(2004; 98 pages)
7.4 Summary guidelines
Evaluation is an integral part of any communications plan. It is important to begin planning the evaluation right from the beginning of your project. The following guidelines can ensure that you include evaluation components in your programme in an appropriate way:
• decide at the beginning of a programme how you are going to evaluate it
• make an evaluation plan
• prepare a set of realistic, achievable and measurable outcome measures which relate directly to your communication objectives
• evaluate both the process of the intervention and its effects
• look for changes in the short-term as well as long-term; find out if any benefits are long lasting
• encourage participation of target groups in all stages of your evaluation
• share your successes and failures with others.
An evaluation plan should have the following elements:
1. A statement of communication objectives
2. Evaluation questions (process and effect)
3. Key outcome measures
4. Methodology (use of controls or not; how to prevent ‘contamination’, possible confounding variables)
5. Data-collection methods
6. Plan for data processing and analysis
7. Plan for dissemination and use of results.
8. Discussion of known limitations to the evaluation strategy.
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