What are the most common misconceptions about evaluating a communication plan?

2 Myth 2: The plan is only about outputs

Another common misconception about evaluating a communication plan is that it is only about measuring the outputs, such as the number of press releases, social media posts, or events. While these are important indicators of the reach and visibility of the campaign, they do not tell the whole story. A communication plan should also measure the outcomes, such as the awareness, attitudes, behaviors, or actions of the audience. These are the ultimate goals of the communication plan and they reflect the impact and value of the campaign.

3 Myth 3: The plan is perfect and flawless

A third common misconception about evaluating a communication plan is that it is perfect and flawless, and that any criticism or feedback is unwelcome or unnecessary. This is not true. A communication plan is not a masterpiece that cannot be improved or refined. It is a tool that can benefit from constructive feedback and suggestions. Therefore, it is important to seek and receive feedback from different sources, such as the stakeholders, the audience, the peers, or the experts. A communication plan should be open to learning and improvement.

4 Myth 4: The plan is independent and isolated

A fourth common misconception about evaluating a communication plan is that it is independent and isolated from other factors or influences. This is not true. A communication plan is not a standalone project that operates in a vacuum. It is part of a larger context that affects and is affected by other elements, such as the organizational goals, the budget, the resources, the competitors, or the trends. Therefore, it is important to consider and integrate these factors when evaluating a communication plan. A communication plan should be aligned and connected with the big picture.

5 Myth 5: The plan is subjective and biased

A fifth common misconception about evaluating a communication plan is that it is subjective and biased, and that there is no right or wrong way to do it. This is not true. A communication plan should be based on facts and evidence, not on opinions or preferences. Therefore, it is important to use reliable and valid methods and tools to evaluate a communication plan, such as surveys, interviews, focus groups, analytics, or benchmarks. A communication plan should be supported by data and logic.

6 Myth 6: The plan is the end and not the means

A sixth common misconception about evaluating a communication plan is that it is the end and not the means, and that there is no need to follow up or act on the evaluation results. This is not true. A communication plan is a means to achieve a desired outcome, not an end in itself. Therefore, it is important to use the evaluation results to inform and guide the future actions and decisions of the communication campaign. A communication plan should be a catalyst for change and improvement.