The 411

November 26-27, 2024
9:00 a.m. - 12:30 p.m.


$750 (+hst)
Discounts available.


Meet the Instructor

David Kardish

David Kardish

David Kardish, APR, is a founding partner and current President of the Centre for Excellence in Communications.

read bio


"This was a great introduction to the topic for those people without a lot of background."

"This course provided a methodical and pragmatic overview of the information that I currently need"

"The emphasis on results is critically important."

"I appreciated how the exercises provided opportunity to apply the learning and how examples provided by the instructor illustrated how to implement what was being taught."


NOTE: The workshop content described below will be delivered through ZOOM ONLINE on two consecutive half-day sessions. Agendas and other relevant workshop documentation will be sent to you by the workshop instructor at least three days prior to the date of the first session.


If you do not measure your communications, you will have no idea if your efforts are achieving the results you had anticipated! You will not know which of your communications initiatives should be adjusted, which should be replicated and which should be immediately ended. Monitoring and evaluation is the critical step in determining the success of your communications efforts.

Part of the modern management initiative is a comprehensive focus on results and the requirements to demonstrate and report on performance. The communications function must state the results expected and demonstrate the actual results obtained from the implementation of strategies, campaigns and activities.


This workshop provides communications professionals with the tools that they require to measure communications performance. Specifically, participants learn how to create results and performance indicators and clearly situate these within a comprehensive performance measurement framework and strategy. Participants also discuss and learn how to:



8:45 - 8:50 Introductions and Workshop Overview
8:50 - 9:30 Introduction to Performance Measurement in Communications
Understanding monitoring and evaluation; determining what should be monitored and/or evaluated; setting monitoring and evaluation within the communications planning process.
9:30 - 10:30 Building Realistic and Measurable Results/Outcomes
Learning about the theory of “results”; how to build “results” into the communications planning, development and implementation phases; positioning “results” within the behavioral change continuum.
10:30 - 10:45 Break
10:45 - 11:30 Designing Effective and Easy to Manage Performance Indicators
Participants will learn about the essentials of creating practical and cost-effective performance indicators and how to establish baseline data.
11:30 - 12:30 Exercise: Using a case study exercise, participants will create a comprehensive outcomes-based logic model. Report back by small groups and discussion period.
12:30 - 13:30 Lunch
13:30 - 14:30 The Performance Measurement Framework Defined
Participants will learn about the basic components found within a performance measurement framework and how to adapt and build a performance measurement framework to meet the needs of busy communications professionals.
14:30 - 14:45 Break
14:45 - 15:30 How to design and use Simple and Complex Questionnaires, and Formal and Informal Focus Groups
Participants will learn the ins and outs of designing both simple and complex questionnaires that can be used in a variety of survey formats and with a wide variety of stakeholders and target audiences. Participants will review the research and evaluation opportunities provided by formal and informal focus group approaches.
15:30 - 16:15 Exercise: Participants will develop the results, performance indicators and a monitoring and evaluation plan for a communications strategy. Report back by small groups and discussion period.
16:15 - 16:30 Wrap-up and Evaluation
Participants will take part in a short wrap-up exercise and complete an evaluation of the course delivery and program.