you whether your communications are…

Organizations often take the easy way out and measure what’s easy to count, such as visitor numbers for their Web sites. But those numbers won’t tell you what those visitors did with the information or content they found. According to the authors of the guide, “you’re ultimately trying to move an audience; therefore, getting feedback…