 Pathways to use of communication campaigns’ evaluation findings within international organizationsO’Neil, Glenn and Martin W. Bauer Evaluation and Program Planning, 2018, vol. 69, issue C, 82-91 Abstract: This article presents a study on the pathways and processes regarding the use of evaluation findings of communication campaigns from two international organizations, the Office of the High Commissioner for Human Rights (OHCHR) and the International Committee of the Red Cross (ICRC). Several years after the completion of the campaigns and their evaluations, our research identified 28 instances of use and six instances of non-use of the evaluation results, of which the large majority being surprising in nature. Results showed that evaluation use facilitated formal and informal changes at the individual and the organizational level; and, this pattern occurred in a predominantly non-linear fashion, interconnected and overlapping, while gradually decreasing in time and space. Evaluation use was mostly unpredictable, which reflected how meanings are constructed by staff members, as they adjusted and interpreted the findings in opportunistic ways. Keywords: Public relations measurement; Campaigns; Communication evaluation; Evaluation use; Evaluation utilization; International organizations; Non-profit communications; Evaluation methodology (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:epplan:v:69:y:2018:i:c:p:82-91 DOI: 10.1016/j.evalprogplan.2018.04.013 Access Statistics for this article Evaluation and Program Planning is currently edited by Jonathan A. Morell More articles in Evaluation and Program Planning from Elsevier |
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