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EVALUATING YOUR CAMPAIGN:
WHAT DOES SUCCESS LOOK LIKE?
Zena Ambrose
“Analysis is often used as a retrospective exercise but,
for analysis to be truly effective, it needs to generate insight
...
PRAGMATISM: TIME & MONEY
IS IT LEGAL?
QUALITY
NUMBER CRUNCHING
‘MORE THAN JUST A NUMBER’
BARCELONA PRINCIPLES
1 Goal setting and measurement are fundamental to communication and PR
2 Measuring communication outc...
“done is better than perfect”
QUESTIONS
8 December 2016
London
#charityPR
Behind the headlines:
getting your charity’s story
into the news
Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what el...
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Evaluating your campaign: what does success look like? | Behind the headlines: getting your charity’s story into the news | Conference | 8 December 2016

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Zena Ambrose, head of media, Diabetes UK 

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

Published in: Government & Nonprofit
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Evaluating your campaign: what does success look like? | Behind the headlines: getting your charity’s story into the news | Conference | 8 December 2016

  1. 1. EVALUATING YOUR CAMPAIGN: WHAT DOES SUCCESS LOOK LIKE? Zena Ambrose
  2. 2. “Analysis is often used as a retrospective exercise but, for analysis to be truly effective, it needs to generate insight that can be fed into the planning process. It should help us understand how we can be more effective over time. But this is only useful if we know where we want to go in the first place, which is why linking measurement to our overall goals is so important.” White Paper Digest: Analysis Best Practice and proving earned media success Gorkana, Sept 2016
  3. 3. PRAGMATISM: TIME & MONEY
  4. 4. IS IT LEGAL?
  5. 5. QUALITY
  6. 6. NUMBER CRUNCHING
  7. 7. ‘MORE THAN JUST A NUMBER’
  8. 8. BARCELONA PRINCIPLES 1 Goal setting and measurement are fundamental to communication and PR 2 Measuring communication outcomes is recommended versus only measuring outputs 3 The effect on organisational performance can and should be measured where possible 4 Measurement and evaluation require both qualitative and quantitative methods 5 AVEs are not the value of communications 6 Social media can and should be measured consistently with other media channels 7 Measurement and evaluation should be transparent, consistent and valid
  9. 9. “done is better than perfect”
  10. 10. QUESTIONS
  11. 11. 8 December 2016 London #charityPR Behind the headlines: getting your charity’s story into the news
  12. 12. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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