Insert name of presentation on Master Slide Measurement and evaluation 11 September 2013 Presenter: Chris Lines, Director of Communications

Introduction Director of Communications, Public Health Wales, 2009 – Director of Communications, Public Health Division, Velindre NHS Trust, 2006 – Chief Executive, Welsh Liberal Democrats, 1998 – 2005 Corporate Affairs Manager, Powys NHS Trust, PR Consultant, Golley Slater, Measurement and evaluation

Introduction Measurement and evaluation

Objectives For you to measure and report on your communications activity and its effects For you to evaluate your communications activity and its effects

Your starter Why should we evaluate what we do? Why don’t we evaluate what we do? Measurement and evaluation

What can you measure? Media relations Web and social media Events Team briefings Strategic advice Measurement and evaluation

Measurement grid Inputs Details, timings and costs of communications activity Measurement and evaluation

Measurement grid Outputs How many people had the opportunity to be reached by the inputs from your communications activity? Measurement and evaluation

Measurement grid Out takes Measures of the immediate impact of this activity – how effectively did it communicate its key messages? Were people aware of your key messages? Did they understand them? Did they engage with the messages? Did their attitudes change? Measurement and evaluation

Measurement grid Intermediary outcomes Measures of any action taken by the target audience(s) as a result of the activity – how did people behave as a result of being exposed to the activity? What actions or steps did they take en route to the end behaviour? Measurement and evaluation

Measurement grid Outcomes Measures of performance against organisational objectives – what was the effect of your communication on these? Measurement and evaluation

Measurement grid InputsOutputsOuttakesInter- mediary outcomes Outcomes Media relations Web Social media Events Team briefings Strategic advice Measurement and evaluation

Evaluation How do you measure and evaluate your communications strategies and plans? Measurement and evaluation

What do the numbers say? What appears to be working or not? What takes the least/most effort? Are there clear causal links between inputs, outputs, outtakes, intermediary outcomes and final outcomes? What else was going on which may have affected what you were doing? What behaviour change has been achieved? What is the return on your investment? Measurement and evaluation

More thoughts How do you measure quality? How do you measure creativity? How do you measure sentiment? Measurement and evaluation

Barcelona Principles 1.Importance of goal setting and measurement 2.Measuring the effect on outcomes is preferred to measuring outputs 3.The effect on business results can and should be measured where possible 4.Media measurement requires quantity and quality Measurement and evaluation

Barcelona Principles (cont/d) 5. AVEs are not the value of public relations 6.Social media can and should be measured 7.Transparency and replicability are paramount to sound measurement Measurement and evaluation

Conclusions Measure what you can, now Plan measurement and evaluation from the start –Are your objectives measurable? –Is your target audience identifiable and measurable? –Is your message clear and identifiable? Measurement builds the business case for evaluation Measurement and evaluation

Further information Research, Planning and Measurement Toolkit (CIPR – members only)Research, Planning and Measurement Toolkit Evaluating Government Communication Activity (GCN)Evaluating Government Communication Activity Welsh Government Communications Evaluation Guide (available on the Comms Cymru website)Comms Cymru website AMEC Valid Metrics Guide Evaluating Your Communication Tools (The Westminster Model)Evaluating Your Communication Tools (The Westminster Model) Measurement and evaluation

How did I do? InputsOutputsOuttakesInter- mediary outcomes Outcomes Today’s training 1 day by facilitator 1 day by organiser 25 people attending Aware- ness? Under- standing? Changed attitude? Measure- ment and reporting of comms Eval- uation of comms work Improve- ment in organis- ational outcomes e.g. More people Choose Well Measurement and evaluation