{"id":3029,"date":"2018-03-19T16:43:00","date_gmt":"2018-03-19T16:43:00","guid":{"rendered":"https:\/\/amecorg.com\/amecframework\/ro\/?page_id=3029"},"modified":"2018-03-19T16:43:00","modified_gmt":"2018-03-19T16:43:00","slug":"taxonomy","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/amecframework\/ro\/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-3029'><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;\">O taxonomie a procesului de evaluare<\/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-3029'><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\">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>Ce este taxonomia \u0219i la ce folose\u0219te?<\/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>O gam\u0103 larg\u0103 de modele de evaluare a rela\u021biilor publice \u0219i a comunic\u0103rii exist\u0103 folosind diver\u0219i termeni cum ar fi inputs, outputs, outtakes, outflows, outgrowths,\u00a0impact, efecte, rezultate. Pentru fiecare etap\u0103 se propune o diversitate \u0219i mai mare de matrici \u0219i metode de evaluare. Aceste unelte de evaluare pot fi confuzante pentru mul\u021bi practicieni.<\/p>\n<p>Aceast\u0103 pagin\u0103 prezint\u0103 o taxonomie a evalu\u0103rii adaptat\u0103 comunic\u0103rii publice strategice &#8211; \u00a0taxonomia este o disciplin\u0103 \u0219tiin\u021bific\u0103 care se ocup\u0103 cu stabilirea unor legi de clasificare \u0219i sistematizare \u00een domeniul de interes &#8211; pe scurt, un sistem de clasificare \u0219i raportare a elementelor dintr-un domeniu specific. Aceast\u0103 taxonomie identific\u0103:<\/p>\n<ol style=\"margin-top: 0pt; margin-bottom: 0pt;\">\n<li>Etapele importante ale comunic\u0103rii (cum ar fi inputs, outputs etc.);<\/li>\n<li>Pa\u0219ii esen\u021biali necesari \u00een fiecare etap\u0103 (cum ar fi distribuirea informa\u021biilor, recep\u021bia lor de c\u0103tre public etc.);<\/li>\n<li>Exemple de valori \u0219i obiective care pot fi obtinute sau identificate ca parte a evalu\u0103rii \u00een fiecare etap\u0103;<\/li>\n<li>Metodele utilizate cel mai frecvent pentru generarea acestor valori \u0219i repere.<\/li>\n<\/ol>\n<p>Taxonimia nu este un model Taxonomia \u00eencearc\u0103 s\u0103 enumere toate conceptele, to\u021bi termenii, valorile, metodele etc. \u00eentr-un domeniu, \u00een timp ce un model este o ilustrare a unui program sau a unei activit\u0103\u021bi specifice care trebuie pus\u0103 \u00een practic\u0103. Cu toate acestea, modelele ar trebui s\u0103 se bazeze pe concepte \u0219i metode legitime \u00een domeniu \u0219i s\u0103 le aplice \u00een mod corespunz\u0103tor.