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GCN Evaluation Guide

GCN Evaluation Guide

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Published by ukgovcomms
The GCN Guide to Communication Evaluation sets out principles for effective evaluation of government communication activity, whatever size or type of activity you are evaluating. It also contains a four-stage approach which must be followed as a minimum when you are carrying out your evaluation to ensure that you are meeting expected ERG and GCN standards. Practical and pragmatic, it has been put together with input from evaluators across government.



The GCN Guide to Communication Evaluation sets out principles for effective evaluation of government communication activity, whatever size or type of activity you are evaluating. It also contains a four-stage approach which must be followed as a minimum when you are carrying out your evaluation to ensure that you are meeting expected ERG and GCN standards. Practical and pragmatic, it has been put together with input from evaluators across government.



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Published by: ukgovcomms on Jan 11, 2013
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01/21/2013

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Evaluating GovernmentCommunication Activity
Standards and Guidance
 
Evaluating Government Communication Activity2
Contents
Introduction 3PROOF: ve guiding principles or evaluation 4The big IDIA: the our-stage evaluation process 5Stage 1: Identiy 6Stage 2: Develop 8Stage 3: Implement 17Stage 4: Analyse and report 23Conclusions 27Appendix: Recommended metrics 28
 
3Evaluating Government Communication Activity
Introduction
As government communicators, we’re all aware o the need to make every piece o workthat we produce as eective and ecient as possible. To do this, we need to understandwhat’s already working well and where there’s room or improvement. This in turn requiresus to evaluate our work and apply the learning rom this evaluation to uture activity.We’re also increasingly required to demonstrate how we’re applying evaluation in ourday-to-day jobs, through the plans and reports that we submit to the Eciency andReorm Group (ERG) or activities with a spend o £100,000 or more and the inormationthat we supply to eed into the annual communication plan. The revisedGovernmentCommunication Network (GCN) Core Skills or Government Communicatorswill set outclear evaluation standards that we should all ollow, based on our grade and the disciplinethat we work in.To help us evaluate our activity eectively, in line with expected standards, we need clarityon what good evaluation practice looks like. This guide sets out an approach to evaluationthat should be ollowed as a minimum or all government communication activity,regardless o size, discipline or budget. This approach is pragmatic and ocuses on helpingyou to produce the best possible evaluation given the scope o your activity and the time,resource and budget that you have available or evaluation. By ollowing the guide, youcan be condent that you will produce an evaluation that meets the required standards oryour activity and or your role.I you’re new to evaluation, use the guide to help you get started, recognising that it willtake time to build up your approach and gather what’s working. Remember, a partialevaluation is almost always better than no evaluation at all. I you’re already evaluatingyour activity eectively, ensure that you’re ollowing the standards required o you, makingmodications as necessary. Think about how you can share what you’ve learned withothers to help them evaluate more eectively.By evaluating the activity that we carry out, we will be able to improve the eectivenessand eciency o our work over time in the uture. We will also be able to demonstrate thecontribution that well-planned and executed communication activity makes to governmentoverall and hence justiy urther investment in our work.

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