Communicating Crime Reduction

Research and evaluation in communication

Research and evaluation as part of the communication planning process

Stage 1:  Audit – Where are we now?

Pull together and analyse any existing data, much of which will be available free of charge. This might include an examining the Partnership’s business aims as set out in the crime reduction strategy, defining key crime reduction activities, analysing crime trends, reviewing local media trends, auditing existing communication activity, etc. Use this formative research to define the problems and issues. See the bigger picture on which specific communication proposals will be based. You might like to use SWOT analysis (strengths, weaknesses, opportunities and threats

Stage 2: Setting objectives – Where do we need to be?

Develop communication objectives that are clearly aligned to the strategic objectives of the Partnership. Break down broad aims into specific, measurable, achievable, realistic and time-bound (SMART) objectives. Identify audiences, messages, desired responses and timing. Consider whether you should pre-test any messages to check if they understood and if will they shift opinions or outcomes in the way you hope.

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