Training should always be judged by its effectiveness, and there are several tools for measuring success.
In our article Training for trainers (ToT) we looked at how media organisations train their own staff by selecting senior journalists to run in-house training courses.
For that training to make sense there should be a ‘training needs assessment’ to identify what is required. This is often covered by a Gap Analysis.
Once the analysis has been carried out and the training needs established, the trainer has to set objectives for the training. These are usually called SMART objectives – which are targets that are specific, measurable, achievable, relevant, time-bound.
After the training is over the results have to be studied. That is where evaluation, impact, and assessment play a crucial role. They help media managers understand whether the training delivered was relevant and whether it had any effect.
It’s also important for looking ahead to see what long-term benefits were achieved by the training.
- Evaluation:
- This goes beyond simple feedback forms. It involves a systematic collection and analysis of information about the training process itself.
- Initial objectives need to be understood.
- Material circulated and lesson outlines need to be gathered.
- This goes beyond simple feedback forms. It involves a systematic collection and analysis of information about the training process itself.
- Process evaluation:
- This step examines how the training was delivered:
- Was the content (gathered in the first step) relevant and up-to-date?
- Were the training methods, such as workshops and lectures effective?
- Were the logistics, such as venues and resources up to scratch?
- How did the trainees perceive the trainer’s expertise and performance?
- This step examines how the training was delivered:
- Outcome evaluation:
- This step measures the immediate effects of the training:
- Did trainees gain new knowledge and skills?
- Did their attitudes or perceptions change?
- Can they demonstrate the new skills in simulated or controlled environments?
- This step measures the immediate effects of the training:
- Impact assessment:
- Longer-term changes: This looks at the longer-term effects of the training on the individual, the media organisation, and the wider media scene.
- Behavioural changes: Did trainees apply their new skills in their daily work?
- Organisational impact: Did the training lead to improved reporting quality, increased audience engagement, or better use of digital tools?
- Societal impact: In some cases, media training can contribute to broader goals, such as improved public debate around important issues – this is harder to measure but still valuable.
- Assessment:
- This involves using various methods to measure the effectiveness of the training such as:
- Pre- and post-training assessments: Comparing trainees’ knowledge and skills before and after the training.
- Performance reviews: Evaluating how trainees apply their new skills in their work. Such reviews could take place during staff appraisals.
- Surveys and interviews: Gathering feedback from trainees, their supervisors, and other people with an interest in their performance.
- Content analysis: Examining media outputs, such as articles written or broadcast, to assess changes in quality or style.
- This involves using various methods to measure the effectiveness of the training such as:
Value:
- Multiplier effect: Evaluating ToT courses is particularly important because of the multiplier effect. If the trainers are well-equipped, they can train many more journalists, amplifying the impact of the initial investment.
- Trainer development: Assessment provides valuable feedback to the trainers themselves, helping them improve their teaching skills and adapt their training methods.
- Curriculum refinement: Evaluation data can be used to refine the training curriculum, ensuring that it remains relevant and effective.
- Organisational sustainability: By evaluating the impact of ToT, media organisations can demonstrate the value of investing in training and build a culture of continuous learning.
- Adaptability: The media landscape changes rapidly, so evaluation helps to keep training relevant to new technologies, and new ethical considerations.
Challenges:
- Attribution: It can be difficult to isolate the impact of training from other factors that may influence performance.
- Time lag: The full impact of training may not be apparent for months or even years.
- Resource constraints: Conducting thorough evaluations can be time-consuming and expensive.
- Subjectivity: Qualitative assessments, such as interviews, can be influenced by subjective biases, so their value is diminished.
Summary:
Evaluation and impact assessment are essential components of any effective media training course, especially when implementing a “Training for Trainers” model. They provide crucial insights into the effectiveness of training, help to identify areas for improvement, and demonstrate the value of investing in professional development. By systematically collecting and analysing data, media organisations can ensure that their training is relevant, impactful, and sustainable, leading to a more skilled and responsible workforce. The evaluation of the trainers themselves allows for a constant improvement of the training methods. This in turn creates a better learning environment for the journalists being trained.
