The Scenario
The agency is making a new commitment to performance management. The agency is looking to publish some favorable performance data as the centerpiece of its communications and outreach efforts. However, its existing performance reports are highly technical. Moreover, standard formats for presenting performance data are dense and difficult to interpret even for knowledgeable agency staff. Indeed, initial focus groups have shown that the agency’s standard performance reporting publications are not effective – performance results are poorly understood by the general public when presented in the standard format. The agency wants to preserve the impact of these data but is looking to ensure appropriate data interpretation without resorting to “tech-speak.” The agency recognizes the need for communications products that will clearly present the measures and data in a manner that is meaningful to the general public. These products should function as a standalone resource that will support the agency’s performance reporting for years to come.