Communications Evaluation Playbook

Replace noise with evidence

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

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 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 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


9:00 am
Roundtable on communications evaluation: what’s working & what’s not?
9:30 am
Presentation: The Communications Evaluation Playbook
10:00 am
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
1:00 pm
Creating an evaluation framework: Breakout exercise
2:00 pm
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
Contact us to book

The workshop can also be delivered online – the agenda is adapted to be delivered in six 2-hour Zoom/Teams modules.

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
Facilitating a leadership retreat … 2023-style

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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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