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Assessing and Evaluating Department of Defense Efforts to Inform, Influence, and Persuade 

06-02-2015 10:34

To achieve key national security objectives, the U.S. government and the U.S. Department of Defense (DoD) must communicate effectively and credibly with a broad range of foreign audiences. DoD spends more than $250 million per year on inform, influence, and persuade (IIP) efforts, but how effective (and cost-effective) are they? How well do they support military objectives? Could some of them be improved? If so, how? It can be difficult to measure changes in audience behavior and attitudes, and it can take a great deal of time for DoD IIP efforts to have an impact. DoD has struggled with assessing the progress and effectiveness of its IIP efforts and in presenting the results of these assessments to stakeholders and decisionmakers. To address these challenges, a RAND study compiled examples of strong assessment practices across sectors, including defense, marketing, public relations, and academia, distilling and synthesizing insights and advice for the assessment of DoD IIP efforts and programs. These insights and attendant best practices will be useful to personnel who plan and assess DoD IIP efforts and those who make decisions based on assessments, particularly those in DoD and Congress who are responsible for setting national defense priorities and allocating the necessary resources. In addition to identifying where and why efforts have been successful, assessment can help detect imminent program failure early on, saving precious time and resources. In three volumes: Desk Reference, Handbook for Practitioners, and Annotated Reading List. Also available at: http://www.rand.org/pubs/research_reports/RR809z1.html http://www.rand.org/pubs/research_reports/RR809z2.html http://www.rand.org/pubs/research_reports/RR809z3.html

#TeachingofEvaluation #AdvocacyandPolicyChange #EvaluationPolicy #ResearchonEvaluation #GovernmentEvaluation

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Desk Reference   3.20 MB   1 version
Uploaded - 06-02-2015
The parent report, over 400 pages. A comprehensive assessment bible for assessment of defense efforts to inform, influence, and persuade.
pdf file
Handbook for Practitioners   907 KB   1 version
Uploaded - 06-02-2015
A short (100 page) and practical guide for those who suddenly find themselves responsible for assessment.
pdf file
Annotated Reading List   174 KB   1 version
Uploaded - 06-02-2015
A short reading list for self-education in defense assessment and evaluation
zip file
Meta-evaluation checklist   67 KB   1 version
Uploaded - 06-02-2015
An excel spreadsheet containing a meta-evaluation checklist for defense assessments of inform, influence, and persuade efforts.