{"id":340,"date":"2016-08-19T17:09:22","date_gmt":"2016-08-19T16:09:22","guid":{"rendered":"http:\/\/amecorg.com\/amecframework\/bs\/?page_id=340"},"modified":"2024-11-25T16:42:09","modified_gmt":"2024-11-25T16:42:09","slug":"strucno-misljenje","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/amecframework\/bs\/home\/supporting-material\/strucno-misljenje\/","title":{"rendered":"Stru\u010dno Mi\u0161ljenje"},"content":{"rendered":"<div class='clear'><\/div><div id='sub_menu1'  class='av-submenu-container av-av_submenu-f2b670869065086a70a0800061bd9777 main_color  avia-builder-el-0  el_before_av_section  avia-builder-el-first  side-menu av-sticky-submenu container_wrap fullsize' style='z-index:301' ><div class='container av-menu-mobile-disabled av-submenu-pos-center'><ul id='av-custom-submenu-1' class='av-subnav-menu' role='menu'>\n<li class='menu-item av-av_submenu_item-9186ea042dfe54c79e3e36eb28bd9d56 menu-item-top-level menu-item-top-level-1' role='menuitem'><a href='#proving-value'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>PROVING VALUE IN AN INTEGRATED WORLD<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-1981ffaa04ff73d50b75c6f359ef8cef menu-item-top-level menu-item-top-level-2' role='menuitem'><a href='#why-measurement-matters'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>WHY MEASUREMENT MATTERS<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-b4caf45c551f39eea03efcf4e489619b menu-item-top-level menu-item-top-level-3' role='menuitem'><a href='#the-pesco-channel'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>THE PESO CHANNELS.<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-fd8ee27e3c85980a2366b651a841c58a menu-item-top-level menu-item-top-level-4' role='menuitem'><a href='#performance-public-relations'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>PERFORMANCE PUBLIC RELATIONS<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-6fc3b7d02241120d4c8527ffd7c42adb menu-item-top-level menu-item-top-level-5' role='menuitem'><a href='#if-your-failing'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>\u2018IF YOU\u2019RE FAILING TO PLAN, YOU\u2019RE PLANNING TO FAIL\u2019<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-0f458a21251b8af4bc576a532aea8e2c menu-item-top-level menu-item-top-level-6' role='menuitem'><a href='#top-tips'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>TOP TIPS FOR PLANNING AND SETTING TARGETS<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-5f31df7816ef809fc1f298b038188283 menu-item-top-level menu-item-top-level-7' role='menuitem'><a href='#measuring-reputation'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>MEASURING REPUTATION<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-f47423fb0aa6fe3058bfc699d87031ba menu-item-top-level menu-item-top-level-8' role='menuitem'><a href='#effectiveness-story'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>TELLING THE EFFECTIVENESS STORY<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-2df35fb40fa075c6fcd3e3fefd288793 menu-item-top-level menu-item-top-level-9' role='menuitem'><a href='#conclusion'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>CONCLUSIONS<\/span><\/a><\/li>\n<\/ul><\/div><\/div><div class='sticky_placeholder'><\/div>\n<div id='proving-value'  class='avia-section av-av_section-46420b1142f37fb7579555108e4e1361 main_color avia-section-default avia-no-shadow  avia-builder-el-1  el_after_av_submenu  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-340'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c av_one_third  avia-builder-el-2  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_two_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_two_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_two_third-0aa7055fe62c3622faec82866afbaeb2 av_two_third  avia-builder-el-3  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>DOKAZIVANJE VRIJEDNOSTI U INTEGRIRANOM SVIJETU<\/h2>\n<div id=\"u4637-6\" class=\"clearfix colelem shared_content\" data-content-guid=\"u4637-6_content\">\n<h3 id=\"u4637-4\">ZA\u0160TO TREBAMO PRESTATI MJERITI SAMO OUTPUTE<\/h3>\n<\/div>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe\">\n#top .hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe hr-custom  avia-builder-el-5  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-av_team_member-c8a4c64a281c73fcfd43cdc521e27a0c  avia-builder-el-6  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-90 avia-img-lazy-loading-not-90 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Richard-Bagnall-1.jpg\" alt='Richard Bagnall'  itemprop=\"image\"   height=\"92\" width=\"92\" srcset=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Richard-Bagnall-1.jpg 92w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Richard-Bagnall-1-80x80.jpg 80w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Richard-Bagnall-1-36x36.jpg 36w\" sizes=\"(max-width: 92px) 100vw, 92px\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/richardbagnall<\/span><a href='https:\/\/twitter.com\/richardbagnall' class='avia-team-icon av-av_team_icon-ab87a77926b8f129fb63be138573226c twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'  target='_blank' data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Richard Bagnall<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>\u010clan Me\u0111unarodnog odbora AMEC-a, glavni izvr\u0161ni direktor kompanije PRIME Research UK<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Vi\u0161e je razloga zbog kojih bi industrija trebala napraviti odmak od pro\u0161losti kada je fokus bio na analizi sadr\u017eaja kao posrednom sredstvu za mjerenje komunikacijskih aktivnosti. Svi\u0111alo vam se to ili ne, \u017eivimo u svijetu u kojem dobar dio metrike na koju smo se u pro\u0161losti oslanjali za mjerenje djelotvornosti komunikacije gubi na relevantnosti.<\/p>\n<p>Medijski univerzum \u0161iri se u pogledu kanala i vrsta medija, ali se su\u017eava u pogledu publike i pa\u017enje. Kako se kanali fragmentiraju prema pla\u0107enim i zaslu\u017eenim objavama, dru\u0161tvenim i vlastitim medijima, mjerenje outputa na stari na\u010din, kroz koli\u010dine, dojmove i dosege, a da pritom dobijemo pouzdane i svrsishodne podatke, postaje sve te\u017ee.<\/p>\n<p>Suo\u010deni smo sa izazovom dobivanja preciznih podataka iz medija koji u odre\u0111enim situacijama te informacije taje, dok je u svijetu interneta jednostavno krivotvoriti dobivene brojke. Kao rezultat toga, koli\u010dine i dojmovi vi\u0161e se ne mogu smatrati naro\u010dito zna\u010dajnom mjerom koja bi predstavljala ne\u0161to vi\u0161e od pukog pokazatelja.