{"id":4169,"date":"2019-01-21T10:55:11","date_gmt":"2019-01-21T10:55:11","guid":{"rendered":"https:\/\/amecorg.com\/amecframework\/nb\/?page_id=4169"},"modified":"2019-01-21T10:55:11","modified_gmt":"2019-01-21T10:55:11","slug":"introduksjon","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/amecframework\/nb\/home\/framework\/introduksjon\/","title":{"rendered":"INTRODUKSJON"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c av_one_full  avia-builder-el-0  el_before_av_one_full  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_image-1bdfe0e7bd26bcace9ad09554b1a6d68\">\n.avia-image-container.av-av_image-1bdfe0e7bd26bcace9ad09554b1a6d68 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-av_image-1bdfe0e7bd26bcace9ad09554b1a6d68 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-av_image-1bdfe0e7bd26bcace9ad09554b1a6d68 av-styling- avia-align-center  avia-builder-el-1  avia-builder-el-no-sibling '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-166 avia-img-lazy-loading-not-166 avia_image ' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/integrated-framework-logo-small-1-1.png\" alt='' title='integrated-framework-logo-small (1)'  height=\"124\" width=\"205\"  itemprop=\"thumbnailUrl\"  \/><\/div><\/div><\/div><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c av_one_full  avia-builder-el-2  el_after_av_one_full  el_before_av_hr  first flex_column_div av-zero-column-padding  column-top-margin'     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_textblock-710f2b84645f078a27b61ae2c84de4a8\">\n#top .av_textblock_section.av-av_textblock-710f2b84645f078a27b61ae2c84de4a8 .avia_textblock{\nfont-size:25px;\n}\n<\/style>\n<section  class='av_textblock_section av-av_textblock-710f2b84645f078a27b61ae2c84de4a8 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center; font-weight: 900;\">INTRODUCTION TO THE AMEC INTEGRATED EVALUATION FRAMEWORK<br \/>\nWHERE DID IT COME FROM AND WHY IS IT IMPORTANT?<\/p>\n<\/div><\/section><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-cff9db79973b2b34cd1182f84c56818a\">\n#top .hr.av-av_hr-cff9db79973b2b34cd1182f84c56818a{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-cff9db79973b2b34cd1182f84c56818a .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-cff9db79973b2b34cd1182f84c56818a hr-custom  avia-builder-el-4  el_after_av_one_full  el_before_av_one_full  hr-center hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c av_one_full  avia-builder-el-5  el_after_av_hr  el_before_av_one_full  first flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-jr67m6dw-3e40876daf01936da93d9184dae8fa7c '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Kommunikat\u00f8rer har i et halvt \u00e5rhundre strevd med evaluering, if\u00f8lge ledere som Fraser Likely og akademikere som Emeritus Professor Tom Watson (Likely &amp; Watson, 2013). Mye bra arbeid og god fremgang er gjort med f.eks. Barcelona Declaration of Measurement Principles (AMEC, 2015). Men likevel m\u00f8ter kommunikat\u00f8rer varierende og ofte forvirrende modeller, m\u00e5leparametere og metoder, i tillegg til mangel p\u00e5 standarder. Dette er utvilsomt grunnen til at mange fortsatt ikke evaluerer basert p\u00e5 tydelige metoder.<\/p>\n<p>Flere bransjeorganisasjoner har anerkjent behovet for \u00e5 utvikle evaluering-standarder og tilbyr verkt\u00f8y basert p\u00e5 beste praksis. AMECs Integrated Evaluation Framework er et betydelig initiativ. I utviklingen av dette har AMEC arbeidet og fortsetter \u00e5 samarbeide med mange internasjonale bransjeorganisasjoner, kommunikat\u00f8rer og ledende akademikere innen evaluering og samfunnsvitenskap.