Evaluation of IPA Information & Communication Programmes : Evaluation Report ; Volume I

PURPOSE AND SCOPE The assignment’s global objective is to assist the Directorate General for Neighbourhood and Enlargement Negotiations (DG NEAR) and the concerned Delegations of the European Union (EUDs) and the European Union Office in Kosovo (EUOK) in improving the programming and implementation of information and communication (IC) Programmes funded by Instrument for pre-Accession Assistance (IPA) II, through developing a Performance and Monitoring Framework for measuring IPA 2015-2020 assistance, taking into consideration the lessons learned and the performance of past IPA information and communication actions. MAIN CONCLUSIONS IC programmes have been relevant in view of existing and emerging political priorities linked to the stage of the integration process in each target country and the need to increase the level of public support for the enlargement process. However, a strengthening of the strategic approach to information and communication would be desirable. Information and communication programmes use available resources efficiently, yet weaknesses can be found in internal horizontal and vertical communication processes. Prospects for effective information and communication are good in general, but vary from case to case. Particularly strong contributions were noted in relation to obilising citizens on issues pertaining to awareness raising on EU policies, culture and values. Somewhat limited effects were recorded in reaching out to the broader public. There are some positive cases related to impact and sustainability. MAIN RECOMMENDATIONSThe report provides the following recommendations: 1)Elaborate a strong results framework for the IC programmes with clear and measurable indicators, fewer instruments, more clearly targeted interventions for selected target audiences and with longer time-horizons; 2) Simplifycomplex EU information and communication messages; 3) Use social media more proactively;