<\/p>\n<p>Na godi\u0161njoj konferenciji PR stru\u010dnjaka u Norve\u0161koj u martu 2016. odr\u017eao sam kratku 20-minutnu prezentaciju u kojoj sam ovo dodatno elaborirao. Ne brinite, na engleskom je!<\/p>\n<\/div><\/section><br \/>\n<br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Kada ovim izazovima dodamo novu stvarnost integriranog svijeta gdje se od PR stru\u010dnjaka o\u010dekuje da rade u cijelom rasponu pla\u0107enih, zaslu\u017eenih, vlastitih i dru\u0161tvenih objava, jasno je da moramo napraviti pomak u razmi\u0161ljanju. Moramo pre\u0107i sa mjerenja isklju\u010divo outputa na dokazivanje vrijednosti svog truda posmatranjem inicijalnih reakcija i rezultata koji proizlaze iz na\u0161eg rada.<\/p>\n<p>AMEC-ov Okvir za integrirano vrednovanje radi upravo to \u2013 postavlja jasnu i jednostavnu metodu za pri\u010danje pri\u010de o sjajnim odnosima sa javno\u0161\u0107u od ciljeva do ciljane publike, planiranja, nastojanja, aktivnosti, outputa, inicijalnih reakcija, rezultata i u\u010dinka na poslovanje. PR sektor \u0107e na klju\u010dna pitanja o svojim rezultatima mo\u0107i odgovoriti na suvisao i uvjerljiv na\u010din tek kada bude nastojao izmjeriti cjelokupan u\u010dinak svog rada.<\/p>\n<\/div><\/section><\/p><\/div><\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='why-measurement-matters'  class='avia-section av-av_section-47635f304a489258f79c325a01e02b2e main_color avia-section-default avia-no-shadow  avia-builder-el-10  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-340'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c av_one_third  avia-builder-el-11  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_two_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_two_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_two_third-0aa7055fe62c3622faec82866afbaeb2 av_two_third  avia-builder-el-12  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>ZA\u0160TO JE MJERENJE VA\u017dNO<\/h2>\n<h3>POGLED GLOBALNE PR AGENCIJE<\/h3>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe\">\n#top .hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe hr-custom  avia-builder-el-14  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-av_team_member-5bb69c38a18455b45ad1e56a5d150197  avia-builder-el-15  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-91 avia-img-lazy-loading-not-91 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/giles-peddy-meet-the-team.jpg\" alt='Giles Peddy'  itemprop=\"image\"   height=\"79\" width=\"81\" srcset=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/giles-peddy-meet-the-team.jpg 81w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/giles-peddy-meet-the-team-80x79.jpg 80w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/giles-peddy-meet-the-team-36x36.jpg 36w\" sizes=\"(max-width: 81px) 100vw, 81px\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/GilesPeddy<\/span><a href='https:\/\/twitter.com\/GilesPeddy' class='avia-team-icon av-av_team_icon-6300a3b097d3a050f267f327e41db236 twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'   data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Giles Peddy<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Direktor Grupe<br \/>\nUK, LEWIS<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Dugi niz godina na sami spomen rije\u010di &#8220;mjerenje&#8221; stru\u010dnjaci za komunikaciju bje\u017eali bi glavom bez obzira. Ili oti\u0161li na pi\u0107e. Gotovo da ih mogu zamisliti. \u0160u\u0161kanje papirima, naka\u0161ljavanje i igranje s onom ru\u010dicom na stolici koja naizgled nema jasnu funkciju. Bilo \u0161ta, samo da se izbjegne neugodna istina da nismo bili ba\u0161 sjajni u mjerenju.<\/p>\n<p>Ali stvari su se unatrag nekoliko godina po\u010dele mijenjati. Sve ve\u0107a spoznaja o strate\u0161koj vrijednosti komunikacija u upravama dru\u0161tava, kao i rastu\u0107a o\u010dekivanja da se potro\u0161nja opravda vidljivim u\u010dinkom na poslovanje, doveli su do pove\u0107ane va\u017enosti mjerenja.<\/p>\n<p>Me\u0111utim, i dalje smatram da je nedostatak postupka, metodologije, standarda ili jasne taksonomije za dobro mjerenje zaustavio razvoj industrije. To je posebno slu\u010daj unutar agencija, koje \u010desto obavljaju puno posla vezanog za mjerenje i vrednovanje (u saradnji sa vanjskim dobavlja\u010dima).<\/p>\n<p>Taj nedostatak jasnog okvira za mjerenje zna\u010dio je da su mjerenja \u010desto bila usmjerena na outpute i komunikacijske u\u010dinke. Ali \u0161to je s poslovnim rezultatima? Na koji je na\u010din neka kampanja ili aktivnost utjecala na svijest? Je li pove\u0107ala javno zagovaranje? Je li zabilje\u017een pomak u prihvatanju od strane krajnjih korisnika? Je li dovela do pove\u0107anja potra\u017enje za proizvodom ili uslugom?<\/p>\n<p>Takav na\u010din mjerenja i dalje je slabije zastupljen (iako je u porastu). Ali po mom mi\u0161ljenju, a to je uostalom i pogled iz perspektive jedne agencije, uvijek se moramo pitati i, \u0161to je jo\u0161 va\u017enije, dati odgovor na jedno jednostavno pitanje: &#8220;Kako \u0107e to \u0161to radim koristiti poslovanju mog klijenta?&#8221;<\/p>\n<p>O kakvom god poslovnom cilju da se radi, to je ono na \u0161ta se trebamo usredoto\u010diti i ono \u0161to trebamo mjeriti. Ako znamo \u0161ta je bitno za poslovanje, bit \u0107e nam lak\u0161e stvoriti relevantan okvir za mjerenje.<\/p>\n<p>Upravo je iz tog razloga klju\u010dno prihvatiti i usvojiti novi interaktivni okvir za mjerenje razvijen od strane Me\u0111unarodnog udru\u017eenja za mjerenje i vrednovanje komunikacije (AMEC). Novi interaktivni okvir korisnicima daje jasnu metodologiju i taksonomiju za razvoj jasnog i mjerljivog komunikacijskog plana te vrednovanja uspjeha istoga. On korisnicima pru\u017ea alat sa jasnim koracima te, \u0161to je najva\u017enije, daje im sredstvo za demonstraciju u\u010dinka na poslovanje.<\/p>\n<p>Mnogi \u0107e re\u0107i da za prikaz ishoda u smislu u\u010dinaka na poslovanje trebate sakupiti podatke iz vi\u0161e dijelova organizacije. To je ta\u010dno. Me\u0111utim, uz kori\u0161tenje interaktivnog alata barem \u0107ete znati o kojim se podacima radi, ko ih posjeduje i kako se uklapaju u integrirane komunikacijske napore za koje \u010desto svojim klijentima tvrdite da ih isporu\u010dujete!<\/p>\n<p>To je razlog za\u0161to nam klijenti trebaju pokazati svoje podatke. Ako imamo pristup podacima, mo\u017eemo mjeriti svoj rad na na\u010din koji je u puno ve\u0107oj mjeri strate\u0161ki odre\u0111en. To educiranim stru\u010dnjacima daje mogu\u0107nost da steknu novi uvid, koji bi mogao utjecati na kampanju, promjenu pristupa i bolji u\u010dinak.