{"id":747,"date":"2016-09-09T12:30:50","date_gmt":"2016-09-09T11:30:50","guid":{"rendered":"http:\/\/amecorg.com\/amecframework\/nl\/?page_id=747"},"modified":"2016-09-09T12:30:50","modified_gmt":"2016-09-09T11:30:50","slug":"taxonomy","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/amecframework\/nl\/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-747'><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;\">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-747'><div class='entry-content-wrapper clearfix'>\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-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-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\">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-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>\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>WHAT IS A TAXONOMY AND WHAT IT IS FOR?<\/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 id=\"u6543-2\">A wide range of models of PR and communication evaluation exist using a wide range of terms including inputs, outputs, outtakes, outflows, outgrowths, effects, results, and impact. An even wider range of metrics and methods for evaluation are proposed for each stage. The field is confusing for many practitioners.<\/p>\n<p id=\"u6543-5\">This page presents a taxonomy of evaluation tailored to strategic public communication \u2013 a taxonomy being a mapping of a field to produce a categorisation of concepts and terms \u2013 in short, to show where things go and where they fit in relation to each other. This taxonomy identifies:<\/p>\n<ol id=\"u6543-15\" class=\"list0 nls-None\">\n<li id=\"u6543-8\">The major stages of communication (such as inputs, outputs, etc.);<\/li>\n<li id=\"u6543-10\">The key steps involved in each stage (such as distribution of information, reception by audiences, etc.);<\/li>\n<li id=\"u6543-12\">Examples of\u00a0 metrics and milestones that can be generated or identified as part of evaluation at each stage; and<\/li>\n<li id=\"u6543-14\">The most commonly used methods for generating these metrics and milestones.<\/li>\n<\/ol>\n<p id=\"u6543-18\">A taxonomy is not the same as a model, as a taxonomy attempts to list ALL the main concepts, terms, metrics, methods, etc. in a field, while a model is an illustration of a specific program or activity to be applied in practice. However, models should be based on the concepts and methods identified as legitimate in the field and apply them appropriately.<\/p>\n<p id=\"u6543-21\">An important benefit of a taxonomy is that it puts concepts, metrics, methods, etc. in their right place \u2013 e.g., it avoids output metrics being confused with outcome metrics. The authors of the widely used PR text Effective Public Relations, Cutlip, Center and Broom have noted repeatedly in editions from 1985 to the late 2000s that \u201cthe common error in program evaluation is substituting measures from one level for those at another level\u201d (1985, p. 295; 1994, p. 44; Broom, 2009, p. 358). Emeritus Professor of Public Relations Jim Grunig similarly says that many practitioners use \u201ca metric gathered at one level of analysis to show an outcome at a higher level of analysis\u201d (2008, p. 89). PR and strategic communication is not alone in this. The widely-used University of Wisconsin (UWEX) guide to program logic models for evaluation says, for example, \u201cpeople often struggle with the difference between outputs and outcomes\u201d (Taylor-Power &amp; Henert, 2008, p. 19).<\/p>\n<p id=\"u6543-27\">No taxonomy is ever complete, but the taxonomy presented here draws on a wide range of research studies to be as comprehensive as possible (see \u2018<a class=\"nonblock\" href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/introduction.html\">Introduction to the AMEC Integrated Framework for Evaluation<\/a>\u2019 for details of the origin and basis of this taxonomy and the framework itself).<\/p>\n<p id=\"u6543-30\">NOTES FOR USING THIS TAXONOMY<\/p>\n<ul id=\"u6543-39\" class=\"list0 nls-None\">\n<li id=\"u6543-32\">The key steps, metrics and milestones, and methods are not exhaustive, and not all are required in every program. They are indicative of common and typical approaches to evaluation of public communication such as advertising, public relations, marketing communication, etc. Practitioners should choose relevant metrics and milestones and methods, ideally selecting at least one at each stage.