Evaluation of DG ECHO’s external communication policy and actions (2019-2023)

This report covers the Evaluation of DG ECHO's external communication policy and actions in the period between 2019 and 2023. 

The aim of the evaluation was to examine DG ECHO's external communication strategies and activities, along with their execution by the communication unit ECHO 01. The evaluation followed a mixed-methods approach, combining extensive desk-based research with consultations with stakeholders and EU citizens. The study was complemented with five thematic case studies that involved more targeted desk research and in-depth interviews, and two expert workshops. 

The findings confirmed the relevance of DG ECHO's communication activities and channels to raise awareness and understanding of its actions and policies among the EU general public. The evaluation also confirmed that DG ECHO is viewed as an exceptional player and a communication reference for other Commission DGs, implementing partners and international donors. Despite the positive achievements and performance, findings shed light on several internal and external challenges that require some reshaping of the strategic approach. These include the development of a Theory of Change framework and fixed SMART communication objectives over a multi- annual period as well as a more streamlined approach to the integrated communication campaigns and a stronger focus on communicating around breaking news.