Communicating Crime Reduction

Research and evaluation in communication

Ongoing measurement (process evaluation) 

Measurement can take place at any stage of planning, research and evaluation. Continuous measurement of the communication process itself can help ensure that the strategy is on track to deliver its objectives, and highlight any areas where campaigns need to be modified. 

Process evaluation describes what happens when a project is implemented. It can look at the direct activities involved in the communication process such as advertising or news articles, or it can look at factors like relations with clients and partners and the wider environment in which communication is taking place.

Measurement can help identify:

• Progress against the objectives – by audience and timescale

• Progress against benchmarks

• Progress against expectations

• Project integrity – are we actually doing what we said we would

• Project reach – are we reaching our target audience

• Project acceptability – is the project acceptable to the target audience

• Should we continue with our original objectives or targets or should they be modified in light of latest information

• If results are not what we expected what action should we take?

• How or why our communication is (or is not working)

• Identify links between communication activity and outcomes 

Unexpected results do not necessarily mean that communication is wrong or objectives unachievable. It may require an adjustment of tactics or strategy – or it could be a result of: 

• A change in circumstances – such as a shift in crime patterns, political climate or an unexpected crisis.

• Failure of a product or service to deliver what it promised

• Uneven patterns of success across different regions or audience

• A shortcoming in the measurement methodology

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