European Commission The basic rules in the evaluation

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European Commission The basic rules in the evaluation of communication activities Third meeting of

European Commission The basic rules in the evaluation of communication activities Third meeting of INFORM Community network of Regional Policy communication officers 15 -16 June 2009 Directorate-General Communication

European Commission The basic question in the evaluation of communication activities is: • are

European Commission The basic question in the evaluation of communication activities is: • are we providing the right communication means and products • to the right people • through the right channel • at the right moment? If the answer is yes to all the questions, it is quite likely that we are having an impact in terms of communication. Directorate-General Communication

European Commission Evaluation, big-scale or low-scale, is always an asset for communication activities: whatever

European Commission Evaluation, big-scale or low-scale, is always an asset for communication activities: whatever information you may get will help you see how far you are in communicating with your public. Directorate-General Communication

European Commission To ensure consistency in your communication activities, use an evaluation frame of

European Commission To ensure consistency in your communication activities, use an evaluation frame of mind already when you're preparing them. You don't need to hire a consultant to ask yourself and your team in a systematic manner: What does the public need to know? What are we doing this for? What are we transmitting to the citizens? Who are we talking to? What are we going to do? How are we going to keep track of what we're doing? How and when are we going to evaluate what we do? Directorate-General Communication

European Commission During the ex ante/preparation phase, set well defined, but realistic, objectives, which

European Commission During the ex ante/preparation phase, set well defined, but realistic, objectives, which are linked to the information needs of the public: "You can boost 'evaluation success' by setting trivial objectives, or you can promise vast changes you will never deliver. Neither does the standing of the communication department much good“. Directorate-General Communication

European Commission Ensure that the evaluation is designed in a manner that results are

European Commission Ensure that the evaluation is designed in a manner that results are likely to be useful for you decision-making and management needs. Evaluation should not be purely retrospective: it should always aim at drawing lessons for similar occasions in the future. Directorate-General Communication

European Commission Impacts in terms of public opinion are short-lived If you want to

European Commission Impacts in terms of public opinion are short-lived If you want to know how far you're getting in achieving the objectives, foresee that feedback mechanisms are embedded in the implementation of the activity An ongoing evaluation system will contribute to improving the quality of your management. In any case, ensure at least that proper monitoring data are collected on the output of your activities. Directorate-General Communication

European Commission Be proportional: the evaluation effort should be related to the resources invested

European Commission Be proportional: the evaluation effort should be related to the resources invested and the scale of the objectives set. The higher the resources, or the more ambitious the objectives, the more important the evaluation effort should be. And conversely. If your budget is limited: Small tools provide Valuable insight Use low budget tools on a routine basis Use secondary analysis and data that is available elsewhere Directorate-General Communication Use small samples

European Commission But be realistic Ensure that enough resources are invested in evaluation to

European Commission But be realistic Ensure that enough resources are invested in evaluation to get meaningful results Directorate-General Communication

European Commission Ensure that evaluation conclusions are actually fed back into the management process

European Commission Ensure that evaluation conclusions are actually fed back into the management process Directorate-General Communication

European Commission Thank you for your attention Enrique GARCÍA MARTÍN-ROMO enrique. garcia@ec. europa. eu

European Commission Thank you for your attention Enrique GARCÍA MARTÍN-ROMO enrique. [email protected] europa. eu Directorate-General Communication