{"id":846,"date":"2016-10-17T12:36:35","date_gmt":"2016-10-17T11:36:35","guid":{"rendered":"http:\/\/amecorg.com\/amecframework\/da\/?page_id=846"},"modified":"2016-10-17T12:36:35","modified_gmt":"2016-10-17T11:36:35","slug":"introduction","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/amecframework\/da\/hjem\/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;\">INTRODUKTION TIL AMEC\u2019s INTEGREREDE EVALUERINGS-FRAMEWORK<br \/>\nHVOR KOMMER DET FRA, OG HVORFOR ER DET VIGTIGT?<\/p>\n<\/div><\/section><\/div>\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><\/p>\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;\">Virksomheder i PR- og kommunikationsbranchen har igennem snart et halvt \u00e5rhundrede k\u00e6mpet med at evaluere arbejdsindsatsen, hvilket blandt andet bem\u00e6rkes af ledende praktikere som Fraser Likely og forskere som Tom Watson, professor emeritus (Likely &amp; Watson, 2013). Et omfattende stykke arbejde og betydningsfulde fremskridt er gjort, eksempelvis \u201dThe Barcelona Declaration of Measurement Principles\u201d (AMEC, 2015). Men praktikerne st\u00e5r i dag over for en bred vifte af forskellige og ofte forvirrende modeller, m\u00e5der og metoder, samt en mangel p\u00e5 en standardisering, hvilket uden tvivl er grunden til at mange praktikere til stadighed ikke evaluerer ud fra fastlagte metoder. \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Flere virksomheder i branchen har udtrykt behov for netop en udvikling af nogle evalueringsstandarder og <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">-v\u00e6rkt\u00f8jer baseret p\u00e5 best practice, som kan hj\u00e6lpe de ud\u00f8vende kommunikat\u00f8rer. AMEC\u2019s integrerede evaluerings-framework er et skridt i denne retning.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I udviklingen af v\u00e6rkt\u00f8jet har AMEC set p\u00e5 PR-evalueringsmodeller for andre brancher og discipliner, blandt andet performance management, offentlig administration, organisationsudvikling samt reklame- og marketing-branchen. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Programevaluering<\/span> <span style=\"font-weight: 400;\">er en veludviklet disciplin inden for is\u00e6r offentlig administration med fundament i evalueringsteori og forandringsteori \u2013 for eksempel viden om hvordan og hvorfor noget forandrer sig, og hvordan forandringer kan p\u00e5virkes. Inden for programevalueringspraksissen i offentlig administration og discipliner som projektledelse er programmerne baserede p\u00e5 logiske modeller, som ofte anvendes som implementeringsmodeller. Mens nogen evalueringsmodeller inden for PR- og kommunikationsfaget tr\u00e6kker p\u00e5 dele af program logic-modellerne, er det meste af den viden og de ressourcer, som andre brancher og discipliner anvender, blevet overset, hvilket har resulteret i<\/span> <span style=\"font-weight: 400;\">mistede muligheder, fragmentering, og at man gang p\u00e5 gang har \u201dgenopfundet hjulet\u201d. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ved netop at unders\u00f8ge andre brancher, blandt andet offentlig administration, ledelsesstudier og statskundskabsfag, er dette framework i stand til at identificere ofte anvendte tilgange og <\/span><b>best practices<\/b><span style=\"font-weight: 400;\"> og l\u00e6gge disse som grundsten i <\/span><b>standardiseringen<\/b><span style=\"font-weight: 400;\">. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Eksempelvis plejer PR-evalueringsmodeller at identificere tre eller fire stadier af kommunikationsprogrammer og kampagner \u2013 for eksempel inputs, outputs, outcomes og til tider outtakes \u2013 mens andre PR-evalueringsmodeller introducerer nye begreber som outflows og outgrowths. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Et par eksempler p\u00e5 program logic-modeller, der derimod anvendes p\u00e5 tv\u00e6rs af brancher p\u00e5 verdensplan er: \u00a0<\/span><\/p>\n<p><b>Kellogg Stiftelsens program logic-model<\/b><span style=\"font-weight: 400;\"> (Kellogg Foundation, 1998\/2004) identificerer fem hovedstadier \u2013 inputs (indsats), activities (aktiviteter), outputs (resultater), outcomes (effekter) og impact (indflydelse). (Se: <\/span><a href=\"http:\/\/www.epa.gov\/evaluate\/pdf\/eval-guides\/logic-model-development-guide.pdf\"><b>http:\/\/www.epa.gov\/evaluate\/pdf\/eval-guides\/logic-model-development-guide.pdf<\/b><\/a><span style=\"font-weight: 400;\">)<\/span><\/p>\n<p><b>Program logic-modellen fra University of Wisconsin-Extension<\/b><span style=\"font-weight: 400;\"> (Taylor-Power &amp; Henert, 2008), som planl\u00e6gger og evaluerer programmer i forhold til input. Outputs (resultater) deles op i aktiviteter og deltagelse, og outcome-impact (effekt-indflydelse) opdeles i kortsigtet, mellemlang og langsigtet. Hvormed modellen opn\u00e5r seks stadier i alt. