{"id":15227,"date":"2016-08-15T12:33:00","date_gmt":"2016-08-15T11:33:00","guid":{"rendered":"https:\/\/amecorg.com\/amecframework\/home\/supporting-material\/taxonomy\/"},"modified":"2025-01-07T20:22:52","modified_gmt":"2025-01-07T20:22:52","slug":"taxonomy","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/amecframework\/fr\/home\/supporting-material\/taxonomy\/","title":{"rendered":"Taxonomy"},"content":{"rendered":"<div id='top'  class='avia-section av-qt9wzdn-7e064c20d44ef2fd5580cb99a9abf1dc main_color avia-section-default avia-no-shadow  avia-builder-el-0  el_before_av_hr  avia-builder-el-first  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-15227'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-qi7lzob-a2e2bfe84d51e3a74c4559f83bb2554c\">\n.flex_column.av-qi7lzob-a2e2bfe84d51e3a74c4559f83bb2554c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-qi7lzob-a2e2bfe84d51e3a74c4559f83bb2554c av_one_full  avia-builder-el-1  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-q076sqj-2c92bcfd8628c6ca5bfc585d119c9888\">\n#top .av_textblock_section.av-q076sqj-2c92bcfd8628c6ca5bfc585d119c9888 .avia_textblock{\nfont-size:35px;\n}\n<\/style>\n<section  class='av_textblock_section av-q076sqj-2c92bcfd8628c6ca5bfc585d119c9888 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock taxonomy-of-evaluation'  itemprop=\"text\" ><p style=\"text-align: center; margin-top: -20px;\">A TAXONOMY OF EVALUATION<br \/>\nTOWARDS STANDARDS<\/p>\n<\/div><\/section><\/div>\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-15227'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-per60m3-e360f73288794b12b28bc7c24b228a51\">\n#top .hr.av-per60m3-e360f73288794b12b28bc7c24b228a51{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-per60m3-e360f73288794b12b28bc7c24b228a51 .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-per60m3-e360f73288794b12b28bc7c24b228a51 hr-custom  avia-builder-el-3  el_after_av_section  el_before_av_one_third  avia-builder-el-first  hr-center hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-p86kct7-047f8ab8fa2e95d89a17e6b8be0eb3e7\">\n.flex_column.av-p86kct7-047f8ab8fa2e95d89a17e6b8be0eb3e7{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-p86kct7-047f8ab8fa2e95d89a17e6b8be0eb3e7 av_one_third  avia-builder-el-4  el_after_av_hr  el_before_av_one_third  first flex_column_div av-zero-column-padding  '     ><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-osi5fbv-441182cbf7e6194671707ff3da2b1691\">\n.flex_column.av-osi5fbv-441182cbf7e6194671707ff3da2b1691{\nborder-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-osi5fbv-441182cbf7e6194671707ff3da2b1691 av_one_third  avia-builder-el-5  el_after_av_one_third  el_before_av_one_third  jump-button flex_column_div  '     ><section  class='av_textblock_section av-o6q7z3v-30e14fcb44cbcdf2525864c4f4901871 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock jump-button'  itemprop=\"text\" ><p style=\"text-align: center;\"><a href=\"#taxonomy-table\">Jump straight to the taxonomy itself<\/a><\/p>\n<\/div><\/section><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-nsezg6z-68b1ba449867028fe78c55210ca818d1\">\n.flex_column.av-nsezg6z-68b1ba449867028fe78c55210ca818d1{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-nsezg6z-68b1ba449867028fe78c55210ca818d1 av_one_third  avia-builder-el-7  el_after_av_one_third  el_before_av_one_full  flex_column_div av-zero-column-padding  '     ><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-n30uhyz-21127931183d3db098ed9d667aaa7cca\">\n.flex_column.av-n30uhyz-21127931183d3db098ed9d667aaa7cca{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-n30uhyz-21127931183d3db098ed9d667aaa7cca av_one_full  avia-builder-el-8  el_after_av_one_third  el_before_av_section  avia-builder-el-last  first flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-m5mw5szz-7f31239e8033eb97de9bbea2a060ba25 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><div id=\"u6560-4\" class=\"ts-Default-Link-Style--copy clearfix colelem shared_content\" data-content-guid=\"u6560-4_content\">\n<p id=\"u6560-2\" style=\"text-align: center;\"><strong>QU&rsquo;EST-CE QU&rsquo;UNE TAXONOMIE ET \u00c0 QUOI SERT-ELLE ?