Communications Evaluation Playbook

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About the workshop

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. 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.

Using our signature learn-by-doing approach, this practical workshop explores evaluation in the context of the Results Map® strategic communications framework connecting objectives to outcomes.

Format: In person, online or hybrid (English, French or bilingual)

Learning outcomes

Identify practical techniques for creating a chain of evidence between communications outputs and business outcomes

Discover a step-by-step process for communications evaluation using meaningful indicators and measurement tools

Gain tools and 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 key challenges to evaluating communications including scope definition and assessing “invisible” value

Discuss realistic integrating evaluation and evidence-based, data-driven decisions into day-to-day strategic communications practice

Agenda

9:00 am

Roundtable on communications evaluation: what’s working & what’s not?

9:30 am

Presentation: The Communications Evaluation Playbook

10:00 am

Break

10:15 am

Step-by-step communications evaluation framework

11:00 am

Identifying performance indicators & measurement tools

11:30 am

Demonstrating value and impact: Plenary exercise

11:50 am

The absence test

12:00 pm

Lunch

1:00 pm

Creating an evaluation framework: Breakout exercise

2:00 pm

Break

2:15 pm

Conducting a communications audit

2:45 pm

Leading a debrief session that works

3:10 pm

Setting yourself up for success in evaluation

3:30 pm

Session close

I am writing to let you know how useful your training was. My colleague and I are busy using your strategic framework in all the strategies we are pumping out and we are finding it fun, and a relief – we are able to logically put all the thoughts and actions into a framework that flows so well. Thank you!

Results Map® Workshop Participant, CARE Canada

The Results Map® workshop was the best training session I’ve ever attended – material was top notch and the delivery was totally relevant to my experience and my team’s challenges. Amazing!

Results Map® Workshop Participant

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The Results Map^® System

Codifying strategic communications.

The Results Map® System is an online hub of practical resources, time-saving tools, worksheets, samples as well as on-demand learning videos. The System is the portal for accessing all the tools you need to apply the Results Map® methodology to your communications and change initiatives.

The Results Map® System will help you strengthen the impact, integration and effectiveness of your communications team. By level-setting a common methodology and gaining proven tools, you’ll save time and reduce risk. The System spans the full spectrum of strategic communications, including planning, evaluation, employee communications, stakeholder relations, issue management and change leadership.

It’s offered as part of our commitment to making our clients stronger and includes:

100+ tools, worksheets and samples
10 knowledge products
On-demand training videos and webinars

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