Evaluation of international and non-governmental organizations� communication activities: : A 15 year systematic review

• Autores: Glenn O�Neil
• Localización: Public Relations Review, ISSN-e 0363-8111, Vol. 39, Nº. 5, 2013, págs. 572-574
• Idioma: inglés
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• Resumen

  • The purpose of this paper is to understand how intergovernmental organizations and international non-governmental organizations have evaluated their communication activities and adhered to principles of evaluation methodology from 1995�2010 based on a systematic review of available evaluation reports (N = 46) and guidelines (N = 9). Most evaluations were compliant with principle 1 (defining communication objectives), principle 2 (combining evaluation methods), principle 4 (focusing on outcomes) and principle 5 (evaluating for continued improvement). Compliance was least with principle 3 (using a rigorous design) and principle 6 (linking to organizational goals). Evaluation was found not to be integrated, adopted widely or rigorously in these organizations.