<\/strong><\/p>\n<\/div>\n<div id=\"u6543-43\" class=\"ts-Default-Link-Style--copy clearfix colelem shared_content\" style=\"text-align: center;\" data-content-guid=\"u6543-43_content\"><\/div>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-m5mwaaym-5b9a631f7abf685b22bf997351a7a252 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Dans le domaine des relations publiques (RP) et de la communication, une multitude de mod\u00e8les et de termes sont utilis\u00e9s, tels que inputs, outputs, outtakes, outflows, outgrowths, effects, results, et impact. De plus, une gamme encore plus large de mesures et de m\u00e9thodes d\u2019\u00e9valuation est propos\u00e9e pour chaque \u00e9tape, rendant ce domaine confus pour de nombreux praticiens.<br \/>\nCette page propose une taxonomie adapt\u00e9e \u00e0 la communication publique strat\u00e9gique. Une taxonomie est une cartographie permettant de cat\u00e9goriser concepts et termes, afin de montrer comment ils s\u2019agencent et se relient. Cette taxonomie identifie :<\/p>\n<ul>\n<li>Les grandes \u00e9tapes de la communication (par exemple les entr\u00e9es, les retomb\u00e9es, etc.) ;<\/li>\n<li>Les \u00e9tapes cl\u00e9s impliqu\u00e9es \u00e0 chaque niveau (comme la diffusion des informations, la r\u00e9ception par les publics, etc.) ;<\/li>\n<li>Des exemples de mesures et de jalons pouvant \u00eatre utilis\u00e9s dans l\u2019\u00e9valuation \u00e0 chaque \u00e9tape ;<\/li>\n<li>Les m\u00e9thodes les plus couramment utilis\u00e9es pour g\u00e9n\u00e9rer ces mesures et jalons.<\/li>\n<\/ul>\n<p>Un avantage important d&rsquo;une taxonomie est qu&rsquo;elle place les concepts, mesures, m\u00e9thodes, etc., au bon endroit \u2013 par exemple, elle permet d&rsquo;\u00e9viter de confondre les mesures de retomb\u00e9es avec celles de r\u00e9sultats. Contrairement \u00e0 un mod\u00e8le, une taxonomie tente d\u2019\u00e9num\u00e9rer tous les concepts, termes, mesures, et m\u00e9thodes cl\u00e9s dans un domaine. Un mod\u00e8le, lui, illustre une activit\u00e9 ou un programme sp\u00e9cifique en pratique. Les mod\u00e8les doivent s\u2019appuyer sur des concepts et m\u00e9thodes l\u00e9gitimes identifi\u00e9s dans le domaine et les appliquer de mani\u00e8re appropri\u00e9e.<\/p>\n<p>Les auteurs du texte largement utilis\u00e9 en relations publiques Effective Public Relations, Cutlip, Center et Broom, ont not\u00e9 \u00e0 plusieurs reprises, dans les \u00e9ditions de 1985 aux ann\u00e9es 2000, que \u00ab l&rsquo;erreur courante dans l&rsquo;\u00e9valuation des programmes est de substituer des mesures d&rsquo;un niveau \u00e0 celles d&rsquo;un autre \u00bb (1985, p. 295 ; 1994, p. 44 ; Broom, 2009, p. 358). De mani\u00e8re similaire, le professeur \u00e9m\u00e9rite en relations publiques Jim Grunig souligne que de nombreux praticiens utilisent \u00ab une mesure recueillie \u00e0 un certain niveau d&rsquo;analyse pour d\u00e9montrer un r\u00e9sultat \u00e0 un niveau sup\u00e9rieur \u00bb (2008, p. 89). Ce probl\u00e8me ne se limite pas aux relations publiques et \u00e0 la communication strat\u00e9gique. Le guide largement utilis\u00e9 de l\u2019Universit\u00e9 du Wisconsin (UWEX) sur les mod\u00e8les logiques d&rsquo;\u00e9valuation des programmes note, par exemple, que \u00ab les gens ont souvent du mal \u00e0 diff\u00e9rencier retomb\u00e9es et r\u00e9sultats \u00bb (Taylor-Power &#038; Henert, 2008, p. 19).