Assessment and Evaluation

Meaning? Evaluation is important for Media Support management to know that their projects are on track to meeting their objectives. It is also a service Media Support offers to clients. Evaluation of communications projects is often difficult, and is an evolving field, but one in which Media Support can give advice. Media assessments are increasingly demanded by donors who want to put in place communications strategies to support programme delivery in-country.

How? Advising on setting indicators for communications components at the outset of projects

Reviewing the progress of the project at regular intervals against the agreed indicators and providing advice if targets are not met

Assessing indigenous media and existing media-led projects, how they can be strengthened through selected technical assistance and how they can work effectively together towards a common series of objectives

Case Studies of Media Evaluations and Assessments

Sudan: Evaluation of two communications projects (radio humanitarian broadcasts, and public information strengthening of the African Union) relating to the Darfur crisis. The MSS report resulted in DFID agreeing to double the funding period for one project, and in a major rethink by the contractor for the other one. The final evaluation led on to a scoping study of how more joined-up communication could play a role in the continuing Darfur crisis (DFID, 2007-8).

Uganda: Review of FIT-SEMA, the ILO supported project aimed at improving business information for small businesses through radio. The project provided training, technical advice and support to commercial and community radio stations - developing their own business programming based on the needs of their listeners and sustainability via sponsors and advertisers. (SIDA, 2005)

Nepal: Review of the impact of a peace-building radio programme. Travelled widely in-country to interview radio station partners and listeners about the programme and possible improvements in content and management; recommended future funding and a number of improvements which were subsequently implemented. Also developed a comprehensive “conflict sensitive” journalism training strategy for the mass media in Nepal (DFID, 2004).

Rwanda: Evaluation of impact on listeners of British technical assistance to assist Radio Rwandain broadcasting news free from bias and programming reflecting the needs of listeners. Research centred on listener discussion groups and semi-structured interviews with key informants from civil society, Radio Rwanda and the media. This work complemented the formal review undertaken of DFID support to the state broadcaster,and an appraisal of DFID future work to support the media. Key recommendations included much greater involvement of listeners in programmes through more audience research and more interactive programmes, also for change to be brought about by an indigenous process of training and review over the long term (DFID, 2002).

UK: Developing an Advocacy and Communications Action Plan for Sexual and Reproductive Health, and Maternal, Newborn and Child Health for DFID. Responding to a perceived need for stronger advocacy for increased human and financial resources for this sector, the research involved identifying DFID’s niche in this area, learning from global experience and developing a framework for prioritising future activities.