{"id":15191,"date":"2016-08-15T08:58:20","date_gmt":"2016-08-15T07:58:20","guid":{"rendered":"https:\/\/amecorg.com\/amecframework\/home\/"},"modified":"2025-01-07T16:25:46","modified_gmt":"2025-01-07T16:25:46","slug":"home","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/amecframework\/fr\/home\/","title":{"rendered":"Home"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-omvq9-38077ad3aa327854a5dec531a95b966f\">\n.avia-section.av-omvq9-38077ad3aa327854a5dec531a95b966f{\nbackground-repeat:no-repeat;\nbackground-image:url(https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Amec-Home-Header-Image-Muse.jpg);\nbackground-position:50% 50%;\nbackground-attachment:scroll;\n}\n<\/style>\n<div id='av_section_1'  class='avia-section av-omvq9-38077ad3aa327854a5dec531a95b966f main_color avia-section-default avia-no-shadow  avia-builder-el-0  el_before_av_one_third  avia-builder-el-first  home-banner avia-full-stretch avia-bg-style-scroll av-minimum-height av-minimum-height-custom av-height-custom  container_wrap fullsize'  data-section-bg-repeat='stretch' data-av_minimum_height_px='500'><div class='container av-section-cont-open' style='height:500px'><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-15191'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-nyj15-51480d5ad1da523450fe2e36660fd19b\">\n.avia-image-container.av-nyj15-51480d5ad1da523450fe2e36660fd19b img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-nyj15-51480d5ad1da523450fe2e36660fd19b .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-nyj15-51480d5ad1da523450fe2e36660fd19b av-styling- avia-align-center  avia-builder-el-1  el_before_av_textblock  avia-builder-el-first '   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-15196 avia-img-lazy-loading-not-15196 avia_image ' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/integrated-framework-logo-white-small.png\" alt='' title='integrated-framework-logo-white-small'  height=\"126\" width=\"203\"  itemprop=\"thumbnailUrl\"  \/><\/div><\/div><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-8ka9-d5707947466af4b657106d2e9ce174dd\">\n#top .av_textblock_section.av-8ka9-d5707947466af4b657106d2e9ce174dd .avia_textblock{\nfont-size:30px;\n}\n<\/style>\n<section  class='av_textblock_section av-8ka9-d5707947466af4b657106d2e9ce174dd '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center;\"><strong>LE CADRE D&rsquo;\u00c9VALUATION INT\u00c9GR\u00c9 DE L\u2019AMEC<\/strong><\/p>\n<\/div><\/section>\n<section  class='av_textblock_section av-mvfbd-64058a8890c8047415cf3ff3c1e0f431 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h1 style=\"text-align: center;\">BIENVENUE<\/h1>\n<\/div><\/section>\n<section  class='av_textblock_section av-mix8l-a8ed3138ca27147b7fcdf9737f811ea9 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><div id=\"u1005-bw\" class=\"browser_width colelem\">\n<div id=\"u1005\" class=\"FULL-BANNER museBGSize\">\n<div id=\"u1005_align_to_page\" class=\"clearfix\">\n<div id=\"u1104-4\" class=\"clearfix colelem shared_content\" data-content-guid=\"u1104-4_content\">\n<p style=\"text-align: center;\"><strong>Bienvenue au centre de ressources pour le nouveau Cadre d&rsquo;\u00c9valuation Int\u00e9gr\u00e9 de l\u2019AMEC. Cette section sp\u00e9ciale du site web de l\u2019AMEC a \u00e9t\u00e9 cr\u00e9\u00e9e pour r\u00e9pondre aux d\u00e9fis et pressions les plus courants auxquels les communicants font face aujourd&rsquo;hui, alors qu&rsquo;ils cherchent \u00e0 prouver leur valeur dans un paysage m\u00e9diatique en constante \u00e9volution.<\/strong><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"pu1889-24\" class=\"clearfix colelem\"><\/div>\n<\/div><\/section>\n<\/div><\/div><\/main><!