<\/p>\n<p>Aucune taxonomie n\u2019est jamais compl\u00e8te, mais celle pr\u00e9sent\u00e9e ici s\u2019appuie sur un large \u00e9ventail d\u2019\u00e9tudes pour \u00eatre aussi exhaustive que possible (voir \u00ab <a href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/introduction.html\">Introduction to the AMEC Integrated Framework for Evaluation<\/a> \u00bb pour des d\u00e9tails sur l&rsquo;origine et les fondements de cette taxonomie et du cadre lui-m\u00eame).<\/p>\n<p><strong>NOTES POUR L\u2019UTILISATION DE CETTE TAXONOMIE<\/strong><\/p>\n<ol>\n<li>Les \u00e9tapes cl\u00e9s, mesures et jalons, ainsi que les m\u00e9thodes ne sont pas exhaustifs, et tous ne sont pas n\u00e9cessaires dans chaque programme. Ils indiquent des approches courantes et typiques pour \u00e9valuer la communication publique, comme la publicit\u00e9, les relations publiques ou la communication marketing. Les praticiens doivent s\u00e9lectionner les mesures, jalons et m\u00e9thodes pertinents, en choisissant id\u00e9alement au moins un \u00e9l\u00e9ment \u00e0 chaque \u00e9tape.<\/li>\n<li>L\u2019agencement des entr\u00e9es, activit\u00e9s et retomb\u00e9es, etc. ne doit pas \u00eatre interpr\u00e9t\u00e9 comme un processus strictement lin\u00e9aire. Un retour d&rsquo;information de chaque \u00e9tape doit \u00eatre utilis\u00e9 pour ajuster, affiner et modifier la strat\u00e9gie et les tactiques si n\u00e9cessaire. L&rsquo;\u00e9valuation est un processus it\u00e9ratif.<\/li>\n<li>Toutes les \u00e9valuations ne peuvent pas d\u00e9montrer un impact, en particulier lorsque l\u2019\u00e9valuation est men\u00e9e dans une p\u00e9riode relativement courte apr\u00e8s la communication. L\u2019impact se produit souvent plusieurs ann\u00e9es apr\u00e8s la communication. Par ailleurs, certains objectifs de communication publique visent \u00e0 cr\u00e9er une prise de conscience (une r\u00e9action ou r\u00e9sultat \u00e0 court terme) ou \u00e0 b\u00e2tir la confiance (un r\u00e9sultat interm\u00e9diaire). Cependant, en r\u00e8gle g\u00e9n\u00e9rale, l&rsquo;\u00e9valuation devrait aller au-del\u00e0 des retomb\u00e9es et des r\u00e9actions. Elle devrait au minimum identifier et rapporter des r\u00e9sultats, et si possible, des impacts.<\/li>\n<li>Une caract\u00e9ristique importante de cette taxonomie est que l&rsquo;impact inclut des r\u00e9sultats organisationnels, ceux des parties prenantes, ainsi que des r\u00e9sultats soci\u00e9taux. Cela s&rsquo;aligne sur la th\u00e9orie de l&rsquo;\u00e9valuation des programmes et les mod\u00e8les logiques (par exemple, Kellogg Foundation, 1998\/2004 ; Taylor-Power &#038; Henert, 2008 ; Wholey, 1979 ; Wholey, Hatry, &#038; Newcomer, 2010) ainsi que sur la th\u00e9orie de l\u2019excellence en RP, qui recommande de mener des \u00e9valuations aux niveaux suivants :<br \/>\n(a) niveau programme ;<br \/>\n(b) niveau fonctionnel (par exemple, d\u00e9partement ou unit\u00e9) ;<br \/>\n(c) niveau organisationnel ;<br \/>\n(d) niveau soci\u00e9tal (L. Grunig, J. Grunig &#038; Dozier, 2002, pp. 91\u201392).<\/li>\n<\/ol>\n<p>D\u00e9velopp\u00e9 par le professeur Jim Macnamara pour AMEC.<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-mtvjna3-8c8a609fc793723f3faf3943a8c3025d '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><b><span lang=\"EN-AU\">Developed by Professor Jim Macnamara for AMEC.