{"id":1178,"date":"2017-04-28T13:55:22","date_gmt":"2017-04-28T12:55:22","guid":{"rendered":"http:\/\/amecorg.com\/amecframework\/hr\/?page_id=1178"},"modified":"2017-04-28T13:55:22","modified_gmt":"2017-04-28T12:55:22","slug":"taxonomy","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/amecframework\/hr\/home\/supporting-material\/taxonomy\/","title":{"rendered":"Taxonomy"},"content":{"rendered":"<div id='top'  class='avia-section av-av_section-29380bcf3455b1959c0df92273a3ca79 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-1178'><div class='entry-content-wrapper clearfix'>\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-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-av_textblock-7f1066956f81e6629fcde6ff239064a8\">\n#top .av_textblock_section.av-av_textblock-7f1066956f81e6629fcde6ff239064a8 .avia_textblock{\nfont-size:35px;\n}\n<\/style>\n<section  class='av_textblock_section av-av_textblock-7f1066956f81e6629fcde6ff239064a8 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock taxonomy-of-evaluation'  itemprop=\"text\" ><p style=\"text-align: center; margin-top: -20px;\">TAKSONOMIJA VREDNOVANJA<br \/>\nPREMA STANDARDIMA<\/p>\n<\/div><\/section><\/div><\/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-1178'><div class='entry-content-wrapper clearfix'>\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-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><\/p>\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-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-av_one_third-70bcf6a5b8f6cf64519f651ebf272d93\">\n.flex_column.av-av_one_third-70bcf6a5b8f6cf64519f651ebf272d93{\nborder-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-70bcf6a5b8f6cf64519f651ebf272d93 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-av_textblock-1984e877b9f7821f9f2384c060d55255 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock jump-button'  itemprop=\"text\" ><p style=\"text-align: center;\"><a href=\"#taxonomy-table\">Prebacite se odmah na taksonomsku klasifikaciju<\/a><\/p>\n<\/div><\/section><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_one_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-0aa7055fe62c3622faec82866afbaeb2 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><\/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-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-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   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>\u0160TO JE TAKSONOMIJA I \u010cEMU SLU\u017dI?<\/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-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><span style=\"font-weight: 400;\">Danas postoji \u0161irok raspon modela PR i komunikacijskog vrednovanja koji koriste jednako \u0161irok raspon pojmova koji uklju\u010duju ulazne podatke, komunikacijsku produkciju, inicijalne reakcije, ciljeve s dodanom vrijedno\u0161\u0107u pobolj\u0161ane komunikacijom, doseg PR poruka, u\u010dinke, rezultate i ishod. Za svaku pojedina\u010dnu fazu predla\u017eu se jo\u0161 opse\u017enija metrika i metode vrednovanja. Sve to ovo podru\u010dje \u010dini zbunjuju\u0107im za mnoge ljude u struci. