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This is a video on communication tips related to the LIFE Programme. Part of a series of videos aiming at helping you with your communication actions.
In this video, we will share our 4th Communication Tip on the Evaluation of your communication strategy.
Evaluation is a very important part of your communication strategy. It allows you to verify your actions’ impact through statistics, surveys and feedback questionnaires for example. It also helps you to identify weak points of your strategy and lessons learnt and of course adapt your strategy if needed. In other words, you need to measure, assess and adapt.
Let’s see each of these 3 points in more detail.
You need to measure the results of your communication regularly. Some examples of this are:
- In the case of an event, you can compare the number of invitations you sent to the number of people who actually attended the event.
- Regularly track your website’s visitation.
- Track the number of followers you have on social media and the trend in which those followers increase.
- Also, track the level of interaction your social media have (meaning comments, shares, likes on your posts etc.).
- If you aim for media coverage after a special event or the circulation of a press release, then track the coverage you achieved.
Once you measure your results, you then need to assess it. Determine what went wrong and if something could have been done better. If for example you issued a press release with interesting content for your target audience, but didn’t manage to get the expected coverage, then perhaps you could do a follow-up call. Or check whether the recipient was not the right person in the first place to secure the coverage and if so then update your recipient list.
Lastly, following the assessment of your communication actions, adapt your strategy if needed. Let’s see an example of this!
Let’s assume your goal is to attract visitors to a National Park, where they can appreciate the ecosystem services it offers. You carry out media campaigns conveying messages about the various ecosystem services that the National Park offers, but you do not see an increase in visitor traffic. Then, as a corrective action, you could invite the public to organised excursions to the National Park with the help of expert guides, who could help visitors experience and value the various ecosystem services.
This is our fourth Communication Tip for LIFE projects!
Thank you so much for watching. This video was prepared by the Cypriot NCP Team through the LIFE Cyclamen project. With the financial contribution of the LIFE Programme – EU’s funding instrument for the environment and climate action.
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Stay tuned for more of our Communication Tips for the LIFE Programme!