Anticipating and addressing stakeholders' stereotypes of evaluation

Abstract

It is likely that program and policy stakeholders hold biases and stereotypes about both evaluators and evaluation. Evaluators can challenge stakeholders' negative stereotypes through communication strategies and intentional word choice, but first they must recognize the existence of stakeholders' stereotypes. Th is Practice Note describes an instructional activity designed to help evaluators and participants in evaluator education experiences hone their communication skills, with a focus on describing evaluative perspectives, processes, and tools in a way that is accessible to stakeholders. The process helps evaluators both to be better aware of the stereotypes and biases that stakeholders are likely to possess and to provide language to help challenge negative and/or inappropriate perceptions. The Practice Note also provides a list of common biases about evaluation, and language to help evaluators anticipate and address them.