How do you measure the success of your urban planning communication?

1 Define your goals

Before you can measure the success of your urban planning communication, you need to define what you want to achieve with your communication efforts. What are the specific objectives and expected outcomes of your communication plan? Who are your target audiences and what are their needs, interests, and preferences? How do you want to influence their knowledge, attitudes, behavior, or participation? By clarifying your goals, you can align your communication activities with your desired results and identify the relevant indicators to track your progress.

2 Choose your indicators

Indicators are measurable variables that reflect the performance or impact of your urban planning communication. They can be quantitative or qualitative, depending on the type and level of data you want to collect and analyze. For example, you can use quantitative indicators to measure the reach, frequency, or cost-effectiveness of your communication channels and tools, such as the number of website visits, social media followers, or flyers distributed. You can use qualitative indicators to measure the quality, relevance, or satisfaction of your communication content and process, such as the feedback, opinions, or stories of your stakeholders. You can also use mixed indicators to measure the outcomes or effects of your communication on your target audiences, such as the changes in their awareness, perception, or engagement.

3 Select your methods

Methods are the techniques and tools that you use to collect and analyze data for your indicators. They can be primary or secondary, depending on the source and availability of the data. For example, you can use primary methods to gather data directly from your stakeholders, such as surveys, interviews, focus groups, or observation. You can use secondary methods to access data from existing sources, such as reports, statistics, or media coverage. You should select your methods based on your research questions, resources, and ethical considerations.

4 Implement your evaluation

Evaluation is the process of applying your methods to collect and analyze data for your indicators and report your findings and recommendations. You can conduct your evaluation before, during, or after your urban planning communication, depending on your purpose and scope. For example, you can use formative evaluation to test and improve your communication plan and activities before or during their implementation. You can use summative evaluation to assess and report the results and impacts of your communication plan and activities after their completion. You can also use developmental evaluation to support and learn from your communication plan and activities in complex and dynamic contexts.

5 Communicate your results

The final step of measuring the success of your urban planning communication is to communicate your results to your stakeholders and audiences. You should use clear, concise, and compelling language and visuals to present your data and analysis, as well as your conclusions and recommendations. You should also tailor your communication format and style to suit the needs and preferences of your intended recipients, such as reports, presentations, infographics, or podcasts. By communicating your results, you can demonstrate your accountability, transparency, and credibility, as well as share your learning and insights.

6 Learn and improve

Measuring the success of your urban planning communication is not a one-time activity, but a continuous cycle of learning and improvement. You should use the feedback and data from your evaluation to reflect on your strengths and weaknesses, as well as the opportunities and challenges of your communication plan and activities. You should also use the evidence and knowledge from your evaluation to inform and adjust your communication goals, strategies, and actions, as well as to identify and address any gaps or issues. By learning and improving, you can enhance the effectiveness and impact of your urban planning communication.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?