Free to use Evaluation Tools and Resources

This document brings together in one place a variety of sources of information and tools that you might use to help you evaluate your communication activity. The tools listed in this guide are not specifically recommended  - their suitability will of course depend upon your activity but are listed as worth investigating.

Evaluation Tools and Resources [4 pages PDF]

GCS Evaluation Performance Framework

The GCS Performance Framework Guide sets out ten principles for the development of an effective communication performance hub (dashboard). The communication performance hub enables us to evaluate the effectiveness of our communication activities, ensure our communication activities are aligned to business priorities and support evidence based decision-making.

The guide recommends a standard set of metrics / tools that departments and their arms-length-bodies (ALBs) should use when reporting on each of the following areas: reputation, campaigns & marketing, employee engagement and press & media.

GCS Evaluation Performance Framework [8 pages 205kb PDF]

GCS Evaluation Capability Standard

A new three-tier evaluation standard (i.e. Foundation, Practitioner and Advanced) has been developed to help define the overall evaluation capability across the communications profession.

The competencies listed against each standard have been put together using a number of industry competency frameworks (Including; AMEC, CIPR, MRS and GCS) and approved by the GCS Evaluation Council. The new standard will be used to support an evaluation capability audit across all government communication staff in 2014 which will inform our future training offer. The expectation is that where appropriate, all government communication staff should as a minimum be at Foundation level.

GCS Evaluation Capability Standards [1 page 140kb PDF]

The Evaluation Council

The Evaluation Council was set up in 2013 by Alex Aiken to support government’s continuingcommitment to the development, understanding and implementation of evaluation best practice across all government communication activity. The Council brings together expertise from the private sector, third sector, trade body, local government and public sector. The members meet every two months to act as a sounding board for new evaluation thinking, review evaluation plans and outputs from government communicators and to consider evaluation-related developments within the Government Communication Service.

The Council is chaired by Alex Aiken and consists of the following members:

  • Richard Bagnall CEO Prime Research, Board Director AMEC
  • Ben Matthews Head of Strategic Communication eBay
  • David Rockland Partner, Managing Director Global Research, CEO Ketchum Change
  • Alex Rickerby Senior Industry Head Google
  • Neil Wholey Head of Research and Intelligence Westminster City Council
  • John Grounds Strategic Marketing and Communications Consultant
  • Kirstie Osborne Health Evaluation Manager Cancer Research UK
  • Kevin Money Professor of Reputation and Responsible Leadership Henley Business School
  • Stephen Hardwick Director of Communication HMRC
  • Sarah Tebbutt Director of Corporate Services, N S and I
  • Peter Rainey Deputy Director – MoJ Corporate Communication, & MD – DESIGN10
  • Paul Njoku Evaluation Lead, Cabinet Office

Since its inception the Evaluation Council has reviewed and advised on a range of government comms activity including Great, Early Cancer Diagnosis, press activity, Forces Recruitment, internal Comms, WW1 Key Moment, N S and I, Modern Day Slavery, National Apprentice Week, Disability Confident, comms performance centres, and much more.

For further information please contact

GCS Evaluation Guide

The GCS 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 Efficiency and Reform Group (ERG) and GCS standards.  Practical and pragmatic, it has been put together with input from evaluators across government.

Evaluation Champions

GCS Mandatory Evaluation Champions – Contact list [pdf, 2 pages]

Evaluation Surgery

The GCS evaluation team now host monthly evaluation surgeries for members of GCS who require advice or guidance on evaluating their communication activity.

Evaluation surgeries will cover issues such as:
• Creating a journey map
• Completing the evaluation section of an ERG submission
• Deciding which metrics to use and potential  metrics sources
• Data analysis  and Reporting
• Creating dashboards
• Market research issues (e.g. quantitative/qualitative research, questionnaire development, etc.)
• Low cost/no cost options for gathering evidence
• Evaluating activity with no budget and providing assistance with budget setting.

If you would like to discuss your campaign and get advice on any of the above issues contact the GCS evaluation team to book a place at an upcoming surgery. Please include an outline of any particular issue you wish to discuss, the team will contact you for further details and to set an appointment. The next Evaluation Surgery will take place on the afternoon of Monday 24 August 2015.

UK Public Sector RepTrak (Wave 3) Workshop – slide deck

Many thanks to those of you that were able to attend UK RepTrak® Public Sector – Wave 3 results and analysis workshop on Friday 10th April. We hope you found the session useful and informative. Please see below a link to the full slide pack used on the day:

Managing Reputation in the Public Sector [49 pages, 7.46mb PDF]

The 2014/15 (Q4) headline result was a 2.2 point increase in the overall UK public sector RepTrak score @ 64.6 (compared to previous year). Alex Aiken is very pleased with these results, which are considered as further proof of the impact we are all making within our respective organisations to build ‘Trust’ in government”