You don't want to assume anything about your organization -- about who your customers or clients are, about your organization's perception or even about your employees. Surveys, audits and interviews begin the process.
Quantified and qualified information leads the way to a strategic communication plan that includes strategy, those very important measurable objectives and the tactics that will reach your company's public relation goals.
Put that plan and all those tactics to action! Consistent messaging thrugh multiple channels -- social media, traditional media, eNewsletters, etc. -- is key to reaching your measurable objectives.
Evaluation doesn't happen soley at the end of a campaign or project. Strategic communications should be monitored for effectiveness throughout the campaign and modified as needed. But in the end, the evaluation should reflect a successful attainment of objectives.
This four-step method of "research, planning, implementation and evaluation" is one most students of communications, marketing or public relations learn early in their education. However, it's a process that Pickett and Associates takes seriously and with which every client engagement begins. It is the map to your organization's success.