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">(Se: <\/span><a href=\"http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf\"><b>http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf<\/b><\/a><span style=\"font-weight: 400;\">)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">AMEC\u2019s integrerede evaluerings-framework tager udgangspunkt i de udbredte logic-modeller og underst\u00f8ttet af et solidt, teoretisk fundament og gennemtestning, er frameworket tilpasset kommunikationsfaget.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Best practice i kommunikationsevaluering tr\u00e6kker ligeledes p\u00e5 kommunikations- og medieteorier, s\u00e5 som <\/span><b>stadierne for informationsprocessor<\/b><span style=\"font-weight: 400;\">, som blev identificeret af W.J. McGuire (1985, 2001) i <\/span><i><span style=\"font-weight: 400;\">Handbook of Social Psychology<\/span><\/i><span style=\"font-weight: 400;\"> og i <\/span><b>matrixen for kommunikationsovertalelse<\/b><span style=\"font-weight: 400;\">. AIDA-modellen (attention, interest, desire, action), som anvendes i reklamebranchen, tr\u00e6kker spor tilbage til McGuire, selvom en komplet liste over stadier i informationsprocesser er langt mere omfattende og indeholder trin s\u00e5 som eksponering, opm\u00e6rksomhed, forst\u00e5else, pr\u00e6ference, loyalitet, venlighed, tilegnelse af kundskaber eller viden, holdnings\u00e6ndring, hensigt og action\/adf\u00e6rd (McGuire 2001). <\/span><\/p>\n<p><span style=\"font-weight: 400;\">AMEC\u2019s integrerede evaluerings-framework kombinerer og integrerer best practice fra alle disse felter, hvilket bidrager til en ensretning af evalueringer inden for strategisk kommunikation og en standardisering, som sikrer stringens og validitet. <\/span><\/p>\n<p id=\"u10245-2\"><span style=\"font-weight: 400;\">Taksonomi, modeller, v\u00e6rkt\u00f8jer og indhold, der er produceret som en del af dette AMEC-framework, falder ogs\u00e5 inden for rammerne for planl\u00e6gnings- og programmodeller udviklet inden for PR og koncernkommunikation. Dette inkluderer <\/span><b>RACE-modellen<\/b><span style=\"font-weight: 400;\">, som st\u00e5r for research, action, communication og evaluation (Marston, 1981), <\/span><b>ROPE-modellen<\/b><span style=\"font-weight: 400;\">, som st\u00e5r for research, objectives, program\/plan, evaluation (Hendrix, 1995), den udvidede <\/span><b>RAISE-model<\/b><span style=\"font-weight: 400;\">: research, adaption, implementation, strategy, evaluation samt Sheila Crifasis <\/span><b>ROSIE-model<\/b><span style=\"font-weight: 400;\"> (2000), som til dels omrangerer stadierne til research, objectives, strategies, implementation, evaluation.<\/span><\/p>\n<p id=\"u10245-55\"><strong>Jim Macnamara<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Professor i offentlig kommunikation,<\/span><\/p>\n<p id=\"u10245-59\">University of Technology, Sydney<\/p>\n<p id=\"u10245-62\"><span style=\"font-weight: 400;\">Referencer:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">AMEC (Association for Measurement and Evaluation of Communication. (2015). Barcelona Principles 2.0. Available at<\/span><a href=\"http:\/\/amecorg.com\/barcelona-principles-2-0-infographic\"><b>http:\/\/amecorg.com\/barcelona-principles-2-0-infographic<\/b><\/a><\/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\u00a0<\/span><a href=\"http:\/\/www.epa.gov\/evaluate\/pdf\/eval-guides\/logic-model-development-guide.pdf\"><b>http:\/\/www.epa.gov\/evaluate\/pdf\/eval-guides\/logic-model-development-guide.pdf<\/b><\/a><\/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 id=\"u10245-67\" class=\"ts-Default-Link-Style--copy\"><span style=\"font-weight: 400;\">Taylor-Power, E., &amp; Henert, E. (2008). Developing a logic model: Teaching and training guide. Retrieved from\u00a0<\/span><a href=\"http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf\"><b>http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf<\/b><\/a><\/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\">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":883,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"tags":[],"class_list":["post-846","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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