<\/p>\n<p>Naravno, ponekad je te\u0161ko pokazati \u0161ta je rezultat svakog pojedinog dijela marketin\u0161kog miksa, ali pravi alati \u010desto \u0107e vam pomo\u0107i u tome. U kona\u010dnici, uvijek ima na\u010dina ako imate jasan okvir.<\/p>\n<p id=\"u5077-2\">Dakle, iako rasprava o mjerenju mnogima mo\u017ee zvu\u010dati neugodno, ja ka\u017eem da to ne mora biti tako. Stavite je u prvi plan i koristite za poticanje kvalitetne poslovne konverzacije. Novu interaktivnu metriku koju je osigurao AMEC koristite kao kompas. Stvari se mijenjaju. Razvijte jedra i krenite naprijed u novi svijet mjerenja.<\/p>\n<\/div><\/section><\/p><\/div>\n<\/p>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='the-pesco-channel'  class='avia-section av-av_section-3be72f863e2b36d425ca0415e102a6d0 main_color avia-section-default avia-no-shadow  avia-builder-el-17  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-340'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c av_one_third  avia-builder-el-18  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_two_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_two_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_two_third-0aa7055fe62c3622faec82866afbaeb2 av_two_third  avia-builder-el-19  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h2 id=\"u5962-2\">KANALI U MODELU PESO.<\/h2>\n<h3 id=\"u5962-4\">O \u010cEMU JE RIJE\u010c I ZA\u0160TO SU VA\u017dNI<\/h3>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe\">\n#top .hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe hr-custom  avia-builder-el-21  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-av_team_member-2313c24ea4993cdef55a4328159d85d7  avia-builder-el-22  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-93 avia-img-lazy-loading-not-93 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/gini-dietrich.jpg\" alt='Gini Dietrich'  itemprop=\"image\"   height=\"100\" width=\"79\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/ginidietrich<\/span><a href='https:\/\/twitter.com\/ginidietrich' class='avia-team-icon av-av_team_icon-d10ed745c3308751fb9d78750ccab738 twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'   data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Gini Dietrich<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Arment Dietrich Inc, glavna izvr\u0161na direktorica<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Prema <a href=\"http:\/\/www.biography.com\/people\/henry-ford-9298747\">Henryu Ford<\/a><u>u<\/u>, &#8220;Okupljanje je tek po\u010detak, ostanak zajedno je napredak, a zajedni\u010dki rad je uspjeh.&#8221; Ovo je primjenjivo na sve vrste radnog okru\u017eenja, uklju\u010duju\u0107i i kompanije za odnose sa javno\u0161\u0107u ili odjele za komunikacije. Nije primjenjivo isklju\u010divo na organizacije, ve\u0107 se mo\u017ee primijeniti i na komunikacijsku strategiju.<\/p>\n<p>Zato je nastao <a href=\"http:\/\/spinsucks.com\/communication\/pr-pros-must-embrace-the-peso-model\/\">model PESO<\/a>. PESO je engleski akronim za pla\u0107ene (<em>paid<\/em>), zaslu\u017eene (<em>earned<\/em>), dijeljene\/dru\u0161tvene (<em>shared<\/em>) i vlastite (<em>owned<\/em>) objave. Model se temelji na integriranom pristupu komunikacijama, tako da mo\u017eemo mjeriti svoje aktivnosti prema parametrima koji su zaista bitni za organizacije, poput pove\u0107anja broja kupaca\/prihoda\/dobiti ili pridobivanje novih donatora. Vrijeme je da se na\u0161 trud po\u010dne posmatrati kao ulaganje, a ne kao tro\u0161ak, a model PESO, ako ga budete koristili ispravno, \u0107e vam u tome pomo\u0107i.<\/p>\n<p>Za razliku od, na primjer, linije za proizvodnju automobila, krenut \u0107ete od kraja, odnosno od vlastitih objava.<\/p>\n<p>U dana\u0161njem svijetu gotovo ni\u0161ta ne funkconira ako se u sredi\u0161tu va\u0161eg komunikacijskog programa ne nalaze vlastite objave. Novinari \u017eele znati da su va\u0161i stru\u010dnjaci objavljivali radove na drugim mjestima. Bez vlastitih objava nemate \u0161ta podijeliti na dru\u0161tvenim medijima. Nemate puno toga za reklamirati na internetu, ako nemate sadr\u017eaj koji bi podr\u017eao reklamu, a marketing putem e-po\u0161te ne mo\u017ee biti uspje\u0161an ako nemate ni\u0161ta vrijedno dijeljenja.<\/p>\n<p>To je sredi\u0161nja ta\u010dka svega \u0161to radite, te osnovni preduvjet integriranog programa.<\/p>\n<p>Nakon \u0161to izgradite solidnu bazu vlastitih objava, vrijeme je da to objavite svijetu. U godini 2016. to zna\u010di koristiti dru\u0161tvene mre\u017ee za distribuciju i promociju.<\/p>\n<p>Iz dana u dan pojavljuju se nove platforme dru\u0161tvenih medija i nemate vremena biti na svima. Zapravo, ne biste ni trebali biti na svima. Napravite istra\u017eivanje i uspostavite prisutnost na onima koje imaju smisla za ostvarenje va\u0161ih ciljeva.<\/p>\n<p>Idemo obrnutim redoslijedom, tako da bi zaslu\u017eene objave trebale biti sljede\u0107e, ali zapravo one dolaze na kraju. Sljede\u0107i kanal na koji se trebamo usredoto\u010diti su pla\u0107ene objave, a one su ta\u010dno onakve kako i zvu\u010de: tu vam je prilika da poja\u010date svoju poruku reklamiranjem i obra\u0107anjem novim grupama primatelja po cijeni od svega pet dolara dnevno na svakoj platformi. Facebook, Linkedin i Twitter imaju vlastite reklamne mogu\u0107nosti i obi\u010dno nude kupone novim klijentima, \u0161to je razlog vi\u0161e da to isprobate.<\/p>\n<p>No, ne \u017eelite pla\u0107ati ba\u0161 svaku poruku, pa testiranje obavite jednom mjese\u010dno na svakoj platformi. Naravno, postoje i drugi na\u010dini da poja\u010date vlastite objave, kao \u0161to su marketing putem e-po\u0161te, blogovi ili samopromotivni sadr\u017eaj.<\/p>\n<p>\u0160to se ti\u010de utjecajnih osoba, vrijeme je da porazgovaramo o zaslu\u017eenim objavama. Iako su ve\u0107 poznati komunikatorima, odnosi koje zaslu\u017eite va\u017eni su radi vjerodostojnosti kod tre\u0107ih strana.<\/p>\n<p>Mo\u0107 usmene predaje neporeciva je i zato su zaslu\u017eene objave klju\u010dni dio u procesu stjecanja autoriteta. Za te je odnose potrebno vrijeme, povjerenje i potvr\u0111ivanje, tako da vam zaslu\u017eene objave ne\u0107e donijeti rezultat odmah. Me\u0111utim, u integraciji sa drugim vrstama objava br\u017ee \u0107e vam dati rezultate nego ako ih koristite samostalno.<\/p>\n<p>Model PESO nije za svaku strategiju, ali kao i proizvodna linija <a href=\"http:\/\/mashable.com\/2014\/12\/05\/public-relations-industry\/\">zahtijeva zajedni\u010dki rad svih kanala<\/a> kako bi se postigli pravi poslovni rezultati.