Communicating Information about the Initiative to Gain Support from

Key Audiences

Why inform people about your evaluation findings?

• To let the public to know you exist• To let the public know what you've been

doing to help your community• To stir public interest• To expose the issue and encourage the

public to take action

The 3 main levels of the public to inform about your evaluation findings:

• Local• Regional/state• National

Reasons for informing the public at the local level:

• Raise awareness • Attract resources• Promote registration • Lobby for ordinances or program changes• Provide accountability

Reasons for informing the public at the state level:

• Create a "name" for your initiative• Establish a statewide network• Lobby for legislative changes • Garner recognition and resources

Reasons for informing the public at the national level:

• Create a "name" for the initiative nationwide

• Tap into nationwide networks• Garner recognition and resources• Encourage community partnerships to work

on the problem or issue

Three tips for making sure your findings aren't ignored:

• Give your information to the right people!• Address issues which those people think are

important• Be sure the information is presented in time

to be useful and in a way that's clearly understood

What are some key audiences for the data?

• Staff• Volunteers• Supporters in the community• Funders• Your target population• The general public

Examples of possible local audiences:

• Civic organizations• Business groups• Grassroots organizations• School boards• Parent-teacher groups• Church organizations• Local press• Health organizations• Local government officials• Grantmakers

Examples of possible state/regional audiences:

• State and regional professional conferences• Regional professional training workshops • Grassroots and advocacy organizations • Church conferences • Grantmakers

Examples of possible national audiences:

• Professional conferences • Professional training workshops • Grassroots and advocacy organizations • Church conferences • Grantmakers

Tips for difficult audiences

• Anticipate their questions, concerns, and objections

• Have a primary figure in your initiative present the findings

• Consider having someone else with connections to the audience give out the information

• Reinforce the data repeatedly• Keep your cool

Tips for presenting evaluation results to the press:

• Be honest with reporters• Write your own press releases• Train your reporters

How do you communicate evaluation findings?

• Develop a general presentation format • Keep your visuals simple • The first and last visuals should contain

your message or your primary findings

Possible avenues of getting the word out about your evaluation results:

• Word of mouth• Presentations• Newspapers and newsletters• Radio• Television coverage• Professional journals

Formats for presenting evaluation results:

• Technical report: a detailed report on a single issue; can be part of a larger report.– Best for: funding agencies, program administrators, advisory

committees

• Executive summary: A few pages, usually at the beginning or end of a longer report, outlining major findings/recommendations.– Best for: funding agencies, program administrators, board members

and trustees, program staff, advisory committees, political bodies, program service providers (technicians, teachers, etc.)

Formats for presenting evaluation results (continued):

• Technical professional paper: A detailed article that summarizes information for a technical audience; what is done, how to do it, what worked and what did not work, and why.– Best for: program administrators, advisory committees,

organizations interested in program content

• Popular article: An article written with the target audience of the medium in mind. More information than a press release, but focuses on two or three quick points.– Best for: program administrators, board members and

trustees, program staff, political bodies, community groups, current clients, potential clients, program service providers, organizations interested in program content

Formats for presenting evaluation results (continued):

• News release and/or press conference: A gathering with the media done for the purpose of releasing specific information.– Best for: program administrators, the media, wide distribution of

simplified information

• Public meeting: A gathering that's open to the general public where more general evaluation findings are released in a clear, simple manner, usually with time set aside for open discussion.– Best for: community groups, current clients, the media

Formats for presenting evaluation results (continued):

• Media appearance: Different from a press release in that this incorporates some sort of staged event.– Best for: current clients, the media

• Staff workshop: A more interactive, working presentation for your group or coalition's staff and volunteers.– Best for: program administrators, program staff, program service providers

• Brochures/posters: Brief, simply-worded printed materials that can be distributed and mailed to various outlets in the community. Needs to focus on one quick point. – Best for: potential clients

Formats for presenting evaluation results (continued):

• Memo: A short letter circulated internally among program staff.– Best for: program administrators, program staff,

program service providers

• Personal discussion: Sitting down face-to-face to discuss evaluation findings with an individual or small group.– Best for: funding agencies, program administrators,

program staff, program service providers

Possible goals of your presentation:

• Money and resources • Influence in changing a program, policy, or

practice• Input to make the initiative more responsive• Overcoming resistance to the initiative• Ideas on how the initiative can become more

effective

Steps in developing your presentation:1. Understand primary users and audiences. 2. Review the results of your evaluation with program staff before you write your

report. 3. Brief any important political figures before you release it to the public. 4. Your final report can be a short document summarizing the evaluation

findings, with a technical appendix. 5. If it's an oral presentation, make a few charts and tables illustrating the most

important findings. Make one to show, plus copies the audience can keep. 6. Begin with the reasons the evaluation was done, what questions were asked,

and why those questions were chosen. Explain what you wanted to learn and what methods were used.

7. Depending on your audience, you may want to simply highlight the results, or you may want to go into more detail about what you found. Explain any implications the results have for your group. If the findings have led you to any conclusions about your group's future, talk about that.