<\/span><\/b><\/p>\n<\/div><\/section><\/p><\/div>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='taxonomy-table'  class='avia-section av-mfice2j-1803f0bd2babf2ab4f2f8a4a4c65c13b main_color avia-section-default avia-no-shadow  avia-builder-el-12  el_after_av_one_full  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-15227'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-m00psvv-103344644a7c09c32b2422e60b2691aa\">\n.flex_column.av-m00psvv-103344644a7c09c32b2422e60b2691aa{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-m00psvv-103344644a7c09c32b2422e60b2691aa av_one_full  avia-builder-el-13  avia-builder-el-no-sibling  first flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-lg4lmgr-fb9a4ce90d6f6a2e3855f34eb87c77dd '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center; margin-top: -57px;\"><a href=\"#top\">Back to top<\/a><\/p>\n<\/div><\/section><\/div>\n<\/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-15227'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-l2xfkkb-5601f5f8ebe8111c52f722d6ca25701d\">\n.flex_column.av-l2xfkkb-5601f5f8ebe8111c52f722d6ca25701d{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-l2xfkkb-5601f5f8ebe8111c52f722d6ca25701d av_one_full  avia-builder-el-15  el_after_av_section  el_before_av_one_full  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><div class='avia-data-table-wrap av-kmxxz8b-4f429286614b6acdf894ea951dcd1def avia_responsive_table avia-table-1'><table  class='avia-table avia-data-table avia_pricing_default  avia-builder-el-16  avia-builder-el-no-sibling  taxonomy-table'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Table\" ><tbody><tr class='avia-heading-row'><th class=''>\u00c9TAPES PRINCIPALES<\/th><th class=''>ENTR\u00c9ES<sup>2<\/sup><br \/>\n<\/th><th class=''>ACTIVIT\u00c9S<\/th><th class=''>RETOMB\u00c9ES<\/th><th class=''>R\u00c9ACTIONS<\/th><th class=''>R\u00c9SULTATS<\/th><th class=''>IMPACT ORGANISATIONEL<\/th><\/tr><tr class=''><td class=''>D\u00c9FINITION<\/td><td class=''>Ce dont vous avez besoin pour pr\u00e9parer votre campagne de communication<\/p>\n<p><\/td><td class=''>Ce que vous faites pour planifier et r\u00e9aliser votre campagne de communication<\/p>\n<p><\/td><td class=''>Ce qui a \u00e9t\u00e9 publi\u00e9 et a \u00e9t\u00e9 re\u00e7u par les publics cibles<\/p>\n<p><\/td><td class=''>Les r\u00e9actions des publics cibles et ce que le public retient de votre communication<\/p>\n<p><\/td><td class=''>Effets de votre communication sur le public<\/p>\n<p><\/td><td class=''>Les r\u00e9sultats qui sont provoqu\u00e9s, exclusivement ou en partie, par votre communication<\/p>\n<p><\/td><\/tr><tr class=''><td class=''>\u00c9TAPES CL\u00c9S<br \/>\nAU NIVEAU M\u00c9SO<\/td><td class=''>\u2022 Objectifs<br \/>\n\u2022 Budget<br \/>\n\u2022 Ressources (par exemple, personnel, organismes, installations, partenariats)<\/p>\n<p><\/td><td class=''>\u2022 Planification<br \/>\n\u2022 Production (par exemple, conception, r\u00e9daction, achat m\u00e9dia, relations avec les m\u00e9dias, partenariats m\u00e9dias, etc.)<\/td><td class=''>\u2022 Distribution<br \/>\n\u2022 Exposure<\/td><td class=''>Attention<br \/>\n\u2022 Sensibilisation<br \/>\n\u2022 Compr\u00e9hension<br \/>\n\u2022 Int\u00e9r\u00eat \/ appr\u00e9ciation<br \/>\n\u2022 Engagement<br \/>\n\u2022 Participation<br \/>\n\u2022 Consid\u00e9ration<\/td><td class=''>\u2022 Apprentissage \/ connaissance<br \/>\n\u2022 Changement d&rsquo;attitude<br \/>\n\u2022 Satisfaction<br \/>\n\u2022 Confiance<br \/>\n\u2022 Pr\u00e9f\u00e9rence<br \/>\n\u2022 Intention<\/td><td class=''> R\u00e9putation<br \/>\n\u2022 Relations \/ partenariats<br \/>\n\u2022 Conformit\u00e9 \/<br \/>\nactions de conformit\u00e9<br \/>\n\u2022 Changement organisationnel<br \/>\n\u2022 Changement public\/social<\/td><\/tr><tr class=''><td class=''><b>EXAMPLE METRICS &#038; MILESTONES<\/b><\/p>\n<p>MICRO-LEVEL<\/td><td class=''>\u2022 SMART objectives<br \/>\n\u2022 Targets \/ KPIs<\/td><td class=''>\u2022 Baselines \/ benchmarks<br \/>\n   (e.g., current awareness)<br \/>\n\u2022 Audience needs,<br \/>\n   preferences, etc.