Evaluation
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.
The evaluation framework
Whether you’re delivering internal, external, paid or non-paid communications, the Evaluation framework (PDF, 771.15 KB) is a tool to help you define and measure the success of your work, in line with global best practice.
Specifically, it 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.
- adopt a ‘program logic’ approach to planning and evaluation by identifying inputs, activities, outputs, outcomes and impact.
- incorporate feedback loops throughout the project so you can refine your strategy or adjust your tactics as needed.
- consider the needs and concerns of your stakeholders and the community when setting your communication objectives.
- take into account the economic, social, cultural, and political context.
All government advertising must be apolitical in line with the Government Advertising Act 2011. Campaign evaluation activity should be clearly linked to campaign objectives.
Helpful resources
Use this document to understand the different stages of evaluating communications. It includes the metrics and milestones you can apply and examples of how you could apply them.
This document gives further background on the development of the evaluation framework.
Need advice?
The NSW Government communications team can offer advice that will help you apply the evaluation framework. Contact us