Begin with the communication objective

A report request is not a measurement plan. First say what the communication is intended to help a defined audience understand, do, or decide. Then select evidence that can reasonably speak to that objective.

For example, if the objective is to help teams use a revised handoff process, a distribution record may help describe reach; a question raised in a briefing may show engagement; and evidence of correct application would need to be gathered separately.

A repeatable evidence-to-report workflow

Keep the objective, source, and interpretation connected at each step.

  1. 1

    State the objective and audience

    Describe the intended understanding, action, or decision and identify the audience the communication serves.

  2. 2

    Choose a channel and suitable evidence

    Select evidence that relates to the objective. Record what the channel captures and what it does not.

  3. 3

    Agree on the definition and period

    Specify the measure, counting rule, audience denominator, collection method, and reporting period before reviewing results.

  4. 4

    Collect and check the evidence

    The source owner confirms the evidence is available for the stated audience and period; the analyst notes gaps and inconsistencies.

  5. 5

    Interpret and share the next action

    Separate observation from inference, state limitations, and give the reviewer a concise follow-up or decision to consider.

Worked handoff: revised team handoff guidance

Fictional process example showing what moves between roles.

Stage Item passed Responsible role Next recipient
Plan Objective: help team leads locate and apply the revised handoff guidance Communications lead Channel owner
Collect Defined distribution or access evidence, with audience and period noted Channel owner Analyst
Check Evidence notes, counting definition, gaps, and collection limitations Analyst with channel owner Communications lead
Review Concise interpretation that distinguishes observed signals from outcome claims Communications lead Report reviewer
Share Reviewed summary and a specific follow-up question or action Report reviewer Intended reporting stakeholders

Scale the workflow to the communication

Keep the same logic while matching the effort to the question.

Routine channel update

Use the channel's defined evidence and reporting period; note material source or audience changes before comparing with another period.

Focused communication campaign

Agree on the objective and intended audience before launch, then identify an appropriate engagement signal and a separate way to assess the intended outcome.