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Evaluation

If it’s Thursday, it’s time for Three Things: three quick things to think about as the week comes to a close.

This week: three things about evaluation:

1.  Evaluation should be closely tied to goals. If you’re evaluating the traditional PR component of your communications program, are you counting press clippings?  Is that because you care most about the number of times your organization is mentioned, or because that’s the easiest thing to count? Odds are the content of the press is as important to your communications goals as the number of mentions – so evaluate that, too. Make sure you’re evaluating those things that will help you make decisions that get you closer to your goals.

2.  Evaluate frequently and at regular intervals. The big end-of-year or end-of-campaign evaluation you need to do to write that memo for the Board is important, but be sure you’re evaluating more frequently than that.  Identify a manageable list of metrics you’ll check in on at least monthly.  Regular evaluation can help you identify trouble areas before they tank your efforts and spot opportunities to expand successful elements before they pass you by.

3. Every now and then, evaluate to answer specific questions. Have you ever wondered if the time of day you send out your emails makes a difference in your response rates? Or whether you should switch up the title font? Or send text-only emails? Pick a month (or any relevant time period) and evaluate for the answer to any random question that’s been in the back of your head.  You never know where opportunity lies – you doubtless have hundreds of great ideas you never have time to implement.  Make a point of testing and evaluating them every now and then.

…and those are the Three Things for this week!  Do you have Three Things you’d like to get off your chest? Shoot us an email – we’d love to feature your ideas in this space!