文稿教程成果工具au asn aes.pptxVIP

How effective communication can help evaluation achieve influence;Overview;Research and evaluation is under-utilised because of the nature of the research academic style (inaccessible language, lengthy commentary and poor presentation) lack of relevance to priorities and needs personal factors users (pre-conceived attitudes to research, ability to interpret findings for everyday work) researchers (ability to engage in use activities, credibility). links between researchers and users context political organisational. ;Why marketing?;A marketing problem;Marketing is not just about selling, its about creating customer value. The marketing process: 5 step model. Integrated marketing mix: product, price, place promotion. ;Not this kind of marketing;Marketing in evaluation;Marketing in evaluation;Example: Differentiated products;Why communications?;Communication is the ‘process by which people interactively create, sustain, and manage meaning’ Communication concepts Sender: of the message Encoding: putting thought into symbolic form Message: the symbols transmitted Media: communication channel Decoding: receiver assigns meaning to symbols Receiver: of the message Response: reaction Feedback: response communicated to sender Noise: unplanned static or distortion = receiver gets unintended message ;Communications models;Communications models;Communications models;Different perspectives about interpretation/ construction of meaning, and motivation for action. Fish’s reader-response theory: Meaning lies in the reader. But meaning isn’t arbitrary, readers share meaning with an interpretive community. Burke’s theory of identification: Language can bring people together or divide them. The more people identify with the communication source, the more shared meaning and understanding increases, and the higher potential for persuasion. Gadamer’s philosophical hermeneutics: a person’s experience, history and traditions affect their ways of understanding things i.e. their interpret