{"id":1969,"date":"2017-08-02T15:34:40","date_gmt":"2017-08-02T14:34:40","guid":{"rendered":"https:\/\/amecorg.com\/amecframework\/cs\/?page_id=1969"},"modified":"2017-08-02T16:07:56","modified_gmt":"2017-08-02T15:07:56","slug":"resources","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/domov\/supporting-material\/resources\/","title":{"rendered":"Zdroje"},"content":{"rendered":"<div class='clear'><\/div><div id='sub_menu1'  class='av-submenu-container av-av_submenu-17dd3491bfd896bb8ec94a709d963a28 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-1fdaa2c9994944f8c162c3402668f221 menu-item-top-level menu-item-top-level-1' role='menuitem'><a href='#terminology'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>TERMINOLOGIE &amp; SLOVN\u00cdK TERM\u00cdN\u016e POU\u017d\u00cdVAN\u00ddCH PRO ME\u0158EN\u00cd A V\u00ddZKUM V OBLASTI PR<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-0ec2f64393816ab443748d7742f741b3 menu-item-top-level menu-item-top-level-2' role='menuitem'><a href='#guidelines'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>STANOVEN\u00cd VHODN\u00ddCH A ME\u0158ITELN\u00ddCH KOMUNIKA\u010cN\u00cdCH C\u00cdL\u016e<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-cd0307d62a6510cd70ffc8e776a8583a menu-item-top-level menu-item-top-level-3' role='menuitem'><a href='#resource-table'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>U\u017dITE\u010cN\u00c9 ZDROJE PRO PR\u00c1CI S INTEGROVAN\u00ddM HODNOT\u00cdC\u00cdM R\u00c1MCEM <\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-53832c9e5a5df2161716aa71e3ac5354 menu-item-top-level menu-item-top-level-4' role='menuitem'><a href='#case-studies'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>P\u0158\u00cdPADOV\u00c9 STUDIE<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-5eecfc0becd9c75ecb99456090339d3a menu-item-top-level menu-item-top-level-5' role='menuitem'><a href='#further-reading'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>DOPL\u0147UJ\u00cdC\u00cd STUDIE \/ BIBLIOGRAFIE<\/span><\/a><\/li>\n<\/ul><\/div><\/div><div class='sticky_placeholder'><\/div>\n<div id='terminology'  class='avia-section av-av_section-36e01d3b1f843703d41c0aa16b591021 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-1969'><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>TERMINOLOGIE &amp; SLOVN\u00cdK TERM\u00cdN\u016e POU\u017d\u00cdVAN\u00ddCH PRO ME\u0158EN\u00cd A V\u00ddZKUM V OBLASTI PR<\/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-5  el_after_av_textblock  el_before_av_textblock  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='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>M\u011b\u0159en\u00ed a anal\u00fdzy jsou dnes sou\u010d\u00e1st\u00ed naprost\u00e9 v\u011bt\u0161iny diskuz\u00ed v\u00a0oblasti businessu. B\u011bhem sv\u00e9 20let\u00e9 kari\u00e9ry jsem nikdy neza\u017eil tak obrovsk\u00fd z\u00e1jem. Roste popt\u00e1vka po produktech a slu\u017eb\u00e1ch firem, kter\u00e9 se zab\u00fdvaj\u00ed m\u011b\u0159en\u00edm komunikace \u010di poskytuj\u00ed vlastn\u00ed monitoringov\u00fd servis. Podle zdroj\u016f Ken Burbary je aktu\u00e1ln\u011b na trhu takov\u00fdch subjekt\u016f p\u0159ibli\u017en\u011b 220 a toto \u010d\u00edslo denn\u011b stoup\u00e1.<\/p>\n<p>Fakt, \u017ee je na trhu velk\u00e9 mno\u017estv\u00ed dodavatel\u016f t\u011bchto slu\u017eeb, p\u0159itom zp\u016fsobuje probl\u00e9my. Velmi \u010dasto se objevuj\u00ed rozd\u00edly ve v\u00fdsledc\u00edch m\u011b\u0159en\u00ed podle toho \u010di onoho poskytovatele. Doch\u00e1z\u00ed k\u00a0aplikaci nevhodn\u00fdch \u010di zcela nespr\u00e1vn\u00fdch term\u00edn\u016f a definic\u00ed. Nap\u0159\u00edklad v\u00fdrazy \u2018OTS\u2019, \u2018readership\u2019 (\u010dtenost), \u2018circulation\u2019 (po\u010det prodan\u00fdch v\u00fdtisk\u016f), nebo \u2018audience reach\u2019 (osloven\u00ed c\u00edlov\u00e9 skupiny) maj\u00ed jin\u00fd v\u00fdznam, n\u011bkter\u00e9 monitoringov\u00e9 spole\u010dnosti je v\u0161ak v\u016fbec nerozli\u0161uj\u00ed. A podobn\u00fdch p\u0159\u00edklad\u016f je cel\u00e1 \u0159ada, dal\u0161\u00ed takovou uk\u00e1zkou je rozd\u00edl mezi \u2018hits\u2019 a \u2018page views\u2019.<\/p>\n<p>Pokud chceme tento probl\u00e9m vy\u0159e\u0161it, je nutn\u00e9 abychom byli v\u0161ichni up\u0159\u00edmn\u00ed a publikovali jen to, co je smyslupln\u00e9 a \u010demu sami v\u011b\u0159\u00edme. Pokud chceme prosazovat jednotn\u00e9 standardy v r\u00e1mci cel\u00e9ho odv\u011btv\u00ed a navenek demonstrovat konzistentn\u00ed a d\u016fv\u011bryhodn\u00e9 p\u0159\u00edstupy k m\u011b\u0159en\u00ed, mus\u00edme nejd\u0159\u00edve sjednotit pou\u017e\u00edvan\u00e9 postupy a terminologii.<\/p>\n<p>Na\u0161i p\u0159\u00e1tel\u00e9 z\u00a0IPR (Institute of Public Relations) vytvo\u0159ili n\u00e1stroj, kter\u00fd n\u00e1m k\u00a0tomu skv\u011ble poslou\u017e\u00ed. Slovn\u00edk s n\u00e1zvem \u2018Dictionary of Public Relations Measurement &amp; Research\u2019 vypracovala dvojice Don Stacks a Shannon Bowen a najdete v\u00a0n\u011bm d\u016fkladn\u011b a jasn\u011b vypracovan\u00e9 definice v\u0161em pou\u017e\u00edvan\u00fdch term\u00edn\u016f a jejich pou\u017eit\u00ed. Je dostupn\u00fd ke sta\u017een\u00ed zde.<\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='guidelines'  class='avia-section av-av_section-ba19096eaab5f32fc91e2f27be4c9573 main_color avia-section-default avia-no-shadow  avia-builder-el-7  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-1969'><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-8  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-9  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>GUIDELINES FOR SETTING MEASURABLE PR OBJECTIVES<\/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-11  el_after_av_textblock  el_before_av_textblock  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='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Americk\u00fd institut IPR (Institute for Public Relations) v\u00a0ned\u00e1vn\u00e9 dob\u011b publikoval aktualizovanou verzi B\u00edl\u00e9 knihy s\u00a0n\u00e1zvem \u201cGuidelines for Setting Measurable Public Relations Objectives\u201d.<\/p>\n<p>Hned na za\u010d\u00e1tku tohoto pr\u016fvodce se dozv\u00edme, \u017ee p\u0159ed spu\u0161t\u011bn\u00edm jak\u00e9koliv PR aktivity je naprosto nezbytn\u00e9 nastavit si jasn\u00e9 a m\u011b\u0159iteln\u00e9 c\u00edle. Ty p\u0159itom mus\u00ed b\u00fdt v\u00a0souladu se strategick\u00fdmi c\u00edli organizace a m\u011bly by b\u00fdt sou\u010dasn\u011b m\u011b\u0159iteln\u00e9, specifick\u00e9, dosa\u017eiteln\u00e9, relevantn\u00ed a \u010dasov\u011b vymezen\u00e9. P\u0159ed spu\u0161t\u011bn\u00edm ka\u017ed\u00e9 kampan\u011b je nutn\u00e9 si jasn\u011b \u0159\u00edci, kam m\u00ed\u0159\u00edme a \u010deho chceme dos\u00e1hnout.<br \/>\nP\u0159i m\u011b\u0159en\u00ed efektivity komunikace nesta\u010d\u00ed pouze kvantifikovat v\u00fdstupy. PR je t\u0159eba ch\u00e1pat jako prost\u0159edek k\u00a0ovlivn\u011bn\u00ed toho, jak na\u0161i zna\u010dku vn\u00edm\u00e1 ve\u0159ejnost.<\/p>\n<p>B\u00edl\u00e1 kniha, kterou vytvo\u0159ili pracovn\u00edci IPR, poskytuje k tomuto d\u016fle\u017eit\u00e9mu t\u00e9matu mnohem v\u00edce informac\u00ed. K\u00a0jej\u00ed publikaci v\u00fdznamn\u011b p\u0159isp\u011bli \u010dlenov\u00e9 Measurement Commission IPR, jmenovit\u011b <a style=\"text-decoration: none;\" href=\"https:\/\/www.linkedin.com\/in\/forrestwandersonmba\">Forrest W. Anderson, Planning &amp; Evaluation Consultant, <\/a><a style=\"text-decoration: none;\" href=\"https:\/\/www.linkedin.com\/in\/linda-hadley-76977a7\">Linda Hadley, Senior Vice President, Research, Porter Novelli,\u00a0<\/a><a style=\"text-decoration: none;\" href=\"https:\/\/www.linkedin.com\/in\/david-rockland-5851415\">David Rockland, Partner &amp; CEO,\u00a0<\/a><a style=\"text-decoration: none;\" href=\"https:\/\/www.ketchum.com\/research-analytics\">Ketchum Global Research &amp; Analytics,\u00a0a <\/a><a style=\"text-decoration: none;\" href=\"https:\/\/www.linkedin.com\/in\/mark-weiner-0ab74b1\">Mark Weiner, CEO, <\/a><a style=\"text-decoration: none;\" href=\"http:\/\/www.prime-research.com\/\">PRIME Research Americas.<br \/>\nPln\u00fd text \u201e<\/a><a style=\"text-decoration-line: none;\" href=\"http:\/\/www.instituteforpr.org\/wp-content\/uploads\/Setting_PR_Objectives.pdf\">Guidelines for Setting Measurable Public Relations Objectives\u201d je dostupn\u00fd ke sta\u017een\u00ed zde.<\/a><\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='resource-table'  class='avia-section av-av_section-ba66889ab988304653c937f50f5c39de main_color avia-section-default avia-no-shadow  avia-builder-el-13  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-1969'><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-14  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-15  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>U\u017dITE\u010cN\u00c9 ZDROJE PRO PR\u00c1CI S INTEGROVAN\u00ddM HODNOT\u00cdC\u00cdM R\u00c1MCEM<\/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-17  el_after_av_textblock  el_before_av_table  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div class='avia-data-table-wrap av-av_table-24f8615f79b661df6a729b42e276bf3d avia_responsive_table avia-table-1'><table  class='avia-table avia-data-table avia_pricing_default  avia-builder-el-18  el_after_av_hr  avia-builder-el-last  resources-table'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Table\" ><tbody><tr class='avia-heading-row'><th class='avia-highlight-col'>KATEGORIE<\/th><th class=''>ORGANIZACE<\/th><th class=''>ZAM\u011a\u0158EN\u00cd<\/th><th class=''>ODKAZ<\/th><\/tr><tr class=''><td class='avia-highlight-col'><b>Tradi\u010dn\u00ed m\u00e9dia<\/b><\/td><td class=''>BARB \u2013 Broadcast Audience Research Boar<\/td><td class=''>Sb\u00edr\u00e1 data o vyu\u017eit\u00ed u jednotliv\u00fdch komunika\u010dn\u00edch kan\u00e1l\u016f a program\u016f a analyzuje po\u010det shl\u00e9dnut\u00fdch p\u0159\u00edsp\u011bvk\u016f na t\u00fddenn\u00ed, m\u011bs\u00ed\u010dn\u00ed a \u010dtvrtletn\u00ed b\u00e1zi.