<\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='performance-public-relations'  class='avia-section av-av_section-fe7fde7c45b75a38db275c36861161b1 main_color avia-section-default avia-no-shadow  avia-builder-el-24  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-340'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c av_one_third  avia-builder-el-25  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_two_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_two_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_two_third-0aa7055fe62c3622faec82866afbaeb2 av_two_third  avia-builder-el-26  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-av_textblock-e4c4518831caa9edbdca90b100cd9b37 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock performance-public-relations'  itemprop=\"text\" ><h2>VISOKOU\u010cINKOVITI ODNOSI SA JAVNO\u0160\u0106U<\/h2>\n<h3 id=\"u5962-2\">VA\u0110ENJE PODATAKA IZ IZDVOJENIH ODJELA UNUTAR VA\u0160E ORGANIZACIJE KLJU\u010cNO JE ZA POSTIZANJE VISOKE U\u010cINKOVITOSTI ODNOSA SA JAVNO\u0160\u0106U.<\/h3>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe\">\n#top .hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe hr-custom  avia-builder-el-28  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-av_team_member-d7f7844d33762899d3b6e537c3700564  avia-builder-el-29  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-94 avia-img-lazy-loading-not-94 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/stephen-waddington.jpg\" alt='Stephen Waddington'  itemprop=\"image\"   height=\"79\" width=\"79\" srcset=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/stephen-waddington.jpg 79w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/stephen-waddington-36x36.jpg 36w\" sizes=\"(max-width: 79px) 100vw, 79px\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/wadds<\/span><a href='https:\/\/twitter.com\/wadds' class='avia-team-icon av-av_team_icon-40a70935f20bd856902cf7f9e44e7bb3 twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'   data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Stephen Waddington<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Ketchum, glavni direktor za anga\u017eman<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>U odnosima sa javno\u0161\u0107u postoji vjerovanje da je mjerenje na\u0161eg rada skupo. Nedostatak finansijskih sredstava \u010desto se navodi kao razlog lo\u0161eg mjerenja.<br \/>\nMe\u0111utim, jo\u0161 je ve\u0107i tro\u0161ak za organizaciju i va\u0161 vlastiti razvoj ako ne mjerite uspjeh svog rada.<br \/>\nMJERITE REZULTATE ORGANIZACIJE, NE OBJAVE<br \/>\nPosao mjerenja odnosa sa javno\u0161\u0107u izgra\u0111en je na tradicionalnim medijskim pokazateljima, koji vi\u0161e ne odgovaraju svrsi. U najboljem slu\u010daju predstavljaju lo\u0161eg posrednika za mjerenje poslovnih rezultata.<br \/>\nKako se praksa mijenja od tradicionalnih medija, kao primarnog oblika anga\u017emana odnosa sa javno\u0161\u0107u, prema nizu digitalnih i dru\u0161tvenih medija, kompanije postaju sve pametnije u mjerenju.<br \/>\nSve objave &#8211; pla\u0107ene, zaslu\u017eene, vlastite i dru\u0161tvene &#8211; ostavljaju trag koji se mo\u017ee pratiti.<br \/>\nPrilika za nas je definirati \u010dvrste ciljeve, neposredne rezultate i krajnji u\u010dinak kampanje, \u0161to se zatim mo\u017ee prenijeti u okvir za mjerenje i alate.<br \/>\nKao nikada do sada, danas imamo pristup izvorima podataka i alatima za mjerenje outputa i komunikacijskog u\u010dinka.<br \/>\nISKOPAJTE PODATKE IZ IZOLIRANIH ODJELA<br \/>\nIzazov je u tome \u0161to su podaci \u010desto zakopani u pojedinim odjelima unutar organizacije. Sektorski prora\u010duni i administrativna razgrani\u010denja imaju prioritet nad prikazivanjem rezultata.<br \/>\nSavjetovao bih vam da provjerite pojedine odjele unutar vlastite organizacije i iskopate podatke. Odnosi sa javno\u0161\u0107u trebaju raditi zajedno sa korisni\u010dkom slu\u017ebom, marketingom i ljudskim resursima.<br \/>\nEvo 30 mjesta na kojima mo\u017eete tra\u017eiti podatke unutar svoje organizacije na temelju \u010dvrstog okvira za mjerenje.<\/p>\n<p>SREDNJORO\u010cNI KOMUNIKACIJSKI U\u010cINCI<br \/>\n1. \u010clanak \u2013 koli\u010dina zaslu\u017eenih \u010dlanaka ili poruka tre\u0107e strane; to je veza na krajnje u\u010dinke za usporedbu sa prethodnom kampanjom.<br \/>\n2. Prisutnost \u2013 potro\u0161a\u010di ili gra\u0111ani koji sudjeluju na doga\u0111ajima poput konferencija, okruglih stolova ili javnih susreta.<br \/>\n3. Brendirana pretraga \u2013 pove\u0107anje aktivnosti pretrage unutar cijelog branda kao rezultat aktivnosti odnosa sa javno\u0161\u0107u.<br \/>\n4. Konverzacija \u2013 veza na krajnji u\u010dinak za organizaciju, ina\u010de se radi o nerelevantnom mjerenju u svrhu zadovoljavanja ta\u0161tine (vanity metrics), kao i ve\u0107i dio posla mjerenja dru\u0161tvenih medija.<br \/>\n5. Preuzimanje \u2013 na\u010din vodstva koji je rezultat poziva na akciju. Preuzmite podatke za stalni anga\u017eman ili remarketing.<br \/>\n6. Vrijeme zadr\u017eavanja \u2013 vrijeme provedeno na internetskoj stranici. Korisno za odre\u0111ivanje razlike izme\u0111u samog prometa i toga je li posjetitelj pro\u010ditao sadr\u017eaj stranice.<br \/>\n7. Provjera e-po\u0161te \u2013 koristi se kako bi se odredilo je li primatelj e-poruke primio poruku i djelovao na osnovu poziva na akciju.<br \/>\n8. Sljedbenici \u2013 stvaranje publike unutar brendirane zajednice. Stopa rasta tako\u0111er je koristan pokazatelj.<br \/>\n9. Broj posjeta ili pregleda \u2013 pokazuje broj posjeta internet stranici, ali treba paziti na la\u017eni ili nerelevantni promet. Koristiti u kombinaciji sa vremenom zadr\u017eavanja kao pokazatelj stvarnog anga\u017emana.<br \/>\n10. Unutarnji linkovi \u2013 kvaliteta i broj unutarnjih linkova na prethodno definirane URL adrese; vezati uz promet; \u010desto se koristi u kampanjama pretra\u017eivanja.<br \/>\n11. Like \u2013 ovo je \u010desto nerelevantno mjerenje dru\u0161tvenih medija, ali je korisno kao pokazatelj toga postoji li veza sa drugim srednjim ili organizacijskih krajnjim u\u010dinkom.<br \/>\n12. Preusmjereni promet \u2013 promet sa internet stranica tre\u0107ih strana, uobi\u010dajemo se koristi u kombinaciji sa unutarnjim vezama.<br \/>\n13. Ocjenjivanje \u2013 oblik potvrde od strane tre\u0107ih strana koji se iz ugostiteljstva i turisti\u010dkog sektora pro\u0161irio na druge industrije.<br \/>\n14. Orijentacija \u2013 obi\u010dno jedino trebate znati radi li se o pozitivnoj ili negativnoj objavi, osim ako radite na mijenjanju mi\u0161ljenja o temi tokom du\u017eeg vremenskog perioda.<br \/>\n15. Udio u zastupljenosti (SOV) \u2013 koli\u010dina konverzacija u dru\u0161tvenim ili tradicionalnim medijima odre\u0111ene organizacije u pore\u0111enju sa konkurentskom organizacijom.