This exercise is designed to help you develop an evaluation plan for your strategic communication project.

First, answer these questions:

1. Why is this project being evaluated?

2. Who wants to know whether the project was successful or not?

3. What specific questions need to be answered?

4. How should the information needed for the evaluation be collected and analyzed?

5. What resources (money, people, technology) are available for this task?

Second, using Table 12.2 as a guide, set up a document you can include in your plan. Enter the goals and objectives.

Table 12.2

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Goal 1: (Write goal here) Objectives To increase awareness among primary target publics [identify them] of the organisation's views on this issue by 50 per cent in three months [Write objective 2 here.] [Write objective 3 here.] Proposed evaluation method 1. Repeat benchmark survey of target publics to determine whether awareness increased by 30 per cent. 2. Conduct focus groups with primary publics to determine their level of knowledge about this issue 3. Monitor mass news media to assess positive/negative/neutral coverage and the organisation's share of voice 4. Audit campaign material to assess whether it was appropriate for target publics