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Evaluation is fundamentally about providing transparency to citizens and to ensure that funds are being spent in an effective manner. For local action groups (LAGs), farmers and beneficiaries this means showing Managing Authorities and the public that these projects are contributing in a positive way to meet the EU’s goals and priorities.
Three overarching principles should be considered when striving to communicate to stakeholders more effectively:
Who are you trying to communicate with? What are you trying to tell them? For evaluation these target groups are likely to be Managing Authorities, LAGs, policy makers and possibly the broader public. What communication tools you use to reach these groups will be essential to making sure they receive the message you are trying to deliver. This could mean providing an evaluation-specific section to the NRN’s website in order to better reach LAGs and other local beneficiaries or it could mean drafting an easy to read summarised version of evaluation findings to be published in a newspaper or presented on the radio for farmers and the general public. The key is that you must find effective ways to reach your audience.
When communicating on evaluation it is essential to make sure the individuals and organisations you are trying to communicate with understand why this information is valuable to them and how it affects their respective situations. Using innovative means and making your content attractive does not necessarily only mean using the latest social media or making a very attractive infographic but connecting to those groups you are targeting by using inventive communication tools and channels.
To find out more about communicating on evaluations go to the Evaluation Helpdesk’s website and see examples of Member States completed evaluations, good practice workshop reports, and the Helpdesk twitter!