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ova stranica predstavlja taksonomiju vrednovanja skrojenu prema potrebama strate\u0161ke javne komunikacije, pri \u010demu taksonomija predstavlja kategorizaciju i stavljanje i me\u0111uodnos pojedina\u010dnih koncepata i pojmova. Ova taksonomija identificira:<\/span><\/p>\n<ol id=\"u6543-15\" class=\"list0 nls-None\">\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">glavne faze komunikacije (npr. ulazne podatke, komunikacijsku produkciju, itd.);<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">klju\u010dne korake unutar svake faze (kao \u0161to su distribucija informacija, njihovo primanje od strane publika, itd.);<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">primjere mjerenja i referentnih to\u010daka koje se mo\u017ee generirati ili identificirati kao dio vrednovanja u svakoj fazi te<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">naj\u010de\u0161\u0107e kori\u0161tene metode za generiranje ovih mjerenja i referentnih to\u010daka.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Taksonomija se razlikuje od modela time \u0161to ona nastoji obuhvatiti SVE glavne koncepte, pojmove, metode, cjelokupnu metriku, i dr. unutar jednog podru\u010dja, dok je model ilustracija nekog specifi\u010dnog programa ili aktivnosti kojeg treba primijeniti u praksi. Me\u0111utim, modele treba temeljiti na konceptima i metodama koji su u nekom podru\u010dju prepoznati kao legitimni, te ih adekvatno primijeniti.<\/span><\/p>\n<p>Jedna od va\u017enih koristi taksonomije je da koncepte, metriku, metode i dr. stavlja na njihovo odgovaraju\u0107e mjesto, pa tako, na primjer, izbjegava mije\u0161anje mjerenja komunikacijske produkcije s mjerenjem komunikacijskih u\u010dinaka. Cutlip, Center i Broom, autori \u010desto citiranoga teksta o odnosima s javno\u0161\u0107u naslovljenog &#8220;U\u010dinkoviti odnosi s javno\u0161\u0107u&#8221;, opetovano su u svim izdanjima od 1985. i kasnih 2000-ih isticali u\u010destalu gre\u0161ku u programskom vrednovanju, a to je &#8220;zamjena mjerenja na jednoj razini mjerenjima na nekoj drugoj razini&#8221; (1985., str. 295; 1994., str. 44; Broom, 2009, str. 358). Jim Grunig, professor emeritus odnosa s javno\u0161\u0107u, tako\u0111er je sli\u010dnog stava da &#8220;mnogi PR stru\u010dnjaci koriste rezultate mjerenja prikupljene na jednoj razini analize u prikazu komunikacijskog u\u010dinka vi\u0161e razine analize&#8221; (2008., str. 89). Taj problem nije prisutan samo u odnosima s javno\u0161\u0107u i strate\u0161kom komuniciranju. U popularnome vodi\u010du Sveu\u010dili\u0161ta u Wisconsinu (UWEX) za programske logi\u010dke modele stoji, na primjer, da se ljudi &#8220;\u010desto mu\u010de oko razlike izme\u0111u komunikacijske produkcije i komunikacijskih u\u010dinaka&#8221; (Taylor-Power &amp; Henert, 2008., str. 19).<\/p>\n<p id=\"u6543-18\"><span style=\"font-weight: 400;\">Taksonomska klasifikacija nikada ne mo\u017ee biti kona\u010dna, ali taksonomija koju predstavljamo ovdje referira se na \u0161irok raspon istra\u017eivanja kako bi bila \u0161to sveobuhvatnija (za vi\u0161e detalja o po\u010decima i bazi ove taksonomije te samoga okvira, pogledajte &#8220;<\/span><a href=\"http:\/\/www.amecorg.com\/amecframework\/introduction.html\"><span style=\"font-weight: 400;\">Uvod u AMEC-ov okvir za integrirano vrednovanje<\/span><\/a><span style=\"font-weight: 400;\">&#8220;.)