06/ 24/ 2004
by Charles R. McConnell
You receive a brochure advertising an outside educational program, and the topic catches your eye. You have an employee or two who could use education in this area; perhaps you feel you could benefit personally from such a program. But all you have in hand is an idealized description of the program plus a registration form. How can you tell if it’s a quality program that will give you your money’s worth?
There’s no sure-fire way to know whether an outside program is a reasonable deal for the money. It’s extremely difficult to evaluate an external program in advance; you can do the best assessment you’re capable of and still get stung. Often, we have no reliable knowledge of a program’s quality and value until someone sits through the presentation. However, it’s possible to minimize the chances of picking an inappropriate program by addressing a few key considerations.
Is outside the way to go?
External programs are worth your consideration when you’re only planning to send a few employees. If you need to educate a significant number of employees, you should conduct a cost-benefit analysis so that you know exactly what kinds of expenses you’ll be looking at.
Who’s putting on the program?
Most often, you will find that educational institutions, trade and professional associations, consulting firms and for-profit seminar companies sponsor outside programs. You might be able to infer something about program quality if the sponsor is one with which you are familiar. Another aspect to consider is whether a trade or professional association that is sponsoring a seminar is one to which you or some of your employees belong. For consulting firms you might judge by reputation, but remember that many consulting firms that conduct programs are also trying to sell their primary services.
It’s the for-profit seminar companies that present the biggest question mark. Unless you’ve had experience with a particular company, all you know is what you read in the promotional material, which, if not exaggerated, is a highly idealized account of the results.
As to who is conducting a given program, the presenter is usually as important as content. An inept presenter can weaken valuable content with a dull and lifeless manner. Presentation is so important that often, an effective presenter can render thin material alive and useful. But, unfortunately, there is little to know in advance of attending if the presenter is one with whom you are unfamiliar.
How realistic are the claims?
Read the conference description carefully, keeping in mind that claims of potential benefits are exaggerated or at least inflated somewhat in the hope of making a sale. Often the claims don’t fit the time frame, so keep a healthy skepticism when taking in all of this information.
Examine the breadth of topic versus the time frame to get a sense of how much must be covered in the available time. Programs addressing specific skills are likely to be more realistic than those dealing with concepts or theories. For example, “How to Develop a 5-year Plan” promises to be more practically oriented than “Strategic Planning in the New Millennium.” And you’ll get more from a manageable topic such as “Principles of Time Management” or “Application of Progressive Discipline” rather than a catch-all topic such as “How to Supervise Employees.”
It’s usually a sign of practical applicability if the advance information asks attendees to bring actual job-related problems to which they can apply what they’re learning.
Is travel required?
Travel should weigh heavily in the program selection decision, especially if overnights are involved. Travel adds time as well as out-of-pocket costs. Also, remember to look closely at programs held in “exotic locations.” If the surroundings seem like a vacation, some attendees are likely to be diverted from the program’s true purposes.
Have others attended programs by the same sponsoring organization?
Call upon peers and colleagues and others in your business community who might have had experience with a program you’re considering. First-hand feedback from other attendees is likely to be honest and helpful.
Might you send others to the same program over a period of time?
If so, send one employee who can report back to you on the program concerning the following:
- how well the program seemed to live up to its advance information; the effectiveness of the presenter(s)
- the extent to which the program met the attendees’ needs and what useful benefits were offered
- the appropriateness of the facilities
- a rating (perhaps on a scale of poor to excellent) of apparent value received for the time and money expended