<\/td><td class=''><a href=\"http:\/\/www.barb.co.uk\/\">barb.co.uk<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>JICREG &#8211; Joint Industry Committee for Regional Media Research<\/td><td class=''>Zpr\u00e1vy z region\u00e1ln\u00edho tisku a webov\u00fdch str\u00e1nek \u2013 v\u00fdstupy zahrnuj\u00ed pr\u016fm\u011brnou \u010dtenost, demografick\u00e9 \u00fadaje v\u010detn\u011b v\u011bku, pohlav\u00ed a socioekonomick\u00e9ho postaven\u00ed. <\/td><td class=''><a href=\"http:\/\/jiab.jicreg.co.uk\/\">jiab.jicreg.co.uk<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Mediatel<\/td><td class=''>Mediatel shroma\u017e\u010fuje informace ze sv\u011bta m\u00e9di\u00ed, nab\u00edz\u00ed r\u016fzn\u00e9 post\u0159ehy a novinky z trhu, konference apod. <\/td><td class=''><a href=\"http:\/\/mediatel.co.uk\/\">mediatel.co.uk\/<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Newspaper Society<\/td><td class=''>Poskytuje omezen\u00e9 informace o \u010dtenosti a informa\u010dn\u00edm dosahu.<\/td><td class=''><a href=\"http:\/\/www.newsmediauk.org\/\">newsmediauk.org<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>RAJAR &#8211; Radio Joint Audience Research<\/td><td class=''>RAJAR sleduje na \u010dtvrtletn\u00ed b\u00e1zi po\u010det poslucha\u010d\u016f lok\u00e1ln\u00edch r\u00e1dio stanic, dosah konkr\u00e9tn\u00edho m\u00e9dia a pr\u016fm\u011brnou dobu poslechu. Reporty obsahuj\u00ed tak\u00e9 grafick\u00e9 porovn\u00e1n\u00ed vyu\u017eit\u00ed tradi\u010dn\u00edch vys\u00edla\u010d\u016f a digit\u00e1ln\u00edch platforem.<\/td><td class=''><a href=\"http:\/\/www.nrs.co.uk\/\">nrs.co.uk<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><b>Soci\u00e1ln\u00ed a digit\u00e1ln\u00ed m\u00e9dia<\/b><\/td><td class=''>Alexa<\/td><td class=''>Zdroj provozn\u00edch dat z webov\u00fdch str\u00e1nek.<\/td><td class=''><a href=\"http:\/\/www.alexa.com\/\">alexa.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Backtweets<\/td><td class=''>Vyhled\u00e1v\u00e1n\u00ed odkaz\u016f na Twitteru<\/td><td class=''><a href=\"http:\/\/backtweets.com\/\">backtweets.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Bitly<\/td><td class=''>U\u017eite\u010dn\u00fd n\u00e1stroj pro zkracov\u00e1n\u00ed URL adres, kter\u00fd poskytuje i souvisej\u00edc\u00ed analytick\u00e9 \u00fadaje jako je historie kliknut\u00ed a sd\u00edlen\u00ed p\u0159es Facebook nebo Twitter.<\/td><td class=''><a href=\"https:\/\/bitly.com\/\">bitly.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Buffer<\/td><td class=''>Buffer usnad\u0148uje provoz soci\u00e1ln\u00edch s\u00edt\u00ed, a t\u00edm \u0161et\u0159\u00ed \u010das, kter\u00fd str\u00e1v\u00edte jejich spr\u00e1vou.<\/td><td class=''><a href=\"https:\/\/buffer.com\/\">buffer.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Facebook Insights<\/td><td class=''>Anal\u00fdza interakc\u00ed s va\u0161\u00edm \u00fa\u010dtem<\/td><td class=''><a href=\"https:\/\/www.facebook.com\/help\/search\/?q=insights\">facebook.com\/help\/search\/?q=insights<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Google Alerts<\/td><td class=''>Slu\u017eba Google Alerts v\u00e1m na z\u00e1klad\u011b stanoven\u00fdch krit\u00e9ri\u00ed zas\u00edl\u00e1 upozorn\u011bn\u00ed na nov\u011b spu\u0161t\u011bn\u00e9 weby, zpravodajsk\u00e9 blogy, apod.<\/td><td class=''><a href=\"https:\/\/www.google.co.uk\/alerts\">google.co.uk\/alerts<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Google Analytics<\/td><td class=''>Anal\u00fdza webov\u00fdch str\u00e1nek<\/td><td class=''><a href=\"https:\/\/www.google.co.uk\/analytics\/\">google.co.uk\/analytics<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Google News Search<\/td><td class=''>P\u0159ehled hlavn\u00edch ud\u00e1lost\u00ed a zpravodajsk\u00fdch slu\u017eby na jednom m\u00edst\u011b<\/td><td class=''><a href=\"https:\/\/news.google.co.uk\/\">news.google.co.uk<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Google Trends<\/td><td class=''>Zkoum\u00e1 trendy ve vyhled\u00e1v\u00e1n\u00ed na Google.<\/td><td class=''><a href=\"https:\/\/www.google.co.uk\/trends\/\">google.co.uk\/trends<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Hootsuite<\/td><td class=''>N\u00e1stroj pro pl\u00e1nov\u00e1n\u00ed a spravov\u00e1n\u00ed \u00fa\u010dt\u016f na soci\u00e1ln\u00edch s\u00edt\u00edch<\/td><td class=''><a href=\"http:\/\/www.hootsuite.com\">hootsuite.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Kred<\/td><td class=''>Platforma pro m\u011b\u0159en\u00ed a hodnocen\u00ed vlivu<\/td><td class=''><a href=\"http:\/\/www.home.kred \">home.kred<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>LinkedIn Analytics<\/td><td class=''>Anal\u00fdza interakc\u00ed s individu\u00e1ln\u00edmi u\u017eivateli<\/td><td class=''><a href=\"http:\/\/www.linkedin.com\/help\">linkedin.com\/help<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Social Bakers<\/td><td class=''>Data a analytick\u00e9 informace ze soci\u00e1ln\u00edch s\u00edt\u00ed<\/td><td class=''><a href=\"http:\/\/www.socialbakers.com\">socialbakers.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Socialmention<\/td><td class=''>Pr\u016fzkum a anal\u00fdzy soci\u00e1ln\u00edch s\u00edt\u00ed v re\u00e1ln\u00e9m \u010dase<\/td><td class=''><a href=\"http:\/\/www.socialmention.com\">socialmention.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Thunderclap<\/td><td class=''>Thunderclap je platforma, kter\u00e1 shroma\u017e\u010fuje jednotlivce i spole\u010dnosti s c\u00edlem \u0161\u00ed\u0159it n\u011bjakou spole\u010dnou my\u0161lenku.<\/td><td class=''><a href=\"http:\/\/www.thunderclap.it\">thunderclap.it<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Traackr<\/td><td class=''>N\u00e1stroj pro interakci a udr\u017eov\u00e1n\u00ed komunikace s influencery<\/td><td class=''><a href=\"http:\/\/www.traackr.com\">traackr.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Tweetdeck<\/td><td class=''>Pom\u00e1h\u00e1 spr\u00e1vn\u011b vyu\u017e\u00edvat a zapojit se do d\u011bn\u00ed na Twitteru.<\/td><td class=''><a href=\"http:\/\/tweetdeck.twitter.com\">tweetdeck.twitter.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Tweriod<\/td><td class=''>Tweriod rad\u00ed, kdy je spr\u00e1vn\u00fd \u010das na postov\u00e1n\u00ed tweet\u016f.<\/td><td class=''><a href=\"http:\/\/www.tweriod.com\">tweriod.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Twitter Analytics<\/td><td class=''>Anal\u00fdza interakc\u00ed s va\u0161\u00edm \u00fa\u010dtem<\/td><td class=''><a href=\"http:\/\/www.analytics.twitter.com\">analytics.twitter.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><b>Placen\u00e1 m\u00e9dia<\/b><\/td><td class=''>IAB &#8211; Internet Advertising Bureau<\/td><td class=''>Na webu IAB najdete data a infografiky z r\u016fzn\u00fdch odv\u011btv\u00ed v\u010detn\u011b glos\u00e1\u0159e slangov\u00fdch v\u00fdraz\u016f pou\u017e\u00edvan\u00fdch v pr\u016fzkumech.<\/td><td class=''><a href=\"http:\/\/www.iabuk.net\">iabuk.net<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>IPA &#8211; Institute of Practitioners in Advertising<\/td><td class=''>Na str\u00e1nk\u00e1ch institutu IPA naleznete tipy a osv\u011bd\u010den\u00e9 praktiky pro reklamn\u00ed kampan\u011b.<\/td><td class=''><a href=\"http:\/\/www.ipa.co.uk\">ipa.co.uk<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Netvibes<\/td><td class=''>Dashboard \u0159e\u0161en\u00ed pro reklamn\u00ed, soci\u00e1ln\u00ed, medi\u00e1ln\u00ed a PR agentury<\/td><td class=''><a href=\"http:\/\/www.netvibes.com\">netvibes.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><b>V\u00fdzkum trhu<\/b><\/td><td class=''>Eventbrite<\/td><td class=''>N\u00e1stroj, kter\u00fd umo\u017e\u0148uje propagovat ud\u00e1losti, vytv\u00e1\u0159et k nim pozv\u00e1nky a registrace, sledovat n\u00e1v\u0161t\u011bvnost nebo z\u00edsk\u00e1vat zp\u011btnou vazbu od \u00fa\u010dastn\u00edk\u016f.<\/td><td class=''><a href=\"http:\/\/www.eventbrite.co.uk\">eventbrite.co.uk<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Mail Chimp<br \/>\n<\/td><td class=''>N\u00e1stroj pro spravov\u00e1n\u00ed a sledov\u00e1n\u00ed e-mailov\u00e9 komunikace<\/td><td class=''><a href=\"http:\/\/www.mailchimp.com\">mailchimp.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Market Research Society<br \/>\n<\/td><td class=''>Market Research Society (MRS) je sv\u011btov\u011b v\u00fdznamn\u00e1 v\u00fdzkumn\u00e1 asociace. Zprost\u0159edkov\u00e1v\u00e1 u\u017eite\u010dn\u00e1 data pro v\u0161echny pracovn\u00edky ve ve\u0159ejn\u00e9m i soukrom\u00e9m sektoru, kte\u0159\u00ed se n\u011bjak\u00fdm zp\u016fsobem pod\u00edl\u00ed na rozhodov\u00e1n\u00ed a tvorb\u011b strategi\u00ed.