<\/span><\/p>\n<p id=\"u6543-30\"><span style=\"font-weight: 400;\">NAPOMENE UZ KORI\u0160TENJE OVE TAKSONOMSKE KLASIFIKACIJE<\/span><\/p>\n<ul id=\"u6543-39\" class=\"list0 nls-None\">\n<li id=\"u6543-32\"><span style=\"font-weight: 400;\">Klju\u010dni koraci, mjerenja i referentne to\u010dke te metode nisu iscrpni i nisu svi potrebni u svakome programu. Oni predstavljaju zajedni\u010dke i tipi\u010dne pristupe vrednovanju javne komunikacije, poput ogla\u0161avanja, odnosa s javno\u0161\u0107u, marketin\u0161kog komuniciranja itd. PR stru\u010dnjaci bi trebali odabrati ona mjerenja, referentne to\u010dke i metode koji su njima relevantni (idealno je barem jedno po svakoj fazi).<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Na\u010din na koji su ulazni podaci, aktivnosti, komunikacijska produkcija i dr. organizirani ne treba tuma\u010diti kao jednostavan, linearan proces. Povratne informacije iz svake faze treba primijeniti za &#8220;u\u0161timavanje&#8221;, prilagodbu pa i promjenu strategije i taktike, ako je potrebno. Vrednovanje je proces koji se neprestano revidira.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Ne mo\u017ee svako vrednovanje pokazati ishod\/u\u010dinak, pogotovo kada se vrednovanje radi relativno kratko nakon komuniciranja. On se \u010desto manifestira i po nekoliko godina nakon komunikacije. Osim toga, javna komunikacija mo\u017ee za svoje ciljeve imati podizanje svijesti o ne\u010demu (to je inicijalna reakcija ili kratkoro\u010dni komunikacijski u\u010dinak) ili izgradnju povjerenja (kao srednjoro\u010dni komunikacijski u\u010dinak). No, op\u0107e je pravilo da bismo iz vrednovanja trebali saznati mnogo vi\u0161e od toga kakva je bila komunikacijska produkcija i inicijalna reakcija publike. Vrednovanje nam u najmanju ruku treba identificirati i prikazati komunikacijske u\u010dinke te, kada je to mogu\u0107e, ishod.<\/span><\/li>\n<li>Jedna od va\u017enih karakteristika ove taksonomske klasifikacije je da ishod uklju\u010duje organizacijske, dioni\u010dke i dru\u0161tvene ishode\/komunikacijske u\u010dinke. To je u skladu s teorijom programskog vrednovanja i programskim logi\u010dkim modelima (npr. Kellogg Foundation, 1998.\/2004.; Taylor-Power &amp; Henert, 2008.; Wholey, 1979.; Wholey, Hatry, &amp; Newcomer, 2010.) te s teorijom izvrsnosti u odnosima s javno\u0161\u0107u, prema kojoj vrednovanje treba raditi na a) programskoj razini, 2) funkcionalnoj razini (npr. organizacijska jedinica, odjel), 3) organizacijskoj razini i 4) dru\u0161tvenoj razini (L. Grunig, J. Grunig &amp; Dozier, 2002., str. 91\u201392).<\/li>\n<\/ul>\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\" ><p><b><span lang=\"EN-AU\">Developed by Professor Jim Macnamara for AMEC.<\/span><\/b><\/p>\n<\/div><\/section><\/p><\/div><\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='taxonomy-table'  class='avia-section av-av_section-3fbfd01de096a8d7639870b402802ad3 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-1178'><div class='entry-content-wrapper clearfix'>\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-13  avia-builder-el-no-sibling  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 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-1178'><div class='entry-content-wrapper clearfix'><\/p>\n\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-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-av_table-6f0680863dba18481f7ee32ffb67d954 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=''><b>FAZE<\/b><br \/>\nMAKRORAZINA<\/th><th class=''>ULAZNI