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 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 Cabinet Office 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 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.
- Evaluating Government Communication Activity [pdf, 690KB, 50 pages]
GCS Mandatory Evaluation Champions – Contact list [pdf, 2 pages]
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 30 March 2015.