How To Evaluate Your Corporate Communications Strategy

Evaluating a corporate communications strategy requires defining SMART objectives before choosing a measurement model, selecting a framework like the input-output-outcome-impact model or the balanced scorecard, and building evaluation into every stage of the communications cycle rather than only checking results at the end. The evaluation isn't complete until the results are communicated back to stakeholders in a format they can actually use.

On this page

• Why does corporate communication evaluation matter?

• How do you determine what needs to be evaluated?

• What evaluation methods and models work?

• How do you integrate evaluation into the communications cycle?

• How do you communicate evaluation results to stakeholders?

• Frequently asked questions

Why does corporate communication evaluation matter?

Corporate communication evaluation plays a vital role in corporate communications strategies, enabling communicators to assess the impact of their activities and improve their tactics. It involves identifying what works, what doesn't, and how to enhance communication strategies going forward. Evaluation serves two primary purposes: it allows companies to report on the results of their communication plan, and it provides evidence of the value communication brings to the organizational mission and vision. Evaluation also offers insights that help communicators build stronger relationships with stakeholders and inform decision-making for future communication actions.

How do you determine what needs to be evaluated?

Before choosing an evaluation model or method, it's crucial to clearly define what needs to be evaluated, based on well-defined communication objectives that follow the SMART framework: specific, measurable, achievable, relevant, and time-bound. Align these goals with the overall company values and goals. Communication objectives could include increasing brand awareness among target audiences, influencing stakeholder behaviors or attitudes, building trust in the brand, or supporting new initiatives within the company.

What evaluation methods and models work?

Input-output-outcome-impact model

This model keeps track of the inputs, outputs, outcomes, and impact of corporate communication strategies, allowing for the measurement of both effectiveness and efficiency across the full chain from activity to business result.

Logic model

The logic model visually illustrates the connection between inputs, outputs, outcomes, and impact, while also considering assumptions, risks, and external factors that might affect results. It is particularly useful for communicating the evaluation framework to non-specialist stakeholders.

Balanced scorecard

The balanced scorecard evaluates the performance of corporate communications strategies from four perspectives: customer, financial, growth and learning, and internal. This helps align communication plan goals with the company's broader strategy and vision rather than treating communications as a standalone function.

How do you integrate evaluation into the communications cycle?

Corporate communication evaluation needs to be incorporated into the planning and application process as a cyclical and continuous practice, with evaluation happening at distinct stages. Before implementing a communication framework, conduct formative evaluations to understand the preferences and needs of stakeholders and target audiences, which informs the design of effective communication strategies. During the intervention, conduct monitoring evaluations to track progress and make adjustments as necessary rather than waiting until the end to discover a strategy isn't working. Finally, measure the results of the communication intervention and communicate the findings back to stakeholders.

How do you communicate evaluation results to stakeholders?

Corporate communications evaluation isn't complete without effectively communicating the results to relevant stakeholders and audiences. This step allows for sharing challenges and successes, providing recommendations and feedback, demonstrating transparency, advocating for the value of communication, and motivating the corporate communications team. To do this well, identify key stakeholders and audiences, then tailor messages and content formats to their needs, using compelling and concise language that avoids technical jargon.

Creative methods for presenting results include visually appealing infographics that present key findings and recommendations in an easily understandable format; interactive dashboards that let stakeholders explore evaluation results in real time; videos showcasing the evaluation process through interviews or testimonials; storytelling that narrates the journey of a communication intervention and its outcomes; and executive summaries that provide a high-level overview focused on key takeaways and actionable recommendations.

Frequently asked questions

What is the SMART framework in communications evaluation?

SMART stands for specific, measurable, achievable, relevant, and time-bound. It's the framework used to define communication objectives clearly enough that they can actually be evaluated, rather than vague goals that can't be measured.

What is the difference between the input-output-outcome-impact model and the balanced scorecard?

The input-output-outcome-impact model tracks the full chain from activity to business result for measuring effectiveness and efficiency. The balanced scorecard instead evaluates communications performance across four fixed perspectives (customer, financial, growth and learning, internal) to align it with overall company strategy.

When should evaluation happen in a communications campaign?

Evaluation should happen at three stages: formative evaluation before implementation, monitoring evaluation during the campaign to allow adjustments, and summative evaluation after completion to measure final results.

Virgo PR's corporate communications practice builds measurement frameworks into strategy from day one rather than treating evaluation as an afterthought.

Ronn Torossian is the founder and chairman of Virgo PR's parent agency, 5W AI Communications, the AI Communications Firm.