<br \/>\n\u2022 Strategic plan<br \/>\n\u2022 Evaluation plan<br \/>\n\u2022 Pre-test data (e.g.,<br \/>\n   creative concepts)<br \/>\n\u2022 Content produced (e.g.,<br \/>\n   media releases,<br \/>\n   Websites)<br \/>\n\u2022 Media relations<\/td><td class=''>\u2022 Publicity volume<br \/>\n\u2022 Media reach<br \/>\n\u2022 Impressions\/OTS<br \/>\n\u2022 Share of voice<br \/>\n\u2022 Tone\/sentiment\/<br \/>\n   favourability<br \/>\n\u2022 Messages placed<br \/>\n\u2022 Posts, tweets, etc.<br \/>\n\u2022 Advertising TARPs<br \/>\n\u2022 E-marketing volume<br \/>\n\u2022 CPM<br \/>\n\u2022 Clickthroughs<br \/>\n\u2022 Event attendance<\/td><td class=''>\u2022 Unique visitors<br \/>\n\u2022 Views<br \/>\n\u2022 Response (e.g., follows,<br \/>\n   likes, tags, shares,<br \/>\n   retweets)<br \/>\n\u2022 Return visits\/views<br \/>\n\u2022 Recall (unaided, aided)<br \/>\n\u2022 Positive comments<br \/>\n\u2022 Positive response in<br \/>\n   surveys, etc.<br \/>\n\u2022 Subscribers (e.g., RSS,<br \/>\n   newsletters)<br \/>\n\u2022 Inquiries<\/td><td class=''>\u2022 Message acceptance<br \/>\n\u2022 Trust levels<br \/>\n\u2022 Statements of support or<br \/>\n   intent<br \/>\n\u2022 Leads<br \/>\n\u2022 Registrations (e.g., organ<br \/>\n   donor list)<br \/>\n\u2022 Brand preference<br \/>\n\u2022 Trialling<br \/>\n\u2022 Joining<br \/>\n\u2022 Reaffirming (e.g., staff<br \/>\n   satisfaction)<\/td><td class=''>\u2022 Public\/s support<br \/>\n\u2022 Meet targets (e.g., blood<br \/>\n   donations; cancer<br \/>\n   screening membership,<br \/>\n   etc.)<br \/>\n\u2022 Sales increase<br \/>\n\u2022 Donations increase<br \/>\n\u2022 Cost savings<br \/>\n\u2022 Staff retention<br \/>\n\u2022 Customer retention\/<br \/>\n   loyalty<br \/>\n\u2022 Quality of life \/ wellbeing<br \/>\n   increase<\/td><\/tr><tr class=''><td class=''><b>METHODS<\/b><br \/>\nOF EVALUATION<\/td><td class=''>\u2022 Internal analysis<br \/>\n\u2022 Environmental scanning<br \/>\n\u2022 Feasibility analysis<br \/>\n\u2022 Risk analysis<\/td><td class=''>\u2022 Metadata analysis (e.g., past research and metrics)<br \/>\n\u2022 Market\/audience research  (e.g., surveys, focus groups, interviews)<br \/>\n\u2022 Stakeholder consultation<br \/>\n\u2022 Case studies (e.g., best practice)<br \/>\n\u2022 SWOT analysis (or PEST, \u2022 PESTLE, etc.)<br \/>\n\u2022 Pre-testing panels<br \/>\n\u2022 Peer review \/ expert review<\/td><td class=''>\u2022 Media metrics (e.g., audience statistics, impressions, CPM)<br \/>\n\u2022 Media monitoring<br \/>\n\u2022 Media content analysis (quant)<br \/>\n\u2022 Media content analysis (qual)<br \/>\n\u2022 Social media analysis (quant and qual)<br \/>\n\u2022 Activity reports (e.g., events, sponsorships)<\/td><td class=''>\u2022 Web statistics (e.g.,<br \/>\n   views, downloads)<br \/>\n\u2022 Social media analysis<br \/>\n   (qual \u2013 e.g.., comments)<br \/>\n\u2022 Feedback (e.g.,<br \/>\n   comments, letters)<br \/>\n\u2022 Ethnography<sup>10<\/sup><br \/>\n   (observation)<br \/>\n\u2022 Netnography<sup>11<\/sup> (online<br \/>\n   ethnography)<br \/>\n\u2022 Audience surveys (e.g., re<br \/>\n   awareness,<br \/>\n   understanding, interest,<br \/>\n   opinion)<br \/>\n\u2022 Focus group (as above)<br \/>\n\u2022 