PODACI<sup>2<\/sup><br \/>\n<\/th><th class=''>AKTIVNOSTI<\/th><th class=''>KOMUN. PRODUKCIJA<\/th><th class=''>INICIJALNE REAKCIJE<sup>3<\/sup><\/th><th class=''>KOMUNIKACIJSKI U\u010cINCI<sup>4<\/sup><\/th><th class=''>ISHOD<sup>5<\/sup><\/th><\/tr><tr class=''><td class=''>Kratka definicija<br \/>\n<\/td><td class=''><br \/>\nOno \u0161to vam je potrebno u pripremi komunikacije<\/td><td class=''>Ono \u0161to poduzimate planiraju\u0107i i realiziraju\u0107i komunikaciju za svoje poruke<\/td><td class=''>Sve ono \u010demu izla\u017eete ciljanu publiku (npr. informacije i materijali)<\/td><td class=''>Ono \u0161to publika radi s va\u0161om porukom i kako je shva\u0107a<\/td><td class=''>U\u010dinci koje va\u0161a poruka ostavlja na publike<\/td><td class=''>Rezultati do kojih je djelomi\u010dno ili potpuno do\u0161lo zbog poruke koju ste vi komunicirali<\/td><\/tr><tr class=''><td class=''><b>KLJU\u010cNI KORACI<\/b><br \/>\nsrednja razina<\/td><td class=''><b>krajnji ciljevi<\/b><\/p>\n<p>bud\u017eet<\/p>\n<p>resursi (npr. ljudi, agencije, oprema, partnerstva)<\/td><td class=''>formativno istra\u017eivanje<\/p>\n<p>planiranje<sup>7<\/sup><\/p>\n<p>produkcija (npr. kreativni dio \u2013<br \/>\ndizajn, pisanje, zatim ulaganje u oglasni prostor, odnosi s medijima, itd.)<\/td><td class=''>distribucija<\/p>\n<p>produciranje<\/p>\n<p>primanje<sup>8<\/sup><\/td><td class=''>ozornost<\/p>\n<p>svjesnost<\/p>\n<p>razumijevanje<\/p>\n<p>zainteresiranost\/<br \/>\nsvi\u0111anje<\/p>\n<p>anga\u017eiranost<\/p>\n<p>naknadno promi\u0161ljanje<\/td><td class=''>u\u010denje\/znanje<sup>9<\/sup><\/p>\n<p>promjena stava<\/p>\n<p>zadovoljstvo<\/p>\n<p>povjerenje<\/p>\n<p>preferencije<\/p>\n<p>namjere<\/p>\n<p>javno zagovaranje<\/td><td class=''><br \/>\nreputacija<\/p>\n<p>odnosi<\/p>\n<p>uskla\u0111ivanje sa standardima<\/p>\n<p>organizacijske promjene<\/p>\n<p>javne\/dru\u0161tvene promjene<\/td><\/tr><tr class=''><td class=''><b>PRIMJERI METRIKE I REFERENTNIH TO\u010cAKA<\/b><br \/>\nmikrorazina<\/td><td class=''>ciljevi koji su specifi\u010dni, mjerljivi, dose\u017eni, bitni, vremenski definirani (eng. SMART)<\/p>\n<p>klju\u010dni pokazatelji uspje\u0161nosti<\/td><td class=''>utvr\u0111ivanje polazi\u0161nih\/referentnih to\u010daka (npr. trenutna percepcija i shva\u0107anje ne\u010dega)<\/p>\n<p>potrebe i preferencije publike itd.<\/p>\n<p>strate\u0161ki plan<\/p>\n<p>plan vrednovanja<\/p>\n<p>podaci preliminarnih ispitivanja (npr. kreativni koncepti)<\/p>\n<p>proizvedeni sadr\u017eaj (npr. objave za medije, internetske stranice)<\/p>\n<p>odnosi s medijima<\/td><td class=''>Koli\u010dina publiciteta<\/p>\n<p>Medijski doseg<\/p>\n<p>Dojmovi\/OTS<\/p>\n<p>Udio u online ogla\u0161avanju (SOV)<\/p>\n<p>ton\/orijentacija<\/p>\n<p>postovi, tvitovi, itd.<\/p>\n<p>gledanost me\u0111u ciljanom publikom (TARP)<\/p>\n<p>koli\u010dina e-ogla\u0161avanja<\/p>\n<p>tro\u0161ak (CPM \u2013 na tisu\u0107u ljudi)<br \/>\nprivu\u010deni klikovi<\/p>\n<p>posje\u0107enost doga\u0111anja<\/td><td class=''>jedinstveni posjeti<\/p>\n<p>pogledi<\/p>\n<p>reakcije (&#8220;lajkovi&#8221;, &#8220;tegovi&#8221;, &#8220;\u0161eranje&#8221;, itd. )<\/p>\n<p>naknadni posjeti\/pogledi<\/p>\n<p>pozitivni komentari<\/p>\n<p>pozitivni odgovori u anketama i sl.