{"id":1950,"date":"2017-08-02T11:19:06","date_gmt":"2017-08-02T10:19:06","guid":{"rendered":"https:\/\/amecorg.com\/amecframework\/cs\/?page_id=1950"},"modified":"2017-08-03T10:42:22","modified_gmt":"2017-08-03T09:42:22","slug":"introduction","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/domov\/framework\/introduction\/","title":{"rendered":"Introduction"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c av_one_full  avia-builder-el-0  el_before_av_one_full  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_image-1bdfe0e7bd26bcace9ad09554b1a6d68\">\n.avia-image-container.av-av_image-1bdfe0e7bd26bcace9ad09554b1a6d68 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-av_image-1bdfe0e7bd26bcace9ad09554b1a6d68 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-av_image-1bdfe0e7bd26bcace9ad09554b1a6d68 av-styling- avia-align-center  avia-builder-el-1  avia-builder-el-no-sibling '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-166 avia-img-lazy-loading-not-166 avia_image ' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/integrated-framework-logo-small-1-1.png\" alt='' title='integrated-framework-logo-small (1)'  height=\"124\" width=\"205\"  itemprop=\"thumbnailUrl\"  \/><\/div><\/div><\/div><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c av_one_full  avia-builder-el-2  el_after_av_one_full  el_before_av_hr  first flex_column_div av-zero-column-padding  column-top-margin'     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_textblock-710f2b84645f078a27b61ae2c84de4a8\">\n#top .av_textblock_section.av-av_textblock-710f2b84645f078a27b61ae2c84de4a8 .avia_textblock{\nfont-size:25px;\n}\n<\/style>\n<section  class='av_textblock_section av-av_textblock-710f2b84645f078a27b61ae2c84de4a8 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center; font-weight: 900;\">P\u0158EDSTAVEN\u00cd INTEGROVAN\u00c9HO HODNOT\u00cdC\u00cdHO R\u00c1MCE DLE ASOCIACE AMEC KDE SE R\u00c1MEC VZAL A PRO\u010c JE D\u016eLE\u017dIT\u00dd?<\/p>\n<\/div><\/section><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-cff9db79973b2b34cd1182f84c56818a\">\n#top .hr.av-av_hr-cff9db79973b2b34cd1182f84c56818a{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-cff9db79973b2b34cd1182f84c56818a .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-cff9db79973b2b34cd1182f84c56818a hr-custom  avia-builder-el-4  el_after_av_one_full  el_before_av_one_full  hr-center hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c av_one_full  avia-builder-el-5  el_after_av_hr  el_before_av_one_full  first 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\" ><p><span style=\"font-weight: 400;\">Jak uv\u00e1d\u00ed p\u0159edn\u00ed odborn\u00edci, Fraser Likely a emeritn\u00ed profesor Tom Watson (Likely &amp; Watson, 2013), vyhodnocov\u00e1n\u00ed p\u0159edstavuje v\u00a0praxi PR a\u00a0strategick\u00e9 vn\u011bj\u0161\u00ed komunikace probl\u00e9m ji\u017e t\u00e9m\u011b\u0159 p\u016fl stolet\u00ed. B\u011bhem t\u00e9to doby do\u0161lo k\u00a0v\u00fdznamn\u00e9mu posunu a d\u016fle\u017eit\u00fd miln\u00edk v tomto sm\u011bru znamenalo p\u0159ijet\u00ed Barcelonsk\u00e9 deklarace o\u00a0principech m\u011b\u0159en\u00ed (<\/span><i><span style=\"font-weight: 400;\">Barcelona Declaration of Measurement Principles<\/span><\/i><span style=\"font-weight: 400;\">, AMEC, 2015). I p\u0159esto se komunika\u010dn\u00ed specialist\u00e9 st\u00e1le pot\u00fdkaj\u00ed s odli\u0161n\u00fdmi a nejasn\u00fdmi modely m\u011b\u0159en\u00ed a vyhodnocov\u00e1n\u00ed medi\u00e1ln\u00ed komunikace. Velk\u00fdm probl\u00e9mem jsou chyb\u011bj\u00edc\u00ed jasn\u011b dan\u00e1 krit\u00e9ria, jejich\u017e implementace by p\u0159inesla jednotn\u011bj\u0161\u00ed a detailn\u011bj\u0161\u00ed v\u00fdstupy m\u011b\u0159en\u00ed.