Communication evaluation: Challenges and complexities

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Short summary of challenges and complexities of communication evaluation (presented at Geneva Communicators Network in May 2016)

Government & Nonprofit

Communication evaluation:
Challenges and complexities
27 May 2016
Dr Glenn O’Neil
oneil@owlre.com
www.owlre.com

2
Complexity

Challenges
3
Audiences

evaluation
4
Evaluation

5
Output Impact
Media relations
Advocacy
Internal comms
Online comms
Outreach
Community relations
Stakeholder relations
Multimedia
Social media
Logbook
Visit stats.
Intranet
stats.
Clippings
Viewing
stats.
Web
metrics
Event
stats.
Insights
page
Meeting
attendance
Outcome
Contribution
analysis
Focus
group
Staff
survey
Audience
interviews
Tracking
mechanism
Visitor
survey
Case
study
Insights
analysis
Panel
study
Meta-studies
Randomised
control trials
Longitudinal
studies
Ethnographic
studies
Process
tracing

6
Output ImpactOutcome
Level of
your
influence

7
Funding
People Context
Field
External influences
Evaluation policies
& institution
Communication
goals & ambitions
Organisational
setting
Internal influences
Use
Methodology
Implementation
Findings
Diverse
Pragmatic
Adaptive
Participatory

8
Use
Methodology
Implementation
Findings
2. Conceptualisation
• Communication goals and
ambitions defined?
• Matched to design and
methods?
• Organisational model used?
• Expectations of staff?
1. Pre-conditions
• Evaluation integrated in
communication function?
• Evaluation incorporated in
job and project descriptions?
• Support of evaluation
policies and institution?
• Availability of budget?
3. Approach
• Staff participation?
• Adapt to context?
• Diverse methods?
• Flexibility to change?
• Confidence of staff?
4. Finding value
• Access to evaluation
findings?
• Contribute to staff
knowledge?
• Support more efficient
communications?
• Input into future goals and
ambitions?
Evaluation
of value &
used

However beautiful the strategy, you
should occasionally look at the results
Winston Churchill

10
Thank you!
oneil@owlre.com
glennoneil
www.owlre.com
@glenn_oneil
www.intelligentmeasurement.net
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Communication evaluation: Challenges and complexities

1. Communication evaluation: Challenges and complexities 27 May 2016 Dr Glenn O’Neil oneil@owlre.com www.owlre.com

2. 2 Complexity

3. Challenges 3 Audiences

4. evaluation 4 Evaluation

5. 5 Output Impact Media relations Advocacy Internal comms Online comms Outreach Community relations Stakeholder relations Multimedia Social media Logbook Visit stats. Intranet stats. Clippings Viewing stats. Web metrics Event stats. Insights page Meeting attendance Outcome Contribution analysis Focus group Staff survey Audience interviews Tracking mechanism Visitor survey Case study Insights analysis Panel study Meta-studies Randomised control trials Longitudinal studies Ethnographic studies Process tracing

6. 6 Output ImpactOutcome Level of your influence

7. 7 Funding People Context Field External influences Evaluation policies & institution Communication goals & ambitions Organisational setting Internal influences Use Methodology Implementation Findings Diverse Pragmatic Adaptive Participatory

8. 8 Use Methodology Implementation Findings 2. Conceptualisation • Communication goals and ambitions defined? • Matched to design and methods? • Organisational model used? • Expectations of staff? 1. Pre-conditions • Evaluation integrated in communication function? • Evaluation incorporated in job and project descriptions? • Support of evaluation policies and institution? • Availability of budget? 3. Approach • Staff participation? • Adapt to context? • Diverse methods? • Flexibility to change? • Confidence of staff? 4. Finding value • Access to evaluation findings? • Contribute to staff knowledge? • Support more efficient communications? • Input into future goals and ambitions? Evaluation of value & used

9. However beautiful the strategy, you should occasionally look at the results Winston Churchill

10. 10 Thank you! oneil@owlre.com glennoneil www.owlre.com @glenn_oneil www.intelligentmeasurement.net Contacts: