Monitoring and evaluation is an essential part of effective communication. It allows us to gather evidence on the impact of our work and gives us insights in how effectively and efficiently we achieve our communication goals. This workshop will explore best practice in PR measurement and evaluation and involve practical sessions on ways to measure campaigns.

Monitoring and evaluation is an essential part of effective communication. It allows us to gather evidence on the impact of our work and gives us insights in how effectively and efficiently we achieve our communication goals. This workshop will explore best practice in PR measurement and evaluation and involve practical sessions on ways to measure campaigns.

Meaningful and robust data also helps us in showcasing the value of effective communication to different audiences and through different channels in a rapidly changing environment. We need to ensure that we have the most appropriate and cutting edge tools to measure the impact of our communication activities. This workshop will explore best practice in this area and include practical sessions on ways to monitor and evaluate our work.

The workshop will take you through the process of setting communication objectives, and identifying the right measures to monitor and evaluate the activities chosen to achieve these objectives. Case studies will help understanding of how to set objectives linked to business goals, choose the right measures to monitor and evaluate, and achieve the right balance between research, planning and measurement.

Participation in this course will help you gain skills and knowledge on:

- the latest global practice in research, planning and measurement
- setting objectives linked to your organisation’s goals and choose the right measure
- knowing the difference between outputs and outcomes
- understanding the balance between research, planning and measurement
- understanding non-AVE measures.