The Monitoring & Evaluation component of the communication strategy of public or private client organizations makes it possible to coordinate actions and ensure their proper execution. Only regular monitoring makes it possible to verify whether the actions carried out are coherent and whether the quality of the services/products provided by the organization are in compliance with its promise.
From the start of the collaboration, the organization must allow time to pilot the project, answer questions from the Agency consultant and validate his/her recommendations. It is necessary to plan a schedule of monitoring and progress meetings.
Each element of the communication strategy must imperatively have predefined clear quantitative and qualitative objectives. This will be an important task for the Agency to monitor and evaluate the scope of actions.
The Agency consultant drafts and provides the organization with a detailed report on the implementation of its communication strategy, identifying gaps, strengths and areas for improvement. This Report will contain pre-established indicators as well as the Gold Standards contained in the strategy.