Practicing Development Communication PPT 8 Unit 4 Paper

Practicing Development Communication PPT 8, Unit 4 Paper: Development Communication Course: BJMC Semester: II Dr. Shyama Prasad Mukherjee University, Ranchi Teacher’s Name: Sumedha Chaudhury

4) Measurement Matters-Evaluating Communication The previous point i. e Communication Strategy highlighted the fact that monitoring and evaluation are integral parts of the development and implementation of a communication strategy.

Measurement Matters-Evaluating Communication examines current understanding about evaluating the impact of communication within development co-operation, with a focus on analyzing why, in a world increasingly based on information and results, communicators have no choice but consistently and regularly to evaluate the impact of communication strategies; drawing on recent evidence, shedding light on the status of communication strategy evaluation among Development Communication representative members and identifying some of the common challenges and limitations they face with reference to the wider field, offering concrete ways of moving beyond the standstill, identifying innovative approaches being used in related sectors, and examining briefly whether new and emerging social media tools for tracking impact offer clues as to the way forward.

• Why measuring communication matters? It is because the evaluation community is increasingly challenged to come up with better methods, instruments and approaches to measure development impact. New approaches such as experimental impact evaluations have been developed. They seek to provide objective evidence on the development impact by applying scientific methods usually found in the laboratory.