<\/td><td class=''><a href=\"http:\/\/www.mrs.org.uk\">mrs.org.uk<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Polldaddy<\/td><td class=''>N\u00e1stroj pro online pr\u016fzkum<\/td><td class=''><a href=\"http:\/\/www.polldaddy.com\">polldaddy.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Smart Survey<\/td><td class=''>N\u00e1stroj pro online pr\u016fzkum<\/td><td class=''><a href=\"http:\/\/www.smartsurvey.co.uk\">smartsurvey.co.uk<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Survey Monkey<\/td><td class=''>N\u00e1stroj pro online pr\u016fzkum<\/td><td class=''><a href=\"http:\/\/www.surveymonkey.co.uk\">surveymonkey.co.uk<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><b>Business insights and data visualisation<\/b><\/td><td class=''>Microsoft BI<\/td><td class=''>Microsoft Power BI vytv\u00e1\u0159\u00ed z dat bohat\u00e9 vizu\u00e1ly<\/td><td class=''><a href=\"http:\/\/powerbi.microsoft.com\">powerbi.microsoft.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Tableau<\/td><td class=''>N\u00e1stroj pro vizualizaci dat z r\u016fzn\u00fdch zdroj\u016f<\/td><td class=''><a href=\"http:\/\/www.tableau.com\">tableau.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Piktochart<\/td><td class=''>Tvorba infografik<\/td><td class=''><a href=\"http:\/\/piktochart.com\">piktochart.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Prezi<\/td><td class=''>Prezenta\u010dn\u00ed software<\/td><td class=''><a href=\"http:\/\/prezi.com\">prezi.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><b>R\u016fzn\u00e9<\/b><\/td><td class=''>AMEC<\/td><td class=''>Webov\u00e9 str\u00e1nky AMEC obsahuj\u00ed nep\u0159ebern\u00e9 mno\u017estv\u00ed zdroj\u016f souvisej\u00edc\u00edch s anal\u00fdzou a m\u011b\u0159en\u00edm, a to v\u010detn\u011b tip\u016f a osv\u011bd\u010den\u00fdch praktik, p\u0159\u00edpadov\u00fdch studi\u00ed nebo seznamu poskytovatel\u016f r\u016fzn\u00fdch m\u011b\u0159\u00edc\u00edch n\u00e1stroj\u016f a slu\u017eeb.<\/td><td class=''><a href=\"http:\/\/www.amecorg.com\/resource-centre\">amecorg.com\/resource-centre<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>CIPR<\/td><td class=''>Institut CIPR nab\u00edz\u00ed mno\u017estv\u00ed m\u011b\u0159\u00edc\u00edch n\u00e1stroj\u016f a zdroj\u016f, jako je nap\u0159. Social Media Measurement Guide a Guide to Social Media Monitoring.<\/td><td class=''><a href=\"http:\/\/www.cipr.co.uk\">cipr.co.uk<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>data.gov.uk<\/td><td class=''>Data a reporty z ve\u0159ejn\u00e9ho sektoru. Funkce \u2018Publication Type\u2019 v lev\u00e9 \u010d\u00e1sti str\u00e1nky slou\u017e\u00ed k up\u0159esn\u011bn\u00ed vyhled\u00e1v\u00e1n\u00ed v r\u016fzn\u00fdch statistik\u00e1ch, anal\u00fdz\u00e1ch a pr\u016fzkumech.<\/td><td class=''><a href=\"http:\/\/gov.uk\">gov.uk<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>ICCO<\/td><td class=''>International Communications Consultancy Organisation (ICCO) je celosv\u011btov\u00e1 organizace sdru\u017euj\u00edc\u00ed konzultingov\u00e9 spole\u010dnosti z oblasti public relations.<\/td><td class=''><a href=\"http:\/\/www.iccopr.com\">iccopr.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>IPR<\/td><td class=''>Institute for Public Relations je neziskov\u00e1 organizace, kter\u00e1 se specializuje na v\u00fdzkum v oblasti public relations.<\/td><td class=''><a href=\"http:\/\/www.instituteforpr.org\">instituteforpr.org<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Neighbourhood Statistics<\/td><td class=''>Tato str\u00e1nka v\u00e1m bude velmi n\u00e1pomocn\u00e1, pokud pracujete na projektu s region\u00e1ln\u00edm zam\u011b\u0159en\u00edm.<\/td><td class=''><a href=\"http:\/\/www.neighbourhood.statistics.gov.uk\">neighbourhood.statistics.gov.uk<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>OFCOM &#8211; the communications regulator<\/td><td class=''>Str\u00e1nky OFCOM obsahuj\u00ed statistiky o vlastnictv\u00ed a vyu\u017e\u00edv\u00e1n\u00ed televizn\u00edch a rozhlasov\u00fdch p\u0159ij\u00edma\u010d\u016f a pevn\u00fdch\/mobiln\u00edch telefon\u016f.<\/td><td class=''><a href=\"http:\/\/www.ofcom.org\">ofcom.org<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>ONS &#8211; Office for National Statistics<\/td><td class=''>ONS poskytuje mno\u017estv\u00ed dat (v\u010detn\u011b dat ze S\u010d\u00edt\u00e1n\u00ed lidu, dom\u016f a byt\u016f z roku 2011), kter\u00e9 mohou b\u00fdt rozt\u0159\u00edd\u011bny abecedn\u011b nebo podle t\u00e9matu. Nab\u00edz\u00ed tak\u00e9 slu\u017ebu Nomis &#8211; bezplatn\u00fd p\u0159\u00edstup k ofici\u00e1ln\u00edm, detailn\u00edm a nejaktu\u00e1ln\u011bj\u0161\u00edm statistik\u00e1m z britsk\u00e9ho pracovn\u00edho trhu UK. <\/td><td class=''><a href=\"http:\/\/www.ons.gov.uk\/ons\">ons.gov.uk\/ons<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>PRCA<\/td><td class=''>Asociace PRCA se zab\u00fdv\u00e1 v\u0161emi aspekty public relations i intern\u00ed komunikac\u00ed v organizac\u00edch. Pom\u00e1h\u00e1 t\u00fdm\u016fm i jednotlivc\u016fm zlep\u0161ovat kvalitu v\u00fdstup\u016f, kter\u00e9 doru\u010duj\u00ed klient\u016fm.<\/td><td class=''><a href=\"http:\/\/www.prca.org.uk\">prca.org.uk<\/a><\/td><\/tr><\/tbody><\/table><\/div><style type='text\/css'>.avia-table-1 td:nth-of-type(1):before { content: 'KATEGORIE'; } .avia-table-1 td:nth-of-type(2):before { content: 'ORGANIZACE'; } .avia-table-1 td:nth-of-type(3):before { content: 'ZAM\u011a\u0158EN\u00cd'; } .avia-table-1 td:nth-of-type(4):before { content: 'ODKAZ'; } <\/style><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='case-studies'  class='avia-section av-av_section-837ca91b05f1a99661c985bed67ffaa6 main_color avia-section-default avia-no-shadow  avia-builder-el-19  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-1969'><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-20  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-21  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>P\u0158\u00cdPADOV\u00c9 STUDIE<\/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-23  el_after_av_textblock  el_before_av_textblock  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='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p id=\"u22363-2\"><strong>FRAMEWORK CASE STUDIES:<\/strong><\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-e64079afa21cff8c08ebaa3ccb280054 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock framework-case-studies'  itemprop=\"text\" ><p>THE STROKE ASSOCIATION<a class=\"framework-button\" href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/assets\/ph-framework-case-study-stroke-association.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">DOWNLOAD<\/a><\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-e64079afa21cff8c08ebaa3ccb280054 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock framework-case-studies'  itemprop=\"text\" ><p>NHS BLOOD &amp; TRANSPLANT<a class=\"framework-button\" href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/assets\/ph-framework-casestudy-nhs-blood-and-transplant.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">DOWNLOAD<\/a><\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-e64079afa21cff8c08ebaa3ccb280054 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock framework-case-studies'  itemprop=\"text\" ><p id=\"u10289-2\">STONER SLOTH<a class=\"framework-button\" href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/assets\/jm-stoner-sloth-case-study.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">DOWNLOAD<\/a><\/p>\n<\/div><\/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\" ><div id=\"u22363-4\" class=\"ts-Default-Link-Style--copy clearfix colelem shared_content\" data-content-guid=\"u22363-4_content\">\n<div id=\"u22372-4\" class=\"ts-Default-Link-Style--copy clearfix colelem shared_content\" data-content-guid=\"u22372-4_content\">\n<p id=\"u22372-2\"><strong>INTEGRATED COMMUNICATIONS CASE STUDIES:<\/strong><\/p>\n<\/div>\n<div id=\"pu10240-4\" class=\"clearfix colelem shared_content\" data-content-guid=\"pu10240-4_content\"><\/div>\n<\/div>\n<div id=\"pu10283-4\" class=\"clearfix colelem shared_content\" data-content-guid=\"pu10283-4_content\"><\/div>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-e64079afa21cff8c08ebaa3ccb280054 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock framework-case-studies'  itemprop=\"text\" ><p id=\"u10289-2\">WHO REALLY WON CHRISTMAS?<a class=\"framework-button\" href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/assets\/who-really-won-christmas.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">DOWNLOAD<\/a><\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-e64079afa21cff8c08ebaa3ccb280054 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock framework-case-studies'  itemprop=\"text\" ><p id=\"u10289-2\">THE SOCIAL PR VIRTUOSO<a class=\"framework-button\" href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/assets\/sb-case-study-social-pr-virtuoso.