MED Communication Handbook - Programme Med

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<strong>Communication</strong> <strong>Handbook</strong> - Factsheet 4 Version 1 – April 2012 Monitoring and Evaluation � The need for monitoring your communication � How to plan and resource your evaluation � The main evaluation tools
Why to evaluate communication activities? It is important to evaluate the success of PR activities, in order to learn which activities worked well and which should be improved in future. Evaluation also creates useful feedback to share with others in the project, so that they can learn from your experience. State in your communications plan the criteria by which you will measure its success. It is always important to measure the success if any public relations activities that are undertaken. Evaluation helps to determine whether communications are working. Are you reaching out to the right target audiences? Do they understand clearly what your project is trying to do? If not, you need to find out why at an early stage in order to modify your campaign. � Are you reaching out to the right target audiences? Do they understand clearly what your project is trying to do? Evaluation can also be a crucial tool to communicate and justify the benefits of PR within your organisation, particularly if faced with scepticism or misunderstanding among managers or on the board. If you can prove that PR activities have changed people’s behaviours or attitudes, sold more products or made your target audiences aware of a certain issue, you are more likely to win their support and endorsement. Evaluation can help you to measure the success of your communications team and external agencies and address any team issues quickly. Evaluation can help you to benchmark your project against other projects to make sure that you are getting the exposure you deserve. It also enables you to learn best practice from other projects, share ideas and perhaps work on joint communications activities with projects that address similar themes across the programme or with other transnational projects. In house or external? There are many methods of evaluating the success of public relations and communications activities. Some are very easy to do in-house, while others are more expensive and complex and might require the help of a specialist external organisation. This factsheet focuses on four key areas of evaluation: media monitoring, media analysis, online analysis and measuring behaviour change. This is not an exhaustive list of measurement tools: beyond these core disciplines it will be important for your project to find methods that are the right fit for your communications goals and objectives. You will have to decide how much staff and financial resource you can allocate to this. � Factsheet 4: Monitoring and Evaluation 2 �
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Page 5 and 6: For instance, it is not sufficient
Page 7 and 8: Messages State your key messages. T
Page 11 and 12: happens when you deliberately set o
Page 13 and 14: for the individual stakeholders on
Page 17 and 18: ideas at the same time, your audien
Page 19 and 20: � Free from jargon � Strong, ac
Page 21: IN SHORT Don’t rush the process.
Page 25 and 26: If you have a small budget it is fi
Page 29 and 30: Things to consider when designing a
Page 33 and 34: Hosting Your website can often be h
Page 35 and 36: IN SHORT When designing or commissi
Page 37 and 38: Leaflets and brochures General leaf
Page 41 and 42: Do they fit with your branding and
Page 43 and 44: IN SHORT Only spend money on promot
Page 45 and 46: There are many opportunities to hol
Page 47 and 48: Programme The format of your event
Page 49 and 50: knife and fork. For the benefit of
Page 51 and 52: Invitations Develop the invitation
Page 53 and 54: Try to get all your printing done a
Page 55 and 56: A press conference should only be h
Page 57 and 58: Event Checklist Planning � Clarif
Page 59 and 60: Presentations � Projectors , lap-
Page 63 and 64: When projects find it hard to gener
Page 65 and 66: Hard news Soft news � Novelty �
Page 67 and 68: News devices The opportunities for
Page 69 and 70: Where just two countries are involv
Page 71 and 72: Larger scale pan-European PR campai
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Pan-European PR programme template
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IN SHORT The media cares about resu
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This factsheet runs through the fun
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� When it happened � Why it hap
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Language and content Keep it simple
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Always ask whether what you are des
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paragraph, if not the second. Delay
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Communication Handbook - Factsheet
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Planning and preparation Preparatio
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handout; use your spoken presentati
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Link your presentation points with
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� Characters � Anecdotes and st
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� Trustworthiness � Composure
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. Hands c. Visual aid d. Charts e.
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Posture Stand or sit with a relaxed
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etween slides. Use simple typefaces
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Resist the temptation to use alcoho
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The stakes are high when you talk t
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proof - particularly when defending
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DO Push your messages. Your message
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DON’T Don’t digress. Politician
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interviewed is to talk more than th
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Victory is no longer measured in te
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and can make eyes and teeth look ye
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