Interviews (as above)<\/td><td class=''>\u2022 Social media analysis<br \/>\n   (qual)<br \/>\n\u2022 Database statistics (e.g.,<br \/>\n   inquiry tracking<br \/>\n   identifying sources)<br \/>\n\u2022 Ethnography<br \/>\n   (observation)<br \/>\n\u2022 Netnography (online<br \/>\n   ethnography)<br \/>\n\u2022 Opinion polls<br \/>\n\u2022 Stakeholder surveys (e.g.,<br \/>\n   re satisfaction, trust)<br \/>\n\u2022 Focus groups (as above)<br \/>\n\u2022 Interviews (as above)<br \/>\n\u2022 Net Promoter Score<br \/>\n   (NPS)<sup>12<\/sup><\/td><td class=''>\u2022 Database records (e.g.,<br \/>\n   blood donations, health<br \/>\n   outcomes, membership,<br \/>\n   etc.)<br \/>\n\u2022 Sales tracking<br \/>\n\u2022 Donation tracking<br \/>\n\u2022 CRM data<br \/>\n\u2022 Staff survey data<br \/>\n\u2022 Reputation studies<br \/>\n\u2022 Cost Benefit Analysis\/<br \/>\n   Benefit Cost Ratio<br \/>\n\u2022 ROI (if there are financial<br \/>\n   objectives)<br \/>\n\u2022 Econometrics<sup>13<\/sup><br \/>\n\u2022 Quality of life scales &#038;<br \/>\n   wellbeing measures<\/td><\/tr><\/tbody><\/table><\/div><style type='text\/css'>.avia-table-1 td:nth-of-type(1):before { content: '\u00c9TAPES PRINCIPALES'; } .avia-table-1 td:nth-of-type(2):before { content: 'ENTR\u00c9ES2\n'; } .avia-table-1 td:nth-of-type(3):before { content: 'ACTIVIT\u00c9S'; } .avia-table-1 td:nth-of-type(4):before { content: 'RETOMB\u00c9ES'; } .avia-table-1 td:nth-of-type(5):before { content: 'R\u00c9ACTIONS'; } .avia-table-1 td:nth-of-type(6):before { content: 'R\u00c9SULTATS'; } .avia-table-1 td:nth-of-type(7):before { content: 'IMPACT ORGANISATIONEL'; } <\/style><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1t12viz-06cfd0a60511f7bbe8c592f87ae1eed8\">\n.flex_column.av-1t12viz-06cfd0a60511f7bbe8c592f87ae1eed8{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-1t12viz-06cfd0a60511f7bbe8c592f87ae1eed8 av_one_full  avia-builder-el-17  el_after_av_one_full  el_before_av_one_full  supporting-footnotes-taxonomy first flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-m5mwiyv1-a433b604416eaf20e9412461a53fb264 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><strong>Notes explicatives pour la taxonomie de l&rsquo;\u00e9valuation<\/strong><\/p>\n<ol>\n<li>La confiance est consid\u00e9r\u00e9e comme un r\u00e9sultat interm\u00e9diaire car elle est recherch\u00e9e pour atteindre un impact \u00e0 plus long terme, tel qu\u2019\u00eatre \u00e9lu \u00e0 un poste gouvernemental ou fid\u00e9liser les clients d\u2019une entreprise. Elle n\u2019est pas une fin en soi.<\/li>\n<\/ol>\n<ol>\n<li>Certains mod\u00e8les logiques de programme qualifient cette premi\u00e8re \u00e9tape de Inputs\/Resources (entr\u00e9es\/ressources).<\/li>\n<li>Les retomb\u00e9es avanc\u00e9es (outtakes) chevauchent ou peuvent \u00eatre similaires aux r\u00e9sultats \u00e0 court terme (short-term outcomes). C\u2019est pourquoi les mod\u00e8les logiques les plus couramment utilis\u00e9s n\u2019incluent pas les outtakes comme une \u00e9tape distincte. Ces outtakes et outcomes peuvent \u00eatre cognitifs, affectifs (\u00e9motionnels) et\/ou conatifs (comportementaux).<\/li>\n<li>Les r\u00e9sultats \u00e0 long terme chevauchent parfois, ou sont consid\u00e9r\u00e9s comme \u00e9quivalents \u00e0 l\u2019impact.<\/li>\n<li>L\u2019impact est souvent \u00e9valu\u00e9 uniquement par rapport \u00e0 l\u2019organisation. Cependant, comme not\u00e9 dans l\u2019introduction, l\u2019impact sur les parties prenantes, les publics et la soci\u00e9t\u00e9 dans son ensemble doit \u00e9galement \u00eatre pris en compte. Cela est essentiel pour les gouvernements, les ONG et les organisations \u00e0 but non lucratif qui servent l\u2019int\u00e9r\u00eat public. De plus, l\u2019impact sur les parties prenantes et la soci\u00e9t\u00e9 fa\u00e7onne l\u2019environnement dans lequel op\u00e8rent les entreprises et informe les futures strat\u00e9gies.