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Evaluation And Accountability

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Chapter Summary

The impact of information and education programs that touch the emotions, beliefs, intellects and allegiances of diverse audiences around the world is oft en difficult to gauge, especially when many public diplomacy activities may only produce long-term, rather than immediate, impact. Nevertheless, all United States government agencies must build evaluation and measurement into strategic communication and public diplomacy program design. Evaluation should measure progress toward the achievement of goals, allowing managers to adjust methods and means, and make informed decisions about resources. Performance measurement and evaluation ensure accountability and transparency so that stakeholders, including the American public, can justify program expenditures as a prudent use of taxpayer funds. The Policy Coordinating Committee should implement its evaluation and measurement strategy.

Keywords: Policy Coordinating Committee; public diplomacy; United States government agencies

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