<\/p>\n<p>Un avantaj important al unei taxonomii const\u0103 \u00een claritatea utiliz\u0103rii conceptelor, valorilor, metodelor etc. \u00a0&#8211; de exemplu, evit\u0103 confundarea metodelor de m\u0103surare din outputs cu cele din outcome. Autorii textelor de PR utilizate pe scar\u0103 larg\u0103, &#8222;Rela\u021bii publice eficiente&#8221; &#8211; Cutlip, Center \u0219i Broom &#8211; au remarcat \u00een mod repetat, \u00een edi\u021biile din 1985 p\u00e2n\u0103 la sf\u00e2r\u0219itul anilor 2000, c\u0103 &#8222;eroarea comun\u0103 \u00een evaluarea programelor este \u00eenlocuirea m\u0103sur\u0103torilor de la un nivel pentru cele de la un alt nivel&#8221; , p. 295, 1994, p. 44, Broom, 2009, p. 358). Profesorul emerit Jim Grunig afirm\u0103 \u00een mod similar c\u0103 mul\u021bi practican\u021bi folosesc &#8222;o metoda de m\u0103surare al unui nivel de analiz\u0103 pentru a eviden\u021bia un rezultat la un nivel superior de analiz\u0103.&#8221; (2008, p. 89). Domeniile rela\u021biilor publice \u0219i cel al comunic\u0103rii strategice nu sunt singurele care se confrunt\u0103 cu dificult\u0103\u021bi de evaluare \u0219i m\u0103surare. Ghidul universitar folosit de Universitatea din Wisconsin, UWEX, utilizat la scara larg\u0103 pentru a programa modele logice de evaluare spune, de exemplu, c\u0103 &#8222;oamenii fac greu diferen\u021ba dintre outputs \u0219i outcomes. \u2019\u2019(Taylor-Power \u0219i Henert, 2008, p. 19).<\/p>\n<p>Nu exist\u0103 taxonomie perfect\u0103 \u00eens\u0103 taxonomia prezentat\u0103 aici are la baz\u0103 o gam\u0103 larg\u0103 de studii de cercetare pentru a o face c\u00e2t de comprehensiv\u0103 posibil. \u00a0(vezi &#8222;Introducerea \u00een Cadrul Integrat pentru Evaluare&#8221; pentru detalii legate de originea \u0219i baza acestei taxonomii \u0219i a cadrului de lucru \u00een sine).<\/p>\n<p>Indica\u021bii pentru a folosi taxonomia<\/p>\n<ul style=\"margin-top: 0pt; margin-bottom: 0pt;\">\n<li>Pa\u0219ii cheie, valorile \u0219i reperele \u0219i metodele nu sunt exhaustive \u0219i nu toate sunt necesare \u00een evaluarea dorit\u0103. Acestea indic\u0103 abord\u0103ri des \u00eentalnite \u0219i tipice pentru evaluarea comunic\u0103rii publice, cum ar fi publicitatea, rela\u021biile publicul, comunicarea de marketing etc. Practicienii ar trebui s\u0103 aleag\u0103 valori relevante, repere \u0219i metode, select\u00e2nd \u00een mod ideal cel pu\u021bin c\u00e2te unul \u00een fiecare etap\u0103.<\/li>\n<li>Folosirea resurselor din inputs sau outputs, sau a activit\u0103\u021bilor etc. nu trebuie interpretat\u0103 ca un simplu proces liniar. Feedback-ul fiec\u0103rei categorii ar trebui aplicat pentru ajustarea \u0219i schimbarea strategiei \u0219i tacticilor, dac\u0103 este necesar. Evaluarea este un proces iterativ.<\/li>\n<li>Nu toate evalu\u0103rile pot avea impact, \u00een special atunci c\u00e2nd evaluarea este efectuat\u0103 \u00eentr-o perioad\u0103 relativ scurt\u0103 de timp dup\u0103 comunicare. Impactul apare de multe ori dup\u0103 c\u00e2\u021biva ani buni din momentul comunic\u0103rii. De asemenea, obiectivele unei anumite comunic\u0103ri publice sunt con\u0219tientizarea publicului (outtakes sau rezultatul pe termen scurt) sau construirea \u00eencrederii (outcome) [xii]. Cu toate acestea, ca regul\u0103 general\u0103, rezultatul evaluarii ar trebui s\u0103 prezinte un raport care s\u0103 dep\u0103\u0219easc\u0103 ce exista \u00een outtakes sau outputss. Evaluarea ar trebui s\u0103 identifice \u0219i s\u0103 raporteze rezultatele \u00een concret \u0219i, atunci c\u00e2nd este posibil, impactul.