<\/li>\n<li id=\"u6543-34\">The arrangement of inputs, activities, outputs, etc. should not be interpreted as a simple linear process. Feedback from each stage should be applied to adjust, fine-tune, and change strategy and tactics if necessary. Evaluation is an iterative process.<\/li>\n<li id=\"u6543-36\">Not all evaluation can show impact, particularly when evaluation is undertaken within a relatively short time period following communication. Impact often occurs several years \u2018downstream\u2019 of communication. Also, the objectives of some public communication is to create awareness (an outtake or short-term outcome) or build trust (an intermediate outcome)[xii]. However, as a general rule, evaluation should report well beyond outputs and outtakes. Evaluation should identify and report outcomes at a minimum and, when possible, impact.<\/li>\n<li id=\"u6543-38\">An important feature of this taxonomy is that impact includes organizational, stakeholder, and societal impact\/outcomes. This aligns with program evaluation theory and program logic models (e.g., Kellogg Foundation, 1998\/2004; Taylor-Power &amp; Henert, 2008; Wholey, 1979; Wholey, Hatry, &amp; Newcomer, 2010) and with Excellence Theory of PR, which calls for evaluation to be conducted at (a) program level; (2) functional level (e.g., department or unit); (3) organizational level; and (4) societal level (L. Grunig, J. Grunig &amp; Dozier, 2002, pp. 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-747'><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-747'><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>STAGES<\/b> MACRO-LEVEL<\/th><th class=''>INPUTS<sup>2<\/sup><br \/>\n<\/th><th class=''>ACTIVITIES<\/th><th class=''>OUTPUTS<\/th><th class=''>OUT-TAKES<sup>3<\/sup><\/th><th class=''>OUTCOMES<sup>4<\/sup><\/th><th class=''>IMPACTS<sup>5<\/sup><\/th><\/tr><tr class=''><td class=''>Short definition<\/td><td class=''>What you need in preparation for communication<br \/>\n<\/td><td class=''>Things you do to plan and produce your communication<br \/>\n<\/td><td class=''>What you put out that is received by target audiences<br \/>\n<\/td><td class=''>What audiences do with and take out of your communication<br \/>\n<\/td><td class=''>Effects that your communication has on audiences<br \/>\n<\/td><td class=''>The results that are caused, in full or in part, by your communication<br \/>\n<\/td><\/tr><tr class=''><td class=''><b>KEY STEPS<\/b><br \/>\nMESO-LEVEL<\/td><td class=''><b>\u2022 Objectives<br \/>\n\u2022 Budget<br \/>\n\u2022 Resources<\/b> (e.g., staff, agencies, facilities, partnerships)<\/td><td class=''><b>\u2022 Formative research<br \/>\n\u2022 Planning<sup>7<\/sup><br \/>\n\u2022 Production<\/b> (e.g., design, writing, media buying, media relations, media partnerships, etc.)<\/td><td class=''><b>\u2022 Distribution<br \/>\n\u2022 Exposure<br \/>\n\u2022 Reception<sup>8<\/sup><\/b><\/td><td class=''><b>\u2022 Attention<br \/>\n\u2022 Awareness<br \/>\n\u2022 Understanding<br \/>\n\u2022 Interest \/ liking<br \/>\n\u2022 Engagement<br \/>\n\u2022 Participation<br \/>\n\u2022 Consideration<\/b><\/td><td class=''><b>\u2022 Learning \/ knowledge<sup>9<\/sup><br \/>\n\u2022 Attitude change<br \/>\n\u2022 Satisfaction<br \/>\n\u2022 Trust<br \/>\n\u2022 Preference<br \/>\n\u2022 Intention<br \/>\n\u2022 Advocacy<\/b><\/td><td class=''><b>\u2022 Reputation<br \/>\n\u2022 Relationships<br \/>\n\u2022 Compliance \/ complying<br \/>\nactions<br \/>\n\u2022 Organisation change<br \/>\n\u2022 Public\/social change<\/b><\/td><\/tr><tr class=''><td class=''><b>EXAMPLE METRICS &amp; 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 \/>\npreferences, etc.<br \/>\n\u2022 Strategic plan<br \/>\n\u2022 Evaluation plan<br \/>\n\u2022 Pre-test data (e.g.,<br \/>\ncreative concepts)<br \/>\n\u2022 Content produced (e.g.,<br \/>\nmedia releases,<br \/>\nWebsites)<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 \/>\nfavourability<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 \/>\nlikes, tags, shares,<br \/>\nretweets)<br \/>\n\u2022 Return visits\/views<br \/>\n\u2022 Recall (unaided, aided)<br \/>\n\u2022 Positive comments<br \/>\n\u2022 Positive response in<br \/>\nsurveys, etc.