This is your opportunity to communicate your data-grounded understandings of how and why desired educational outcomes do or, do not, occur for program participants. As both a technical and a political process, quality program evaluations contribute to strategic image management. Strategic image management is not a case for a public relations propaganda document, which would simply strain credibility. Rather, it is a case for critically reflective, evidence-based analyses of program strengths and weaknesses.
Effective assessment is an iterative self-diagnostic process.
It ideally involves continuous cycles of program improvement and refinement. Over time, that trajectory will probably change as resources and priorities change. They can, then, more self-consciously and strategically make decisions regarding improvement initiatives, future priorities and tradeoffs. Savvy program administrators and staff should also constantly monitor the extent to which their services are perceived as important, if not indispensable, resources by their clients and other stakeholders. The bridge must reflect a solid articulation between the target population's agenda and the program's agenda.