-- close content main element --><\/div><\/div><div id='after_section_1'  class='main_color av_default_container_wrap container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-15191'><div class='entry-content-wrapper clearfix'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jw4ql-a5bcdd41b54c884fbc51ab3312ef844c\">\n.flex_column.av-jw4ql-a5bcdd41b54c884fbc51ab3312ef844c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-jw4ql-a5bcdd41b54c884fbc51ab3312ef844c av_one_third  avia-builder-el-5  el_after_av_section  el_before_av_one_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-jiya1-36fc39bbcd30620599558146b4d5361c '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>De nombreuses m\u00e9thodes et techniques d&rsquo;\u00e9valuation que l&rsquo;industrie consid\u00e9rait comme acquises pendant des ann\u00e9es ne suffisent plus. Avec la disparition des silos organisationnels, les professionnels des relations publiques sont amen\u00e9s \u00e0 travailler dans plusieurs disciplines de communication, \u00e0 mesurer leur efficacit\u00e9 et \u00e0 prouver leur valeur de mani\u00e8re significative. Le travail doit inclure les canaux payants, acquis, partag\u00e9s et d\u00e9tenus (mod\u00e8le \u00ab\u00a0PESO\u00a0\u00bb). Pour \u00eatre efficace en RP, il est d\u00e9sormais n\u00e9cessaire de planifier et de mesurer les communications de mani\u00e8re v\u00e9ritablement int\u00e9gr\u00e9e \u00e0 travers ces dimensions, allant au-del\u00e0 du simple comptage d&rsquo;activit\u00e9s pour d\u00e9montrer les effets.<\/p>\n<p>Dans une \u00e8re d&rsquo;implacable responsabilisation, il est essentiel d&rsquo;aller au-del\u00e0 de la simple mesure des contenus ou des \u00ab\u00a0r\u00e9sultats m\u00e9diatiques\u00a0\u00bb qui suffisaient largement ces 20 derni\u00e8res ann\u00e9es. Se limiter \u00e0 cette mesure revient \u00e0 compter les \u00e9l\u00e9ments de notre activit\u00e9, ce qui est sans pertinence sans r\u00e9sultats significatifs. Les professionnels des RP ne peuvent pas se permettre d\u2019\u00eatre per\u00e7us comme des \u00ab ex\u00e9cutants occup\u00e9s \u00bb centr\u00e9s uniquement sur l\u2019activit\u00e9. Au lieu de cela, il faut d\u00e9passer les mesures ax\u00e9es sur l\u2019activit\u00e9 pour d\u00e9montrer comment les RP et la communication ont contribu\u00e9 aux objectifs qui comptent pour l&rsquo;organisation.<\/p>\n<p>Le Cadre d&rsquo;\u00c9valuation Int\u00e9gr\u00e9 de l\u2019AMEC montre comment y parvenir, aide les <a href=\"http:\/\/<a href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/home\/supporting-material\/planning\/\">\u00ab\u00a0>professionnels des RP<\/a> \u00e0 planifier correctement et les soutient pour raconter une histoire de mesure significative. Il montre comment \u00ab\u00a0op\u00e9rationnaliser\u00a0\u00bb les Principes de Barcelone, les transformer en actions concr\u00e8tes, et prouver la valeur des RP de mani\u00e8re cr\u00e9dible et significative.<\/p>\n<p>L&rsquo;\u00e9l\u00e9ment interactif du Cadre d&rsquo;\u00c9valuation Int\u00e9gr\u00e9 vous guide \u00e0 travers le processus, depuis l&rsquo;alignement des objectifs, l&rsquo;\u00e9tablissement de rep\u00e8res, la cr\u00e9ation d&rsquo;un plan, la fixation d&rsquo;objectifs, jusqu&rsquo;\u00e0 la mesure des r\u00e9sultats, des r\u00e9actions, des impacts et des effets de votre travail. Utilis\u00e9 pleinement, ce cadre est \u00e0 la fois un outil de planification RP et un outil d&rsquo;\u00e9valuation. Travaillez dessus en amont d&rsquo;une campagne avec votre \u00e9quipe et utilisez-le pour d\u00e9finir ce \u00e0 quoi ressemble le succ\u00e8s \u00e0 chaque \u00e9tape du processus. \u00c9tablissez vos rep\u00e8res, d\u00e9finissez et enregistrez vos indicateurs cl\u00e9s de performance (KPI) et vos objectifs, puis revenez-y plus tard avec les r\u00e9sultats pour vous assurer de mesurer ce qui compte.