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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This document discusses evaluating PR and communications campaigns and defining success. It emphasizes that goals should be set at the beginning and measurement should be linked to those overall goals. Both qualitative and quantitative methods are needed to fully evaluate the effects on organizational performance where possible. The document also lists the Barcelona Principles for measuring communication outcomes which recommend measuring communication outcomes rather than just outputs and that AVEs do not equal the full value of communications. It concludes by mentioning an upcoming event on getting charity stories in the news.

Government & Nonprofit

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
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.”
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Gorkana, Sept 2016

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

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 else we do:
www.charitycomms.org.uk

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