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Mnoho organizac\u00ed v\u00a0oboru si ji\u017e n\u011bjakou dobu uv\u011bdomuje, \u017ee je t\u0159eba vytvo\u0159it jednotn\u00e1 krit\u00e9ria a praktick\u00e9 n\u00e1stroje, kter\u00e9 usnadn\u00ed m\u011b\u0159en\u00ed a vyhodnocov\u00e1n\u00ed medi\u00e1ln\u00ed komunikace. Integrovan\u00fd hodnot\u00edc\u00ed r\u00e1mec dle asociace AMEC je v\u00a0tomto sm\u011bru v\u00fdznamn\u00fdm p\u0159\u00ednosem.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Mezin\u00e1rodn\u00ed asociace AMEC p\u0159i vytv\u00e1\u0159en\u00ed Integrovan\u00e9ho hodnot\u00edc\u00edho r\u00e1mce spolupracovala a\u00a0nad\u00e1le spolupracuje s\u00a0\u0159adou oborov\u00fdch organizac\u00ed po cel\u00e9m sv\u011bt\u011b, stejn\u011b tak jako s odborn\u00edky z praxe a p\u0159edn\u00edmi akademiky, kte\u0159\u00ed se v\u011bnuj\u00ed medi\u00e1ln\u00ed anal\u00fdze a soci\u00e1ln\u00edm pr\u016fzkum\u016fm.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Je p\u0159itom d\u016fle\u017eit\u00e9 zd\u016fraznit, \u017ee experti z AMEC brali p\u0159i vytv\u00e1\u0159en\u00ed tohoto r\u00e1mce v potaz nejen standardn\u00ed modely vyhodnocov\u00e1n\u00ed PR komunikace, ale i dal\u0161\u00ed oblasti a v\u011bdeck\u00e9 discipl\u00edny, jako je nap\u0159. v\u00fdkonnostn\u00ed management, ve\u0159ejn\u00e1 spr\u00e1va, organiza\u010dn\u00ed v\u00fdvoj, reklama a marketing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Programov\u00e9 hodnocen\u00ed je dnes ji\u017e velmi rozvinut\u00e9, zejm\u00e9na v oblasti ve\u0159ejn\u00e9 spr\u00e1vy, a to jak z teoretick\u00e9ho, tak i z praktick\u00e9ho hlediska. Teorie programov\u00e9ho hodnocen\u00ed a teorie zm\u011bny se zab\u00fdvaj\u00ed t\u00edm, pro\u010d doch\u00e1z\u00ed k ur\u010dit\u00fdm zm\u011bn\u00e1m a jak\u00fdm zp\u016fsobem lze tyto zm\u011bny ovlivnit. V praxi ve\u0159ejn\u00e9 spr\u00e1vy nebo nap\u0159. v projektov\u00e9m \u0159\u00edzen\u00ed se velk\u00e9 m\u00ed\u0159e vyu\u017e\u00edvaj\u00ed logick\u00e9 modely program\u016f jako p\u0159\u00edklad pro spr\u00e1vnou implementaci. Zat\u00edmco n\u011bkter\u00e9 zp\u016fsoby vyhodnocov\u00e1n\u00ed PR a medi\u00e1ln\u00ed komunikace ji\u017e obsahuj\u00ed prvky logick\u00fdch programov\u00fdch model\u016f, v\u00fdznamn\u00e9 znalosti z dal\u0161\u00edch odv\u011btv\u00ed byly doposud p\u0159ehl\u00ed\u017eeny, co\u017e vedlo ke ztr\u00e1t\u011b n\u011bkter\u00fdch p\u0159\u00edle\u017eitost\u00ed, k rozt\u0159\u00ed\u0161t\u011bnosti a tvorb\u011b duplicit. \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pr\u00e1v\u011b d\u00edky v\u00fd\u0161e zm\u00edn\u011bn\u00e9mu roz\u0161\u00ed\u0159en\u00ed o discipl\u00edny a oblasti jako je ve\u0159ejn\u00e1 spr\u00e1va, management nebo soci\u00e1ln\u00ed psychologie, umo\u017e\u0148uje nov\u00fd hodnot\u00edc\u00ed r\u00e1mec nal\u00e9zt obecn\u011b uzn\u00e1van\u00e9 p\u0159\u00edstupy a osv\u011bd\u010den\u00e9 postupy z praxe a stanovit tak vhodn\u00e1 krit\u00e9ria.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Modely vyhodnocov\u00e1n\u00ed medi\u00e1ln\u00ed komunikace tradi\u010dn\u011b rozli\u0161uj\u00ed t\u0159i a\u017e \u010dty\u0159i f\u00e1ze \u2013 <\/span><i><span style=\"font-weight: 400;\">inputs<\/span><\/i><span style=\"font-weight: 400;\">, <\/span><i><span style=\"font-weight: 400;\">outputs<\/span><\/i><span style=\"font-weight: 400;\">, <\/span><i><span style=\"font-weight: 400;\">outcomes <\/span><\/i><span style=\"font-weight: 400;\">a\u00a0n\u011bkdy tak\u00e9 <\/span><i><span style=\"font-weight: 