The communications plan for any campaign should be stating the key criteria for measurement of success. The measurement of success is extremely important for undertaking all activities of public relations. Evaluation assists in determining if the communications are workable or not . Evaluation is an important tool for justifying and communicating the advantages of PR in the business in specifically facing misunderstanding or skepticism across the board or the managers. Evaluation of communications campaign allows the measurement of success across external agencies and communications team while addressing any issues of the team. Evaluation assists in benchmarking the campaign in accordance with other campaigns for ensuring to gain maximum exposure. The overall evaluation allows learning of best practices, while sharing ideas and working across joint activities of communication for addressing themes similar to the campaign or other transnational campaigns.
The practice of evaluation should be following the advancements made in the campaign. With increased practical consideration of strategic communications for recognizing potential value, more focus is being created to determine ways for adding value these practices. While different needs and queries of evaluation need various standards of rigor methodologies, evaluation of communications campaign has to cover various aspects. By focusing more upon measures or outputs of communications campaigns, the performance of outcomes are enhanced across the public. There is huge significance of evaluating the successful consideration of PR related activities for learning the effectiveness of specific activities and how to improve the future. Evaluation helps in the creation of important feedback to be shared with other stakeholder groups of the project. This reflects the significance of learning from experience.