In this step, you need to identify exactly what
you plan to evaluate. It is very difficult to
evaluate every aspect of your work. If you have
a comprehensive communication strategy,
select the components that are most critical
to its success. Or, you may choose to evaluate
a tactic that your organization is using for the
first time. You could also pick the area where
you are making the biggest communication
investments. The key is to keep the evaluation
focused so that you can manage it alongside
your other responsibilities and apply lessons
learned to other areas.