Development communication is the process of using media or education to promote positive social change, such as economic, personal, social, cultural, or political change. It involves analyzing how media messages affect people and societies, evaluating the effectiveness and impact of communication activities and tools, and ensuring communication reaches the right people through the right channels. Impact assessment of development communication is difficult but important, and can be done through monitoring communication activities and directly consulting audiences. Evaluation of communication programs examines whether goals were achieved and identifies ways to improve current and future programs.

2. Development communication is the
process of intervening in a systematic
or strategic manner with either media
(print, radio, telephony, video, and the
Internet), or education (training,
literacy, schooling) for the purpose of
positive social change. The change
could be economic, personal, as in
spiritual, social, cultural, or political.

3.  The analysis of media messages to
try to figure out how they affect
people and the societies in which
they live.

4.  Evaluation and communication
Evaluating the effectiveness and impact
of communication activities and tools
(including programme/project
communication, media out reach
strategy, internal communication)

5. The basic question is
?

6.  Are we providing the right
communication means and products to
the right people through the right
channel at the right moment?

7.  If the answer is yes to all of these
questions, it is quite likely that you are
having an impact in terms of
communication.

8.  Impact assessment and
communication
 - Difficult to measure
 - Sometimes short-lived, sometimes the
impact is much later than expected
 - Often simply unlikely to happen at the
level of public opinion at large

9.  Monitoring your communication activities
Events
 Keep track of participants’ lists and contacts (including
journalists!)
 Prepare a questionnaire for feedback or conduct a brief
online survey after your event
Online tools
 Monitor your website hits in connection with certain
events, after having sent out a press release etc…
 Social media activities
Publications
 Keep track of who received your publications (distribution
lists) and the number of publications disseminated. Get
feedback through surveys or focus groups.

10.  Direct consultation of the audience
Oral evaluation techniques:
 - Thumb
 - Card (green – red – yellow)
 - Feedback: The suitcase and the bin: What
will I put in my suitcase – what will I leave
there?
 - electronic voting system
Written evaluation:
 - During the event (evaluation sheet)
 - After the event (online evaluation)

11. Evaluation
Radio:Documentaries,magazines and feature
programmes,news and newsreels,discussion
and talks programmes
Television:Documentaries,magazines and feature
programmes, News and newsreels,discussion
and panel programmes.
Film:Documentaries,Newsreels
Print:features,supplements,editorial and opinion
columns.
Audio visual:library materials and materials for
group use.

12. Evaluation of communication
programmes:
 Evaluation is a process of examining
certain events and programmes against
previously set up short and long term
operational procedures and goals with a
view to improving current as well as
future communication programmes.

13.  When evaluation is carried out to
appraise events and procedures of an
ongoing programme it is referred to as
concurrent or short-term or intermediate
or monitoring or performance evaluation.

14.  On the other hand when it is done after
the programme has completed its
planned course for evaluating the impact
of the total programmes it is termed
terminal or long-term or impact
evaluation.

15.  Performance evaluation concentrates on
finding out whether or not the
programme has succeeded in
establishing itself as planned.it is a
device for quality control and helps in
redistribution of resources to improve
operations,and immediate as well as
intermediate goals.

16. Impact evaluation
 Impact evaluation is the measurement of
the desirable and undesirable
consequences of communication
programme activities and objective
procedure to find out success or
failure.impact evaluation helps in finding
out
 whether the programme has achieved the
goals for which it was formulated?
 Whether the programme should be
continued in the present form or modified?

17.  Whether it should be extended to cover
larger areas?
 Whether the procedures and practices
need improvement?
 Most often adopted method for impact
evaluation are:

18. 1.After –only survey,
2.Before and after survey,and
3.Experimental study design.

19.  The after only survey design is resorted
to after the termination of the
communication activity under study.
 It collects information from a
representative sample of exposed units
or persons.

20.  The before and after survey design
of impact evaluation calls for making two
sample surveys of the same
population,one before the start of the
programmes and the other after its
completion.
 A comparison of the before and after
measurements enables us to pinpoint
how the programme has been effective
in bringing about the desirable change.

21.  The experimental study design can
be rated as the best available design for
evaluation,this design involves two
groups;it creates equivalence or similarity
between the groups right before the start of
the programmes.
 Information is collected through a survey
on relevant aspects such as
knowledge,attribute and practice about the
topic or the message of the communication
activity from both before the programme.

22. Reference
:
Kanwar B. Mathur(1994),Communication for
development and social change,Allied
publishers:pg.no 110-113
www.interact-eu.net
(http://www.gsdrc.org/go/topic-
guides/communication-and-
governance/communication-for-social-
change-and-transformation)

23. Thank u