Whether you’re managing an issue long-term or have finished an issue campaign, outcomes must be measured and evaluated. “Take a close, hard look at where your issue stands,” says John Clemons, president of Clemons Communication and an issue management veteran. While it’s up to you to determine the definition of a suc- cessful issue initiative, there are a few questions to consider before setting metrics to best evaluate outcomes. They include:
Has our brand and reputation been affected, and how?
What kind of comments and feedback are we getting from customers—and our employees?
Have we taken all the necessary steps to resolve the issue(s)?
Has media coverage been positive, neutral or negative?
PR News subscribers can read more about issue communication in "Issue Management: Solve a Potential Problem and Gain a Business Foothold."