In an era marked by social fragmentation, digital overload, and declining trust in institutions, the way we communicate matters more than ever. For public services, civic bodies, and community organisations, getting the message right isn’t just a technical challenge—it’s a democratic and ethical imperative. At Decentered Media, we’ve spent decades working across sectors to develop participatory and community-driven models of communication. One of the most vital tools we now use to support this work is Communications Impact Analysis (CIA).
So, what is Communications Impact Analysis? Simply put, it’s a strategic approach to assessing whether our communications are doing what we intend—reaching the people they need to reach, in ways that are meaningful, inclusive, cost-effective, and ethically sound. It’s about shifting from broadcasting to listening, from measuring outputs to understanding outcomes.
This isn’t a theoretical exercise. From our earliest work supporting community radio stations in Leicester, such as Soar Sound and Radio Lear, to shaping policy on media literacy and digital inclusion, Decentered Media has consistently emphasised the need to understand how and why communication makes a difference. We’ve worked with local authorities, health partnerships, charities, and academic institutions to embed communications as part of the civic infrastructure. But without tools to assess impact, communication strategies often remain superficial—ticking boxes, but missing people.
Through our work with the Leicester Digital Partnership and Community Sounds and Stories CIC, we’ve seen how carefully targeted, and participatory communications can transform public engagement. In contrast, we’ve also observed how conventional, top-down messaging often alienates those it seeks to serve, particularly in communities overlooked due to cultural, economic, or digital exclusion.
Communications Impact Analysis offers a framework to navigate this challenge. It asks:
- Who is listening?
- What are they hearing?
- Is it making a difference in their lives, their behaviours, or their trust in public institutions?
- Are we using the right platforms, formats, and messages to reach people meaningfully?
The value of CIA lies in its flexibility and depth. It can be used to evaluate the effectiveness of a council’s public health campaign, assess the social return of a community podcast, or inform the development of a participatory research strategy in higher education. It works at scale, but remains grounded in human experience. Not only that, but it combines data analysis with empathetic reflexivity. And most importantly, it centres on learning, not just performance.
At Decentered Media, we apply CIA alongside principles from community development (like Asset-Based Community Development and Communication for Development), combining qualitative and quantitative insights to help organisations realign their communication strategies with their public purpose. We support this work through mentoring, facilitation, research, and training. Our team draws on practice-based research, including evaluations of community radio, digital storytelling, and intercultural media production. We know from experience that inclusive communication is not a by-product of good policy—it is the foundation for it.
In a time when misinformation spreads quickly and trust is in short supply, public institutions and community projects must embrace a more transparent, reflective, and people-centred approach to communication. Communications Impact Analysis is not a luxury—it’s a necessity for any organisation serious about inclusion, accountability, and long-term impact.
If you’re ready to start asking better questions about your communications, Decentered Media can help. Let’s build a culture of dialogue, not just delivery.