<\/li>\n<li>caracteristic\u0103 important\u0103 a acestei taxonomii const\u0103 \u00een faptul c\u0103 poate m\u0103sura impactul at\u00e2t la nivel organiza\u021bional \u0219i social, c\u00e2t \u0219i la nivelul p\u0103r\u021bilor interesate. Acest\u0103 caracteristic\u0103 rezoneaz\u0103 cu modelele de teorie a evalu\u0103rii \u0219i cu modelele de logic\u0103 \u00een evaluare (de exemplu, Funda\u021bia Kellogg, 1998\/2004; Taylor-Power \u0219i Henert, 2008; Wholey, 1979; Wholey, Hatry \u0219i Newcomer, 2010) \u0219i cu Teoria Excelen\u021bei \u00een PR, astfel \u00eenc\u00e2t evaluarea s\u0103 se realizeze la nivelul (a) programului; la (2) nivel func\u021bional (de exemplu, departament sau unitate); (3) nivel organiza\u021bional; \u0219i (4) la nivelul societ\u0103\u021bii (L. Grunig, J. Grunig \u00a0Dozier, 2002, pp. 91-92).<\/li>\n<\/ul>\n<ul id=\"u6543-39\" class=\"list0 nls-None\"><\/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\">Dezvoltat de profesorul Jim Macnamara pentru 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-3029'><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-3029'><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=''>ETAPE &#8211; NIVEL MACRO<\/th><th class=''>INPUTS<br \/>\n<\/th><th class=''><br \/>\nACTIVIT\u0102\u021aI<br \/>\n<\/th><th class=''>OUTPUTS<\/th><th class=''>OUTTAKES<\/th><th class=''>EFECTE<sup>4<\/sup><\/th><th class=''>IMPACT<sup>5<\/sup><\/th><\/tr><tr class=''><td class=''>Defini\u021bie <\/td><td class=''><br \/>\nCeea ce ai nevoie \u00een preg\u0103tirea comunic\u0103rii<br \/>\n<\/td><td class=''><br \/>\nLucrurile pe care le faci pentru a planifica \u0219i produce comunicarea<br \/>\n<\/td><td class=''><br \/>\nCeea ce este distribuit \u0219i primit de publicul \u021bint\u0103<br \/>\n<\/td><td class=''><br \/>\nCe face publicul \u021b\u0103u ca r\u0103spuns la campania de comunicare \u0219i ce retine din ceea ce i se comunic\u0103<br \/>\n<\/td><td class=''>Efectele comunic\u0103rii asupra publicului \u021bint\u0103<\/td><td class=''>Rezultatele obtinute \u00een totalitate sau par\u021bial prin campania de comunicare<\/td><\/tr><tr class=''><td class=''><b>Pa\u0219i cheie<\/b><br \/>\nLa nivelul organiza\u021biei<\/td><td class=''><b>\u2022Obiective<br \/>\n\u2022 Buget<br \/>\n\u2022Resurse<\/b>(ex. angaja\u021bi, agen\u021bii, facilit\u0103\u021bi, parteneriate)<\/td><td class=''><b>\u2022 Cercetare formativ\u0103<br \/>\n\u2022 Planificare<br \/>\n\u2022 Produc\u021bie <\/b>(ex. design, scris, media platita, rela\u021bii cu presa, parteneriate media, etc.)