Evaluation
The NSW Government Evaluation Framework for Communication
Evaluation is vital to delivering effective communications. It enables us to be clear with our objectives and stay adaptive and outcomes-focused, even when challenges arise.
NSW Government has adopted its evaluation framework for communication from the International Association for Measurement and Evaluation of Communication (AMEC), the international industry standards body.
This framework will help you:
- set SMART communication objectives - ones that are specific, measurable, achievable, relevant and time-bound
- align your objectives with government and organisational objectives
- consider the needs and concerns of stakeholders and communities when setting communication objectives
- apply a theory of change to determine how communication activities lead to the desired impact
- adopt a program logic approach to planning and evaluation by identifying inputs, activities, outputs, out-takes, outcomes and impact
- incorporate a measurement-evaluation-learning cycle with feedback loops throughout the project to refine strategies, adjust tactics and apply learnings to future plans.
The framework can be applied to all communications, to help define and measure the success of campaign and communication programs, in line with global best practice.
All people working for NSW Government in a communications role need to use an evaluation framework to show and improve the impact of their communications.