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Results Map® Evaluation Workshop

Without a doubt, evaluation has always been the Achilles Heel of the communications profession. Yet cultivating practical, meaningful evaluation techniques is the single most powerful strategy for elevating a communications team’s strategic performance and value.

This one-of-a-kind workshop explores evaluation in the context of a sound strategic communications planning framework connecting objectives to outcomes, and guided by the internationally-recognized Results Map® methodology. Building on industry best practices such as the Barcelona Principles for Communications Measurement and the International Association for the Measurement and Evaluation of Communication, the session offers a refreshingly pragmatic and applied take on how practitioners with limited time and budgets can effectively evaluate results.

This workshop is essential to equipping communications practitioners to replace noise with evidence, fostering data-driven decision making and investments.

Learning Outcomes
  • Identify practical techniques for creating a chain of evidence between communications outputs and business outcomes
  • Learn a step-by-step process for communications evaluation using meaningful indicators and measurement tools
  • Gain tools and techniques for undertaking a Communications Audit and conducting effective Communications Debriefs to foster continuous learning and improvement
  • Learn foundational concepts in communications evaluation including directional alignment, causality, and leading indicators
  • Explore and address the key challenges to evaluating communications including scope definition and assessing “invisible” value
  • Discuss realistic strategies for integrating evaluation and evidence-based, data-driven decisions into day-to-day strategic communications practice

Participants are equipped with the Results Map® Strategic Communications Handbook including access to the online suite of proprietary tools, worksheets, templates and samples.

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Agenda

9:00 Roundtable on Communications Evaluation: What’s Working & What’s Not?
9:30 Presentation: The Communications Evaluation Playbook
10:00 Break
10:15 Step-by-Step Communications Evaluation Framework: Plenary Case Study
Results Map® Tool: Communications Evaluation Playbook
11:00 Identifying Performance Indicators & Measurement Tools
Results Map® Tools: Performance Indicator Matrix & Directory of Measurement Tools
11:30 Brainstorm on Evaluation – Addressing Challenges & Capitalizing on Opportunities
12:00 Lunch
1:00 Creating an Evaluation Framework: Breakout Exercise
Results Map® Tool: Presenting Your Evaluation Framework
2:00 Break
2:15 Undertaking a Communications Audit
Results Map® Tool: Communications Audit Worksheet
2:45 Structuring a Debrief
Results Map® Tool: Communications Debrief Worksheet
3:10 Setting Yourself Up for Success in Evaluation
3:30 Session Close
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Highly practical and evidence-based techniques for evaluating communications based on industry best practices.

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