Vanguard Communications Launches Purple Paper™; Takes the “Scary” Out of Evaluating Social Change
WASHINGTON (July 19, 2012) — Responding to deep frustrations about how to evaluate communications efforts among clients and advocates, Vanguard Communications has added a new tool to its offerings for organizations working for social change — the Purple Paper™.
Today, the award-winning, Hispanic woman-owned public relations and social marketing firm released Evaluating Social Change at a roundtable event with the Progressive Communicators of Washington, D.C. It is the first in a series of simple, accessible tools for empowering change communicators.
Why purple? Vanguard President Maria Rodriguez says the hue represents the firm’s philosophy to spread a wealth of knowledge about social marketing with cause communicators working to make the world a better place.
“Those who share our passion for righting wrongs, fighting injustice and achieving social change often operate with few tools, little direction and tiny budgets,” said Rodriguez. “We hope our take on evaluation paves the way for more communicators to uncover the nuggets of information that show their work is making a difference. We’re excited to share our time-tested advice packaged with our special brand of purple passion to seed innovation and make change happen.”
At the release event, “Why It Matters and How It Works: Evaluating Communications,” Vanguard staff were joined by evaluation experts Pallavi Kumar, assistant professor, School of Communication, American University; Gisele McAuliffe, president, Advocacy Communications International, Inc.; and Karen A. McDonnell, Ph.D., associate professor, Department of Prevention and Community Health, George Washington University School of Public Health and Health Services to explore the nuts and bolts of evaluation techniques that are good enough to prove communications is making a difference.
“When social marketers employ strategic evaluation methods to their work is when we truly begin to understand that social change is happening,” said Karen A. McDonnell, Ph.D., School of Public Health and Health Services associate professor at The George Washington University. “Demonstrating impact requires a broad evaluative approach. We need to marry formative and summative evaluation techniques to show that communications efforts have spurred lasting behavior change.”
To download and share Evaluating Social Change, visit http://bit.ly/plpr. To stay updated on the Purple Paper™ and other Vanguard news, join our conversation on Twitter (@vancomm #plpr), on Facebook (www.facebook.com/vancomm), on Pinterest (www.pinterest.com/vancomm) and on our InSites blog, www.vancomm.com/insites.
Innovation. Passion. Integrity. Quality. These core values drive the talented staff of Vanguard Communications, an award-winning, Hispanic woman-owned public relations and social marketing firm that focuses exclusively on communicating for social change. Vanguard specializes in communications initiatives that educate the public, change perceptions and behavior, affect public policy, and ultimately protect the health and well-being of all of our neighbors. Our approaches are research-based, collaborative and culturally inclusive. Since 1987, Vanguard has teamed up to drive change with some of the nation’s leading nonprofits, foundations and government agencies working in critical issue areas such as mental health, energy and environment, health and wellness, youth and families, food and agriculture, and education.
Scott Rieder, P: 202-248-5476, E: moc.mmocnavnull@redeirs