400;\">outtakes. <\/span><\/i><span style=\"font-weight: 400;\">Jin\u00e9 zav\u00e1d\u011bj\u00ed nov\u00e9 term\u00edny jako <\/span><i><span style=\"font-weight: 400;\">outflow <\/span><\/i><span style=\"font-weight: 400;\">a\u00a0<\/span><i><span style=\"font-weight: 400;\">outgrowth. <\/span><\/i><span style=\"font-weight: 400;\">Oproti tomu logick\u00e9 programov\u00e9 modely, pou\u017e\u00edvan\u00e9 nap\u0159\u00ed\u010d pr\u016fmyslov\u00fdmi odv\u011btv\u00edmi a v celosv\u011btov\u00e9m m\u011b\u0159\u00edtku, zahrnuj\u00ed:<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">The Kellogg Foundation program logic model <\/span><\/i><span style=\"font-weight: 400;\">(Kellogg Foundation, 1998\/2004), kter\u00fd rozli\u0161uje p\u011bt kl\u00ed\u010dov\u00fdch f\u00e1z\u00ed \u2013 <\/span><i><span style=\"font-weight: 400;\">inputs <\/span><\/i><span style=\"font-weight: 400;\">(vstupy), aktivity, <\/span><i><span style=\"font-weight: 400;\">outputs <\/span><\/i><span style=\"font-weight: 400;\">(v\u00fdstupy), <\/span><i><span style=\"font-weight: 400;\">outcomes <\/span><\/i><span style=\"font-weight: 400;\">(v\u00fdsledky) a\u00a0<\/span><i><span style=\"font-weight: 400;\">impact <\/span><\/i><span style=\"font-weight: 400;\">(dopad) (v\u00edce na <\/span><a href=\"http:\/\/www.epa.gov\/evaluate\/pdf\/eval-guides\/logic-model-development-guide.pdf\"><span style=\"font-weight: 400;\">http:\/\/www.epa.gov\/evaluate\/pdf\/eval-guides\/logic-model-development-guide.pdf<\/span><\/a><span style=\"font-weight: 400;\">).<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">The University of Wisconsin Extension (UWEX) program logic model <\/span><\/i><span style=\"font-weight: 400;\">(Taylor-Power &amp; Henert, 2008) vyhodnocuje projekty nejprve z\u00a0pohledu <\/span><i><span style=\"font-weight: 400;\">inputs <\/span><\/i><span style=\"font-weight: 400;\">(vstup\u016f);<\/span><i><span style=\"font-weight: 400;\"> outputs<\/span><\/i><span style=\"font-weight: 400;\"> (v\u00fdstupy) d\u011bl\u00ed na \u201eaktivity\u201c a \u201eparticipaci\u201c; v\u00fdsledn\u00fd dopad je rozd\u011blen na \u201ekr\u00e1tkodob\u00fd, st\u0159edn\u011bdob\u00fd a dlouhodob\u00fd\u201c \u2013 celkem jde tedy o \u0161est f\u00e1z\u00ed (v\u00edce na: http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Integrovan\u00fd hodnot\u00edc\u00ed r\u00e1mec AMEC stav\u00ed na t\u011bchto \u0161iroce vyu\u017e\u00edvan\u00fdch logick\u00fdch modelech a op\u00edr\u00e1 se o solidn\u00ed teoretick\u00fd z\u00e1klad a\u00a0rozs\u00e1hl\u00e9 testov\u00e1n\u00ed v\u00a0praxi strategick\u00e9 vn\u011bj\u0161\u00ed komunikace.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Postupy, kter\u00e9 se osv\u011bd\u010dily p\u0159i vyhodnocov\u00e1n\u00ed komunikace, \u010derpaj\u00ed tak\u00e9 z\u00a0teori\u00ed komunikace a\u00a0m\u00e9di\u00ed. T\u00edm m\u00e1me na mysli nap\u0159\u00edklad teorii o stupn\u00edch zpracov\u00e1v\u00e1n\u00ed informace, kter\u00e9 rozli\u0161il W. J. McGuire (1985, 2001) v\u00a0publikaci <\/span><i><span style=\"font-weight: 400;\">The Handbook of Social Psychology <\/span><\/i><span style=\"font-weight: 400;\">(P\u0159\u00edru\u010dka soci\u00e1ln\u00ed psychologie), nebo\u00a0matici komunikace\u2013p\u0159esv\u011bd\u010dov\u00e1n\u00ed. McGuire sestavil i tzv. model AIDA (<\/span><i><span style=\"font-weight: 400;\">attention <\/span><\/i><span style=\"font-weight: 400;\">\u2013 upoutat pozornost, <\/span><i><span style=\"font-weight: 400;\">interest <\/span><\/i><span style=\"font-weight: 400;\">\u2013 vzbudit z\u00e1jem o\u00a0produkt, <\/span><i><span style=\"font-weight: 400;\">desire <\/span><\/i><span