How Do You Know If You Are A Success?
Evaluating the success of your efforts is essential to determine if you are making progress on your goals. There are several types of evaluation that should be carried out while you are implementing the communications strategy, these are:
Outcome measures evaluate the results of the strategy/activity. Input measures evaluate the resources that go into carrying out the activity. Impact measures evaluate the impact of the strategy/activity on the community/target audience.
When possible, the evaluation measures should have numbers or statistics related to them so that the measures are objective and easily understood. Establish evaluation measures that relate directly to the goals that you have established and periodically review those measures to see if you are making progress within the timeframe established. If not, you may have to adjust the timeframe, change strategies or as a last resort modify the goals. Each strategy/tactic/activity should have its own set of evaluation measures; number of attendees, the composition of the group participating, the media coverage of the event, the reactions of the attendees, etc.
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Was the event/activity successful?
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Did the messages get conveyed to the right people?
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Were the target audiences swayed by the message?
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Were actions taken or behaviors changed as a result of the strategies/activities?
Example: Evaluation Measures
VIP Bus Tour
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The number of City Council members participating in the tour
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The number of media spots covering the event (newspaper, TV and Radio)
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The positive character of the report made by the City Manager to City Council after the Tour
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Adoption of a study resolution by City Council on ways to minimize the impact of foreclosures on the Mayfield neighborhood