<br \/>\n\u2022 Subscribers (e.g., RSS,<br \/>\nnewsletters)<br \/>\n\u2022 Inquiries<\/td><td class=''>\u2022 Message acceptance<br \/>\n\u2022 Trust levels<br \/>\n\u2022 Statements of support or<br \/>\nintent<br \/>\n\u2022 Leads<br \/>\n\u2022 Registrations (e.g., organ<br \/>\ndonor list)<br \/>\n\u2022 Brand preference<br \/>\n\u2022 Trialling<br \/>\n\u2022 Joining<br \/>\n\u2022 Reaffirming (e.g., staff<br \/>\nsatisfaction)<\/td><td class=''>\u2022 Public\/s support<br \/>\n\u2022 Meet targets (e.g., blood<br \/>\ndonations; cancer<br \/>\nscreening membership,<br \/>\netc.)<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 \/>\nloyalty<br \/>\n\u2022 Quality of life \/ wellbeing<br \/>\nincrease<\/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 \/>\nviews, downloads)<br \/>\n\u2022 Social media analysis<br \/>\n(qual \u2013 e.g.., comments)<br \/>\n\u2022 Feedback (e.g.,<br \/>\ncomments, letters)<br \/>\n\u2022 Ethnography<sup>10<\/sup><br \/>\n(observation)<br \/>\n\u2022 Netnography<sup>11<\/sup> (online<br \/>\nethnography)<br \/>\n\u2022 Audience surveys (e.g., re<br \/>\nawareness,<br \/>\nunderstanding, interest,<br \/>\nopinion)<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 \/>\ninquiry tracking<br \/>\nidentifying sources)<br \/>\n\u2022 Ethnography<br \/>\n(observation)<br \/>\n\u2022 Netnography (online<br \/>\nethnography)<br \/>\n\u2022 Opinion polls<br \/>\n\u2022 Stakeholder surveys (e.g.,<br \/>\nre 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 \/>\nblood donations, health<br \/>\noutcomes, membership,<br \/>\netc.)<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 \/>\nBenefit Cost Ratio<br \/>\n\u2022 ROI (if there are financial<br \/>\nobjectives)<br \/>\n\u2022 Econometrics<sup>13<\/sup><br \/>\n\u2022 Quality of life scales &amp;<br \/>\nwellbeing measures<\/td><\/tr><\/tbody><\/table><\/div><style type='text\/css'>.avia-table-1 td:nth-of-type(1):before { content: 'STAGES MACRO-LEVEL'; } .avia-table-1 td:nth-of-type(2):before { content: 'INPUTS2\n'; } .avia-table-1 td:nth-of-type(3):before { content: 'ACTIVITIES'; } .avia-table-1 td:nth-of-type(4):before { content: 'OUTPUTS'; } .avia-table-1 td:nth-of-type(5):before { content: 'OUT-TAKES3'; } .avia-table-1 td:nth-of-type(6):before { content: 'OUTCOMES4'; } .avia-table-1 td:nth-of-type(7):before { content: 'IMPACTS5'; } <\/style><\/div>\n\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 id=\"u7065-36\" class=\"list0 nls-None\">\n<li id=\"u7065-5\" style=\"text-align: left;\">Trust is considered an intermediate outcome because it is sought in order to achieve a longer-term impact, such as being elected to government, customers continuing to do business with a company, etc. It is not an end goal in itself.<\/li>\n<li id=\"u7065-7\" style=\"text-align: left;\">Some program logic models refer to this first stage as Inputs\/Resources.<\/li>\n<li id=\"u7065-9\" style=\"text-align: left;\">Advanced outtakes overlap with, or can be the same as, short-term outcomes. This is why the most commonly used program logic models do not use outtakes as a stage. Outtakes and outcomes can be cognitive and\/or affective (emotional) and\/or conative (behavioural).<\/li>\n<li id=\"u7065-11\" style=\"text-align: left;\">Long-term outcomes overlap with and are sometimes considered to be the same as impact.<\/li>\n<li id=\"u7065-13\" style=\"text-align: left;\">Impact is often evaluated only in relation to the organization. However, as noted in the introduction, impact on stakeholders, publics, and society as a whole should be considered. This is essential for government, non-government, and non-profit organizations focussed on serving the public interest. But also, impact on stakeholders and society affects and shapes the environment in which businesses operates (i.e., this evaluation forms part of environmental scanning, audience research, and market research that will inform future planning).