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Evaluating the Effectiveness of Government Digital Communications: Best Practices from Canadian, UK, and US Government Communicators

May 15, 2014 @ 11:00 AM - 12:00 PM

How do you measure the success and effectiveness of your communications? Online or offline, how do you prove that your recent campaign truly helped your department or agency achieve its mission or goals?

Around the world, government communicators are facing a rapidly changing media landscape with new opportunities, and new challenges. Evaluating the impact and success of your communications activities has become far more than a “nice-to-have.” It is critical in determining if those activities assisted your department or agency in achieving distinct and measurable objectives and better communication outcomes for your audience. It is also critical to your credibility and perceived effectiveness as a communicator.

Sound familiar?

Join leading Canadian, U.K., and U.S. experts for a one-hour discussion on analytics, metrics, evaluation methods, and program performance measurement for government communicators. Miguel Gomez, Paul Njoku, Elayne Phillips, Karine Goneau-Lessard and Lori Fraser will share best practices and answer questions. Register today!


  1. Plan to evaluate – how to build measurement in as part of the planning process, how to benchmark early on and measure where you are before you start so that you can easily evaluate at the end.
  2. Best practice for developing an evaluation strategy, setting realistic goals and demonstrating the success of the activities.
  3. Measuring the right metrics – how to focus on what is important and what will demonstrate a real difference.
  4. Reporting, alerting and sharing the results within the organization and sometimes externally.
  5. Lessons learned – how to compare what you have achieved against the starting point position, how to sample the often huge volume of noise and the best ways to report internally so everyone can share the insight gained.

Who Should Attend?

This event is for government employees and contractors who are experienced communicators and want to learn more about measuring their communications activities.

Renseignements au Sujet de L’inscription Pour les Francophones Canadiens

Puisque cette événement est en partenariat avec nos homologues du Royaume-Uni et des États-Unis, les discussions se dérouleront en anglais seulement.  Si vous aimeriez tout de même y participer, mais que vous avez de la difficulté à vous inscrire (puisque le site d’inscription est en anglais seulement), veuillez communiquer avec le BCC à et il nous fera plaisir de vous aider.


  • Government Communication Service, United Kingdom
  • Federal Communicators Network and the U.S. General Services Administration, United States
  • Communications Community Office, Canada

About the Presenters

Miguel Gomez, Director of, Office of HIV/AIDS Policy, U.S. Department of Health and Human Services, a portal to all U.S. federal domestic HIV/AIDS information, has developed extensive new media resources and practical guidance for their use in relation to HIV/AIDS. The site itself uses a variety of new media channels and supports the use of new and social media tools by federal and community partners to improve domestic HIV programs. Miguel introduced video podcasting as a regular feature on and is the Editor of a blog to report news and showcase the use of new media. He has been working on HIV/AIDS issues since 1984 as an advocate at the Gay Rights National Lobby, which provided services and support to some of the first AIDS organizations in the nation. He has since held positions with national AIDS organizations and the Federal government. He is the Office of the Secretary’s senior representative to the U.S. Department of Health and Human Services Web Council.

Paul Njoku, Evaluation Lead, UK Government Communication Service and Head of Communication Strategy and Business Planning for the UK Tax Authority
Paul currently leads a new UK cross-government initiative to raise evaluation standards and capability across the entire UK Government Communication Service with particular expertise in the development of performance frameworks. He is a member of the Charted Institute of Public Relations and the International association for the measurement and evaluation of communications.

Elayne Phillips, Head of Horizon Scanning and Planning at the UK Government Department for Environment, Food and Rural Affairs
Elayne has a background in both the public and private sector having owned her own business and worked as one of the first female Senior Managers within British Telecom Operations. Her area of expertise is government communications (both external and internal) and most recently horizon scanning and social analytics. She is a Board Director for the International Association for Measurement and Evaluation of Communications and a UK Chartered Institute Social Media Panel Member.

Karine Goneau-Lessard, Acting Director, Marketing Division, Health Canada
After obtaining her Master’s Degree in Marketing from Concordia University, Karine  pursued her social marketing career working as the Communications Director in a non-profit association. She went on to work within the public service where she held various marketing positions at the Public Health Agency of Canada, the Canada School of Public Service, Transport Canada and Health Canada, among other Government Departments. As Health Canada’s Chief of Marketing, Karine has a great deal of experience in the fields of social marketing, social media, advertising and partnerships. Karine is passionate about social marketing, having published numerous papers on social advertising scepticism and social marketing campaigns.

Lori Fraser, Acting Chief of Marketing for Healthy Canadians social media, Health Canada
Lori Fraser is a Senior Marketing Advisor at Health Canada. While at Health Canada, Lori spearheaded the launch of Health Canada’s first mobile application, which provides Canadians with recalls and safety alerts when and where they need them. Lori managed the Canadian Health and Safety advertising campaign and is now leading the Healthy Canadians social media campaign. This multi-departmental social media campaign has been ground-breaking in government and includes the launch of the first official Government of Canada Pinterest page. When Lori isn’t being “social” at work she hangs out with her husband and two kids and manages to find a bit of time to feed her Pinterest addiction.


May 15, 2014
11:00 AM - 12:00 PM
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