Want to ensure that communications staff is included meetings where your foundation’s broader strategy is set? Start capturing data you can present to demonstrate the essential link between communications and impact.

That’s one of the messages that comes through loud and clear in this conversation with Edith Asibey, author of "Are We There Yet? A Communications Evaluation Guide", published by The Communications Network. (comnetwork.org/resources/downloads/AreWeThereYet.pdf)

Rather than focusing on how to evaluate, this conversation with Communications Network contributor Susan Herr explores why so many of us simply resisting the imperative to do so.

Running time of this episode is 27 minutes. To view selected sections, use this guide to forward to the time indicated:

Pressure to evaluate communications is growing (1:19-3:01)

Defining the obstacles to evaluation (3:01-4:40)

Strategy and evaluation go hand in hand (4:40-13:35)

Overcoming institutional resistance to evaluation (13:35-18:20)

Overcoming personal resistance to evaluation (18:20-24:53)

Here’s the pep talk that says, “You can and you must!” (24:53-27:))

Asibey is a Communications Executive at The Atlantic Philanthropies. She brings to her work extensive domestic and international communications experience with foundations and nonprofits including her tenure as President of Asibey Consulting.