Evaluation In Action.

We have been taught since our first year studying PR about the importance of evaluation in strategic planning. Evaluation acts as a way to see the effectiveness of a project and allows you to see if original objectives have been achieved.

I have been fortunate enough in my time at Momentum Forum Events to be a part of evaluating. Early on in my internship I was tasked with sending personalised invitations for an event to Momentum’s existing contact list. However, there were lots of contact lists and ensuring invitations were not sent out multiple times to the same person was becoming an issue. So we decided that in order to save time and become more efficient in the future, we would type up and place all the contacts in alphabetical order as well as separating them into contacts for each event. Now when sending out invitations for the Men In Black Ball, I see how much more effective the new system has become.

Similarly when updating Momentum’s social media pages we pay particular attention to how well the updates are received online. By looking in detail at what was posted in the past that did and did not work we are able to see the best types of posts to write, the best time of day to post it and exactly who to target. Making sure social media is evaluated is a really important way to see if the audience is receiving the information. If the audience is not being reached, it is not working and objectives won’t be reached.

Old logo

Recently, Momentum has started revitalising their image as a whole and it has been such a great project to be a part of. The reason for the update is simply to bring the company image into the “now”.  The company logo was the first aspect to get an update. The old logo had been used for many years and no longer reflected the quality of the company and the events that Momentum holds. Therefore the aim of choosing a new logo was both to update the image and also to reflect the quality of the company. The logo chosen brings Momentum into the now as well as showing the audience the kind of company Momentum is: An events management company that holds five star events.

So far the new logo has been used in the current media release and the new sponsorship proposal. The

Updated logo

sponsorship proposal is another area that has been updated. When sending out sponsorships recently we realised that the proposal no longer accurately reflected what Momentum could offer. So before we went any further with reaching out to sponsors we stopped, rearranged our plans for the day and revised the document.

Being able to experience evaluation in action has been such an important aspect of my internship. I have learnt that in order to move forward in any project you need to understand whether what you are doing is working and if it is not, how you can go about making it work.

Until next time!

Kiara Bonasera

15523055

Curtin Bentley