<\/p>\n<p>Et viktig gjennombrudd for rammeverket er at AMEC har sett utenfor evalueringsmodeller for PR og ogs\u00e5 g\u00e5tt mot andre felt og disipliner, inkludert Performance Management, offentlig forvaltning, organisasjonsutvikling, reklame og markedsf\u00f8ring.<\/p>\n<p>\u00abProgram Evaluation\u00bb er et godt utviklet felt, spesielt innen offentlig forvaltning, med teoretisk tyngde som med \u00abprogram evaluation\u00bb-teori og endringsteori, f.eks. kunnskapen om hvordan og hvorfor noe endrer seg og hvordan endring kan p\u00e5virkes. Innen ut\u00f8velsen av \u00abprogram evaluation\u00bb i offentlig forvaltning og omr\u00e5der som prosjektledelse, s\u00e5 er \u00abProgram Logic\u00bb-modeller utbredt brukt som praktiske implementeringsverkt\u00f8y. Mens noen evalueringsmodeller for kommunikasjonsfaget har elementer av \u00abProgram Logic\u00bb-modeller, s\u00e5 har mye av kunnskapen og ressursene fra andre omr\u00e5der blitt oversett. Dette har resultert i tapte muligheter, fragmentering, og \u00abgjenoppfinnelse av hjulet\u00bb.<\/p>\n<p>Ved \u00e5 strekke ut en h\u00e5nd til andre disipliner og fagomr\u00e5der, slik som offentlig forvaltning og ledelsesstudier, i tillegg til forskning innen samfunnsvitenskap, s\u00e5 er rammeverket i stand til \u00e5 benytte anerkjente tiln\u00e6rminger og beste praksis som grunnlag for standarden.<\/p>\n<p>For eksempel, n\u00e5r kommunikasjonsmodeller vanligvis benytter tre eller fire faser for kampanjer, f.eks. klargj\u00f8ring, kanalresultat, m\u00e5lgruppeeffekt og noen ganger respons &#8211; introduserer andre modeller nye begreper. \u00abProgram Logic\u00bb-modeller har derimot stor internasjonal utbredelse i mange industrier og inkluderer:<\/p>\n<p>The Kellogg Foundation program logic model (Kellogg Foundation, 1998\/2004), som har fem hovedfaser: klargj\u00f8ring, aktivitet, kanalresultat, m\u00e5lgruppeeffekt og virksomhetseffekt (Les mer http:\/\/www.epa.gov\/evaluate\/pdf\/eval-guides\/logic-model-development-guide.pdf);<\/p>\n<p>The University of Wisconsin Extension (UWEX) program logic model (Taylor-Power &amp; Henert, 2008), som planlegger og evaluerer programmer i forbindelse med klargj\u00f8ring: kanalresultat er delt inn i \u00abaktiviteter\u00bb og \u00abdeltakelser\u00bb, og m\u00e5lgruppeeffekt \u2013 virksomhetseffekt delt inn i \u00abkorttids\u00bb, \u00abmedium\u00bb, og \u00ablangsiktig\u00bb \u2013 \u00a0dermed totalt seks faser (see http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf).<\/p>\n<p>AMECs rammeverk er bygget p\u00e5 disse mye brukte modellene, grundig st\u00f8ttet av teori og utstrakt praktisk testing, og har tilpasset de til strategisk kommunikasjon.<\/p>\n<p>Beste praksis innen evaluering av kommunikasjon st\u00f8tter seg ogs\u00e5 p\u00e5 kommunikasjons- og medieteorier slik som fasene for databehandling som ble identifisert av W. J. McGuire (1985, 2001) i The Handbook of Social Psychology.<\/p>\n<p>AIDA-modellen (attention, interest, desire, action) er avledet fra McGuires faser, selv om den fulle listen er mye st\u00f8rre, inkludert eksponering, oppmerksomhet, forst\u00e5else, liking, husking, vurdering, kunnskapstilegnelse, holdningsendring, intensjon, atferd og anbefaling (McGuire, 2001).<\/p>\n<p>AMECs Integrated Evaluation Framework integrerer beste praksis og kunnskap fra disse og andre omr\u00e5der og disipliner. Dette skaper bedre konsistens for \u00e5 evaluere strategisk kommunikasjon, og det leder mot standardisering og sikrer tydelighet og validitet.