<\/li>\n<li id=\"u7065-15\" style=\"text-align: left;\">Causation is very difficult to establish in many cases, particularly when multiple influences contribute to impact (results), as is often the case. The three key rules of causation must be applied: (a) the alleged cause must precede the alleged effect\/impact; (b) there must be a clear relationship between the alleged cause and effect (e.g., there must be evidence that the audience accessed and used information you provided); and (c) other possible causes must be ruled out as far as possible.<\/li>\n<li id=\"u7065-17\" style=\"text-align: left;\">Some include planning in inputs. However, if this occurs, formative research (which should precede planning) also needs to be included in inputs. However, most program evaluation models identify formative research and planning as key activities to be undertaken as part of the communication program. Inputs are generally pre-campaign\/program.<\/li>\n<li id=\"u7065-19\" style=\"text-align: left;\">Reception refers to what information or messages are received by target audiences and is slightly different to exposure. For example, an audience might be exposed to a story in media that they access, but skip over the story and not receive the information. Similarly, they may attend an event such as a trade show and be exposed to content, but not receive information or messages (e.g., through inattention or selection of content to focus on).<\/li>\n<li id=\"u7065-21\" style=\"text-align: left;\">Learning (i.e., acquisition of knowledge) is not required in all cases. However, in some public communication campaigns and projects it is. For example, health campaigns to promote calcium-rich food and supplements to reduce osteoporosis among women found that, first, women had to be \u2018educated\u2019 about osteoporosis (what it is , its causes, etc.). Similary, combatting obesity requires dietary education. Whereas understanding refers to comprehension of messages communicated, learning refers to the acquisition of deeper or broader knowledge that is necessary to achieve the objectives.<\/li>\n<li id=\"u7065-23\" style=\"text-align: left;\">Ethnography is a research method based on intensive first-hand observation over an extended period, often supplemented by interviews and other research method.<\/li>\n<li id=\"u7065-25\" style=\"text-align: left;\">Netnography is online ethnography in which online users are closely monitored to identify their patterns of behaviour, attitudes, etc. via their comments, click trails, and other digital metrics.<\/li>\n<li id=\"u7065-30\" style=\"text-align: left;\">Net promoter score is a score out of 10 based to a single question: \u2018How likely is it that you would recommend [brand] to a friend or colleague?\u2019 Scores of 0\u20136 are considered \u2018detractors\u2019\/dissatisfied; scores of 7\u20138 are satisfied but unenthusiastic; and scores of 9\u201310 are those considered loyal enthusiasts, supporters, and advocates. (See<a class=\"nonblock\" href=\"https:\/\/www.netpromoter.com\/know\" target=\"_blank\">https:\/\/www.netpromoter.com\/know<\/a>)<\/li>\n<li id=\"u7065-35\" style=\"text-align: left;\">Econometrics is the application of mathematics and statistical methods to test\u00a0 hypotheses and identify the economic relations between factors based on empirical data (see<a class=\"nonblock\" href=\"http:\/\/www.dummies.com\/how-to\/content\/econometrics-for-dummies-cheat-sheet.html\" target=\"_blank\">http:\/\/www.dummies.com\/how-to\/content\/econometrics-for-dummies-cheat-sheet.html<\/a>)<\/li>\n<\/ol>\n<\/div><\/section><\/div>\n\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>\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.). San Francisco, CA: Jossey-Bass.<\/p>\n<\/div><\/section><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":745,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"tags":[],"class_list":["post-747","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=\"nl_NL\" \/>\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\/nl\/home\/supporting-material\/taxonomy\/\" \/>\n<meta property=\"og:site_name\" content=\"AMEC Integrated Evaluation Framework\" \/>\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=\"16 minuten\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/nl\/home\/supporting-material\/taxonomy\/\",\"url\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/nl\/home\/supporting-material\/taxonomy\/\",\"name\":\"Taxonomy - 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