Communicating Crime Reduction

Research and evaluation in communication

What is the purpose of evaluation?

The aims of research and evaluation are defined by what you and your organisation value about your communication activity. So first decide who is involved and what do they value?

Values will help you define……

• What is success

• What is seen as a strength or weakness

• How these things are ‘measured’

• Who does the ‘measuring’

• Who pays for the evaluation

• How results are disseminated

When these issues are clear, research and evaluation can help you ensure that:

• You define ‘success’ effectively

• You know how to deliver success

• You keep on track to deliver success

• You know when success has been delivered

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