<\/li>\n<li>La causalit\u00e9 est tr\u00e8s difficile \u00e0 \u00e9tablir, en particulier lorsqu\u2019il existe de multiples facteurs contribuant \u00e0 l\u2019impact (r\u00e9sultats). Les trois r\u00e8gles cl\u00e9s de la causalit\u00e9 doivent \u00eatre appliqu\u00e9es :<br \/>\n(a) La cause all\u00e9gu\u00e9e doit pr\u00e9c\u00e9der l\u2019effet\/l\u2019impact all\u00e9gu\u00e9.<br \/>\n(b) Il doit exister une relation claire entre la cause et l\u2019effet (par exemple, des preuves que le public a acc\u00e9d\u00e9 et utilis\u00e9 les informations fournies).<br \/>\n(c) Les autres causes possibles doivent \u00eatre \u00e9cart\u00e9es autant que possible.<\/li>\n<li>Certaines m\u00e9thodologies incluent la planification dans les inputs. Si c\u2019est le cas, la recherche formative (qui devrait pr\u00e9c\u00e9der la planification) doit \u00e9galement \u00eatre incluse. La plupart des mod\u00e8les d\u2019\u00e9valuation identifient toutefois la recherche formative et la planification comme des activit\u00e9s cl\u00e9s du programme de communication. Les inputs sont g\u00e9n\u00e9ralement pr\u00e9-campagne.<\/li>\n<li>La r\u00e9ception fait r\u00e9f\u00e9rence aux informations ou messages re\u00e7us par les publics cibles, et se distingue de l\u2019exposition. Par exemple, un public peut \u00eatre expos\u00e9 \u00e0 un article dans un m\u00e9dia, mais passer \u00e0 c\u00f4t\u00e9 du message.<\/li>\n<li>L\u2019apprentissage (acquisition de connaissances) n\u2019est pas toujours n\u00e9cessaire, mais il est requis dans certaines campagnes de communication publique. Par exemple, les campagnes de sant\u00e9 pour promouvoir les aliments riches en calcium afin de r\u00e9duire l\u2019ost\u00e9oporose n\u00e9cessitent d\u2019abord une sensibilisation au probl\u00e8me.<\/li>\n<li>L\u2019ethnographie est une m\u00e9thode de recherche bas\u00e9e sur une observation de terrain intensive et prolong\u00e9e, souvent compl\u00e9t\u00e9e par des entretiens.<\/li>\n<li>La netnographie est une ethnographie en ligne qui analyse les comportements, attitudes et interactions des utilisateurs \u00e0 travers leurs commentaires et autres donn\u00e9es num\u00e9riques.<\/li>\n<li>Le score Net Promoter (Net Promoter Score) \u00e9value la probabilit\u00e9 qu\u2019un utilisateur recommande une marque \u00e0 un ami. Les scores vont de 0 \u00e0 10 :<br \/>\n0\u20136 : D\u00e9tracteurs<br \/>\n7\u20138 : Passifs<br \/>\n9\u201310 : Promoteurs<\/li>\n<\/ol>\n<ol>\n<li>L\u2019\u00e9conom\u00e9trie applique les math\u00e9matiques et les statistiques pour tester des hypoth\u00e8ses et identifier des relations \u00e9conomiques bas\u00e9es sur des donn\u00e9es empiriques.<\/li>\n<\/ol>\n<\/div><\/section><\/div><\/p>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1dfzz17-7aefc108a0ff2a43c6c45f11eb44ca53\">\n.flex_column.av-1dfzz17-7aefc108a0ff2a43c6c45f11eb44ca53{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-1dfzz17-7aefc108a0ff2a43c6c45f11eb44ca53 av_one_full  avia-builder-el-19  el_after_av_one_full  el_before_av_one_full  abbreviations-taxonomy first flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-m5mwl0aq-9a61203cd757ae5b08cdee24639b45bf '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock abbreviations'  itemprop=\"text\" ><p><strong>Abr\u00e9viations<\/strong><br \/>\nCPM : Co\u00fbt pour mille<br \/>\nKPI : Indicateur cl\u00e9 de performance<br \/>\nOTS : Opportunit\u00e9s de voir (souvent \u00e9quivalent aux impressions)<br \/>\nPEST\/PESTLE : M\u00e9thodes d\u2019analyse strat\u00e9gique prenant en compte des facteurs politiques, \u00e9conomiques, sociaux, technologiques (et l\u00e9gaux\/environnementaux).