{"id":739,"date":"2016-09-09T12:23:06","date_gmt":"2016-09-09T11:23:06","guid":{"rendered":"http:\/\/amecorg.com\/amecframework\/nl\/?page_id=739"},"modified":"2016-09-13T10:44:29","modified_gmt":"2016-09-13T09:44:29","slug":"introductie","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/amecframework\/nl\/home\/framework\/introductie\/","title":{"rendered":"Introductie"},"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-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Zoals toonaangevende communicatieprofessionals als Fraser Likely en wetenschappers als Emeritus Professor Tom Watson (Likely &amp; Watson, 2013) vaststellen, is onderzoek en evaluatie al bijna een halve eeuw een probleem voor de communicatiewereld.\u00a0Er is ontegenzeggelijk veel goed werk verricht de laatste jaren en de nodige vooruitgang geboekt, zoals de Barcelona Declaration of Measurement Principles (AMEC, 2015). Desondanks worden beroepsbeoefenaars nog steeds geconfronteerd met een uiteenlopende en vaak verwarrende reeks aan modellen, methoden en metriek. Standaarden ontbreken, waardoor in de praktijk vaak evaluaties achterwege blijven of op twijfelachtige basis worden uitgevoerd.<\/p>\n<p><span lang=\"NL\">Een aantal organisaties heeft de noodzaak erkend om standaarden te ontwikkelen en beroepsbeoefenaars te helpen bij de uitvoering.<u><\/u><u><\/u><\/span><\/p>\n<p><span lang=\"NL\">The AMEC Integrated Evaluation Framework is daarbij een belangrijke ontwikkeling. waarbij AMEC samenwerkt AMEC werkt samen met zowel andere brancheorganisaties, als beroepsbeoefenaars en wetenschappers op het gebied van evaluatie en sociale wetenschappen.<u><\/u><u><\/u><\/span><\/p>\n<p>Een belangrijke doorbraak is dat AMEC nu ook heeft gekeken naar evaluatiemodellen in andere bedrijfstakken en wetenschappelijke disciplines. Denk aan performance management, bestuurskunde, organisatiekunde, sociale wetenschappen, psychologie en marketing. Om programma&#8217;s op het gebied van (gedrags)verandering te evalueren wordt in deze disciplines veel gebruik gemaakt van het Programma Logica model waarbij aannames, ingezette middelen en resultaten overzichtelijk in een schema worden gezet om de effectiviteit te kunnen beoordelen. Twee voorbeelden:<\/p>\n<p id=\"u10245-26\" class=\"ts-Default-Link-Style--copy\"><span lang=\"NL\">Het model van The<\/span><span lang=\"NL\">\u00a0<\/span><span lang=\"NL\">Kellogg Foundation (Kellogg Foundation, 1998\/2004), zie\u00a0<a href=\"http:\/\/www.epa.gov\/evaluate\/pdf\/eval-guides\/logic-model-development-guide.pdf\" target=\"_blank\" data-saferedirecturl=\"https:\/\/www.google.com\/url?hl=en-GB&amp;q=http:\/\/www.epa.gov\/evaluate\/pdf\/eval-guides\/logic-model-development-guide.pdf&amp;source=gmail&amp;ust=1473504674738000&amp;usg=AFQjCNE-whoQeMsl14DChQ4hXqHzjyO39g\"><b>http:\/\/www.epa.gov\/evaluat<wbr \/>e\/pdf\/eval-guides\/logic-model-<wbr \/>development-guide.pdf<\/b><\/a> en The<\/span><span lang=\"NL\">\u00a0<\/span><span lang=\"NL\">University of Wisconsin Extension<\/span><span lang=\"NL\">\u00a0<\/span><span lang=\"NL\">(UWEX) program logic model (Taylor-Power &amp; Henert, 2008, zie <a href=\"http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf\" target=\"_blank\" data-saferedirecturl=\"https:\/\/www.google.com\/url?hl=en-GB&amp;q=http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf&amp;source=gmail&amp;ust=1473504674738000&amp;usg=AFQjCNFHws2wqvP4BEvXpbQRDfOtAzGSSQ\"><b>http:\/\/www.uwex.edu\/ces\/pdande<wbr \/>\/evaluation\/pdf\/lmguidecomplet<wbr \/>e.pdf<\/b><\/a>).<\/span><\/p>\n<p id=\"u10245-35\">The AMEC Integrated Evaluation Framework is built on these widely-used logic models, underpinned by a solid foundation of theory and extensive testing in practice, adapted to strategic public communication.<\/p>\n<p><span lang=\"NL\">The AMEC Integrated Evaluation Framework is ontwikkeld op basis van deze modellen, onderbouwd door theorie en \u00a0uitgebreide testen in de praktijk, toegespitst op Communicatie. Daarbij is ook gebruik gemaakt van bekende (massa)communicatietheorie\u00ebn en modellen, zoals de fasen in informatieverwerking die W. J. McGuire (1985, 2001) onderscheidt in The Handbook of Social Psychology, en de communication-persuasion matrix. Het AIDA-model (attention, interest, desire, action) uit de advertentiewereld is hiervan afgeleid, alhoewel McGuire meer stappen onderscheidt (McGuire, 2001).