evaluating the effectiveness of gov't digi comms p-njoku 15-05-2014
Post on 12-Nov-2014
148 Views
Preview:
DESCRIPTION
TRANSCRIPT
Evaluating the Effectiveness of Government Communications
UK Perspective
Paul NjokuGovernment Communication Service - Evaluation LeadCabinet Office, UK
15th May 2014
John WanamakerInventor of mass
retailing in the United States
"Half the money I spend on advertising is
wasted;the trouble is I don’t
know which half."
3
Why evaluate?
Context• Austere times
Need to make every £ or $ count View as an investment not an expense
• Media landscape & consumption patterns
Evidence of what works and what does not Optimise use of scarce resources
• The role of communications under scrutiny
How it supports achievement of policy outcomes Business planning & activity prioritisation
Government Communications Review:
Summary findings• Tactically strong, strategically weak
Half of departments had no communication strategy
• Poor links between policy and communications
• Major activity rarely evaluated
• Inconsistent and variable standards and approaches
• Little join up across departments
• Digital skills falling behind private sector
66
Barriers – stopping it happening
Insufficient time / resource / budget
Lack of SMART or unrealistic policy
objectives / targets
Difficulty accessing the right data / tools
Culture & entrenched behaviours
Gaps in evaluation standards & capability
Lack of integrated communication
strategy linked to policy objectives
7
Strategic Alignment
Start with the policy aim, then develop communications objectives that help deliver this.
Objectives should be measurable, focused on outcomes not outputs, and related to changing attitudes and/or behaviour.
Setting the right objectives is crucial
So what are we doing? Mandatory Evaluation Project (MEP) is a key part of Government Communication reform programme.
Aim: To create a ‘step change’ in organisations’ approach to evaluation of Government communication activities
Four Key deliverables:
1. Visual performance frameworks & dashboards
2. Evaluation training courses & Evaluation guide.
3. New set of evaluation capability standards.
4. ‘Centre of excellence’ & promote best-practice.
Evaluation stages – The Big IDIA
IdentifyThe scope of your project
DevelopYour evaluation plan
ImplementGather data to measure
performance
Analyse & reportPerformance against plan
1
2
3
4
Task 1: Define what you need to evaluate by asking:• What activity am I evaluating?• What do I know & what factors could affect the outcome?• What is my evaluation expected to achieve?Output: Summary of your proposed evaluation approach
Task 2: Define how you’ll measure success:• Set SMART objectives & define your target audience• Map out how activity will work• Set performance metrics (KPIs) & agreeing targets Output: Draft evaluation plan
Task 3: Identify and gather evaluation data:• Make most of existing data• Gather additional data (research, feedback & proxies) • Review data gaps (more budget ?) manage expectations Output: Completed evaluation plan
Task 4: Assess the success of your activity:• Analyse effectiveness & provide insights for future• Demonstrating efficiency and value for money • Demonstrating role of communications in supporting
policy objective delivery(outcome)Output: Final evaluation report
1. Strategic alignment – Ensure activity objectives are SMART, aligned and supports policy delivery.
2. Business impact – Always measure true business impact (outcome) rather than outputs or out-takes.
3. Big IDIA – Try to adopt the suggested frameworks, principles and follow the IDIA evaluation stages.
4. Continuous improvement – Ensure results drive appropriate actions and learnings inform future activities.
5. Best practice – Be objective, share results and make evaluation an integral part of your communications approach.
Top Tips
11
Thank you!
Contact: Paul NjokuEmail : paul.njoku@cabinet-office.gsi.gov.ukWeb link to guide: https://gcn.civilservice.gov.uk/guidance/evaluation/
top related