<br \/>\n16. Udio u dijeljenju \u2013 stopa dijeljenja na dru\u0161tvenim medijima putem razli\u010ditih kanala. Kanale povezati sa pona\u0161anjem i krajnjim outputima.<br \/>\n17. Nebrendirana pretraga \u2013 pove\u0107anje ili doprinos aktivnosti pretra\u017eivanja oko pojma kao rezultat aktivnosti odnosa sa javno\u0161\u0107u.<br \/>\n18. Broj posjetitelja (footfall) \u2013 koliko je ljudi doputovalo ili posjetilo lokaciju, \u010desto se koristi u turizmu i ugostiteljstvu.<\/p>\n<p>ORGANIZACIJSKI KOMUNIKACIJSKI U\u010cINCI<br \/>\n19. Promjena u stavu \u2013 niz tehnika anketiranja prije i nakon doga\u0111aja koje se koriste za ispitivanje promjene mi\u0161ljenja. Popularno u politi\u010dkim anketama.<br \/>\n20. Svijest \u2013 anga\u017eiranje publike koja prethodno nije bila svjesna teme, proizvoda ili usluge. Testira se nizom tehnika anketiranja.<br \/>\n21. Promjena u pona\u0161anju \u2013 dru\u0161tveno-ekonomska pobolj\u0161anja kao \u0161to su smanjenje antisocijalnog pona\u0161anja, testira se longitudinalnim pra\u0107enjem.<br \/>\n22. Poslovni proces \u2013 pobolj\u0161anje produktivnosti, tipi\u010dno uslijed internih komunikacija i edukacije.<br \/>\n23. Konverzije \u2013 obi\u010dno u prodaji, ali primjenjivo i na ostale aktivnosti organizacije, koje se mogu pripisati aktivnostima odnosa sa javno\u0161\u0107u.<br \/>\n24. Finansijski rezultati \u2013 pra\u0107enje uloge odnosa sa javno\u0161\u0107u u podr\u0161ci finansijskim pokazateljima, kao \u0161to su cijena dionica ili valuacija.<br \/>\n25. Interno \u2013 niz podataka mjerenja uklju\u010duju\u0107i pobolj\u0161anja u zapo\u0161ljavanju, zadr\u017eavanju i produktivnosti, te smanjenje u odsutnosti i bolovanjima.<br \/>\n26. Preporuke i usmjeravanje od tre\u0107ih strana \u2013 osnova alata Net Promoter, kojim se ispituje vjerovatnost preporuke od tre\u0107e strane (pogledajte i pod Zadovoljstvo).<br \/>\n27. Zadr\u017eavanje \u2013 primjenjivo na klijente ili osoblje, gdje su odnosi sa javno\u0161\u0107u usmjereni na upravljanje odnosima.<br \/>\n28. Zadovoljstvo \u2013 vezano za preporuke, koristi se za pore\u0111enje ja\u010dine odnosa izme\u0111u gra\u0111anina ili potro\u0161a\u010da i organizacije.<br \/>\n29. Jedinstveni okida\u010di \u2013 posebni kuponi, brojevi telefona ili URL adrese kojima se testira odnos izme\u0111u aktivnosti i u\u010dinaka.<br \/>\n30. Glasovi \u2013 surova stvarnost politi\u010dkih kampanja gdje je zavr\u0161ni test uspjeha kampanje na glasa\u010dkom mjestu.<\/p>\n<p><strong>O STEPHENU WADDINGTONU<\/strong><\/p>\n<p>Stephen je partner i Glavni direktor za anga\u017eman u Ketchumu. Gostuju\u0107i je profesor na Sveu\u010dili\u0161tu u Newcastleu. Pi\u0161e blog na <a href=\"http:\/\/wadds.co.uk\/\">wadds.co.uk<\/a>.<\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='if-your-failing'  class='avia-section av-av_section-c5d0737d0295b6a4d8d40c19790e866d main_color avia-section-default avia-no-shadow  avia-builder-el-31  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-340'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c av_one_third  avia-builder-el-32  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_two_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_two_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_two_third-0aa7055fe62c3622faec82866afbaeb2 av_two_third  avia-builder-el-33  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-av_textblock-e4c4518831caa9edbdca90b100cd9b37 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock performance-public-relations'  itemprop=\"text\" ><h2 id=\"u5962-2\">&#8220;TKO NE PLANIRA, PLANIRA NEUSPJEH&#8221;<\/h2>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe\">\n#top .hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe hr-custom  avia-builder-el-35  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-av_team_member-dbec1028de2389a39145224d39282d35  avia-builder-el-36  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-95 avia-img-lazy-loading-not-95 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Kevin-read.jpg\" alt='Kevin Read'  itemprop=\"image\"   height=\"95\" width=\"79\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/readkevinread<\/span><a href='https:\/\/twitter.com\/readkevinread' class='avia-team-icon av-av_team_icon-2bcc0ed4322a3fde8382bda7a6a001fe twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'   data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Kevin Read<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Bell Pottinger, izvr\u0161ni direktor i partner<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>AMEC-ov novi okvir za metriku sjajan je alat koji na prakti\u010dan i jednostavan na\u010din uspostavlja mo\u0107no, relevantno i korisno promi\u0161ljanje.<\/p>\n<p>Za tvrtku Bell Pottinger, kao jednog od najnovijih \u010dlanova AMEC-a, to je naro\u010dito korisno u pripremi smjernica koje na\u0161i konsultanti mogu pratiti. Korisno je i za razgovore sa klijentima o na\u010dinu uspostave, planiranja i izvje\u0161tavanja o u\u010dinkovitosti kampanja.<\/p>\n<p>Kako digitalni i dru\u0161tveni mediji postaju uobi\u010dajeni kanali komuniciranja, kompleksnost mnogih kampanja koje provodimo dramati\u010dno je pove\u0107ana. To zna\u010di da trebamo shvatiti kako \u0107emo izmjeriti u\u010dinak kroz vi\u0161e distribucijskih kanala, ali istovremeno moramo biti potpuno svjesni posljedica vi\u0161estrukih dodirnih ta\u010daka.<\/p>\n<p>Jednako tako, okvir i dalje stavlja naglasak na razumijevanje poslovnog konteksta i strategije na kojoj se temelje moderne kampanje. Klju\u010d uspjeha le\u017ei u planiranju u skladu sa ciljevima organizacije na jasan i metodi\u010dan na\u010din prije svake aktivnosti.<\/p>\n<p>U kombinaciji sa sna\u017enom praksom savjetovanja, naglasak se stavlja na na\u0161e partnere i konsultante koji dobro poznaju svoje klijente i sektore u kojima rade. Takav uvid \u010desto dolazi iz pomnog propitivanja \u0161irih ciljeva organizacije i konteksta u kojem su postavljeni.<\/p>\n<p>Analitika koja se fokusira na druga\u010dije pristupe tako\u0111er je \u010desto od koristi. Razumijevanje me\u0111usobnog odnosa izme\u0111u pla\u0107enih, vlastitih i dijeljenih objava onima koji planiraju komunikacije pru\u017ea \u0161iri pogled na potencijalne mogu\u0107nosti sinergije kanala.<\/p>\n<p>U hibridnim timovima sa predstavnicima razli\u010ditih agencija prikupljanje svih relevantnih podataka za planiranje na jednom mjestu ponekad mo\u017ee predstavljati zna\u010dajan izazov. Dohva\u0107anje neposrednih rezultata iz vi\u0161e kanala tako\u0111er mo\u017ee biti ote\u017eano.