<\/p>\n<p>Au fur et \u00e0 mesure que vous parcourez la version interactive du cadre, il fournit des informations suppl\u00e9mentaires et sugg\u00e8re des approches et des mesures potentielles que vous pourriez envisager. Ne manquez pas la <a href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/home\/supporting-material\/taxonomy\/\">Taxonomie de l\u2019AMEC<\/a>, tr\u00e8s utile dans ce processus. Bien s\u00fbr, il ne s&rsquo;agit pas d&rsquo;une liste exhaustive, et le cadre ne peut pas fournir les chiffres pour vous. Vous devrez toujours trouver les donn\u00e9es pertinentes \u00e0 ins\u00e9rer dans le cadre.<\/p>\n<\/div><\/section><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-is939-94f4830c2c453bbe0cc56c84fd80185c\">\n.flex_column.av-is939-94f4830c2c453bbe0cc56c84fd80185c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-is939-94f4830c2c453bbe0cc56c84fd80185c av_one_third  avia-builder-el-7  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  '     ><p><section  class='av_textblock_section av-i6op9-65a56cf5a6b37411fe1c90aa92a74ccd '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Le Cadre d&rsquo;\u00c9valuation Int\u00e9gr\u00e9 de l\u2019AMEC offre une approche coh\u00e9rente et cr\u00e9dible, adapt\u00e9e \u00e0 des organisations de toutes tailles, \u00e0 tout objectif souhait\u00e9, et \u00e0 tout budget. Aujourd&rsquo;hui, des organisations allant des plus grandes multinationales aux plus petites organisations \u00e0 but non lucratif utilisent le cadre pour planifier et mesurer l&rsquo;efficacit\u00e9 de leurs communications. Il est accessible \u00e0 tous, gratuit et non propri\u00e9taire, permettant \u00e0 toute organisation, qu&rsquo;il s&rsquo;agisse d&rsquo;universit\u00e9s, de d\u00e9partements internes, d&rsquo;agences RP ou d&rsquo;entreprises sp\u00e9cialis\u00e9es dans la mesure, de b\u00e9n\u00e9ficier de cette approche. Il a \u00e9t\u00e9 traduit en 22 langues et est enseign\u00e9 dans des cours acad\u00e9miques sur les RP et la communication \u00e0 travers le monde.<\/p>\n<p>Le Cadre d&rsquo;\u00c9valuation Int\u00e9gr\u00e9 remplace les cadres pr\u00e9c\u00e9dents de Mesures Valides et de Mesure des M\u00e9dias Sociaux de l\u2019AMEC. L&rsquo;industrie dispose d\u00e9sormais d&rsquo;une approche int\u00e9gr\u00e9e unique pour relever les d\u00e9fis de mesure et d&rsquo;\u00e9valuation actuels.<\/p>\n<p>En plus du cadre lui-m\u00eame, ce site propose de nombreux <a href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/home\/supporting-material\/expert-opinion\/\" target=\"_blank\" rel=\"noopener\">articles<\/a> a href=\u00a0\u00bbhttps:\/\/amec.blazedev.co.uk\/amecframework\/home\/supporting-material\/resources\/\u00a0\u00bb target=\u00a0\u00bb_blank\u00a0\u00bb rel=\u00a0\u00bbnoopener\u00a0\u00bb>et ressources suppl\u00e9mentaires<\/a> pour illustrer la mesure. Ceux-ci incluent une <a href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/home\/supporting-material\/taxonomy\/\">\u00ab\u00a0taxonomie d&rsquo;\u00e9valuation\u00a0\u00bb<\/a> qui r\u00e9pertorie et explique, pour chaque \u00e9tape du processus, les \u00e9tapes cl\u00e9s, les mesures, les jalons et les m\u00e9thodes \u00e0 consid\u00e9rer. C&rsquo;est l&rsquo;une des plus grandes ressources de l\u2019AMEC \u2013 ne la manquez pas : elle est disponible dans le menu d\u00e9roulant \u00ab\u00a0Mat\u00e9riel de support\u00a0\u00bb. Mes remerciements vont au Professeur Distingu\u00e9 Jim Macnamara de l&rsquo;Universit\u00e9 de Technologie de Sydney pour avoir cr\u00e9\u00e9 la taxonomie et l&rsquo;avoir g\u00e9n\u00e9reusement partag\u00e9e avec la communaut\u00e9 de l\u2019AMEC, ainsi que pour son leadership au sein de notre <a href=\"https:\/\/amecorg.com\/2015\/12\/amec-academic-group-launched\/\">groupe consultatif acad\u00e9mique<\/a>.