Measurement and evaluation should identify outputs, outcomes, and potential impact

Therefore, it is not enough just to measure outputs such as how many articles were published as a result of your press release, or how many new followers you gained from your post. Instead, try to go further to show what kind of outcomes this publicity led to for your organization and what its long-term impact was. When you succeed in demonstrating this, you are showing the concrete value communications work brings to your organization. In short, did communication succeed in affecting attitudes and advancing organizational objectives?

Examples of identifying outcomes and impact

Through a planned communications campaign a furniture company gains increased positive coverage for a new line of sofas in interior design magazines, meeting their set goal of increased visibility for this product in key media.

To determine the outcomes and impact, they could look at: