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Evaluation
Decide how you are going to measure your
activity. At the start, plan (and budget for) any formal tracking,
monitoring or research.
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Measuring the
effectiveness of the medium – did you get the message across to the right
people at the right time?
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Is there evidence of
increased awareness of the message among the primary target audience?
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In addition to any
measurable response analysis, you may want to consider funding
quantitative research or media evaluation
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In the longer term,
has the initiative contributed to a reduction crime or greater community
involvement?
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If you are using
tracking research, make sure a benchmark study is carried out before the
campaign so that changes can be measured
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Use the campaign
evaluation to help plan future activity or to redefine target audiences or
community areas
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Whatever the level
of publicity activity, aim for a continuous process of research,
development, campaign activity and evaluation. This helps to make the
overall investment and strategy more cost-effective than a series of
unrelated ‘one-off’ campaigns
Where possible, please
share your experience with the Home Office Communication Strategy Unit who
are keen to build up a picture or best practice, success and cautionary
tales – phone 020 7273 4268.
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