Why measurement and evaluation should be at the heart of every communications campaign

katiesarahosborne
Apr 8
2 min read

At Peitho PR, we’re all about giving small businesses a big voice—and that voice needs to be heard clearly, confidently, and credibly. That’s where measurement and evaluation step in. If you’re not measuring your communications activity, you’re not truly managing it. And if you're not managing it, how can you prove its value—or improve it?

Here’s why evaluation is not a ‘nice-to-have’, but mission-critical.

Start with the why (then ask it four more times)

Behind every comms activity is a deeper goal. Maybe it’s more media coverage—but why? Keep digging. Often, what surfaces is a much bigger purpose: attracting talent, growing credibility, influencing funders. This technique, known as the Five Whys, helps us get to the root of what really matters. And when you know the real reason behind your campaign, you can measure the right things.

Set goals you can actually track

We love a bold ambition—but it only works if you can measure progress. Measurable goals are a non-negotiable part of campaign planning. Whether you're using the SMART Communications Objective Setter or the AMEC Integrated Evaluation Framework, clarity on outcomes means you’ll never lose sight of impact.

Think outputs, outcomes, and big-picture impact—for your stakeholders, your sector, and your business.

Insights, not just impressions

It’s easy to count clicks and views. But are you counting what counts?

Holistic measurement brings together numbers and narratives. That means tracking downloads and listening to stakeholder feedback. Page views and perception shifts. Metrics should tell a story—one that actually means something to your organisation.

And please—step away from AVEs. Communications is NOT about media value, it’s about real-world influence.

Measure what matters across every channel

From social posts to stakeholder briefings, every part of your campaign tells a story. Your measurement strategy should capture the full picture—online and offline.

It’s about learning, not just proving

Done right, measurement drives insight, not just reporting. It gives you clarity on what worked, what didn’t, and where to focus next time. It’s how small businesses become smarter, sharper, and more strategic with every campaign.

At Peitho PR, we believe in empowering our clients with this clarity—because communications isn’t just about speaking up, it’s about making sure you’re heard by the people who matter.