4.5.3 Communications monitoring and evaluation

Principles
Measurement is a critical component of any communications campaign or strategy developed in support of policy or program initiatives.

Policy requirements
In order to evaluate the effectiveness of communication programs and campaigns (including cost-effectiveness), and to make improvements or adjustments as needed, the performance of communication products should be monitored and the results measured against objectives set in communication and business plans. Formal market research (including concept testing) and qualitative and quantitative research can be used.

Compliance with the requirements of this policy must also be evaluated by individual agencies, with overall monitoring of policy implementation and compliance the responsibility of the Director - Communications Policy.