ABSTRACT
This chapter explains the important role that research plays in the communication planning process and determines the case for effective evaluation of project communication. The results of any evaluation research should always be presented honestly to avoid wasting resources on ineffective activity and to ensure that lessons learned logs for future projects are genuinely useful. Research at the input stage has two roles: Understanding the starting position: this will be achieved through a communication audit; setting benchmarks: using research to inform objective setting. Across the communication industry there is much debate about the best way to evaluate communication activity. In terms of external communication, public and media relations, it has often been based on measures such as 'advertising equivalent' or opportunities to see. Once the communication activity is underway, it will help to identify any areas where the communication may not be working as well for example within a particular set of stakeholders or geographical location.