<\/p>\n<p>pretplatnici (npr. RSS, bilteni \u2013 newsletteri)<\/td><td class=''>prihva\u0107anje poruke<\/p>\n<p>stupnjevi povjerenja<\/p>\n<p>izjave otvorene podr\u0161ke ili namjere<\/p>\n<p>upiti<\/p>\n<p>leadovi (ozbiljni upiti potencijalnih kupaca)<\/p>\n<p>registracije (npr. na listu davatelja organa)<\/p>\n<p>preferirani brendovi<\/p>\n<p>testiranja<br \/>\nusluga\/proizvoda<\/p>\n<p>u\u010dlanjenja<br \/>\njavno zagovaranje<\/p>\n<p>potvrde zadovoljstva (npr. osoblja)<\/td><td class=''>podr\u0161ka javnosti<\/p>\n<p>ispunjavanje zadanih ciljeva (npr. broj doniranja krvi, snimanja radi ranog otkrivanja raka itd.)<\/p>\n<p>pove\u0107anje prodaje<\/p>\n<p>pove\u0107anje donacija<\/p>\n<p>u\u0161tede<\/p>\n<p>ve\u0107a lojalnost radnika<\/p>\n<p>ve\u0107a lojalnost kupaca<\/p>\n<p>bolja kvaliteta \u017eivota\/ve\u0107a dobrobit<\/td><\/tr><tr class=''><td class=''><b>METODE<\/b><br \/>\nvrednovanja<\/td><td class=''>interna analiza<\/p>\n<p>pra\u0107enje vanjskih okolnosti<\/p>\n<p>procjena izvedivosti<\/p>\n<p>procjena rizika<\/td><td class=''>analiza metapodataka (npr. prethodna istra\u017eivanja i mjerenja)<\/p>\n<p>istra\u017eivanja tr\u017ei\u0161ta\/publike (npr. ankete, fokusne skupine, intervjui)<\/p>\n<p>konzultacije s dionicima<br \/>\nstudije slu\u010daja (npr. primjeri dobre prakse)<\/p>\n<p>neka od analiza (SWOT, PEST(LE))<\/p>\n<p>preliminarne panel-rasprave<\/p>\n<p>ocjene kolega\/stru\u010dnjaka<\/td><td class=''>medijska mjerenja (npr. podaci o publici, dojmovi, CPM)<\/p>\n<p>pra\u0107enje medija<br \/>\n+analiza medijskoga sadr\u017eaja (kvantitativno)<\/p>\n<p>analiza medijskoga sadr\u017eaja (kvalitativno)<\/p>\n<p>analiza dru\u0161tv. medija (kvant. i kvalit.)<\/p>\n<p>izvje\u0161taji o aktivnostima (doga\u0111anja, sponzorstva)<\/td><td class=''>statistika s weba (npr. pogledi, u\u010ditavanja)<\/p>\n<p>analiza dru\u0161tvenih medija<\/p>\n<p>pra\u0107enje povratne informacije (npr. komentari, pisma)<\/p>\n<p>opis zajednice promatranjem (etnografija)10<\/p>\n<p>virtualna etnografija (netnografija11)<\/p>\n<p>anketiranje publike (svijest, razumijevanje, zanimanje, mi\u0161ljenje)<\/p>\n<p>fokus. skupina (kao gore)<\/p>\n<p>razgovori (kao gore)<\/td><td class=''>analiza dru\u0161tvenih medija (kvalitativna)<\/p>\n<p>statistika iz baze podataka (npr. pra\u0107enje upita radi identificiranja izvora)<\/p>\n<p>opis zajednice promatranjem (etnografija)<\/p>\n<p>virtualna etnografija (netnografija)<\/p>\n<p>ispitivanja javnog mnijenja<\/p>\n<p>anketiranje dionika<\/p>\n<p>fokusne skupine (kao gore)<\/p>\n<p>razgovori (kao gore)<\/p>\n<p>zadovoljstvo kupaca (NPS)<sup>12<\/sup><\/td><td class=''>podaci iz baza podataka (npr. broj donacija krvi, zdravstveni u\u010dinci, podaci o \u010dlanstvu itd.)<\/p>\n<p>pra\u0107enje prodaje<\/p>\n<p>pra\u0107enje donacija<\/p>\n<p>podaci iz CRM-a<\/p>\n<p>podaci iz anketiranja osoblja<br \/>\nreputacijske studije<\/p>\n<p>analize isplativosti (tro\u0161ka i koristi)<\/p>\n<p>povrat na investiciju (ROI) \u2013 ako postoje financijski ciljevi<\/p>\n<p>ekonometrika<sup>13<\/sup><\/p>\n<p>mjerenje kvalitete \u017eivota, dobrobiti<\/td><\/tr><\/tbody><\/table><\/div><style type='text\/css'>.avia-table-1 td:nth-of-type(1):before { content: 'FAZE\nMAKRORAZINA'; } .avia-table-1 td:nth-of-type(2):before { content: 'ULAZNI PODACI2\n'; } .avia-table-1 td:nth-of-type(3):before { content: 'AKTIVNOSTI'; } .avia-table-1 td:nth-of-type(4):before { content: 'KOMUN. PRODUKCIJA'; } .avia-table-1 td:nth-of-type(5):before { content: 'INICIJALNE REAKCIJE3'; } .avia-table-1 td:nth-of-type(6):before { content: 'KOMUNIKACIJSKI U\u010cINCI4'; } .avia-table-1 td:nth-of-type(7):before { content: 'ISHOD5'; } <\/style><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-35ffba341a9e5797256bba7ad31f3cf0\">\n.flex_column.av-av_one_full-35ffba341a9e5797256bba7ad31f3cf0{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-35ffba341a9e5797256bba7ad31f3cf0 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-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><strong>SUPPORTING FOOTNOTES FOR THE TAXONOMY OF EVALUATION<\/strong><\/p>\n<ol>\n<li>Povjerenje se smatra ishodom srednje razine jer se tra\u017ei radi postizanja dugoro\u010dnijeg u\u010dinka, poput dolaska na vlast, odr\u017eavanja poslovanja s klijentom i sl. Povjerenje samo po sebi nije krajnji cilj.<\/li>\n<li><span style=\"font-weight: 400;\">Neki programski logi\u010dki modeli odnose se na ovu prvu fazu kao Ulazni podaci\/Resursi.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Napredne inicijalne reakcije preklapaju se ili mogu biti iste kao kratkoro\u010dni u\u010dinci. Zbog toga naj\u010de\u0161\u0107e kori\u0161teni programski logi\u010dki modeli ne uzimaju inicijalne reakcije kao fazu. Inicijalne reakcije i komunikacijski u\u010dinci mogu biti kognitivni i\/li afektivni (emotivni) i\/li konativni (bihevioralni).<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Dugoro\u010dni u\u010dinci preklapaju se i ponekad se smatraju identi\u010dnima ishodu.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Ishod se \u010desto vrednuje samo u odnosu na organizaciju. No, kako je nazna\u010deno u uvodu, ishod u odnosu na dionike, publike i cjelokupno dru\u0161tvo tako\u0111er treba uzeti u obzir. To je klju\u010dno kod vlada, nevladinih organizacija, neprofitnih organizacija koje su usredoto\u010dene na slu\u017eenje javnome interesu. Tako\u0111er, ishod u odnosu na dionike i dru\u0161tvo utje\u010de i na poslovnu okolinu (odn., ovo vrednovanje dio je analiza vanjskih \u010dimbenika, publike i tr\u017ei\u0161ta koje \u0107e doprinijeti budu\u0107em planiranju).<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Uzro\u010dno-posljedi\u010dnu vezu \u010desto je te\u0161ko utvrditi, pogotovo kada na ishod (rezultat) djeluju vi\u0161estruki \u010dimbenici, kao \u0161to je \u010desto slu\u010daj. Moraju se primijeniti tri glavna pravila kauzalnosti: a) navodni uzrok mora prethoditi navodnom u\u010dinku\/ishodu; b) mora postojati jasna veza izme\u0111u navodnog uzroka i navodne posljedice (npr. dokaz da je publika zaista &#8220;konzumirala&#8221; informaciju koja je do\u0161la od vas) i c) ostali mogu\u0107i uzroci moraju se isklju\u010diti sa \u0161to ve\u0107im postotkom sigurnosti.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Neki u ulazne podatke uklju\u010duju i planiranje. No, u tom slu\u010daju formativno istra\u017eivanje (koje bi trebalo prethoditi planiranju) tako\u0111er treba biti uklju\u010deno u ulazne podatke. Ipak, ve\u0107ina modela programskog vrednovanja prepoznaje formativna istra\u017eivanja i planiranje kao klju\u010dne aktivnosti koje treba poduzeti u sklopu komunikacijskog programa. Ulazni podaci op\u0107enito spadaju u fazu prije kampanje.