Strategies for evaluation

[Eileen Ringnalda <eileen.ringnalda@searbrown.com>]

Evaluation of a project's public involvement process should occur during the project as well as after the project is complete.

Evaluation during the project needs to take place in order to make sure the right public involvement techniques are being applied to the project.  What is "right" is highly subjective, but my criteria is to evaluate whether current communication strategies are meeting public involvement objectives.  (This means objectives are clearly stated and understood before the project begins) 

Evaluation includes careful scrutiny of current practices and brainstorming the process/PI plan strengths and weaknesses.  PI strengths (what's working) might be further applied and weaknesses need to be addressed with new ideas and strategies that can better address the situation.  Public involvement professionals need to maintain flexibility to adjust public involvement activities to address project needs as it develops.

Evaluation upon completion of the project is also necessary.  To me, "success" is marked by satisfied stakeholders.  (Not necessarily supportive stakeholders, but *satisfied* in the sense that they feel that their interests have been heard and they understand the rationale for the decisions that have been made.)

However, "stakeholder satisfaction" is hard to measure.  Depending on the magnitude, formal surveys might be conducted by internal staff or a hired consultant.  Surveys can provide quantitative and qualitative data, but must be carefully worded and pre-tested.  Surveys also need to be conducted throughout the life of the project in order to make the post-project data useful.

Another technique is to use informal interviews to debrief the project process with selected stakeholders.  A conversation inviting feedback -- what worked, what didn't -- can provide useful information that can be applied to future projects.

Finally, evaluation depends on the initial goals of the project.  Evaluation might include public attitude, public knowledge/understanding, level of participation ... The standards of evaluation and what the project team would like to have evaluated will vary from project to project.  The variables that define "success" for one project are not necessarily applicable to another project.

That is why I propose an evaluation process rather than specific criteria:
1. Set clear goals at the beginning of the project
2. Revise and fine-tune goals as the project progresses
3. Base evaluation at the conclusion of the project on the stated goals

Thank you for the opportunity to participate in this dialogue,
Eileen Ringnalda