Evaluation in communication

By: Sudipta Roy-Choudhury, Communications Officer, Canada Revenue Agency

Why do evaluations anyway? You’ve already finished your activity or task, you’ve spent so much time in planning and executing and you are feeling done with the project and ready to move on to the next challenge! Why look back?

Here’s why – evaluation offers accountability; it allows us to gauge the results based on the time, effort and expense used to achieve them. It’s a great way to find shortcomings and improve for the future. Importantly, it can be a rewarding exercise to realize you may have achieved or exceeded your goals! What’s not to love about a tangible feeling of accomplishment!

Evaluation is guided by the goals and objectives you set early in your planning. This is why it’s important to define clear, measurable benchmarks in your communications plans, activities or strategies. Evaluations are most effective when it is an ongoing, systematic process.

We have many tools ready for your use!

Now that you have all the tools to get started, you need to get your whole team on board! Here’s a sample information session deck (accessible only on the Government of Canada network) that we use to train all communications advisors on evaluation.

Feel free to use the resources above to get started on this exciting journey of Evaluations! It’s the key to unlocking the queries behind: Should we? Should we not? when it comes to communication strategies and helps us be better prepared for the future. We are in a dynamic era where change is the only constant. What has always worked in the past may not be the best indicator for future success. Evaluation is essentially forward looking and understanding the results of communication plans allows us to prepare for the future and support strategic alignment.

For more information or to book a virtual live Q&A session on evaluation, please contact intercomms@cra-arc.gc.ca.

Check out these excellent tools and resources on evaluation:

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