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Primanje se odnosi na one informacije ili poruke koje ciljane publike primaju i tu postoji mala razlika u odnosu na ono \u010demu je publika izlo\u017eena. Na primjer, publika mo\u017ee biti izlo\u017eena nekoj pri\u010di koju obra\u0111uju mediji koje ta publika koristi, ali ako oni preska\u010du tu pri\u010du, ne\u0107e biti informirani o njoj. Sli\u010dno tome, publika mo\u017ee posjetiti neko doga\u0111anje poput sajma i biti izlo\u017eena sadr\u017eaju koji je tamo izlo\u017een, ali svejedno ne primiti odre\u0111enu informaciju ili poruku (zato \u0161to ne obra\u0107a pozornost ili je to ne zanima, na primjer).<\/span><\/li>\n<li><span style=\"font-weight: 400;\">U\u010denje (odn. usvajanje znanja) nije nu\u017eno u svim slu\u010dajevima. Me\u0111utim, u nekim kampanjama javne komunikacije i javnih projekata jest. Na primjer, javnozdravstvene kampanje koje promi\u010du prehranu bogatu kalcijem i uzimanje dodataka za \u00a0prevenciju osteoporoze kod \u017eena zaklju\u010dile se da \u017eene, prije svega, treba educirati o osteoporozi (\u0161to je to, \u0161to je uzrokuje, itd.). Sli\u010dno tome, borba protiv pretilosti zahtijeva edukaciju o prehrani. Dok se razumijevanje odnosi na shva\u0107anje poruka koje se komunicira, u\u010denje se odnosi na usvajanje dubljeg ili \u0161ireg znanja koje je potrebno za postizanje krajnjih ciljeva. <\/span><\/li>\n<li><span style=\"font-weight: 400;\">Etnografija je istra\u017eiva\u010dka disciplina koja se temelji na intenzivnom neposrednom promatranju kroz du\u017ee vrijeme, \u010desto nadopunjena intervjuom i ostalim istra\u017eiva\u010dkim metodama. <\/span><\/li>\n<li><span style=\"font-weight: 400;\">Netnografija je virtualna etnografija u kojoj se intenzivno prate internetski korisnici radi identificiranja njihovog obrasca pona\u0161anja, njihovih stavova i dr. putem njihovih komentara, stranica koje otvaraju i ostalih sredstava digitalnog mjerenja. <\/span><\/li>\n<li><span style=\"font-weight: 400;\">Ocjena NPS (eng. net promoter score) je rangiranje na skali od 1 do 10 na temelju samo jednog pitanja: &#8220;Kolika je vjerojatnost da biste ovaj proizvo(brend, itd.) preporu\u010dili prijatelju ili kolegi? Ocjena od 6 i ni\u017ea tuma\u010di se kao nezadovoljstvo, ocjena 7 ili 8 kao ravnodu\u0161no zadovoljstvo, dok se ocjena 9 i 10 tuma\u010di kao jaka podr\u0161ka, zagovaranje vjernih korisnika. (v. <\/span><a href=\"https:\/\/www.netpromoter.com\/know\"><span style=\"font-weight: 400;\">https:\/\/www.netpromoter.com\/know<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/li>\n<li>Ekonometrika je primjena matematike i statisti\u010dkih metoda za testiranje hipoteza i identificiranje ekonomskih odnosa izme\u0111u faktora temeljenih na empirijskim podacima. (v. <a href=\"http:\/\/www.dummies.com\/how-to\/content\/econometrics-for-dummies-cheat-sheet.html\">http:\/\/www.dummies.com\/how-to\/content\/econometrics-for-dummies-cheat-sheet.html<\/a>)<\/li>\n<\/ol>\n<\/div><\/section><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-ce7704e8c9803d552aabd216f86414ca\">\n.flex_column.av-av_one_full-ce7704e8c9803d552aabd216f86414ca{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-ce7704e8c9803d552aabd216f86414ca 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-av_textblock-7b28236849ea9d61f0d419b81fd4954a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock abbreviations'  itemprop=\"text\" ><p><strong>ABBREVIATIONS<\/strong><br \/>\nCPM\u00a0 Cost per thousand (mille = Latin for thousand)<br \/>\nCRM Customer relationship management (data commonly held in CRM databases)<br \/>\nKPI\u00a0 Key Performance Indicator (see <a class=\"nonblock\" href=\"http:\/\/www.ap-institute.com\/what-is-a-key-performance-indicator.aspx\">http:\/\/www.ap-institute.com\/what-is-a-key-performance-indicator.aspx<br \/>\n<\/a>OTS\u00a0 Opportunities to see (usually calculated the same as \u2018impressions\u2019)<br \/>\nPEST\u00a0 An evaluation framework that examines \u2018political\u2019, \u2018economic\u2019, \u2018social\u2019 and \u2018technological\u2019 factors<br \/>\nPESTLE\u00a0 An evaluation framework that examines \u2018political\u2019, \u2018economic\u2019, \u2018social\u2019, \u2018technological\u2019, \u2018legal\u2019 and \u2018environmental\u2019 factors (also used as PESTEL, with \u2018environmental arranged before \u2018legal) (see http:\/\/pestleanalysis.com\/how-to-do-a-swot-analysis)<br \/>\nROI Return on investment<br \/>\nSMART Refers to objectives that are \u2018specific\u2019, \u2018measureable\u2019, \u2018achievable\u2019, \u2018relevant\u2019 (e.g., linked to organizational objectives), and \u2018time-bound\u2019 (i.e., within a specified period)<br \/>\nSWOT\u00a0 A strategic planning method that examines \u2018strengths\u2019, \u2018weakness\u2019, \u2018opportunities\u2019, \u2018threats\u2019<br \/>\nTARPs\u00a0 Target audience ratings points based on the ratings system used in advertising (see <a class=\"nonblock\" href=\"http:\/\/www.multimediabuying.com.au\/faq\" target=\"_blank\">http:\/\/www.multimediabuying.com.au\/faq<\/a>)<br \/>\nUWEX\u00a0 University of Wisconsin Extension program (see Taylor-Power &amp; Henert, 2008)<\/p>\n<\/div><\/section><\/div><\/p>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-0fd34ff97a6f55f6d4f438eeabb9a7c1\">\n.flex_column.av-av_one_full-0fd34ff97a6f55f6d4f438eeabb9a7c1{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-0fd34ff97a6f55f6d4f438eeabb9a7c1 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-av_textblock-787aaea060e08877c1e025c4d1d99375 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock references'  itemprop=\"text\" ><p><strong>REFERENCES &amp; FURTHER INFORMATION<\/strong><br \/>\nBroom, G. (2009). Cutlip &amp; Center\u2019s effective public relations (10th ed.). Upper Saddle River, NJ: Pearson.<br \/>\nCutlip, S., Center, A., &amp; Broom, G. (1985). Effective public relations (6th ed.). Englewood Cliffs, NJ: Prentice Hall.<br \/>\nCutlip, S., Center, A., &amp; 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, &amp; D. Ver\u0109i\u0109 (Eds.), Public relations metrics: research and evaluation (pp. 88\u2013119). New York, NY: Routledge.<br \/>\nGrunig, L., Grunig J., &amp; Dozier, D. (2002). Excellent organizations and effective organizations: A study of communication management in three countries. Mahwah, NJ: Lawrence Erlbaum.<br \/>\nStacks, 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\">http:\/\/www.instituteforpr.org\/topics\/dictionary-of-public-relations-measurement-and-research<\/a><br \/>\nTaylor-Power, E., &amp; 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\">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., &amp; Newcomer, K. (Eds.). (2010). Handbook of practical program evaluation (3rd ed.). 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