<u><\/u><u><\/u><\/span><\/p>\n<p><span lang=\"NL\">Met het Integrated Evaluation Framework zorgt AMEC ervoor dat de kennis en best practices gebruikt worden om meer consistentie te krijgen in evaluatie van communicatie, wat kan leiden tot standaarden en meer validiteit. De taxonomie, modellen, hulpmiddelen en bronnen sluiten ook goed aan bij planning en programmamanagement modellen in public relations\u00a0en corporate communicatie, zoals het Research Action Communication Evaluation (RACE) model<\/span><span lang=\"NL\">\u00a0<\/span><span lang=\"NL\">(Marston, 1981); het Research Objectives Program\/plan Evaluation (ROPE) model (Hendrix, 1995); het uitgebreide Research Adaptation Implementation Strategy Evaluation) model (Kendall, 1997; en Sheila Crifasi\u2019s (2000)<\/span><span lang=\"NL\">\u00a0<\/span><span lang=\"NL\">ROSIE model, met een iets andere volgorde van fases, namelijk: research, objectives, strategies, implementation, evaluation.<u><\/u><u><\/u><\/span><\/p>\n<p id=\"u10245-55\"><strong>Jim Macnamara<\/strong><\/p>\n<p><span lang=\"NL\">Professor of Public Communications,<u><\/u><u><\/u><\/span><\/p>\n<p><span lang=\"NL\">University of Technology, Sydney<\/span><\/p>\n<p id=\"u10245-62\">REFERENCES<\/p>\n<p id=\"u10245-67\" class=\"ts-Default-Link-Style--copy\">AMEC (Association for Measurement and Evaluation of Communication. (2015). Barcelona Principles 2.0. Available at <a class=\"nonblock\" href=\"http:\/\/amecorg.com\/barcelona-principles-2-0-infographic\" target=\"_blank\">http:\/\/amecorg.com\/barcelona-principles-2-0-infographic<\/a><\/p>\n<p id=\"u10245-69\">Crifasi, S. (2000). Everything\u2019s coming up rosie. Public Relations Tactics, 7(9), September, Public Relations Society of America.<\/p>\n<p id=\"u10245-71\">Hendrix, J. (1995). Public relations cases (3rd ed.). Belmont, CA: Wadsworth.<\/p>\n<p id=\"u10245-76\" class=\"ts-Default-Link-Style--copy\">Kellogg Foundation. (1998\/2004). Logic model development guide. Battle Creek, MI: Author. Retrieved from <a class=\"nonblock\" href=\"http:\/\/www.epa.gov\/evaluate\/pdf\/eval-guides\/logic-model-development-guide.pdf\" target=\"_blank\">http:\/\/www.epa.gov\/evaluate\/pdf\/eval-guides\/logic-model-development-guide.pdf<\/a><\/p>\n<p id=\"u10245-78\">Kendall, R. (1997). Public relations campaign strategies: Planning for implementation (2nd ed.). New York, NY: Addison-Wesley.<\/p>\n<p id=\"u10245-80\">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 id=\"u10245-82\">Marston, J. (1981). Modern public relations. New York, NY: McGraw-Hill.<\/p>\n<p id=\"u10245-84\">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 id=\"u10245-86\">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 id=\"u10245-90\" class=\"ts-Default-Link-Style--copy\">Taylor-Power, E., &amp; Henert, E. (2008). Developing a logic model: Teaching and training guide. Retrieved from\u00a0<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><\/p>\n<\/div><\/section><\/div>\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-7  el_after_av_one_full  avia-builder-el-last  first flex_column_div av-zero-column-padding  column-top-margin'     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_textblock-e8931f3a3cb0ffe4e01460315f0ed18b\">\n#top .av_textblock_section.av-av_textblock-e8931f3a3cb0ffe4e01460315f0ed18b .avia_textblock{\ncolor:#ffffff;\n}\n<\/style>\n<section  class='av_textblock_section av-av_textblock-e8931f3a3cb0ffe4e01460315f0ed18b '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock av_inherit_color'  itemprop=\"text\" ><p style=\"text-align: center;\"><a class=\"framework-button\" href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/nl\/framework\/interactive-framework\/\" target=\"_blank\">CLICK HERE TO ACCESS THE INTEGRATED\u00a0EVALUATION FRAMEWORK<\/a><\/p>\n<\/div><\/section><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":741,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"tags":[],"class_list":["post-739","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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