<\/p>\n<p>Enfin, ne manquez pas ce court webinaire qui propose un <a href=\"https:\/\/youtu.be\/JDqi_nRCAsg\">guide pratique<\/a> sur l&rsquo;utilisation du cadre.<\/p>\n<p>Ce fut un grand privil\u00e8ge pour moi de diriger l&rsquo;\u00e9quipe de travail qui a travaill\u00e9 si dur pour cr\u00e9er et d\u00e9velopper ce cadre. Depuis une id\u00e9e originale con\u00e7ue entre moi et un grand ami de l\u2019AMEC, Don Bartholomew, une ressource \u00e9ducative de classe mondiale a \u00e9t\u00e9 cr\u00e9\u00e9e. Je ressens une immense fiert\u00e9 en constatant \u00e0 quel point ce cadre a \u00e9t\u00e9 adopt\u00e9 \u00e0 travers le monde. Plus de 2 000 organisations de toutes tailles basent d\u00e9sormais leur approche de la planification, de la mesure et de l&rsquo;\u00e9valuation de la communication sur le Cadre d&rsquo;\u00c9valuation Int\u00e9gr\u00e9. Son d\u00e9veloppement est le fruit d&rsquo;un \u00e9norme travail d&rsquo;\u00e9quipe, et je tiens \u00e0 <a href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/home\/acknowledgements\/\"remercier sinc\u00e8rement toutes<\/a> les personnes qui y ont contribu\u00e9.<\/p>\n<p><a href=\"http:\/\/www.linkedin.com\/in\/richardbagnall\" target=\"_blank\" rel=\"noopener\">Richard Bagnall<\/a>, Co-fondateur, CommsClarity Consulting<br \/>\nDirecteur du Conseil d\u2019Administration de l\u2019AMEC, Responsable de l\u2019\u00e9quipe Cadre d&rsquo;\u00c9valuation Int\u00e9gr\u00e9<\/p>\n<\/div><\/section><br \/>\n<section  class='avia-team-member av-hi8at-bea6871cf8193d093b7483fc66d4086d  avia-builder-el-9  el_after_av_textblock  avia-builder-el-last '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-45 avia-img-lazy-loading-not-45 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Richard-Bagnall.jpg\" alt='Richard Bagnall'  itemprop=\"image\"   height=\"92\" width=\"92\" srcset=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Richard-Bagnall.jpg 92w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Richard-Bagnall-80x80.jpg 80w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Richard-Bagnall-36x36.jpg 36w\" sizes=\"(max-width: 92px) 100vw, 92px\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/richardbagnall<\/span><a href='https:\/\/twitter.com\/richardbagnall' class='avia-team-icon av-gtcrx-7f275f87396312499bf878ccfc63666e twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'  target='_blank' data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Richard Bagnall<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Richard Bagnall, Co-fondateur, CommsClarity Consulting<br \/>\nDirecteur du Conseil d\u2019Administration de l\u2019AMEC, Responsable de l\u2019\u00e9quipe Cadre d\u2019\u00c9valuation Int\u00e9gr\u00e9<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/section><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-gk1wd-3c9779fc37b00b0fe103be8515ef02a3\">\n.flex_column.av-gk1wd-3c9779fc37b00b0fe103be8515ef02a3{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-gk1wd-3c9779fc37b00b0fe103be8515ef02a3 av_one_third  avia-builder-el-10  el_after_av_one_third  el_before_av_hr  flex_column_div av-zero-column-padding  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-fnm89-54c4a52c0619797caf4029c470ea4238\">\n#top .av-special-heading.av-fnm89-54c4a52c0619797caf4029c470ea4238{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-fnm89-54c4a52c0619797caf4029c470ea4238 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-fnm89-54c4a52c0619797caf4029c470ea4238 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-fnm89-54c4a52c0619797caf4029c470ea4238 av-special-heading-h3  avia-builder-el-11  el_before_av_codeblock  avia-builder-el-first '><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >REJOIGNEZ LA