Professor Kevin Money informs government communications framework
30 June 2018
The new Government Communication Service Evaluation Framework 2.0 provides additional guidance for major paid-for campaigns and other communication activity.
These could include recruitment to important jobs, such as teaching or the armed forces, the implementation of government policy, or raising awareness of issues such as taxes or terrorism.
The framework builds on the foundations of the last edition, launched in 2016, and provides additional guidance on creating objectives for evaluation, using consistent metrics across all campaigns and calculating return on investment.
The guide is available here, along with the first release of additional resources to assist evaluators across government (with thanks to insight and evaluation colleagues at the Department for Business, Energy and Industrial Strategy).
The Government Communication Service has worked with a number of internal, external and academic stakeholders to provide enhanced guidance on the evaluation of reputation and introduce the principles of the ethical use of data in government.
The Evaluation Framework 2.0 has already had a warm reception in the industry, with public relations expert Richard Bailey, editor of PR Place, stating that many regard the framework as the ‘gold standard’ of evaluation.
The Reputation Framework and other work developed by Professor Money and colleagues at Henley Business School has provided key contributions to the guide.
Professor Kevin Money, Director of the John Madejski Centre for Reputation, said:
“Each year the UK government spends millions pounds on campaigns to inform citizens, promote positive action, and prevent anti-social/criminal behaviour. The Evaluation Framework is applied across more than 400 government departments, agencies and other bodies to help communication become more effective on issues as diverse as promoting healthy eating, anti-terrorism, and tax-compliance.
We are proud that our research has contributed towards this framework; as such we can contribute to how government institutions plan and evaluate communications, in order to create impact and provide a return on investment”
The Evaluation Framework 2.0 was launched by Alex Aiken, Executive Director of Government Communication, at the 10th annual global summit of the International Association for the Measurement and Evaluation of Communication in June.