The Communications Process - Step 3

Step 3: Evaluate

Evaluation is a critical aspect of communications.

The main reasons for evaluating are:

• Accountability: without evaluation, you don’t know (and can’t prove) what you've achieved, and hence you can't justify the expenditure of time, energy and public funds you have made.
• Improvement: if you don't evaluate, you don't know what worked and what didn't. You won't learn anything from the experience, and you may well keep making the same mistakes.

The Victorian Government strongly supports evaluation of communications activities, and the market research activities underpinning it.

The Victorian Government has established Evaluation Guidelines (Word 55kb) which recommend evaluation of all significant communications activities.