CONVERSATION<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1h3al-c55f2f649b4c06c03ca793715c1669fe\">\n#top .hr.hr-invisible.av-1h3al-c55f2f649b4c06c03ca793715c1669fe{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-1h3al-c55f2f649b4c06c03ca793715c1669fe hr-invisible  avia-builder-el-13  el_after_av_one_third  el_before_av_one_full '><span class='hr-inner '><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-drvq5-5e5a5fcd1896a916d482573443f100bb\">\n.flex_column.av-drvq5-5e5a5fcd1896a916d482573443f100bb{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-drvq5-5e5a5fcd1896a916d482573443f100bb av_one_full  avia-builder-el-14  el_after_av_hr  el_before_av_one_third  first flex_column_div av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-dfkld-29eefbf5cae88525876f9b0246421f49\">\n#top .av_textblock_section.av-dfkld-29eefbf5cae88525876f9b0246421f49 .avia_textblock{\nfont-size:30px;\n}\n<\/style>\n<section  class='av_textblock_section av-dfkld-29eefbf5cae88525876f9b0246421f49 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center;\">INTRODUCTION AU NOUVEL OUTIL INTERACTIF<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1axax-e97425f18de476e8cb92c30434280b09\">\n#top .hr.av-1axax-e97425f18de476e8cb92c30434280b09{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-1axax-e97425f18de476e8cb92c30434280b09 .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-1axax-e97425f18de476e8cb92c30434280b09 hr-custom  avia-builder-el-16  el_after_av_textblock  avia-builder-el-last  hr-center hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-chrgp-84d48453150cff11c99b2c9d0d32fa90\">\n.flex_column.av-chrgp-84d48453150cff11c99b2c9d0d32fa90{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-chrgp-84d48453150cff11c99b2c9d0d32fa90 av_one_third  avia-builder-el-17  el_after_av_one_full  el_before_av_one_third  first flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-bt7fp-232a8927b67f20d0d68e70c7561573d7 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Depuis sa cr\u00e9ation, AMEC milite pour une meilleure mani\u00e8re de mesurer les communications \u00e0 travers ses initiatives \u00e9ducatives et ses cadres de mesure. Ces derniers ont aid\u00e9 de nombreuses agences, clients et organisations \u00e0 am\u00e9liorer leur mesure et leur \u00e9valuation. Mais il \u00e9tait n\u00e9cessaire de cr\u00e9er un nouvel outil adapt\u00e9 aux complexit\u00e9s modernes des relations publiques et de la communication. Et, tant qu&rsquo;\u00e0 faire, nous voulions d\u00e9velopper un cadre convivial, intuitif et engageant.<\/p>\n<p>Un groupe de travail r\u00e9unissant des agences, des professionnels en interne, des chercheurs en marketing et des universitaires a con\u00e7u et d\u00e9velopp\u00e9 le nouveau Cadre d&rsquo;\u00c9valuation Int\u00e9gr\u00e9 interactif.<\/p>\n<\/div><\/section><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-au3xl-ce06bdbe8b5774711b2a31a7c581be90\">\n.flex_column.av-au3xl-ce06bdbe8b5774711b2a31a7c581be90{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-au3xl-ce06bdbe8b5774711b2a31a7c581be90 av_one_third  avia-builder-el-19  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-aj2bp-18ff3aa67d9daa5012d221333ac64bef '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Nous souhaitions concevoir un outil qui guide les utilisateurs \u00e0 travers un parcours de mesure clair, allant de la planification et de la d\u00e9finition d&rsquo;objectifs SMART, \u00e0 la d\u00e9finition du succ\u00e8s, \u00e0 la fixation des cibles, en passant par la mise en \u0153uvre et la mesure\/\u00e9valuation proprement dite. De mani\u00e8re importante, nous cherchions un m\u00e9canisme permettant \u00e0 une mesure cr\u00e9dible et significative de se g\u00e9n\u00e9raliser dans l&rsquo;industrie.