Reporting evaluation results

The major purpose of program evaluation is to provide information that can be used in decision-making by program administrators and other interested parties. How to communicate that information clearly and persuasively is the subject of this article. Sensitivity to the cognitive styles of the intended audience(s) and awareness of one's own areas of uncertainty are first recommended. In addition, guidelines are offered to help achieve a clear and persuasive report, ways to effectively present results to various audiences are reviewed, and advice is provided on how to minimize the likelihood of hostile political responses to major findings. Finally, evaluation researchers are urged to share their results with others interested in the evaluation of health promotion programs through publication or presentation at professional meetings to create an influential body of cumulative research findings.