Senior Management, constantly pressed for time and with a limited understanding of communications, often demand simple metrics to inform their decisions. How do you respond to their expectations and are you satisfied with the evaluation metrics used by your organisation to assess your communications strategy, tools and capacity?

How do you know if your communications are relevant, effective, efficient and sustainable?

These are the 10 questions you should ask yourself:

1. Are your communications objectives SMART (Specific, Measurable, Attainable, Relevant, Time-bound)?
2. Do you use an evidence-based target group classification to customise messages, tools and channels?
3. Are you satisfied with the planning tools you currently use to map out your campaigns?
4. Can you clearly establish the means-to-end relationship between your tools and your long-term policy or business objectives?
5. Are you making optimal use of available channels?
6. Do you benchmark your activities against your peers or competitors? Have you developed judgement criteria to assess your performance?
7. Do you have satisfying verification sources for such an assessment?
8. Is capacity building integrated into your communications strategy?
9. Do you consider risk and counter measures when devising your strategy?
10. Have you embedded an evaluation framework into your communications strategy?

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for concrete answers to these questions.