<br \/>\nROI : Retour sur investissement<br \/>\nSMART : Objectifs sp\u00e9cifiques, mesurables, atteignables, pertinents et temporellement d\u00e9finis<br \/>\nSWOT : Analyse des forces, faiblesses, opportunit\u00e9s, menaces<\/p>\n<\/div><\/section><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-sxz1jv-c9581866f86a262c3ae8f75817c73137\">\n.flex_column.av-sxz1jv-c9581866f86a262c3ae8f75817c73137{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-sxz1jv-c9581866f86a262c3ae8f75817c73137 av_one_full  avia-builder-el-21  el_after_av_one_full  avia-builder-el-last  references-taxonomy first flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-m5mwmagt-69a52f051df88883b3d23c068bcfc4f0 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock references'  itemprop=\"text\" ><p><strong>R\u00c9F\u00c9RENCES &#038; RESSOURCES<\/strong><br \/>\nBroom, G. (2009). Cutlip &#038; Center\u2019s effective public relations (10th ed.). Upper Saddle River, NJ: Pearson.<br \/>\nCutlip, S., Center, A., &#038; Broom, G. (1985). Effective public relations (6th ed.). Englewood Cliffs, NJ: Prentice Hall.<br \/>\nCutlip, S., Center, A., &#038; Broom, G. (1994). Effective public relations (7th ed). Upper Saddle River, NJ: Prentice Hall.<br \/>\nGrunig, J. (2008). Conceptualizing quantitative research in public relations. In B. van Ruler, A. Tkalac Ver\u0109i\u0109, &#038; D. Ver\u0109i\u0109 (Eds.), Public relations metrics: research and evaluation (pp. 88\u2013119). New York, NY: Routledge.<br \/>\nGrunig, L., Grunig J., &#038; Dozier, D. (2002). Excellent organizations and effective organizations: A study of communication management in three countries. Mahwah, NJ: Lawrence Erlbaum.<br \/>\nStacks, D., &#038; 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\">http:\/\/www.instituteforpr.org\/topics\/dictionary-of-public-relations-measurement-and-research<\/a><br \/>\nTaylor-Power, E., &#038; Henert, E. (2008). Developing a logic model: Teaching and training guide. Retrieved from<a class=\"nonblock\" href=\"http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf\" target=\"_blank\" rel=\"noopener\">http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf<\/a><br \/>\nWholey, J. (1979). Evaluation: Promise and performance. Washington, DC: Urban Institute Press.<br \/>\nWholey J., Hatry, H., &#038; Newcomer, K. (Eds.). (2010). Handbook of practical program evaluation (3rd ed.). San Francisco, CA: Jossey-Bass.<\/p>\n<\/div><\/section><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":15223,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"tags":[],"class_list":["post-15227","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>Taxonomy - 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=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Taxonomy - AMEC Integrated Evaluation Framework\" \/>\n<meta property=\"og:url\" content=\"https:\/\/amec.blazedev.co.uk\/amecframework\/fr\/home\/supporting-material\/taxonomy\/\" \/>\n<meta property=\"og:site_name\" content=\"AMEC Integrated Evaluation Framework\" \/>\n<meta property=\"article:modified_time\" content=\"2025-01-07T20:22:52+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/fr\/home\/supporting-material\/taxonomy\/\",\"url\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/fr\/home\/supporting-material\/taxonomy\/\",\"name\":\"Taxonomy - 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