Monitoring and evaluation is part of a continuous process of learning and improvement that enables you to assess the performance of your communications against your aim and objectives.
Effective monitoring and evaluation will help you:
• Determine whether your communication aims and objectives have been achieved or exceeded.
• Identify which activities worked well and which didn’t and how they might be improved or whether they should be substituted for other activities.
• Assess the cost effectiveness of your communications, as you will need to know how much has been spent and on what activities.
• Justify the expenditure on communications to senior managers and elected members. Having clear analytics about the activities that deliver the greatest return.
• Develop better communications in the future by refining and improving activities, focusing spending more effectively and achieving better results.
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DownloadWRAP Comms Guidance - Chapter 9 Monitoring and Evaluation.pdf
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