Communication measurement and evaluation should include both qualitative and quantitative analysis

When measuring your communication, you need to focus on specific quantitative and qualitative measures but you can also include specific audience-based research or cross-channel research. The combination of the two give a full understanding of your communications work and how to evaluate your findings.

The chosen measures need to be specific for your work and to be aligned with your communications strategy. your organization. The right combination of qualitative and quantitative measures will give you a better understanding of the results of your work and there for a better way to report those measures back to your organization.