Gellis uses Result-Based Management methods for the evaluation of communications programmes. RBM is a management strategy or approach by which an organisation ensures that its processes, products and services contribute to the achievement of clearly stated objectives. RBM provides a coherent framework for strategic planning and management by learning and accountability.

This contributes to:

• defining realistic expected results and monitoring progress toward the achievement of these results;
• integrating lessons learnt into management decisions; and
• reporting on performance.

As explained above, the focus is often on reaching a complete understanding of the outcome of the activities, and further to that their impact on the stakeholders’ perception of a client’s activities. The evaluation can be conducted through stakeholder consultations, opinion polls, focus groups, benchmarking, etc.