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How to perform impact assessments : key steps for assessing communication interventions
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Migration Policy Centre; [OPAM]; 2020/10
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DENNISON, James, How to perform impact assessments : key steps for assessing communication interventions, Migration Policy Centre, [OPAM], 2020/10 - https://hdl.handle.net/1814/69654
Abstract
The demand for assessing the impact of communication campaigns across all sectors is increasing. In the field of migration, this demand is particularly acute because of, amongst other things, the potential of such campaigns to have real-world consequences for millions of people. Despite high demand, there is limited understanding amongst communication practitioners about how to perform impact assessments (IAs), in both the private and public sectors, partly due to an historic lack of consensus among experts. Migration professionals have both reported significant difficulties in performing such assessments—not least because of the, often unrealistic, methodological standards of academia or international organisations—and had their attempts at such assessments severely criticised. This report brings together disparate terminology, findings and recommendations from the private and public sectors and academia to synthesise a set of five general steps for practitioners when performing IAs. IA compares a variable of interest after an intervention (e.g. a communication campaign) to what it would it be if that intervention had never happened. Accompanying each of the five steps are examples of how migration communicators can assess the impact of campaigns to, first, change attitudes and, second, change behaviour.
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Developed for ICMPD under the EU funded programme EUROMED Migration IV