Evaluation Framework 2.0

This updated Evaluation Framework is for communicators across the wider public sector to assist in measuring the success of our work and appraising our activities.

Evaluation Framework 2.0

PDF, 2MB, 32 pages


The framework provides guidance for major paid-for campaigns and other communication activity.


  • Introduction
  • Evaluation framework 2.0
  • OASIS for evaluation
  • Consistent metrics
  • Behaviour change
  • Recruitment
  • Awareness
  • All communication activity
  • Example dashboard
  • Calculating return on investment
  • Return on investment: a worked example
  • Measuring and managing reputation
  • Introduction to the government Data Ethics Framework
  • Library of further resources