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">DOWNLOAD<\/a><\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='further-reading'  class='avia-section av-av_section-e72acb0dbc10c4b9e7cd9ff34967d362 main_color avia-section-default avia-no-shadow  avia-builder-el-31  el_after_av_section  avia-builder-el-last  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-1969'><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-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><div id=\"u2082-4\" class=\"clearfix colelem shared_content\" data-content-guid=\"u2082-4_content\">\n<h2 id=\"u2082-2\">DOPL\u0147UJ\u00cdC\u00cd STUDIE \/ BIBLIOGRAFIE<\/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-35  el_after_av_textblock  el_before_av_textblock  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='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><div id=\"u22363-4\" class=\"ts-Default-Link-Style--copy clearfix colelem shared_content\" data-content-guid=\"u22363-4_content\">\n<h3 id=\"u22363-2\">HODNOCEN\u00cd KOMUNIKACE A PR<\/h3>\n<h4>ODBORN\u00c9 TEXTY<\/h4>\n<p id=\"u2076-6\">\n<\/div>\n<div id=\"pu10283-4\" class=\"clearfix colelem shared_content\" data-content-guid=\"pu10283-4_content\"><\/div>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-f49a2cdabdda14cee26eae80f9e39463 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock academic-books'  itemprop=\"text\" ><p id=\"u2076-6\">Daymon, C., &amp; Holloway, I. (2011). Qualitative research methods in public relations and marketing communications (2nd ed.). Abingdon, UK: Routledge.<\/p>\n<p id=\"u2076-8\">Blanchard, O. (2011). Social media ROI: Managing and measuring social media efforts in your organization. Indianapolis, IN: Que; Boston, MA: Pearson.<\/p>\n<p id=\"u2076-10\">Brody, E., &amp; Stone, G. (1989). Public relations research. New York, NY: Praeger.<\/p>\n<p id=\"u2076-12\">Broom, G., &amp; Dozier, D. (1990). Using research in public relations: Applications to program management. Englewood Cliffs, NJ: Prentice-Hall.<\/p>\n<p id=\"u2076-14\">Broom, G., &amp; Macnamara, J. (2009). Evaluating the program. In G. Broom, Cutlip &amp; Center\u2019s effective public relations (10th ed., pp. 349\u2013376). Upper Saddle River, NJ: Prentice Hall.<\/p>\n<p id=\"u2076-16\">Devereaux Ferguson, S. (1999). Constructing a theoretical framework for evaluating public relations programs and activities. In M. Roloff (Ed.). Communication yearbook 21 (pp. 191\u2013229). Thousand Oaks, CA: Sage.<\/p>\n<p id=\"u2076-18\">Ehling, W. (1992). Estimating the value of public relations and communication to an organization. In J. Grunig (Ed.), Excellence in public relations and communication management (pp. 617\u2013638). Hillsdale, NJ: Lawrence Erlbaum.<\/p>\n<p id=\"u2076-20\">Gregory A., &amp; White, J. (2008). Introducing the Chartered Institute of Public Relations initiative: Moving on from talking about evaluation to incorporating it into better management of the practice. In B. van Ruler, A. Ver\u010di\u010d, &amp; D. Ver\u010di\u010d (Eds.), Public relations metrics, research and evaluation (pp. 307\u2013317). New York, NY: Routledge.<\/p>\n<p id=\"u2076-22\">Grunig, J. (2008). Conceptualizing quantitative research in public relations. In B. van Ruler, A. Ver\u010di\u010d, &amp; D. Ver\u010di\u010d (Eds.), Public relations metrics, research and evaluation (pp. 88\u2013119). New York, NY: Routledge.<\/p>\n<p id=\"u2076-24\">Grunig, L., Grunig, J., &amp; Dozier, D. (2002). Excellent organizations and effective organizations: A study of communication management in three countries. Mahwah, NJ: Lawrence Erlbaum.<\/p>\n<p id=\"u2076-26\">Li, C., &amp; Stacks, D. (2015). Measuring the impact of social media on business profit and success. New York, NY: Peter Lang.<\/p>\n<p id=\"u2076-28\">Likely, F., &amp; Watson, T. (2013). Measuring the edifice: Public relations measurement and evaluation practice over the course of 40 years. In K. Sriramesh, A. Zerfass, &amp; J. Kim, (Eds.), Public relations and communication management: Current trends and emerging topics (pp. 143\u2013162). New York, NY: Routledge. Available at http:\/\/eprints.bournemouth.ac.uk\/20494\/<\/p>\n<p id=\"u2076-30\">Macnamara, J. (2002). Research and evaluation. In C. Tymson &amp; P. Lazar, The new Australian and New Zealand public relations manual (21st Century ed., pp. 100\u2013134). Sydney, NSW: Tymson Communications.<\/p>\n<p id=\"u2076-32\">Macnamara, J. (2012). Public Relations Theory, Practice, Critiques. Sydney, NSW: Pearson.<\/p>\n<p id=\"u2076-34\">Paine, KD (2011) Measure What Matters: Online Tools For Understanding Customers, Social Media, Engagement, and Key Relationships.\u00a0 Wiley<\/p>\n<p id=\"u2076-36\">Pavlik, J. (1987). Public relations: What research tells us. Newbury Park, CA: Sage.<\/p>\n<p id=\"u2076-38\">Shelddrake, P (2011) The Business of Influence: Reframing marketing and PR for the digital age Wiley.<\/p>\n<p id=\"u2076-40\">Stacks, D. (2011). Primer of public relations research (2nd ed.). New York, NY: Guildford Press.<\/p>\n<p id=\"u2076-42\">Stacks, D., &amp; Michaelson, D. (2010). A practitioner\u2019s guide to public relations research, measurement, and evaluation. New York, NY: Business Experts Press.<\/p>\n<p id=\"u2076-44\">Stacks, D., &amp; Watson, M. (2007). Two-way communication based on quantitative research and measurement. In E. Toth (Ed.), The future of excellence in public relations and communication management: Challenges for the next generation (pp. 67\u201384). Mahwah, NJ; Lawrence Erlbaum.<\/p>\n<p id=\"u2076-46\">Theaker, A. (2012). The public relations handbook (4th ed.). Abingdon, UK: Routledge.\u00a0 van Ruler, B., Ver\u010di\u010d, A., &amp; Ver\u010di\u010d, D. (Eds.). (2008). Public relations metrics: Research and evaluation. New York, NY: Routledge.<\/p>\n<p id=\"u2076-48\">Watson, T. (1996). New models for evaluating public relations practice. In B. Baerns &amp; J. Klewes (Eds.), Jahrbuch public relations (pp. 50\u201362). Dusseldorf: Econ Verlag.<\/p>\n<p id=\"u2076-50\">Watson, T., &amp; Noble, P. (2005). Evaluating public relations: A best practice guide to public relations planning, research and evaluation. London, UK: Kogan Page.<\/p>\n<p id=\"u2076-52\">Watson, T., &amp; Noble, P. (2007). Evaluating public relations: A best practice guide to public relations planning, research and evaluation (2nd ed.). London, UK: Kogan Page.<\/p>\n<p id=\"u2076-54\">Watson, T., &amp; Noble, P. (2014). Evaluating Public Relations: A best practice guide to public relations planning, research and evaluation (3rd ed.). London, UK: Kogan Page.<\/p>\n<p id=\"u2076-56\">Weiner, Mark (2006) Unleashing the Power of PR: A contrarian\u2019s guide to Marketing and communications US: Wiley<\/p>\n<p id=\"u2076-58\">Zerfass, A. (2008). Corporate communication revisited: Integrating business strategy and strategic communication. In A. Zerfass, B. Van Ruler, &amp; K. Sriramesh (Eds.), Public relations research: European and international perspectives and innovations (pp. 65-96). Wiesbaden: VS Verlag f\u00fcr Sozialwissenschaften.<\/p>\n<p id=\"u2076-60\">Zerfass, A., van Ruler, B., &amp; Sriramesh, K. (Eds.). (2008). Public Relations Research: European and International Perspectives and Innovations. Wiesbaden, Germany: VS Verlag fur Sozialwissenschaften (Springer Science + Business Media).<\/p>\n<\/div><\/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>AKADEMICK\u00c9 \u010cL\u00c1NKY A ODBORN\u00c9 REFERENCE<\/h4>\n<p id=\"u2076-65\">Baskin, O., Hahn, J., Seaman, S., &amp; Reines, D. (2010). Perceived effectiveness and implementation of public relations measurement and evaluation tools among European providers and consumers of PR services. Public Relations Review, 36, 105\u2013111.<\/p>\n<p id=\"u2076-67\">Distaso, M., McCorkindale, T., &amp; Wright, D. (2011). How public relations executives perceive and measure the impact of social media in their organizations. Public Relations Review, 37(3), 325\u2013328.<\/p>\n<p id=\"u2076-72\">Available at: \u00a0<a class=\"nonblock\" href=\"https:\/\/www.researchgate.net\/publication\/251582796_How_public_relations_executives_perceive_and_measure_the_impact_of_social_media_in_their_organizations\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.researchgate.net\/publication\/251582796_How_public_relations_executives_perceive_and_measure_the_impact_of_social_media_in_their_organizations<\/a><\/p>\n<p id=\"u2076-74\">Donsbach, W., &amp; Brade, A. (2011). Nothing is as practical as a good theory: What communication research can offer to the practice of political communication. The International Journal of Press\/Politics, 16(4), 508\u2013522,<\/p>\n<p id=\"u2076-79\">Fairchild, M. (2006). Evaluating public relations: a best practice guide to public relations planning, research and evaluation. Journal of Communication Management, 10(1), 113\u2013115.\u00a0<a class=\"nonblock\" href=\"http:\/\/www.emeraldinsight.com\/doi\/abs\/10.1108\/13632540210807125\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.emeraldinsight.com\/doi\/abs\/10.1108\/13632540210807125<\/a><\/p>\n<p id=\"u2076-81\">Fleisher, C., &amp; Mahaffy, D. (1997). A balanced scorecard approach to public relations management assessment. Public Relations Review, 23(2), 117\u2013123.<\/p>\n<p id=\"u2076-83\">Gregory, A. (2001). Public relations and evaluation: Does the reality match the rhetoric. Journal of Marketing Communications, 7, 171\u2013189.