<\/p>\n<p>Stalni fokus na tra\u017eenju inicijalnih reakcija publike na komunikaciju, kasnijih efekata i dugoro\u010dnog u\u010dinka i dalje predstavlja sna\u017ean i pouzdan model sa kojim \u0107e konsultanti uvijek mo\u0107i raditi. Kod ovog je modela va\u017eno uvijek jasno nazna\u010diti koje metri\u010dke podatke ili referentnu ta\u010dku poku\u0161avate izmjeriti.<\/p>\n<p>I dalje je nu\u017ean oprez u tretmanu uzro\u010dno-posljedi\u010dnih veza, me\u0111utim ohrabruju\u0107e je vidjeti da su dugoro\u010dni ishodi sna\u017eno usredoto\u010deni na reputaciju, odnose i promjene.<\/p>\n<p>Mi u agenciji Bell Pottinger sa punim \u0107emo povjerenjem AMEC-ov novi okvir preporu\u010diti partnerima i konsultantima u svim sektorima.<\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='top-tips'  class='avia-section av-av_section-c75e6b0d80ae33e2cd6e1e947c6872c8 main_color avia-section-default avia-no-shadow  avia-builder-el-38  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-340'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c av_one_third  avia-builder-el-39  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_two_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_two_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_two_third-0aa7055fe62c3622faec82866afbaeb2 av_two_third  avia-builder-el-40  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-av_textblock-e4c4518831caa9edbdca90b100cd9b37 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock performance-public-relations'  itemprop=\"text\" ><h2>NAJVA\u017dNIJI SAVJETI ZA PLANIRANJE I ODRE\u0110IVANJE CILJEVA<\/h2>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe\">\n#top .hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe hr-custom  avia-builder-el-42  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-av_team_member-8608f32894abb18e09b3f2eda49ce5ef  avia-builder-el-43  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-96 avia-img-lazy-loading-not-96 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/elayne-phillips.jpg\" alt='Elayne Phillips'  itemprop=\"image\"   height=\"79\" width=\"99\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/layneyp<\/span><a href='https:\/\/twitter.com\/layneyp' class='avia-team-icon av-av_team_icon-72bd1695dee85cacc2f1c2d98c624d5d twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'   data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Elayne Phillips<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Voditeljica komunikacija sa civilnim slu\u017ebama i internih komunikacija u uredu britanskoga Premijera i Vlade, te \u010dlanica Me\u0111unarodnog odbora AMEC-a<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h4>VA\u017dNOST PLANIRANJA I ODRE\u0110IVANJA MJERLJIVIH CILJEVA<\/h4>\n<p>Dobro mjerenje i vrednovanje mogu vam ukazati koji sljede\u0107i korak trebate poduzeti, a rezultati vam mogu promijeniti smjer kampanje i utjecati na va\u0161 izbor budu\u0107ih komunikacijskih kanala.<\/p>\n<p>Kako bi se maksimalno iskoristile prednosti vrednovanja komunikacije, klju\u010dno je imati plan. \u0160to je ranije mogu\u0107e, planirajte \u0161ta \u0107ete mjeriti i pritom nemojte zaboraviti izmjeriti pokazatelje relevantne za va\u0161e ciljeve, te unaprijed postaviti mehanizme za po\u010detak pra\u0107anja pravih metri\u010dkih podataka. To je va\u017eno iz nekoliko razloga:<\/p>\n<p>Ako unaprijed ne prepoznate \u0161to trebate pratiti, kasnije mo\u017eete uvidjeti da je do nekih podataka naknadno nemogu\u0107e do\u0107i.<\/p>\n<p>Planiranje aktivnosti mjerenja zna\u010di da ne\u0107ete gubiti vrijeme na pra\u0107enje beskorisnih podataka ili, jo\u0161 gore, podataka koji slu\u017ee samo za pokazivanje.<\/p>\n<p>Komunikacijski planovi su najpouzdaniji kada mogu demonstrirati kako \u0107e uspjeh izgledati i na koji \u0107e se na\u010din dokazati.<\/p>\n<p>Kao pomo\u0107 pri odre\u0111ivanju ciljeva uvijek koristite saznanja koja proizlaze iz prethodnog vrednovanja, ako su relevantna za va\u0161u sljede\u0107u kampanju.\u00a0U fazi planiranja, odre\u0111ivanje ciljeva osigurat \u0107e vam fokus i pomo\u0107i da mjerenje napretka zadr\u017eite na pravom putu.\u00a0Dakle, pa\u017eljivo promislite, odredite ciljeve i pratite prave mjere rezultata od samog po\u010detka va\u0161ih aktivnosti.<\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='measuring-reputation'  class='avia-section av-av_section-1ffac49738274931de4f48b3ac7ad8fd main_color avia-section-default avia-no-shadow  avia-builder-el-45  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-340'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c av_one_third  avia-builder-el-46  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_two_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_two_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_two_third-0aa7055fe62c3622faec82866afbaeb2 av_two_third  avia-builder-el-47  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-av_textblock-e4c4518831caa9edbdca90b100cd9b37 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock performance-public-relations'  itemprop=\"text\" ><h2 id=\"u6089-2\">MJERENJE REPUTACIJE<\/h2>\n<h3>UVOD ZA VI\u0160E OD MJERENJA REPUTACIJE &#8211; KORI\u0160TENJE REPUTACIJE ZA STVARANJE VRIJEDNOSTI<\/h3>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe\">\n#top .hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe hr-custom  avia-builder-el-49  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-av_team_member-4f92feff0d2321de46bdfe2660b5929d  avia-builder-el-50  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-97 avia-img-lazy-loading-not-97 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/prof-kevin-money.jpg\" alt='Kevin Money'  itemprop=\"image\"   height=\"110\" width=\"79\" \/><\/div><h3 class='team-member-name '  itemprop=\"name\" >Kevin Money<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Profesor reputacije i odgovornog liderstva, Henley Business School<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Za\u0161tita i unaprje\u0111enje reputacije \u010desto su me\u0111u ciljevima i nastojanjima za koje bi se komunikacija trebala zalagati. AMEC-ov novi Okvir za integrirano vrednovanje jasno isti\u010de va\u017enost mjerenja reputacije.