Measurement made doable for local authorities

I’ve been spending the last couple of days reading an excellent report by Westminster City Council into how it measures its communications activity.

I think the industry is good at talking about evaluation, as anyone who reads PR Week will know, but seems less certain of delivering it consistently and well. I’ve been involved in some decent campaigns, which were able to demonstrate real results (sorry, outcomes) that were directly linked to communications.

The report is a good read for those who wish to find out more about how one of the country’s more forward thinking local authorities evaluates its activity and reports on it. It covers the whole scope of its work, focuses on results as well as activity (sorry, outputs), gives useful pointers on understanding one’s key audiences and stresses quality and quantity as important measures.

Congratulations to the team for this work, and thanks to local government comms expert Simon Wakeman for sharing the document on his blog recently.