<\/p>\n<p id=\"u2076-85\">Gregory, A., &amp; Watson, T. (2008). Defining the gap between research and practice in public relations programme evaluation: Towards a new research agenda. Journal of Marketing Communications, 24(5), 337\u2013350.<\/p>\n<p id=\"u2076-87\">Lee, L., &amp; Yoon, Y. (2010). Return on investment (ROI) of international public relations: A country-level analysis. Public Relations Review, 36(1), 15\u201320.<\/p>\n<p id=\"u2076-89\">Lindenmann, W. (1990). Research, evaluation and measurement: A national perspective. Public Relations Review, 16(2), 3\u201316.<\/p>\n<p id=\"u2076-91\">Lindenman, W. (1993). An \u2018effectiveness yardstick\u2019 to measure public relations success. Public Relations Quarterly, 38(1), 7\u20139.<\/p>\n<p id=\"u2076-93\">Lindenmann, W. (1998). Only PR outcomes count: That is the real bottom line. Journal of Communication Management, 3(1), 66\u201373.<\/p>\n<p id=\"u2076-95\">Macnamara, J. (1992). Evaluation of public relations: The Achilles Heel of the public relations profession. International Public Relations Review, 15(2), 19\u201325.<\/p>\n<p id=\"u2076-100\">Macnamara, J. (2005). Media content analysis: Its uses, benefits and best practice methodology. Asia Pacific Public Relations Review, 6(1), 1\u201334. Available at <a class=\"nonblock\" href=\"http:\/\/amecorg.com\/wp-content\/uploads\/2011\/10\/Media-Content-Analysis-Paper.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/amecorg.com\/wp-content\/uploads\/2011\/10\/Media-Content-Analysis-Paper.pdf<\/a><\/p>\n<p id=\"u2076-105\">Macnamara, J. (2014). The \u2018toe bone to the head bone\u2019 logic model to connect PR and corporate communication to organization outcomes. PRism, 11(1), 1\u201315. Available at <a class=\"nonblock\" href=\"http:\/\/www.prismjournal.org\/homepage.html\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.prismjournal.org\/homepage.html<\/a><\/p>\n<p id=\"u2076-107\">Macnamara J. (2014). Emerging international standards for measurement and evaluation of public relations: A critical analysis. Public Relations Inquiry, 3(1), 7\u201328.<\/p>\n<p id=\"u2076-109\">Macnamara, J. (2015). Breaking the measurement and evaluation deadlock: A new approach and model. Journal of Communication Management, 19(4), 1\u201318.<\/p>\n<p id=\"u2076-111\">Meng J., &amp; Berger, B. (2012). Measuring return on investment (ROI) organizations\u2019 internal communication effort. Journal of Communication Management, 16(4), 332\u201354.<\/p>\n<p id=\"u2076-113\">Michaelson, D., &amp; Stacks, D. (2011). Standardization in public relations measurement and evaluation. Public Relations Journal, 5(2), 1\u201322.<\/p>\n<p id=\"u2076-118\">Michaelson, D., Wright, D., &amp; Stacks, D. (2012). Evaluating efficacy in public relations\/corporate communication programming: Towards establishing standards of campaign performance. Public Relations Journal, 6(5), 1\u201324. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/www.prsa.org\/Intelligence\/PRJournal\/Vol6\/No5\/\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.prsa.org\/Intelligence\/PRJournal\/Vol6\/No5\/<\/a><\/p>\n<p id=\"u2076-120\">Noble, P., &amp; Watson, T. (1999). Applying a unified public relations evaluation model in a European context. Paper presented to Transnational Communication in Europe: Practice and Research International Congress, Berlin.<\/p>\n<p id=\"u2076-125\">Stacks, D., &amp; Bowen, S. (2013). Toward the establishment of ethical standardization in public relations research, measurement and evaluation. Public Relations Journal, 7(3), 1\u201328. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/www.prsa.org\/intelligence\/prjournal\/documents\/2013_stacksbowen.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.prsa.org\/intelligence\/prjournal\/documents\/2013_stacksbowen.pdf<\/a><\/p>\n<p id=\"u2076-130\">Watson, T. (2005). ROI or evidence-based PR: The language of public relations evaluation. Prism, 3(1). Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/www.prismjournal.org\/fileadmin\/Praxis\/Files\/Journal_Files\/Issue3\/Watson.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.prismjournal.org\/fileadmin\/Praxis\/Files\/Journal_Files\/Issue3\/Watson.pdf<\/a><\/p>\n<p id=\"u2076-132\">Watson, T. (2008). Public relations research priorities: A Delphi study. Journal of Communication Management, 12(2), 104\u2013123.<\/p>\n<p id=\"u2076-134\">Watson, T. (2012). The evolution of public relations measurement and evaluation. Public Relations Review, 38(3), 390\u2013398.<\/p>\n<p id=\"u2076-139\">Watson, T., &amp; Zerfass, A. (2011). Return on investment in public relations: A critique of concepts used by practitioners from communication and management sciences perspectives. PRism, 8(1), 1\u201314. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/www.prismjournal.org\/vol8_1.html\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.prismjournal.org\/vol8_1.html<\/a><\/p>\n<p id=\"u2076-141\">Xavier, R., Patel, A., Johnston, K., Watson, T., &amp; Simmons, P. (2005). Using evaluation techniques and performance claims to demonstrate public relations impact: An Australian perspective. Public Relations Review, 31(3), 417\u2013424.<\/p>\n<p id=\"u2076-143\">Zerfass, A. (2009). Institutionalizing strategic communication: Theoretical analysis and empirical evidence. International Journal of Strategic Communication, 3, 69 \u201371.<\/p>\n<p id=\"u2076-148\">Zerfass, A. (2010). Assuring rationality and transparency in corporate communications. Theoretical foundations and empirical findings on communication controlling and communication performance management. In M. Dodd &amp; K. Yamamura (Eds.), Ethical Issues for Public Relations Practice in a Multicultural World, 13th International Public Relations Research Conference (pp. 947\u2013966). Gainesville, FL: Institute for Public Relations. Available at <a class=\"nonblock\" href=\"http:\/\/iprrc.org\/paperinfo_proceedings\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/iprrc.org\/paperinfo_proceedings<\/a><\/p>\n<\/div><\/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>ONLINE \u010cL\u00c1NKY A ODBORN\u00c9 TEXTY<\/h4>\n<p id=\"u2076-156\">Carroll, T., &amp; Stacks, D. (2004). Bibliography of public relations measurement. Gainesville, FL: Institute for Public Relations. Available at <a class=\"nonblock\" href=\"http:\/\/www.instituteforpr.org\/wp-content\/uploads\/PRM_Bibliography.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.instituteforpr.org\/wp-content\/uploads\/PRM_Bibliography.pdf<\/a><\/p>\n<p id=\"u2076-161\">Childers, L., &amp; Grunig, J. (1999). Guidelines for measuring relationship in public relations. Gainesville, FL: Institute for Public Relations. Available at <a class=\"nonblock\" href=\"http:\/\/www.instituteforpr.org\/measuring-relationships\/\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.instituteforpr.org\/measuring-relationships\/<\/a><\/p>\n<p id=\"u2076-166\">Eisenmann, M., O\u2019Neil, J., &amp; Geddes, D. (2015). An examination of the validity, reliability and best practice related to the standards for traditional media. Research Journal of the Institute for Public Relations, 2(1), 1\u201329. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/www.instituteforpr.org\/examination-validity-reliability-best-practices-related-standards-traditional-media\/\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.instituteforpr.org\/examination-validity-reliability-best-practices-related-standards-traditional-media\/<\/a><\/p>\n<p id=\"u2076-171\">European Commission. (2014, August). Measuring the European Commission\u2019s communication: Technical and methodological report. Available at <a class=\"nonblock\" href=\"http:\/\/ec.europa.eu\/dgs\/communication\/about\/evaluation\/index_en.htm\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/ec.europa.eu\/dgs\/communication\/about\/evaluation\/index_en.htm<\/a><\/p>\n<p id=\"u2076-176\">Henningsen, A., Traverse Healy, K., Gregory, A. Johannsen, A., Allison, R., Bozeat, N., &amp; Domaradzki, L. (2014, August 1). Measuring the European Commission\u2019s communication: Technical and methodological report. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/ec.europa.eu\/dgs\/communication\/about\/evaluation\/index_en.htm\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/ec.europa.eu\/dgs\/communication\/about\/evaluation\/index_en.htm<\/a><\/p>\n<p id=\"u2076-181\">Huhn, J., Sass, J., &amp; Storck, C. (2011). Communication controlling: How to maximize and demonstrate the value creation through communication. Berlin, Germany: German Public Relations Association (DPRG). Available at<a class=\"nonblock\" href=\"http:\/\/www.quadriga.eu\/_files\/downloads\/2011-11-16_position-paper_com-controlling.