Sense and Measurability

Objective/Brief:

Sense is the leading national charity that supports and campaigns for children and adults who are deafblind. It provides expert advice and information as well as specialist services to deafblind people, their families, carers and the professionals who work with them.

Sense planned to use the evaluation MML provided to help it meet three objectives:

1. To evaluate the effectiveness of the current PR strategy to enable Sense to improve the way in which it managed its PR resources.

2. To champion the cause of deafblind people more effectively to its external audience through the media by moving away from passing mentions, and increasing beneficial coverage and Core Message penetration.

3. To secure stakeholder buy-in and increase the visibility of the PR Department internally so it could begin to contribute to wider organisational goals.

Client Conclusions from Cinzia Marrocco, Sense Head of Communications:

"We use the reports at monthly PR meetings to review message delivery and identify areas we need to improve. Reports are combined with the departmental quarterly reports which go to our senior management team and our Trustees receive a two page digest four times per year.

MML worked with us over many months to develop the two page digest for our Trustees. This has made a huge difference in raising the profile of our media work. Trustees regularly comment on the results (evidence that they actually read it!) and our Chief executive has used it as an example of the preferred format other departments should aspire to.

Working with the MML team to ensure evaluation matches the different activity of each quarter has been hugely beneficial. We have been able to capture with better accuracy the results of one- off events and report of effectiveness. Being able to link our report to organisational objectives has secured buy in at senior management level and has helped to increasingly validate our work.

The information in the reports links to organisational objective and has helped to ensure senior managers and decision makers know that we know, understand and can help to contribute to achieving organisational objectives."

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