New article: Pathways to use of campaigns’ evaluation findings

May 24, 2018 at 7:19 am Leave a comment

I’m very happy to share with you an article I co-authored – for those interested in campaigning, evaluation and evaluation use:

Highlights

  • A categorization of six pathways to evaluation use is proposed.
  • Evaluation use occurred slightly more non-linear than linear.
  • Evaluation use was mostly unexpected.
  • Overall meaning assigned to evaluation was linked to frequency of evaluation occurring.
  • Evaluation use contributing to change was often indirect and not simple.

Abstract
This article presents a study on the pathways and processes regarding the use of evaluation findings of communication campaigns from two international organizations, the Office of the High Commissioner for Human Rights (OHCHR) and the International Committee of the Red Cross (ICRC). Several years after the completion of the campaigns and their evaluations, our research identified 28 instances of use and six instances of non-use of the evaluation results, of which the large majority being surprising in nature. Results showed that evaluation use facilitated formal and informal changes at the individual and the organizational level; and, this pattern occurred in a predominantly non-linear fashion, interconnected and overlapping, while gradually decreasing in time and space. Evaluation use was mostly unpredictable, which reflected how meanings are constructed by staff members, as they adjusted and interpreted the findings in opportunistic ways.

View the full article>>

Entry filed under: Campaign evaluation, Evaluation use, PR evaluation. Tags: .

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