Communication can serve 4 purposes:
- inform – raise awareness
- interpret – raise understanding
- convince – support readers to develop an opinion or correct a misunderstanding
- behaviour change
Obviously, the ultimate goal is behaviour change, this is largely an outcome beyond our control. Most communication are inputs designed for #1-3, with the ultimate purpose of achieving number 4.
This list may be of interest to think about our marketing communications. In essence, it reiterates the point of an earlier post on measuring impact from a different perspective.
The key question is the level of resources we choose to deploy towards a given objective. This needs to be combined with a benchmarking approach on cost effectiveness and quality of the action. As an impact assessment methodology, I sense there is something fundamentally different, but cannot yet put my finger on it. To be continued.
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