Communicating Evaluation Results

1. Communicating Evaluation Results Jan Jernigan, PhD Senior Evaluator PDEB Breakout Session 3B Thursday, March 18, 2010 Room 245

2. Session Objectives • Describe how to effectively communicate evaluation results • Discuss how to write for varied audiences

3. Session Outline Communication Within the Context of Evaluation Purpose of Communication Steps in Effective Communication

4. The Evaluation Context • CDC Framework • Users and Uses • Plan communication as you plan evaluation • Communicating throughout the evaluation process

5. CDC Framework for Evaluation

6. Reasons to Evaluate • Three Main Reasons: • Accountability • Visibility • Learning

7. Reasons to Evaluate • Accountability • Demonstrate accountability • Convince other of program objectives and merit • Visibility • Involve people and resources in program being evaluated to create greater interest • Promote understanding of program activities, resources and outcomes • Gain support for program activities, resources and outcomes

8. Reasons to Evaluate • Learning • Identify reasons for success or failure and provide new ideas of direction • Document program so others learn form its experiences • Aid in decision making by providing useful information

9. Purpose of Communication • To Promote Use and Action • Information and Data should Promote ‘Action’ • Evaluations are Conducted to Communicate Findings • To expose issues • Promote action by stakeholders

10. Six Steps to Effective Communication Identify Audience Determine Communication Objectives Develop Message Organize Information Determine “Look” of Communication Incorporate Visuals

11. Audience • Determine audience • Focus on what audience needs to know • Consider audience motivation and interest • Reflect their values • Wrap values with strong emotions • Make it personal

12. Communication Objectives • What is the purpose of the communication? • What are the needs of the audience? • What do you hope to gain from the communication? • What is your ‘Ask’?

13. Determine Message • Determine top 3-5 major points you want to communicate • Tailor message to each audience • Technical level • Information needs • Interests/Values

14. Organize Information • Use Clear Language • Use Tables and Figures to Make Information More Understandable • Integrate Qualitative and Quantitative Date Where Possible • Develop Recommendations

15. Determine “Look” of Communication • Written Communication • Most utilized to report evaluation findings • Oral Communication • Visual Communication

16. Written Communication • Written Communication • Interim/Final reports • Executive summaries • Newsletters, bulletins, brochures • Short communications • Policy briefs

17. Oral Communication • Presentations • Do what comes naturally • Develop presentation around 2-3 key messages • KISS: Keep It Short And Simple • Provide clear explanation of all technical terms

18. Think about how you can use visuals to help illustrate your point and tell a story Pursue new data visualizations Bring your data to life – literally Pictures Videos Props Visual Impact of Information

19. Growth Chart Not actual data – for visual demonstration only

20. Growth Chart Not actual data – for visual demonstration only

21. Growth Chart

22. Carbon Dioxide Production Estimated U.S. Carbon Dioxide Emissions From Fossil Energy Consumption by End-User Sector (Millions of Metric Tons) www.encyclopedia.com

23. Carbon Dioxide Production www.encyclopedia.com

24. Stack boxes in wall 7 boxes long and 5 boxes high but leave a gap in top row Last box has 28-lbs of bricks, dry ice & water Place dry ice in water to make smoke Ask audience member to stack brick & dry ice box in the gap – heavy, huh? If each box was filled with CO2, it would way 29 lbs If all 35 boxes were filled with CO2, it would way 1,000 lbs or ½ ton Discuss how long it takes one person to generate 1,000 lbs of CO2 about 10 days for the average American Carbon Dioxide Production Demonstration

25. Using Visuals In Communication • http://www.schoolfoods.org

26. Media Communication Very difficult to get media interest/attention Journalists need a story, not a “sales pitch” Provide balance in your story Numbers by themselves are rarely a story

27. Media Communication • Complexity is your enemy • Avoid jargon and technical terms • Give concrete, easy-to-understand examples • Use interesting, relevant analogies and examples to support your key points • Share your passion and excitement for the subject • Find/read new stories on your topic

28. Communication for Policy Makers What is your primary communication objective? Which policymaker(s) can make the decisions necessary to meet your objective? What are policymakers’ key values and core concerns? What is policymakers’ level of knowledge?

29. Communication for Policy Makers • What strategies will: • Touch their core concerns and values? • Reach them at the right technical level? • Persuade them to act? • What 2-3 key points will support your message? • Most likely to convince your policy audience?

30. Communication for Policy Makers Which approach(es) will best get the message to your audience?

31. Council of State Government http://www.healthystates.csg.org/Publications/Publications+List/#legislatorpolicybriefs Nemours website with policy briefs http://www.nemours.org/service/preventive/nhps/policy.html Helpful Websites

32. Rosemary Bretthauer-Mueller Communications Team Lead, DNPAO State Contributors: Delaware North Carolina Georgia New York Iowa Rhode Island Wisconsin Acknowledgments The findings and conclusions in this presentation are those of the authors and do not necessarily represent the official position of the Centers for Disease Control and Prevention.

33. Jan Jernigan jjernigan1@cdc.gov 770-488-5224 THANK YOU