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.quadriga.eu\/_files\/downloads\/2011-11-16_position-paper_com-controlling.pdf<\/a><\/p>\n<p id=\"u2076-186\">Jeffrey, A. (2015). How to measure social media: Linking PR activities to target audience effects. The Measurement Standard, January 10. Available at <a class=\"nonblock\" href=\"http:\/\/www.themeasurementstandard.com\/2015\/01\/measure-social-media-choosing-tools-benchmarking\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.themeasurementstandard.com\/2015\/01\/measure-social-media-choosing-tools-benchmarking<\/a><\/p>\n<p id=\"u2076-191\">Likely, F. (2012). Principles for the use of return on investment (ROI), Benefit-cost ratio (BCR) and cost-effectiveness analysis (CEA) financial metrics in a public relations\/communication (PR\/C) department. Paper presented to the 15th International Public Relations Research Conference, 8\u201310 March, Miami, FL. Available at <a class=\"nonblock\" href=\"http:\/\/www.instituteforpr.org\/wp-content\/uploads\/15th-IPRRC-Proceedings1.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.instituteforpr.org\/wp-content\/uploads\/15th-IPRRC-Proceedings1.pdf<\/a><\/p>\n<p id=\"u2076-196\">Likely, F., Rockland, D., &amp; Weiner, M. (2006). Perspectives on the ROI of media relations publicity efforts. Gainesville, FL: Institute for Public Relations. Available at <a class=\"nonblock\" href=\"http:\/\/www.instituteforpr.org\/research_single\/perspectives_on_the_roi\/\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.instituteforpr.org\/research_single\/perspectives_on_the_roi\/<\/a><\/p>\n<p id=\"u2076-201\">Lindenmann, W. (1997). Using research to measure the effectiveness of PR programs. Quirk\u2019s Marketing Research. Retrieved from <a class=\"nonblock\" href=\"http:\/\/www.quirks.com\/articles\/a1997\/19970204.aspx\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.quirks.com\/articles\/a1997\/19970204.aspx<\/a><\/p>\n<p id=\"u2076-206\">Lindenmann, W. (1997). Guidelines and standards for measuring and evaluating PR effectiveness. PR Pundit. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/prpundit.com\/pdf\/prTools\/MeasuringandEvaluatingPREffectiveness.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/prpundit.com\/pdf\/prTools\/MeasuringandEvaluatingPREffectiveness.pdf<\/a><\/p>\n<p id=\"u2076-211\">Lindenmann, W. (2001). Research doesn\u2019t have to put you in the poorhouse. Gainesville, FL: Institute for Public Relations. Available at <a class=\"nonblock\" href=\"http:\/\/www.instituteforpr.org\/topics\/research-savings\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.instituteforpr.org\/topics\/research-savings<\/a><\/p>\n<p id=\"u2076-216\">Lindenmann, W. (1997\/2003). Guidelines for measuring the effectiveness of PR programs and activities. Gainsville, FL: Institute for Public Relations. Retrieved <a class=\"nonblock\" href=\"http:\/\/www.instituteforpr.org\/wp-content\/uploads\/2002_MeasuringPrograms.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.instituteforpr.org\/wp-content\/uploads\/2002_MeasuringPrograms.pdf<\/a> (Original work published 1997)<\/p>\n<p id=\"u2076-221\">Macnamara, J. (2014). Breaking the PR measurement and evaluation deadlock: A new approach and model. Paper presented to the AMEC Summit on Measurement, Amsterdam, The Netherlands. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/amecorg.com\/downloads\/amsterdam2014\/Breaking-the-PR-Measurement-Deadlock-A-New-Approach-and-Model-Jim-Macnamara.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/amecorg.com\/downloads\/amsterdam2014\/Breaking-the-PR-Measurement-Deadlock-A-New-Approach-and-Model-Jim-Macnamara.pdf<\/a><\/p>\n<p id=\"u2076-226\">McCorkindale, T., DiStaso, M. (2014). The state of social media research: Where are we now, where we were and what it means for public relations. Research Journal of the Institute for Public Relations, 1(1), 1\u201317. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/www.instituteforpr.org\/state-social-media-research-now-means-public-relations\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.instituteforpr.org\/state-social-media-research-now-means-public-relations<\/a><\/p>\n<p id=\"u2076-231\">Sinickas, A. (2003). Focus on behaviour change to prove ROI. Strategic Communication Management, 7(6), 12\u201313. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/www.sinicom.com\/Sub%20Pages\/pubs\/articles\/article58.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.sinicom.com\/Sub%20Pages\/pubs\/articles\/article58.pdf<\/a><\/p>\n<p id=\"u2076-236\">Skelley, L., &amp; Ziviani, M. (2012). Measuring PR performance across borders: How a global programme works. In PR Professionals Definitive Guide to Measurement, Association for Measurement and Evaluation of Communication, London, UK. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/prguidetomeasurement.org\/wp-content\/uploads\/2013\/04\/Chapter-5-Laura-Skelley-Michael-Ziviani.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/prguidetomeasurement.org\/wp-content\/uploads\/2013\/04\/Chapter-5-Laura-Skelley-Michael-Ziviani.pdf<\/a><\/p>\n<p id=\"u2076-241\">Smith, B. (2008). Representing PR in the marketing mix: A study on public relations variables in marketing mix modelling. Gainesville, FL: Institute for Public Relations. Available at <a class=\"nonblock\" href=\"http:\/\/www.instituteforpr.org\/wp-content\/uploads\/BG_SmithKetchum.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.instituteforpr.org\/wp-content\/uploads\/BG_SmithKetchum.pdf<\/a><\/p>\n<p id=\"u2076-246\">Solis, B. (2010). ROI: How to measure return on investment in social media. @Brian Solis, 22 February. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/www.briansolis.com\/2010\/02\/roi-how-to-measure-return-on-investment-in-social-media\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.briansolis.com\/2010\/02\/roi-how-to-measure-return-on-investment-in-social-media<\/a><\/p>\n<p id=\"u2076-251\">DPRG\/ICV framework for communication controlling. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/www.communicationcontrolling.de\/en\/positions\/framework.html\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.communicationcontrolling.de\/en\/positions\/framework.html<\/a><\/p>\n<p id=\"u2076-256\">European Commission. (2015, July). Toolkit for the evaluation of the communication activities. Retrieved from\u00a0<a class=\"nonblock\" href=\"http:\/\/ec.europa.eu\/dgs\/communication\/about\/evaluation\/index_en.htm\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/ec.europa.eu\/dgs\/communication\/about\/evaluation\/index_en.htm<\/a><\/p>\n<p id=\"u2076-258\">Fairchild, M. (2001). The IPR toolkit: Planning, research and evaluation for public relations success (2nd ed.). London, UK: Institute of Public Relations (now CIPR).<\/p>\n<p id=\"u2076-260\">Fairchild, F., &amp; O\u2019Conner, N. (1999). The public relations research and evaluation toolkit: How to measure the effectiveness of PR. London, UK: Institute of Public Relations (now CIPR).<\/p>\n<p id=\"u2076-265\">GCS (Government Communication Service). (2015). Evaluation Framework. Cabinet Office, Whitehall, London, UK. Available at\u00a0<a class=\"nonblock\" href=\"https:\/\/gcs.civilservice.gov.uk\/guidance\/evaluation\/tools-and-resources\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/gcs.civilservice.gov.uk\/guidance\/evaluation\/tools-and-resources<\/a><\/p>\n<p id=\"u2076-267\">IPRA (International Public Relations Association). (1994). Public relations evaluation: Professional accountability, Gold Paper No. 11, November. Geneva, Switzerland: Author.<\/p>\n<p id=\"u2076-269\">Lindenman, W. (1997). Guidelines for measuring and evaluating PR effectiveness. Gainesville, FL: Institute for Public Relations.<\/p>\n<p id=\"u2076-274\">Lindenmann, W. (1997\/2003). Guidelines for measuring the effectiveness of PR programs and activities. Gainesville, FL: Institute for Public Relations. Available at <a class=\"nonblock\" href=\"http:\/\/www.instituteforpr.org\/wp-content\/uploads\/2002_MeasuringPrograms.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.instituteforpr.org\/wp-content\/uploads\/2002_MeasuringPrograms.pdf<\/a> . (Revised version of original work 1997)<\/p>\n<p id=\"u2076-279\">Lindenmann, W. (2006). Public Relations Research for Planning and Evaluation. Resource booklet. Gainesville, FL: Institute for Public Relations. Available at <a class=\"nonblock\" href=\"http:\/\/www.instituteforpr.org\/wp-content\/uploads\/2006_Planning_Eval.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.instituteforpr.org\/wp-content\/uploads\/2006_Planning_Eval.pdf<\/a><\/p>\n<p id=\"u2076-284\">Public Relations Institute of Australia. (2014). Principles on best practice in research, measurement, and evaluation in public relations. Available at <a class=\"nonblock\" href=\"http:\/\/www.pria.com.au\/documents\/item\/6726\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.pria.com.au\/documents\/item\/6726<\/a><\/p>\n<p id=\"u2076-289\">Public Relations Institute of Australia. (2014). Media and social media content analysis guidelines. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/www.pria.com.au\/documents\/item\/6727\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.pria.com.au\/documents\/item\/6727<\/a><\/p>\n<p id=\"u2076-294\">Public Relations Society of America. (2014). Measurement resources. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/www.prsa.org\/intelligence\/businesscase\/measurementresources\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.prsa.org\/intelligence\/businesscase\/measurementresources<\/a><\/p>\n<p id=\"u2076-299\">Stacks, D., &amp; Bowen, S. (Eds.). (2013). Dictionary of public relations measurement and research. Gainesville FL: Institute for Public Relations. Available at <a class=\"nonblock\" href=\"http:\/\/www.instituteforpr.org\/topics\/dictionary-of-public-relations-measurement-and-research\/\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.instituteforpr.org\/topics\/dictionary-of-public-relations-measurement-and-research\/\u00a0<\/a><\/p>\n<p id=\"u2076-302\">RESEARCH REPORTS<\/p>\n<p id=\"u2076-307\">Macnamara, J. (2014). The development of international standards for measurement and evaluation of public relations and corporate communication: A review. Sydney, NSW: Australian Centre for Public Communication, University of Technology Sydney. Available at <a class=\"nonblock\" href=\"https:\/\/www.uts.edu.au\/sites\/default\/files\/acpc-pr-measurement-and-evaluation-review.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.uts.edu.au\/sites\/default\/files\/acpc-pr-measurement-and-evaluation-review.pdf<\/a><\/p>\n<p id=\"u2076-312\">Wright, D., Gaunt, R., Leggetter, B., Daniels, M., &amp; Zerfass, A. (2009). Global survey of communications measurement 2009 \u2013 final report. London, UK: Association for Measurement and Evaluation of Communication. Available at <a class=\"nonblock\" href=\"http:\/\/amecorg.com\/wp-content\/uploads\/2011\/08\/Global-Survey-Communications_Measurement-20091.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/amecorg.com\/wp-content\/uploads\/2011\/08\/Global-Survey-Communications_Measurement-20091.pdf<\/a><\/p>\n<p id=\"u2076-316\">Zerfass, A., Ver\u010di\u010d, D., Verhoeven, P., Moreno, A., &amp; Tench, R. (2015). European communication monitor 2015. Brussels, Belgium: European Association for Communication Directors (EACD) and European Public Relations Education and Research Association (EUPRERA) in association with Helios Media, Berlin. Available at <a class=\"nonblock\" href=\"http:\/\/www.zerfass.de\/ECM-WEBSITE\/media\/ECM2015-Results-ChartVersion.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.zerfass.de\/ECM-WEBSITE\/media\/ECM2015-Results-ChartVersion.pdf<\/a><\/p>\n<\/div><\/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 id=\"u2076-319\">OTHER RESOURCES FOR PR AND COMMUNICATION EVALUATION<\/h4>\n<p id=\"u2076-324\">Geddes, D., Grunig, J., Likely, F., Lindenmann, W., Macleod, S., Macnamara, J. Mathes, R., Paine, K., Rockland, D., Stacks, D., &amp; Watson, T. (2010). Thought leaders in PR measurement. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/www.communicationcontrolling.de\/en\/resources\/interviews\/thought-leaders.html\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.communicationcontrolling.de\/en\/resources\/interviews\/thought-leaders.html\u00a0<\/a><\/p>\n<p id=\"u2076-329\">Institute for Public Relations Measurement Commission. (2015). Research and conversations. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/www.instituteforpr.org\/center\/ipr-measurement-center\/\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.instituteforpr.org\/center\/ipr-measurement-center\/<\/a><\/p>\n<p id=\"u2076-334\">Melcrum. (2015). Measurement and evaluation. Web site resources for internal communication. Available at\u00a0<a class=\"nonblock\" href=\"https:\/\/www.melcrum.com\/internal-communication-measurement-evaluation\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.melcrum.com\/internal-communication-measurement-evaluation<\/a><\/p>\n<p id=\"u2076-339\">Paine Publishing. (n.d.). K. Paine (Publisher). Available at <a class=\"nonblock\" href=\"http:\/\/painepublishing.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/painepublishing.com\/<\/a><\/p>\n<p id=\"u2076-344\">Public Relations Society of America and American Statistical Association. (2011). Best Practices Guide for Use of Statistics in Public Relations. Available at <a class=\"nonblock\" href=\"http:\/\/amecorg.com\/white-papers-and-reports\/\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/amecorg.com\/white-papers-and-reports\/<\/a><\/p>\n<p id=\"u2076-349\">Salience Insight and News International. (n.d.). B. Paarlberg (Ed.), The Measurement Standard. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/www.themeasurementstandard.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.themeasurementstandard.com\/<\/a><\/p>\n<\/div><\/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\" ><h3>EVALUATION LITERATURE IN OTHER DISCIPLINES<\/h3>\n<\/div><\/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 id=\"u2076-354\">Behavioural Economics \/ Behavioural Insights:<\/h4>\n<p id=\"u2076-359\">Behavioural Insights. (2015). [Web site]. London, UK. Available at <a class=\"nonblock\" href=\"http:\/\/www.behaviouralinsights.co.uk\/\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.behaviouralinsights.co.uk<\/a><\/p>\n<p id=\"u2076-364\">\u00a0Psychology Today. (2015). [Web site]. Available at <a class=\"nonblock\" href=\"https:\/\/www.psychologytoday.com\/topics\/behavioral-economics\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.psychologytoday.com\/topics\/behavioral-economics<\/a><\/p>\n<p id=\"u2076-369\">Samson, A., (Ed.). (2014). The behavioral economics guide 2014. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/www.behavioraleconomics.com\/BEGuide2014.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.behavioraleconomics.com\/BEGuide2014.pdf<\/a><\/p>\n<p id=\"u2076-371\">Thaler, R., &amp; Sunstein, C. (2008). Nudge: Improving decisions about health, wealth, and happiness. New Haven, CT: Yale University Press<\/p>\n<\/div><\/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 id=\"u2076-374\">Health Communication \/ Health Promotion:<\/h4>\n<p id=\"u2076-376\">Bauman, A., &amp; Nutbeam, D. (2014). Evaluation in a nutshell: A practical guide to the evaluation of health promotion programs (2nd ed.). North Ryde, NSW: McGraw-Hill.<\/p>\n<p id=\"u2076-378\">Hornik, R. (Ed.). (2002). Public health communication: Evidence for behavior change. Mahwah, NJ: Lawrence Erlbaum.<\/p>\n<p id=\"u2076-380\">Kreps, G. (2014). Evaluating health communication programs to enhance health care and health promotion. Journal of Health Communication: International Perspectives, 19(12), 1449\u20131459.<\/p>\n<p id=\"u2076-385\">O\u2019Connor-Fleming, M., Parker, E., Higgins, H., &amp; Gould, T. (2006). A framework for evaluating health promotion programs. Health Promotion Journal of Australia, 17(1), 61\u201366. Available at <a class=\"nonblock\" href=\"http:\/\/eprints.qut.edu.au\/9440\/1\/9440.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/eprints.qut.edu.au\/9440\/1\/9440.pdf<\/a><\/p>\n<p id=\"u2076-387\">Rice, R., &amp; Atkin, C. (Eds.). (2013). Public communication campaigns (4th ed.). Thousand Oaks, CA: Sage.<\/p>\n<p id=\"u2076-389\">Shiavo, R. (2014). Planning, implementing, and evaluating a health communication intervention. In Health communication: From theory to practice (2nd ed., Part 3). San Francisco, CA: Jossey-Bass.<\/p>\n<\/div><\/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 id=\"u2076-392\">Program Theory and Theory of Change:<\/h4>\n<p id=\"u2076-394\">Anderson, A. (2005). The community builder\u2019s approach to theory of change: A practical guide to theory and development. New York, NY: The Aspen Institute Roundtable on Community Change.<\/p>\n<p id=\"u2076-396\">Chen, H. (1990). Theory Driven Evaluations. Newbury Park, CA: Sage.<\/p>\n<p id=\"u2076-398\">Clark, H., &amp; Taplin, D. (2012). Theory of change basics: A primer on theory of change. New York, NY: Actknowledge.<\/p>\n<p id=\"u2076-403\">Milstein, B., &amp; Chapel, T. (2014). Developing a logic model or theory of change. Community Tool Box. Lawrence, KS: University of Kansas Work Group for Community Health and Development. Available at <a class=\"nonblock\" href=\"http:\/\/ctb.ku.edu\/en\/table-of-contents\/overview\/models-for-community-health-and-development\/logic-model-development\/main\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/ctb.ku.edu\/en\/table-of-contents\/overview\/models-for-community-health-and-development\/logic-model-development\/main<\/a><\/p>\n<p id=\"u2076-405\">Owen, J. (2006). Program evaluation: Forms and approaches (3rd ed.). Crows Nest, NSW: Allen &amp; Unwin.<\/p>\n<p id=\"u2076-407\">Rossi, P., Lipsey, M., &amp; Freeman, H. (2004). Evaluation: A systematic approach (7th ed.). Thousand Oaks, CA: Sage.<\/p>\n<p id=\"u2076-409\">Wholey, J. (1987). Evaluability assessment: Developing program theory. New Directions for Program Evaluation, 33, 77\u201392.<\/p>\n<p id=\"u2076-411\">Program Evaluation: (See also \u2018Program Logic Models\u2019)<\/p>\n<p id=\"u2076-413\">Barrett, F. (2013). Program evaluation: A step-by-step guide. Urbana, IL: Sunnycrest.<\/p>\n<p id=\"u2076-415\">Boulmetis, J., &amp; Dutwin, P. (2005). The ABCs of evaluation: Timeless techniques for program and project managers. San Francisco, CA: Wiley.<\/p>\n<p id=\"u2076-417\">Owen, J. (2006). Program evaluation: Forms and approaches (3rd ed.). Crows Nest, NSW: Allen &amp; Unwin.<\/p>\n<p id=\"u2076-419\">Rossi, P., Freeman, H., &amp; Lipsey, M. (2004). Evaluation. A systematic approach (7th ed.). Thousand Oaks, CA: Sage.<\/p>\n<p id=\"u2076-421\">Weiss, C. (1972). Evaluative research: Methods of assessing program effectiveness. Englewood Cliffs, NJ: Prentice Hall.