Communicating Crime Reduction

Research and evaluation in communication

Results (Outcome evaluation)

If a campaign has an obvious end point it may be possible to identify the stage at which to carry out a final evaluation. However, if a task is ongoing results may only become apparent through regular and ongoing evaluation.

A good result v would be to achieve the original objective. It is important not confuse simple output i.e. the message being sent out  (such as media evaluation) with achieving the desired outcome (evidence of a shift in opinion and behaviour)

Your outcome evaluation should measure the size of any impact you have had and also identify how much of the outcome can be directly attributed to your communication activity

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