\u00a0Ali kako je pouzdano izmjeriti? Na koji je na\u010din reputacija povezana sa drugim kriterijima uspje\u0161nosti, kao \u0161to su tablice i rang liste? Kako mo\u017eete znati poma\u017ee li ili odma\u017ee reputacija va\u0161oj organizaciji u ostvarivanju zadanih ciljeva? Kako mo\u017eete iskoristiti mjerenje reputacije u usmjeravanju strategije svoje organizacije? Kako mo\u017eete jasno pokazati da reputacija va\u017enim stakeholderima daje dodatnu vrijednost? Po \u010demu se razlikuju razli\u010diti modeli mjerenja reputacije? Kako se razli\u010diti modeli mjerenja reputacije mogu kombinirati da bi se dobio kvalitetan uvid na osnovu kojega mo\u017eete djelovati? I kako postoje\u0107e podatke u svojoj organizaciji mo\u017eete iskorisitti da biste sagledali i pobolj\u0161ali reputaciju?<\/p>\n<p>U svom stru\u010dnom \u010dlanku profesor Kevin Money iz poslovne \u0161kole Henley Business School odgovara na ova pitanja predstavljaju\u0107i reputaciju u modelu stvaranja vrijednosti. Ovaj prakti\u010dni pristup omogu\u0107it \u0107e vam da svoje trenutne metode uporedite sa najboljom praksom. Tako\u0111er \u0107e vam omogu\u0107iti da prepoznate i uzroke i posljedice reputacije, te vam tako pomo\u0107i da usmjerite aktivnosti organizacije i budu\u0107e inicijative u vezi mjerenja.<\/p>\n<p>Richard Bagnall i profesor Kevin Money, juni 2016.<\/p>\n<p><a href=\"http:\/\/www.henley.reading.ac.uk\/web\/FILES\/corporate\/cl-White_Paper_Reputation_K_Money_C_Hillenbrand.pdf\">Kliknite ovdje za \u010dlanak Beyond Reputation Measurement: Using Reputation to Create Value.<\/a><\/p>\n<p id=\"u6119-2\">Kevin Money i Carola Hillenbrand<\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='effectiveness-story'  class='avia-section av-av_section-b923d734f7797d4a848d7760998bd4a5 main_color avia-section-default avia-no-shadow  avia-builder-el-52  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-340'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c av_one_third  avia-builder-el-53  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_two_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_two_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_two_third-0aa7055fe62c3622faec82866afbaeb2 av_two_third  avia-builder-el-54  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-av_textblock-e4c4518831caa9edbdca90b100cd9b37 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock performance-public-relations'  itemprop=\"text\" ><div id=\"u6124-4\" class=\"clearfix colelem shared_content\" data-content-guid=\"u6124-4_content\">\n<h2 id=\"u6124-2\">PRI\u010cA O U\u010cINKOVITOSTI<\/h2>\n<\/div>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe\">\n#top .hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe hr-custom  avia-builder-el-56  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-av_team_member-54a551c66db449f65ec43aa4360c779e  avia-builder-el-57  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-98 avia-img-lazy-loading-not-98 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/charlie-snow.jpg\" alt='Charlie Snow'  itemprop=\"image\"   height=\"99\" width=\"79\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/charliedosurf<\/span><a href='https:\/\/twitter.com\/charliedosurf' class='avia-team-icon av-av_team_icon-9a0c04e3ea6b2834371e9748d581c289 twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'   data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Charlie Snow<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>MullenLowe London, glavni direktor za strategiju<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p id=\"u6160-2\">Kao osobi koja se bavi planiranjem u svijetu agencija ve\u0107 vi\u0161e od 20 godina, jedna od mojih glavnih du\u017enosti bila je voditi mjerenje kampanja i ljudima re\u0107i \u0161ta je u na\u0161oj komunikaciji funkcioniralo (i \u0161to nije). Te sam informacije ubacivao u proces planiranja kako bismo sljede\u0107i put kreirali jo\u0161 u\u010dinkovitiju komunikaciju. Imao sam puno poku\u0161aja uvjeravanja ljudi koliko je uspje\u0161na komunikacija na\u0161e agencije pisanjem i ure\u0111ivanjem radova za razne nagrade.<\/p>\n<p>Sa druge strane, tako\u0111er sam bio na mnogim prezentacijama i sastancima, te imao veliku \u010dast da mogu sjediti u \u017eiriju mnogih presti\u017enih dodjela nagrada, slu\u0161aju\u0107i ili \u010ditaju\u0107i izlo\u017eene argumente.<\/p>\n<p>Sve me to uvjerilo u jednu stvar vi\u0161e od svega: mo\u017eete na raspolaganju imati sve podatke na svijetu, ali ako ne mo\u017eete pru\u017eiti dokaze na jasan, jednostavan i uvjerljiv na\u010din, nikoga ne\u0107ete mo\u0107i uvjeriti da je va\u0161a kampanja bila u\u010dinkovita. Na\u010din na koji \u0107ete to re\u0107i jednako je va\u017ean, ako ne i va\u017eniji, od onoga \u0161to ka\u017eete.<\/p>\n<p>Dakle, kada ljude poku\u0161avate uvjeriti u u\u010dinkovitost komunikacije, nemojte biti samo pisac eseja, ispri\u010dajte im pri\u010du.<br \/>\n1. NAPRAVITE PLAN PRI\u010cE<br \/>\nDobre pri\u010de imaju \u010dvrst tok naracije. Ljudima toplo preporu\u010dujem da krenu od novog interaktivnog okvira koji predla\u017ee AMEC, jer va\u0161oj pri\u010di mo\u017ee dati jednostavnu strukturu.<\/p>\n<p>Jedna od naj\u010de\u0161\u0107ih gre\u0161aka u tekstovima o u\u010dinkovitosti je &#8220;zatrpavanje podacima&#8221;, odnosno izno\u0161enje svih statisti\u010dkih podataka odjednom, bez posebnog redoslijeda. Ljudskom je mozgu te\u0161ko apsorbirati toliko informacija ove vrste. Slijede\u0107i ovaj okvir, svoje informacije prirodno razla\u017eete na lak\u0161e probavljive cjeline.<\/p>\n<p>Ra\u0161\u010dlanjivanje informacija zahtijeva odre\u0111eni trud. Na povr\u0161ini mo\u017ee biti prili\u010dno zbunjuju\u0107e shvatiti razliku izme\u0111u &#8220;outputa&#8221;, &#8220;inicijalnih reakcija&#8221; i &#8220;u\u010dinka&#8221;, ali u stvarnosti nije toliko komplikovano ako tome posvetite malo vremena i slijedite jednostavne definicije koje su navedene.<\/p>\n<p>Okvir vam omogu\u0107uje da uspostavite veze izme\u0111u svojih poruka, promjena u stavu i pona\u0161anju i komercijalnog ili dru\u0161tvenog u\u010dinka, korak po korak. Najve\u0107i izazov u svakoj pri\u010di o u\u010dinkovitosti je dokazavanje da ste ne\u0161to postigli upravo porukom koju ste vi komunicirali. Ovaj je okvir osmi\u0161ljen da takve veze u\u010dini vidljivijima.<\/p>\n<p>Nakon \u0161to ste uspostavili temelj i tok naracije, dodajte malo za\u010dina.<\/p>\n<p>2. PRI\u010cI DODAJTE MALO ZA\u010cINA<\/p>\n<p>Ovdje se radi o time da pri\u010du u\u010dinite zanimljivijom tako \u0161to \u0107ete je izdi\u0107i iznad pukog nabrajanja podataka.<\/p>\n<p>Pri\u010di dajte naslov. Inspiraciju mo\u017eete potra\u017eiti u najboljim filmovima sa stranice TED Talks \u2013 mnogi od njih imaju jednostavan naslov koji \u0107e vam privu\u0107i pa\u017enju; naslov mo\u017ee biti odva\u017ean, inspirativan, dvosmislen \u2013 va\u017eno je da stavite ne\u0161to stimuliraju\u0107e i provokativno \u0161to \u0107e ljude natjerati da dalje slu\u0161aju ili \u010ditaju.