This chapter sets out some of the basic principles and concepts involved in measuring and evaluating communication. It briefly lays out the main points in the evaluation debate, then systematically explores how evaluation is an embedded essential in the strategic planning cycle starting with the importance of setting SMART objectives. It goes on to explore the major measurement and evaluation models with their underpinning program logic rationale, defines the main evaluation stages of inputs, outputs, outtakes, outcomes, and outflows before outlining some of the strands of the effectiveness discussion. The chapter concludes with a consideration the quantitative versus qualitative evaluation argument.
|Title of host publication||Handbook of Public Sector Communication|
|Editors||Vilma Luoma-aho, María‐José Canel|
|Publisher||John Wiley & Sons Inc. |
|Number of pages||16|
|ISBN (Electronic)||9781119263173, 9781119263203|
|Publication status||Published - 9 Mar 2020|
|Name||Handbooks in Communication and Media|