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:
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Has our brand and reputation been affected, and how?
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What kind of comments and feedback are we getting from customers—and our employees?
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Have we taken all the necessary steps to resolve the issue(s)?
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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."
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