<\/p>\n<p id=\"u2005-4\"><strong>LE NOUVEL OUTIL INTERACTIF<\/strong><\/p>\n<p>Nous l\u2019avons structur\u00e9 sous forme de tuiles pour un processus clair \u00e9tape par \u00e9tape. Chaque tuile est num\u00e9rot\u00e9e, de sorte que vous savez o\u00f9 vous en \u00eates dans le processus. Le parcours va des objectifs organisationnels et des objectifs de communication jusqu\u2019\u00e0 l\u2019impact sur l\u2019entreprise.<\/p>\n<\/div><\/section><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-a14q1-e800683458e9dec092919447df459137\">\n.flex_column.av-a14q1-e800683458e9dec092919447df459137{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-a14q1-e800683458e9dec092919447df459137 av_one_third  avia-builder-el-21  el_after_av_one_third  el_before_av_three_fourth  flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-99wjx-e1ae02872ab5b6a7450a7822379d8579 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>En cliquant sur chaque tuile, vous acc\u00e9dez \u00e0 un espace pour remplir votre travail. Pour vous guider, chaque interface contient une ic\u00f4ne (i) qui, lorsqu\u2019elle est cliqu\u00e9e, ouvre une fen\u00eatre contextuelle avec des informations suppl\u00e9mentaires et une explication de la section. De plus, \u00e0 l\u2019int\u00e9rieur de cette fen\u00eatre contextuelle, un lien vers une taxonomie de mesure vous offre encore plus d\u2019informations sur les types de mesures \u00e0 inclure.<\/p>\n<\/div><\/section><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-8xh95-20819a20134e762c60b3b88174e904a6\">\n.flex_column.av-8xh95-20819a20134e762c60b3b88174e904a6{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-8xh95-20819a20134e762c60b3b88174e904a6 av_three_fourth  avia-builder-el-23  el_after_av_one_third  el_before_av_section  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-88529-029ae134812ff6a25c57e3200fcc79dc\">\n.avia-image-container.av-88529-029ae134812ff6a25c57e3200fcc79dc img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-88529-029ae134812ff6a25c57e3200fcc79dc .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-88529-029ae134812ff6a25c57e3200fcc79dc av-styling- avia-align-center  avia-builder-el-24  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-15198 avia-img-lazy-loading-not-15198 avia_image ' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/LewisWheel.png\" alt='' title='LewisWheel'  height=\"783\" width=\"782\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/LewisWheel.png 782w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/LewisWheel-80x80.png 80w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/LewisWheel-300x300.png 300w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/LewisWheel-768x769.png 768w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/LewisWheel-36x36.png 36w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/LewisWheel-180x180.png 180w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/LewisWheel-705x705.png 705w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/LewisWheel-120x120.png 120w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/LewisWheel-450x451.png 450w\" sizes=\"(max-width: 782px) 100vw, 782px\" \/><\/div><\/div><\/div><\/div><\/p>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='explanation-blocks'  class='avia-section av-2mux-3f5c82b58539dab3439fdb203ec5ec08 main_color avia-section-no-padding avia-no-border-styling  avia-builder-el-25  el_after_av_three_fourth  el_before_av_one_full  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-15191'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-6m1xp-f8c2dec866738915003c7bbee9742f38\">\n.flex_column.av-6m1xp-f8c2dec866738915003c7bbee9742f38{\nborder-radius:10PX 10PX 10PX 10PX;\n}\n<\/style>\n<div  class='flex_column av-6m1xp-f8c2dec866738915003c7bbee9742f38 av_one_third  avia-builder-el-26  