The importance of evaluation as part of a campaign is clear. Beforehand, it’ll help give you a benchmark. During the project, you’ll understand what’s working and what needs to change. Afterwards, evaluation will show whether you’ve reached your objectives. Evaluation, much like objectives, is key to success.
So why do so few people bother to evaluate outside of a structured campaign?
It’s always tempting, especially when under pressure (from a boss, from a client, from yourself), to finish whatever you’re working on and press the button to make it go away. Phew! Another thing off the to-do list. What’s next?
But wait! Before you hit send, stop, think. Does this content you’ve spent so long working on do what it needs to? Is it going to work?
Here are a couple of questions to ponder when deciding whether to hit publish (or print, or send, or go)
Do you need to do it?
- What is your business or communication objective? Does this content directly relate to achieving your objective?
- If it doesn’t, is there another purpose for the communication (is it a legal requirement, for example?)
- Do you need to create this content? Is there another way you could get this information out?
Does it MOTIVATE?
- Do you know who your audience is?
- Do you understand their personal and social values? What do they believe? How do they want to be perceived by those around them?
- Does the content resonate with that value system? Do you appeal to their needs? If they engage with your content, what will that do to their social standing?
Is it simple?
- If your audience only saw this one piece of information, would they understand the project? Would they know what was expected of them?
- Have you used evidence to back up your arguments? What is the minimum amount of evidence you need to use? Have you used too much?
- Could you communicate this in a different way? Could you use up less time and space but still have the same impact? Is this the best medium to reach your audience?
Does it work?
- Is it clear what you want your audience to do? Do you want them to think something different? Do you want them to do something? Do you want them to say something?
- Are you solving a problem or are you asking your audience to solve a problem? What is this problem and does your communication fix it?
What questions would you add to this list?
Are you sure your communications are targeted and effective? Let’s have a look at it together and maybe I can give you some hints on how to make it even better! Get in touch.
Beaumont is a communications agency based in Lausanne, Switzerland. We work with clients all around the world to change the way they talk about themselves – helping them create engaging stories that motivate action.
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