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Communication evaluation: Challenges and complexities

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Glenn O'Neil
Glenn O'Neil

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

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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 Contacts:

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