Define your expected results
Communication is most effective when it is related to something practical and tangible.
Think about how you might measure the success of your campaign and incorporate an evaluation system into your campaign before you launch it.
Qualitative evaluation measures the public's perception of your campaign. It doesn’t offer hard figures but does help you to understand the impact of your campaign, for example if there's been a shift in attitude among your target audience.
Qualitative measures include:
- email/online surveys
- phone interviews
- on-the-spot interviews
Quantitative evaluation measures your campaign's reach and visibility.
Quantitative measures are easier to present as results. Quantitative evaluation can measure success by looking at:
- your campaign's reach: how many people heard your message?
- your campaign's visibility: how much visibility did you achieve through the media? How many articles, reports, etc., did your campaign generate?
© Filip De Smet