7. Evaluation and follow-up
Always evaluate major communication efforts by asking the following questions, for example:
- Was the communication objective achieved, i.e. what was the effect?
- What worked well?
- What didn’t work so well? What will you think about for next time?
- Which aspects need to be followed up further?
The evaluation can be simple or extensive depending on the time available and your requirements. You can make evaluations in direct connection with the communication activities or retrospectively. If the effect is a change in attitude, you must also make an evaluation before the activities start – a so-called “zero measurement”.
Ways to evaluate a communication initiative include:
- Dialogue with groups and interviews with individuals from the target group.
- Workshops with everyone, or a selection of people from the target group.
- Surveys of everyone, or a selection of people from the target group.
- Analysis of what is written in printed and digital media.
- Measurement of the number of visitors in connection with the activities, or the increase in the number of followers to social media linked to the activities in relation to your objectives.
If the evaluation gives rise to new initiatives, you need to review your activity plan. The communication planning process then starts again from the beginning.
Always summarise the outcomes of your initiatives to make planning easier each time. If you then add the plan and follow-up to DINA, you’ll contribute to the learning process within the secreteriat of the Nordic Coucil of Ministers.
