Emergency Risk Communication activities should be evaluated to determine whether program activities are accomplished as planned and deliver the necessary public health information effectively.
The steps required to do this are:
Useful tools:
What To Do
The first step in planning an evaluation is to identify individuals and groups who have a vested in your Emergency Risk Communication activities. This requires soliciting the information needs of key stakeholders.
How to Do It
What to do
Develop a logic model that diagrammatically illustrates and describes the sequence of events for bringing about change by synthesizing the main program elements into a picture of how the program is supposed to work. One of the virtues of a logic model is its ability to summarize how your communication activities will reach and influence each intended audience. A logic model can also display the infrastructure needed to support Emergency Risk Communication activities.
How To Do It
What To Do
Write communication activity objectives (standards) for each type of evaluation that will examine discrepancies between what is expected (e.g., the standard of implementation or effects) and what is observed in the evaluation process. That is, depending on the type(s) of evaluation you plan to carry out, you should write activity standards/objectives that explicitly state and quantify stakeholder expectations concerning the communication activities. For example, if stakeholders are interested in knowing about the appeal, comprehension, clarity, consistency, main points, correct tone, credibility, audience relevance, and truthfulness of the messages, you should write objectives or standards that relate to each of these factors.
How to Do It
What To Do
Write all the evaluation questions that need to be answered to generate the information that will be needed to 1) determine the validity of your logic model assumptions related to how the program components work together or separately to bring about intended effects, 2) provide information required to determine whether performance objectives related to such things as the development, costs, execution, reach, and effects of messages and activities are achieved, and 3) answer stakeholder questions about such things as the development, delivery, reach, costs, and/or effects of the program. These questions will be used in both developing and guiding the development of the items included on the data gathering methods described in step 5.
How To Do It
What To Do
Once evaluation questions have been decided on, you will need to decide on the source(s) of data and data gathering methods to be used to gather information. Data collection methods are numerous, but are usually classified as either qualitative or quantitative. Qualitative methods typically produce descriptive information, while quantitative methods generate numerical data such as frequencies, percentages, or rates.
How To Do It
What To Do
Develop an evaluation design that articulates who will do what, where, when, and how often in the process of collecting and ensuring the security of data gathered to answer stakeholder questions and to measure alignment with activity standards. An excerpt from CDC's Framework for Program Evaluation in Public Health defines evaluation design:
Design refers to how the evaluation's questions, methods, and overall processes are constructed… [T]he design should be organized from the start to achieve intended uses by primary users. Having a clear design that is focused on use helps persons who will conduct the evaluation to know precisely who will do what with the findings and who will benefit from being a part of the evaluation. Furthermore, the process of creating a clear design will highlight ways that stakeholders, through their contributions, can enhance the relevance, credibility, and overall utility of the evaluation.
How To Do It
What To Do
Formulate a plan for analyzing data collected as part of the evaluation and for reporting it back to stakeholders. This plan should outline how both qualitative and quantitative data will be analyzed, synthesized, and reported for all evaluation questions and activity standards. The plan should also outline how conclusions will be justified.
How To Do It
What To Do
Develop a timeline that visually organizes the evaluation of your communication activities, materials, and other tasks to be implemented.
Develop a budget that reflects your agency's or funding agency's format. Normally, these budgets are created in a column format with direct and indirect expenses outlined in separate sections.
Budgets clearly delineate costs. You can develop your budget by ensuring that it fulfills some key objectives:
- Tells the same story as your program's narrative
- Includes detailed descriptions or justifications if needed
- Projects costs to be incurred during the program's duration
- Anticipates miscellaneous or contingency expenses
- Includes all items required by the funding source
- Includes all items paid for by other sources
- Includes volunteer and in-kind services to be provided
- Details fringe benefits separate from salaries if required
- Includes all fees for consultants or contractors
- Delineates details of all non-personnel costs
- Includes indirect costs when appropriate
You should provide a budget narrative that details and justifies the expenses requested for extending your program into Year Three.
Be sure that the budget and budget narrative relate the same story as your objectives, program activities, methods, and program evaluation.
If the project is to be sustained over the long term, also describe a simple plan for obtaining future funding needed beyond the timeframe for which funds are available.
How To Do It
What To Do
Summarize your evaluation plan for the benefit of program staff, partners, and stakeholders who may be interested in or need to know what you plan to do and who will be involved in carrying out your various evaluation activities. This summary should be tailored and disseminated to the audiences you specified in your internal and external communication plans.
How To Do It