el_before_av_two_third  avia-builder-el-first  first flex_column_div  '     ><section  class='av_textblock_section av-67ttl-54839c4d0318807ef6dfac2e5de36d3d '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock objectives av_inherit_color'  itemprop=\"text\" ><h3 id=\"u1974-2\" style=\"text-align: center;\">OBJECTIFS<\/h3>\n<p id=\"u1974-4\">Comme toute bonne mesure, le processus doit commencer par des objectifs organisationnels clairs. Ceux-ci peuvent prendre de nombreuses formes, qu\u2019il s\u2019agisse de sensibilisation, d\u2019incitation, d\u2019adoption ou de demande. Les objectifs de communication doivent ensuite refl\u00e9ter et soutenir les objectifs organisationnels. Rappelez-vous, la diff\u00e9rence entre un objectif et un but est qu\u2019un objectif inclut une mesure d\u2019impact (par exemple, une augmentation de 20 % de la notori\u00e9t\u00e9 de la marque), alors qu\u2019un but est une aspiration (par exemple, augmenter la notori\u00e9t\u00e9 de la marque).<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-jyp9-398b04f4cba5325d1d9a832bc2af1a75 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock outputs av_inherit_color'  itemprop=\"text\" ><h3 id=\"u1992-2\" style=\"text-align: center;\">RETOMB\u00c9ES<\/h3>\n<p id=\"u1992-4\">Cette \u00e9tape concerne les mesures principales \u00e0 travers le cadre PESO. Par exemple : quelle a \u00e9t\u00e9 la port\u00e9e de la publicit\u00e9 payante, combien de visiteurs sur le site web, combien de publications, tweets ou retweets, combien de personnes ont assist\u00e9 \u00e0 l\u2019\u00e9v\u00e9nement, et combien de lecteurs potentiels pour la couverture m\u00e9diatique ? Ces mesures incluent des donn\u00e9es quantitatives et qualitatives.<\/p>\n<\/div><\/section><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-55u5h-11f3944cd560cd751cbd3c2e5841f4ca\">\n.flex_column.av-55u5h-11f3944cd560cd751cbd3c2e5841f4ca{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-55u5h-11f3944cd560cd751cbd3c2e5841f4ca av_two_third  avia-builder-el-29  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-4jjap-e1d1021687ab67d9120dadfc2b3fa3a5 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock inputs av_inherit_color'  itemprop=\"text\" ><h3 id=\"u1978-2\" style=\"text-align: center;\">ENTR\u00c9ES<\/h3>\n<p id=\"u1978-4\">Cette section couvre deux domaines importants. Premi\u00e8rement, d\u00e9finir les publics cibles de la campagne. Deuxi\u00e8mement, \u00e9laborer le plan strat\u00e9gique et d&rsquo;autres contributions, telles que l&rsquo;analyse de la situation, les ressources n\u00e9cessaires et les budgets.<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-3z3c9-e1b2b0e12027eb83fb25c688da4d1609 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock activities av_inherit_color'  itemprop=\"text\" ><h3 id=\"u1987-2\" style=\"text-align: center;\">ACTIVIT\u00c9S<\/h3>\n<p id=\"u1987-4\">Cette section d\u00e9crit les activit\u00e9s men\u00e9es, les tests ou recherches effectu\u00e9s, la production de contenu, etc. L\u2019outil reconna\u00eet l\u2019importance des m\u00e9dias pay\u00e9s, gagn\u00e9s, partag\u00e9s et poss\u00e9d\u00e9s (PESO) et permet aux utilisateurs d\u2019ajouter des \u00e9tiquettes correspondantes.