<\/p>\n<p id=\"u2076-423\">Wholey, J. (1983). Evaluation and effective public management. Boston, MA: Little, Brown.<\/p>\n<p id=\"u2076-425\">Wholey J., Hatry, H., &amp; Newcomer, K. (Eds.). (2010). Handbook of practical program evaluation (3rd ed.). San Francisco, CA: Jossey-Bass.<\/p>\n<p id=\"u2076-427\">Yarbrough, B., Lyn, M., Shulha, H., Rodney K., &amp; Caruthers, A. (2011). The program evaluation standards: A guide for evaluators and evaluation Users (3rd ed.). Sage.<\/p>\n<\/div><\/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 id=\"u2076-430\">Program Logic Models:<\/h4>\n<p id=\"u2076-432\">Bennett, C. (1976). Analyzing impacts of extension programs, ESC-575.Washington, DC: US Department of Agriculture Extension Service.<\/p>\n<p id=\"u2076-434\">Fournier, D. (1995). Establishing evaluation conclusions: A distinction between general and working logic. New Directions for Program Evaluation, 68, 15\u201332.<\/p>\n<p id=\"u2076-439\">Henert, E., &amp; Taylor-Power, E. (2008). Developing a logic model: Teaching and training guide. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf<\/a><\/p>\n<p id=\"u2076-441\">Julian, D. (1997). The utilization of the logic model as a system level planning and evaluation device. Evaluation and Program Planning, 20(3), 251\u2013257.<\/p>\n<p id=\"u2076-446\">Kellogg Foundation. (2004). Logic model development guide. Battle Creek, MI: Author. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/www.epa.gov\/evaluate\/pdf\/eval-guides\/logic-model-development-guide.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.epa.gov\/evaluate\/pdf\/eval-guides\/logic-model-development-guide.pdf<\/a><\/p>\n<p id=\"u2076-448\">Knowlton, L. &amp; Phillips, C. (2013). The logic model guidebook: Better strategies for great results (2nd ed.). Thousand Oaks, CA: Sage.<\/p>\n<p id=\"u2076-450\">McLaughlin, J., &amp; Jordan, J. (1999). Logic models: a tool for telling your program\u2019s performance story. Evaluation and Program Planning, 22(1), 65\u201372.<\/p>\n<p id=\"u2076-452\">Milstein, B., &amp; Chapel, T. (2014). Developing a logic model or theory of change. Community Tool Box.<\/p>\n<p id=\"u2076-457\">Lawrence, KS: University of Kansas Work Group for Community Health and Development. Available at <a class=\"nonblock\" href=\"http:\/\/ctb.ku.edu\/en\/table-of-contents\/overview\/models-for-community-health-and-development\/logic-model-development\/main\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/ctb.ku.edu\/en\/table-of-contents\/overview\/models-for-community-health-and-development\/logic-model-development\/main<\/a><\/p>\n<p id=\"u2076-462\">PCI (Practical Concepts, Inc.) (1979). The logical framework. A manager\u2019s guide to a scientific approach to design &amp; evaluation. Washington, DC. Available at <a class=\"nonblock\" href=\"http:\/\/pdf.usaid.gov\/pdf_docs\/pnabn963.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/pdf.usaid.gov\/pdf_docs\/pnabn963.pdf<\/a><\/p>\n<p id=\"u2076-464\">Rush, B., &amp; Ogbourne A. (1991). Program logic models: Expanding their role and structure for program planning and evaluation. Canadian Journal of Program Evaluation, 6(2), 95\u2013106.<\/p>\n<\/div><\/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 id=\"u2076-467\">Performance Management:<\/h4>\n<p id=\"u2076-472\">Better Evaluation. (2015). An international collaboration to improve evaluation practice. Website resources. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/betterevaluation.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/betterevaluation.org\/<\/a><\/p>\n<p id=\"u2076-474\">Boardman, E., Greenberg, D., Vining, A., &amp; Weimer, D. (2010). Cost-benefit analysis concepts and practice (4th ed.). Upper Saddle River, NJ: Prentice Hall.<\/p>\n<p id=\"u2076-479\">Commonwealth Scientific and Industrial Research Organization. (2014). How CSIRO ensures it delivers impact. Sydney, NSW: Author. Available at <a class=\"nonblock\" href=\"http:\/\/www.csiro.au\/en\/About\/Strategy-structure\/Our-impact-framework\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.csiro.au\/en\/About\/Strategy-structure\/Our-impact-framework<\/a><\/p>\n<p id=\"u2076-484\">International Integrated Reporting Council. (2013). International Integrated Reporting Framework. London, UK. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/www.theiirc.org\/international-ir-framework\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.theiirc.org\/international-ir-framework<\/a><\/p>\n<p id=\"u2076-486\">Kaplan, R., &amp; Norton, D. (1992, January-February). The balanced scorecard: Measures that drive performance. Harvard Business Review, 70(1), 71\u201379.<\/p>\n<p id=\"u2076-488\">Layard, R., &amp; Glaister, S. (1994). Cost-benefit analysis (2nd ed). Cambridge, UK: Cambridge University Press.<\/p>\n<p id=\"u2076-490\">Levin, H., &amp; McEwan, P. (2001). Cost-effectiveness analysis: Methods and applications. Thousand Oaks, CA: Sage.<\/p>\n<p id=\"u2076-492\">Love, A. (1991). Internal evaluation: Building organizations from within. Newbury Park, CA: Sage.<\/p>\n<p id=\"u2076-494\">Mishan, E., &amp; Quah, E. (2007). Cost-benefit analysis (5th ed.). Milton Park, UK: Routledge.<\/p>\n<p id=\"u2076-496\">Walsh, C. (2008). Key management ratios (4th ed.). Harlow, UK: Prentice Hall\/Financial Times.<\/p>\n<\/div><\/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 id=\"u2076-499\">Marketing:<\/h4>\n<p id=\"u2076-504\">Content Marketing Framework: Measurement. (n.d.). Content Marketing Institute. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/contentmarketinginstitute.com\/measurement\/\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/contentmarketinginstitute.com\/measurement\/<\/a><\/p>\n<p id=\"u2076-506\">Farris, P., Bendle, N., Pfeifer, P., &amp; Reibstein, D. (2010). Marketing metrics: The definitive guide to measuring marketing performance (2nd ed.). Upper Saddle River, NJ: Pearson Education.<\/p>\n<\/div><\/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 id=\"u2076-509\">Nudge Marketing:<\/h4>\n<p id=\"u2076-511\">See \u2018Behavioural Economics\/Insights\u2019<\/p>\n<\/div><\/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 id=\"u2076-514\">Psychology\/Social Psychology:<\/h4>\n<p id=\"u2076-516\">McGuire, W. (1985). Attitudes and attitude change. In G. Lindzey &amp; E. Aronson (Eds.), Handbook of social psychology (2nd ed., Vol. 3, pp. 136-314). Reading, MA: Addison-Wesley.<\/p>\n<p id=\"u2076-518\">McGuire, W. J. (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.<\/p>\n<p id=\"u2076-520\">See also \u2018Engagement\u2019 and \u2018Behavioural Economics\/Insights\u2019<\/p>\n<\/div><\/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 id=\"u2076-523\">Engagement:<\/h4>\n<p id=\"u2076-525\">Macey, W., &amp; Schneider, B. (2008). The meaning of employee engagement. Industrial and Organizational Psychology, 1, 3\u201330.<\/p>\n<p id=\"u2076-527\">Meyer, J., &amp; Smith, C. (2000). HRM practices and organisational commitment: A test of a mediation model. Canadian Journal of Administrative Services, 17, 319\u2013331.<\/p>\n<p id=\"u2076-532\">\u00a0Rhoades, L., Eisenberger, R., &amp; Armeli, S. (2001). Affective commitment to the organization: The contribution of perceived organizational support. Journal of Applied Psychology, 86, 825\u2013836. Available\u00a0<a class=\"nonblock\" href=\"http:\/\/www.psychology.uh.edu\/faculty\/Eisenberger\/files\/04_Affective_Commitment_to_the_Organization.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.psychology.uh.edu\/faculty\/Eisenberger\/files\/04_Affective_Commitment_to_the_Organization.pdf<\/a><\/p>\n<\/div><\/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 id=\"u2076-535\"><span id=\"u2076-534\">General Evaluation Resources:<\/span><\/h4>\n<p id=\"u2076-540\">American Evaluation Society \u2013 <a class=\"nonblock\" href=\"http:\/\/www.eval.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">www.eval.org<\/a><\/p>\n<p id=\"u2076-545\">Australasian Evaluation Society \u2013 <a class=\"nonblock\" href=\"http:\/\/www.aes.asn.au\/\" target=\"_blank\" rel=\"noopener noreferrer\">www.aes.asn.au<\/a><\/p>\n<p id=\"u2076-550\">Harvard Family Research Project, The Evaluation Exchange \u2013 <a class=\"nonblock\" href=\"http:\/\/www.gse.harvard.edu\/hfrp\/eval.html\" target=\"_blank\" rel=\"noopener noreferrer\">www.gse.harvard.edu\/hfrp\/eval.html<\/a><\/p>\n<p id=\"u2076-555\">Trochim, W. (2006). Evaluation research. In Research methods knowledge base. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/www.socialresearchmethods.net\/kb\/evaluation.php\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.socialresearchmethods.net\/kb\/evaluation.php\u00a0<\/a><\/p>\n<p id=\"u2076-560\">United Kingdom Evaluation Society \u2013 <a class=\"nonblock\" href=\"http:\/\/www.evaluation.org.uk\/\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.evaluation.org.uk\/<\/a><\/p>\n<\/div><\/section><\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":1954,"menu_order":4,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"tags":[],"class_list":["post-1969","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>Zdroje - 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=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Zdroje - 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