style=\"font-weight: 400;\">\u2013 vytvo\u0159en\u00ed touhy produkt vlastnit, <\/span><i><span style=\"font-weight: 400;\">action <\/span><\/i><span style=\"font-weight: 400;\">\u2013 jedn\u00e1n\u00ed \u010dili zakoupen\u00ed produktu) vyu\u017e\u00edvan\u00fd v\u00a0reklam\u011b. \u00dapln\u00fd seznam krok\u016f p\u0159i zpracov\u00e1v\u00e1n\u00ed informac\u00ed je nicm\u00e9n\u011b mnohem \u0161ir\u0161\u00ed a zahrnuje publicitu, pozornost, porozum\u011bn\u00ed, sympatie, zapamatov\u00e1n\u00ed, zv\u00e1\u017een\u00ed, osvojen\u00ed dovednost\u00ed, zm\u011bnu postoje, \u00famysl, akci a schopnost ji obh\u00e1jit (McGuire, 2001).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Integrovan\u00fd hodnot\u00edc\u00ed r\u00e1mec AMEC je spojen\u00edm teoretick\u00fdch znalost\u00ed z cel\u00e9 \u0159ady v\u011bdeck\u00fdch discipl\u00edn a t\u011bch nejlep\u0161\u00edch poznatk\u016f z praxe. V\u00fdsledkem je n\u00e1stroj umo\u017e\u0148uj\u00edc\u00ed ucelen\u00e9 m\u011b\u0159en\u00ed a vyhodnocov\u00e1n\u00ed komunikace.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Rozt\u0159\u00edd\u011bn\u00ed, samotn\u00fd model, n\u00e1stroje a zdroje, kter\u00e9 jsou sou\u010d\u00e1st\u00ed nov\u00e9ho r\u00e1mce, jsou v souladu s modely \u0159\u00edzen\u00ed program\u016f a pl\u00e1n\u016f pou\u017e\u00edvan\u00fdch v oblasti PR a korpor\u00e1tn\u00ed komunikace. K\u00a0t\u011bm pat\u0159\u00ed nap\u0159\u00edklad model pl\u00e1nov\u00e1n\u00ed PR zvan\u00fd RACE, co\u017e je zkratka slov <\/span><i><span style=\"font-weight: 400;\">research <\/span><\/i><span style=\"font-weight: 400;\">\u2013 v\u00fdzkum, <\/span><i><span style=\"font-weight: 400;\">action <\/span><\/i><span style=\"font-weight: 400;\">\u2013 akce, <\/span><i><span style=\"font-weight: 400;\">communication <\/span><\/i><span style=\"font-weight: 400;\">\u2013 komunikace a\u00a0<\/span><i><span style=\"font-weight: 400;\">evaluation <\/span><\/i><span style=\"font-weight: 400;\">\u2013 vyhodnocen\u00ed (Marston, 1981), d\u00e1le model ROPE, co\u017e znamen\u00e1 <\/span><i><span style=\"font-weight: 400;\">research <\/span><\/i><span style=\"font-weight: 400;\">\u2013 v\u00fdzkum, <\/span><i><span style=\"font-weight: 400;\">objectives <\/span><\/i><span style=\"font-weight: 400;\">\u2013 c\u00edle, <\/span><i><span style=\"font-weight: 400;\">program\/plan <\/span><\/i><span style=\"font-weight: 400;\">\u2013 program\/pl\u00e1n, <\/span><i><span style=\"font-weight: 400;\">evaluation <\/span><\/i><span style=\"font-weight: 400;\">\u2013 vyhodnocen\u00ed (Hendrix, 1995), roz\u0161\u00ed\u0159en\u00fd model RAISE (Kendall, 1997), kter\u00fd obhajuje pojmy <\/span><i><span style=\"font-weight: 400;\">research <\/span><\/i><span style=\"font-weight: 400;\">\u2013 v\u00fdzkum, <\/span><i><span style=\"font-weight: 400;\">adaptation <\/span><\/i><span style=\"font-weight: 400;\">\u2013 p\u0159izp\u016fsoben\u00ed, <\/span><i><span style=\"font-weight: 400;\">implementation <\/span><\/i><span style=\"font-weight: 400;\">\u2013 realizace, <\/span><i><span style=\"font-weight: 400;\">strategy <\/span><\/i><span style=\"font-weight: 400;\">\u2013 strategie, <\/span><i><span style=\"font-weight: 400;\">evaluation <\/span><\/i><span style=\"font-weight: 400;\">\u2013 vyhodnocen\u00ed, a\u00a0model ROSIE Sheily Crifasi (2000), kter\u00fd jednotliv\u00e9 f\u00e1ze \u0159ad\u00ed n\u00e1sledovn\u011b: <\/span><i><span style=\"font-weight: 400;\">research <\/span><\/i><span style=\"font-weight: 400;\">\u2013 v\u00fdzkum, <\/span><i><span style=\"font-weight: 400;\">objectives <\/span><\/i><span style=\"font-weight: 400;\">\u2013 c\u00edle, <\/span><i><span style=\"font-weight: 400;\">strategies <\/span><\/i><span style=\"font-weight: 400;\">\u2013 strategie, <\/span><i><span style=\"font-weight: 400;\">implementation <\/span><\/i><span style=\"font-weight: 400;\">\u2013 realizace, <\/span><i><span style=\"font-weight: 400;\">evaluation <\/span><\/i><span style=\"font-weight: 400;\">\u2013 vyhodnocen\u00ed.