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32 | Strategic Communications Plan – City of San Leandro <br />Program Evaluation <br />S AE Communications recommends the <br />following evaluation activities be conducted <br />to measure the effectiveness of ongoing City <br />activities and behavior/perception changes among <br />the City’s key audiences: <br />• Media content analysis (analyze message <br />delivery in articles, compare stories pitched with <br />actual features, etc.) to measure effectiveness of <br />the media relations program – periodically <br />• Readership survey of key publications – <br />biannually <br />• Re-conduct the one-on-one interviews conducted <br />for this Plan to determine a perceived change in <br />communications effectiveness – biannually <br />• Conduct a website user satisfaction survey – <br />biannually <br />• Include communications-related performance <br />measures for each department head; revise <br />annually, tie to Strategic Communications Plan