<\/p>\n<p>Taksonomien, modellen, verkt\u00f8yene, og resursene som er en del av AMECs rammeverk, er ogs\u00e5 tilpasset planlegging av kampanjeledelse innen public relations og virksomhetskommunikasjon, inkludert RACE-modellen til kommunikasjonsplanlegging, som st\u00e5r for \u00abresearch, action, communication, evaluation\u00bb (Marston, 1981). Den inkluderer ogs\u00e5 ROPE-modellen som st\u00e5r for \u2018research, objectives, program\/plan, evaluation (Hendrix, 1995), samt den utvidede RAISE modellen (Kendall, 1997), som fremhever \u00abresearch, adaptation, implementation, strategy, implementation\u00bb. I tillegg brukes Sheila Crifasi\u2019s (2000) ROSIE modell, som endrer litt p\u00e5 fasene til \u00abresearch, objectives, strategies, implementation, evaluation\u00bb.<\/p>\n<p><strong>Jim Macnamara<\/strong><\/p>\n<p>Professor of Public Communications,<\/p>\n<p>University of Technology, Sydney<\/p>\n<p><strong>Referanser<\/strong><\/p>\n<p>AMEC (Association for Measurement and Evaluation of Communication. (2015). Barcelona Principles 2.0. Available at http:\/\/amecorg.com\/barcelona-principles-2-0-infographic<\/p>\n<p>Crifasi, S. (2000). Everything\u2019s coming up rosie. Public Relations Tactics, 7(9), September, Public Relations Society of America.<\/p>\n<p>Hendrix, J. (1995). Public relations cases (3rd ed.). Belmont, CA: Wadsworth.<\/p>\n<p>Kellogg Foundation. (1998\/2004). Logic model development guide. Battle Creek, MI: Author. Retrieved from http:\/\/www.epa.gov\/evaluate\/pdf\/eval-guides\/logic-model-development-guide.pdf<\/p>\n<p>Kendall, R. (1997). Public relations campaign strategies: Planning for implementation (2nd ed.). New York, NY: Addison-Wesley.<\/p>\n<p>Likely, F., &amp; Watson, T. (2013). Measuring the edifice: Public relations measurement and evaluation practice over the course of 40 years. In J. Sriramesh, A. Zerfass, &amp; J. Kim (Eds.), Public relations and communication management: Current trends and emerging topics (pp. 143\u2013162). New York, NY: Routledge.<\/p>\n<p>Marston, J. (1981). Modern public relations. New York, NY: McGraw-Hill.<\/p>\n<p>McGuire, W. (1985). Attitudes and attitude change. In G. Lindzey &amp; E. Aronson (Eds.), Handbook of social psychology, Vol. 2 (3rd ed., pp. 233\u2013346). New York, NY: Random House.<\/p>\n<p>McGuire, W. (2001). Input and output variables currently promising for constructing persuasive communications. In R. Rice &amp; C. Atkin (Eds.), Public communication campaigns (3rd ed., pp. 22\u201348). Thousand Oaks, CA: Sage.<\/p>\n<p>Taylor-Power, E., &amp; Henert, E. (2008). Developing a logic model: Teaching and training guide. Retrieved from http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf<\/p>\n<\/div><\/section><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-9d24124a545ef7691702bdbb54c0e581\">\n.flex_column.av-av_one_full-9d24124a545ef7691702bdbb54c0e581{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-9d24124a545ef7691702bdbb54c0e581 av_one_full  avia-builder-el-7  el_after_av_one_full  avia-builder-el-last  first flex_column_div av-zero-column-padding  column-top-margin'     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jr67mjhb-d433615b4f666a0b8e828ec3cbe0abc7\">\n#top .av_textblock_section.av-jr67mjhb-d433615b4f666a0b8e828ec3cbe0abc7 .avia_textblock{\ncolor:#ffffff;\n}\n<\/style>\n<section  class='av_textblock_section av-jr67mjhb-d433615b4f666a0b8e828ec3cbe0abc7 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock av_inherit_color'  itemprop=\"text\" ><p style=\"text-align: center;\"><a class=\"framework-button\" href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/en\/interactive-framework\/\" target=\"_blank\" rel=\"noopener noreferrer\">KLIKK HER FOR \u00c5 F\u00c5 TILGANG TIL INTEGRATED EVALUATION FRAMEWORK<\/a><\/p>\n<\/div><\/section><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":4180,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"tags":[],"class_list":["post-4169","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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