<\/span><\/p>\n<p><strong><i>Jim Macnamara<\/i><\/strong><\/p>\n<p><i><span style=\"font-weight: 400;\">Professor of Public Communications<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">University of Technology, Sydney<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">ZDROJE:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">AMEC (Association for Measurement and Evaluation of Communication. (2015). Barcelona Principles 2.0. Available at http:\/\/amecorg.com\/barcelona-principles-2-0-infographic<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Crifasi, S. (2000). Everything\u2019s coming up rosie. Public Relations Tactics, 7(9), September, Public Relations Society of America.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hendrix, J. (1995). Public relations cases (3rd ed.). Belmont, CA: Wadsworth.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kellogg Foundation. (1998\/2004). Logic model development guide. Battle Creek, MI: Author. Retrieved from http:\/\/www.epa.gov\/evaluate\/pdf\/eval-guides\/logic-model-development-guide.pdf<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kendall, R. (1997). Public relations campaign strategies: Planning for implementation (2nd ed.). New York, NY: Addison-Wesley.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Likely, F., &amp; Watson, T. (2013). Measuring the edifice: Public relations measurement and evaluation practice over the course of 40 years. In J. Sriramesh, A. Zerfass, &amp; J. Kim (Eds.), Public relations and communication management: Current trends and emerging topics (pp. 143\u2013162). New York, NY: Routledge.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marston, J. (1981). Modern public relations. New York, NY: McGraw-Hill.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">McGuire, W. (1985). Attitudes and attitude change. In G. Lindzey &amp; E. Aronson (Eds.), Handbook of social psychology, Vol. 2 (3rd ed., pp. 233\u2013346). New York, NY: Random House.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">McGuire, W. (2001). Input and output variables currently promising for constructing persuasive communications. In R. Rice &amp; C. Atkin (Eds.), Public communication campaigns (3rd ed., pp. 22\u201348). Thousand Oaks, CA: Sage.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Taylor-Power, E., &amp; Henert, E. (2008). Developing a logic model: Teaching and training guide. Retrieved from http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf<\/span><\/p>\n<\/div><\/section><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-9d24124a545ef7691702bdbb54c0e581\">\n.flex_column.av-av_one_full-9d24124a545ef7691702bdbb54c0e581{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-9d24124a545ef7691702bdbb54c0e581 av_one_full  avia-builder-el-7  el_after_av_one_full  avia-builder-el-last  first flex_column_div av-zero-column-padding  column-top-margin'     ><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 noreferrer\">CLICK HERE TO ACCESS THE INTEGRATED\u00a0EVALUATION FRAMEWORK<\/a><\/p>\n<\/div><\/section><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":1946,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"tags":[],"class_list":["post-1950","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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