<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-3kdeh-7f46593c58608030f5d957fbd1367931 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock out-takes av_inherit_color'  itemprop=\"text\" ><h3 id=\"u1996-2\" style=\"text-align: center;\">R\u00c9ACTIONS<\/h3>\n<p id=\"u1996-4\">Dans cette section, on mesure les r\u00e9ponses et r\u00e9actions des publics cibles aux activit\u00e9s. Quelle a \u00e9t\u00e9 leur attention au contenu ? Quel a \u00e9t\u00e9 leur rappel d\u2019information ? Ont-ils bien compris le sujet ? Le public a-t-il interagi avec le contenu ou s\u2019est-il abonn\u00e9 pour recevoir plus d\u2019informations<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-2lgax-e3a44a8876a5f46aecbdf67e2eeac521 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock outcomes av_inherit_color'  itemprop=\"text\" ><h3 id=\"u2001-2\" style=\"text-align: center;\">R\u00c9SULTATS<\/h3>\n<p id=\"u2001-4\">Cette section mesure l&rsquo;effet des communications sur le public cible. Par exemple : l\u2019audience cible a-t-elle am\u00e9lior\u00e9 sa compr\u00e9hension ? Son attitude envers le sujet a-t-elle chang\u00e9 ? La confiance ou la pr\u00e9f\u00e9rence ont-elles augment\u00e9 ? Y a-t-il eu un impact sur l\u2019intention d\u2019action (essai, abonnement, inscription) ou une augmentation du plaidoyer en ligne ?<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-1uqkp-d6548968ee5122a233acd8b8ec2b1bd3 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock impact av_inherit_color'  itemprop=\"text\" ><h3 id=\"u2008-2\" style=\"text-align: center;\">IMPACT ORGANISATIONEL<\/h3>\n<p id=\"u2008-4\">La section finale \u00e9value l\u2019impact sur les objectifs organisationnels. Elle examine les am\u00e9liorations en termes de r\u00e9putation, les relations d\u00e9velopp\u00e9es ou renforc\u00e9es, l&rsquo;augmentation des ventes ou des dons, les changements de politiques ou les progr\u00e8s sociaux. Cela constitue une d\u00e9monstration claire des r\u00e9sultats commerciaux et de leur lien avec les objectifs organisationnels.<\/p>\n<p>ET APR\u00c8S ?<br \/>\nUne fois termin\u00e9, cliquez sur le bouton \u00ab\u00a0SOUMETTRE\u00a0\u00bb pour convertir votre travail en PDF, que vous pourrez partager ou utiliser dans des r\u00e9unions ou pr\u00e9sentations. Si vous souhaitez modifier quelque chose, cliquez sur le bouton rouge en haut pour faire des changements, puis cliquez \u00e0 nouveau sur \u00ab\u00a0SOUMETTRE\u00a0\u00bb. Enregistrez ensuite le PDF sur votre ordinateur.<\/p>\n<\/div><\/section><\/p><\/div><\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='after_section_2'  class='main_color av_default_container_wrap container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-15191'><div class='entry-content-wrapper clearfix'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1g875-5c75b2e7a5f861d440da14ce25b6befb\">\n.flex_column.av-1g875-5c75b2e7a5f861d440da14ce25b6befb{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-1g875-5c75b2e7a5f861d440da14ce25b6befb av_one_full  avia-builder-el-35  el_after_av_section  avia-builder-el-no-sibling  first flex_column_div av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-13xu5-cb527bee52532b08f05f1d0bd904887e\">\n#top .av_textblock_section.av-13xu5-cb527bee52532b08f05f1d0bd904887e .avia_textblock{\ncolor:#ffffff;\n}\n<\/style>\n<section  class='av_textblock_section av-13xu5-cb527bee52532b08f05f1d0bd904887e '   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\/framework\/interactive-framework\/\" target=\"_blank\" rel=\"noopener noreferrer\">ACC\u00c9DEZ AU CADRE D&rsquo;\u00c9VALUATION INT\u00c9GR\u00c9 EN CLIQUANT ICI<\/a><\/p>\n<\/div><\/section><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"tags":[],"class_list":["post-15191","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>Home - AMEC Integrated Evaluation Framework<\/title>\n<meta name=\"description\" content=\"Welcome to the resource centre for AMEC\u2019s new Integrated Evaluation Framework. This section was put together to answer challenges faced by communicators\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Home - AMEC Integrated Evaluation Framework\" \/>\n<meta property=\"og:description\" content=\"Welcome to the resource centre for AMEC\u2019s new Integrated Evaluation Framework. 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