<\/p>\n<p>Sada osmislite jednominutnu verziju pri\u010de, ne\u0161to sli\u010dno tekstu na pole\u0111ini omota knjige koji vas tjera da pro\u010ditate vi\u0161e; nakon toga prije\u0111ite na petominutnu verziju sa naslovima za svaki dio okvira i na kraju zavr\u0161ite sa punom verzijom pri\u010de od dvadeset minuta. Ovaj vas proces tjera da odredite prioritetne informacije za svaki dio. Koji su najdojmljiviji oblici outputa, inicijalne reakcije i komunikacijski u\u010dinci koje imate?<\/p>\n<p>Na kraju ciljajte na ljudski pristup i emocije kako biste se bliskije povezali sa publikom ili \u010ditateljima; izbjegavajte \u010dudan jezik marketinga ili pretjerano kompleksne teorije koje mogu zvu\u010dati pametno, ali \u010desto odbiju ljude.<\/p>\n<p>Ako uspijete posti\u0107i \u010dvrstu narativnu strukturu koju \u0107ete zatim malo za\u010diniti, va\u0161a pri\u010da o u\u010dinkovitosti mo\u017ee biti dobro ispri\u010dana, te tako postati puno zanimljivijom i uvjerljivijom.<\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='conclusion'  class='avia-section av-av_section-9d6ef0bbb1e4f746fe40705d3be7ccfd main_color avia-section-default avia-no-shadow  avia-builder-el-59  el_after_av_section  el_before_av_one_third  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-340'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c av_one_third  avia-builder-el-60  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_two_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_two_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_two_third-0aa7055fe62c3622faec82866afbaeb2 av_two_third  avia-builder-el-61  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-av_textblock-e4c4518831caa9edbdca90b100cd9b37 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock performance-public-relations'  itemprop=\"text\" ><div id=\"u6124-4\" class=\"clearfix colelem shared_content\" data-content-guid=\"u6124-4_content\">\n<h2 id=\"u6253-2\">ZAKLJU\u010cCI<\/h2>\n<h3 id=\"u6253-4\">SADA MI ISPRI\u010cAJTE SVOJU PRI\u010cU O MJERENJU<\/h3>\n<\/div>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe\">\n#top .hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe hr-custom  avia-builder-el-63  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-av_team_member-8608f32894abb18e09b3f2eda49ce5ef  avia-builder-el-64  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-96 avia-img-lazy-loading-not-96 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/elayne-phillips.jpg\" alt='Elayne Phillips'  itemprop=\"image\"   height=\"79\" width=\"99\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/layneyp<\/span><a href='https:\/\/twitter.com\/layneyp' class='avia-team-icon av-av_team_icon-72bd1695dee85cacc2f1c2d98c624d5d twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'   data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Elayne Phillips<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Voditeljica komunikacija sa civilnim slu\u017ebama i internih komunikacija u uredu britanskoga Premijera i Vlade, te \u010dlanica Me\u0111unarodnog odbora AMEC-a<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Mjerenje i vrednovanje trebalo bi otkriti pri\u010du temeljenu na dokazima, trebalo bi objasniti \u0161ta se dogodilo, za\u0161to je uspjelo, za\u0161to nije, te dovesti do saznanja na osnovu kojih se mo\u017ee dalje djelovati.\u00a0Ne radi se o pukoj kombinaciji prikupljanja brojki, evidentiranja podataka i izvje\u0161tavanju, ve\u0107 se mora pokazati:<\/p>\n<ul>\n<li>Koji su elementi outputa kori\u0161teni i koje ste aktivnosti provodili;<\/li>\n<li>\u0160ta je va\u0161a ciljana publika preuzela iz va\u0161ih poruka;<\/li>\n<li>I koji je komunikacijski u\u010dinak postignut u odnosu na va\u0161 krajnji cilj.<\/li>\n<\/ul>\n<p>Iz svega biste ovoga trebali ne\u0161to nau\u010diti, ponekad u stvarnom vremenu, ponekad sa vremenskim odmakom kada se osvrnete na obavljeni rad, a ponekad oboje.\u00a0Saznanja o tome koji su kanali funkcionirali, koje su se poruke pokazale najuspje\u0161nijima i koja partnerstva proizvode najbolje komunikacijske u\u010dinke trebala bi vam pomo\u0107i u odluci o tome \u0161to dalje, te vas u kona\u010dnici navesti da odre\u0111ene aktivnosti obustavite, a neke druge intenzivirate.<\/p>\n<p id=\"u6283-2\">Da biste nau\u010dili iz analize, morate biti potpuno iskreni oko saznanja do kojih ste do\u0161li.\u00a0Izbjegavajte kori\u0161tenje nerelevantnih podataka koji slu\u017ee samo za pokazivanje i zapamtite da \u0161to je vrednovanje svrsishodnije, to \u0107e i pri\u010da o mjerenju biti uvjerljivija.<\/p>\n<\/div><\/section><\/p><\/div>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='after_section_9'  class='main_color av_default_container_wrap container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-340'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-9d24124a545ef7691702bdbb54c0e581\">\n.flex_column.av-av_one_third-9d24124a545ef7691702bdbb54c0e581{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-9d24124a545ef7691702bdbb54c0e581 av_one_third  avia-builder-el-66  el_after_av_section  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_two_third-96b8b3e4602814b30fda83b599dc53bd\">\n.flex_column.av-av_two_third-96b8b3e4602814b30fda83b599dc53bd{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_two_third-96b8b3e4602814b30fda83b599dc53bd av_two_third  avia-builder-el-67  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_textblock-e8931f3a3cb0ffe4e01460315f0ed18b\">\n#top .av_textblock_section.av-av_textblock-e8931f3a3cb0ffe4e01460315f0ed18b .avia_textblock{\ncolor:#ffffff;\n}\n<\/style>\n<section  class='av_textblock_section av-av_textblock-e8931f3a3cb0ffe4e01460315f0ed18b '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock av_inherit_color'  itemprop=\"text\" ><p style=\"text-align: center;\"><a class=\"framework-button\" href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/en\/interactive-framework\/\" target=\"_blank\" rel=\"noopener\">KLIKNITE OVDJE ZA PRISTIP INTEGRISANE VREDNOVANJE OKVIR<\/a><\/p>\n<\/div><\/section><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":334,"menu_order":1,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"tags":[],"class_list":["post-340","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Stru\u010dno Mi\u0161ljenje - AMEC Integrated Evaluation Framework<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"bs_BA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Stru\u010dno Mi\u0161ljenje - AMEC Integrated Evaluation Framework\" \/>\n<meta property=\"og:url\" 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