Professional guidance
Evaluating communications
Measure the effects of government communications and use the evidence to improve future work.
Evaluation is essential to understanding whether communications have achieved their objectives and provided value for public resources.
Plan from the beginning
Start with the objectives of the communication activity and decide what evidence will show whether they were achieved. Explain how communication is expected to contribute to policy or service outcomes.
Measurement
Assess outputs such as publication and reach, audience understanding, and relevant outcomes. Use proportionate methods including feedback, research and appropriate service statistics.
Reporting results
Record the evidence, explain relevant limitations and identify other factors that may have influenced the result. Findings should support professional learning and decisions about subsequent activity.