<\/td><td class=''><b><br \/>\n\u2022 Distribu\u021bie<br \/>\n\u2022 Expunere<br \/>\n\u2022 Receptare<br \/>\n<\/b><\/td><td class=''><b>\u2022 Aten\u021bie<br \/>\n\u2022 Vizibilitate<br \/>\n\u2022 \u00cen\u021belegere<br \/>\n\u2022 Interes<br \/>\n\u2022 Interac\u021biune<br \/>\n\u2022 Participare<br \/>\n\u2022 Considerare<\/b><\/td><td class=''><b>\u2022 \u00cenv\u0103\u021bare \/ cuno\u0219tere<sup>9<\/sup><br \/>\n\u2022 Schimbarea atitudinii<br \/>\n\u2022 Satisfac\u021bie<br \/>\n\u2022 \u00cencredere<br \/>\n\u2022 Preferin\u021b\u0103<br \/>\n\u2022 Inten\u021bie<br \/>\n\u2022 Advocacy<\/b><\/td><td class=''><b><br \/>\n\u2022 Reputa\u021bie<br \/>\n\u2022 Rela\u021bii<br \/>\n\u2022 Schimb\u0103ri \u00een cadrul organiza\u021biei<br \/>\n\u2022 Public\/schimbare social\u0103<br \/>\n<\/b><\/td><\/tr><tr class=''><td class=''><b>EXEMPLE de metrici \u0219i repere<br \/>\n<\/b><\/p>\n<p>La nivel individual<\/td><td class=''>\u2022 Obiective SMART<br \/>\n\u2022 Obiective\/KPIs<\/td><td class=''>\u2022 Elemente de baz\u0103\/ valori de referin\u021b\u0103<br \/>\n(ex. vizibilitate actual\u0103)<br \/>\n\u2022 Nevoile publicului \u021bint\u0103, etc.<br \/>\n\u2022 Plan strategic<br \/>\n\u2022 Plan de evaluare<br \/>\n\u2022 Informa\u021bii pre-testate (ex,<br \/>\nconcepte creative)<br \/>\n\u2022 Con\u021binut produs (comunicate de pres\u0103, site-uri)<br \/>\n\u2022 Rela\u021bii cu presa<\/td><td class=''>\u2022 Volumul de publicitate<br \/>\n\u2022 Reach Media<br \/>\n\u2022 Impresii\/OTS<br \/>\n\u2022 Share of voice publicitate<br \/>\n\u2022 Ton\/sentiment\/<br \/>\nfavorabilitate<br \/>\n\u2022 Plasarea de mesaje<br \/>\n\u2022 Post\u0103ri, tweet-uri, etc.<br \/>\n\u2022 Advertising TARPs<br \/>\n\u2022 Volum de E-marketing<br \/>\n\u2022 CPM<br \/>\n\u2022 Rata click-urilor<br \/>\n\u2022 Prezen\u021b\u0103 la evenimente<\/td><td class=''>\u2022 Vizitatori unici<br \/>\n\u2022 Views<br \/>\n\u2022 R\u0103spunsuri (ex. follows,<br \/>\nlikes, tags, shares,<br \/>\nretweet-uri)<br \/>\n\u2022 Return visits\/views<br \/>\n\u2022 Audien\u021ba \u00ee\u0219i aminte\u0219te informa\u021bia (Recall) (ajutat\u0103\/neajutat\u0103)<br \/>\n\u2022 Comentarii pozitive<br \/>\n\u2022 R\u0103spunsuri pozitive la sondaje etc.<br \/>\n\u2022 Abona\u021bi (e.x., RSS,<br \/>\nnewsletters)<br \/>\n\u2022 Solicit\u0103ri de informa\u021bii<\/td><td class=''>\u2022 Acceptarea mesajului<br \/>\n\u2022 Niveluri de \u00eencredere<br \/>\n\u2022 Declara\u021bii de sus\u021binere sau inten\u021bie<br \/>\n\u2022 Lead-uri<br \/>\n\u2022 \u00centregistr\u0103ri (e.x. lista donatorilor de organe)<br \/>\n\u2022 Preferin\u021be de brand<br \/>\n\u2022Experimentare<br \/>\n\u2022 Aderare<br \/>\n\u2022 Reafirmare (e.x. satisfac\u021bia membrilor echipei)<\/td><td class=''>\u2022 Sprijinul publicului<br \/>\n\u2022 Atingerea obiectivelor (e.x. dona\u021bii de s\u00e2nge; screening de cancer, ob\u021binerea calit\u0103\u021bii de membru \u00eentr-un grup,<br \/>\netc.)<br \/>\n\u2022 Cre\u0219terea v\u00e2nz\u0103rilor<br \/>\n\u2022 Cre\u0219terea dona\u021biilor<br \/>\n\u2022 Economii<br \/>\n\u2022 Reten\u021bia angaja\u021bilor<br \/>\n\u2022 Reten\u021bia clien\u021bilor\/loializare<br \/>\n\u2022 Calitatea vie\u021bii\/ cre\u0219terea bun\u0103st\u0103rii<\/td><\/tr><tr class=''><td class=''><b><br \/>\nMETODE DE EVALUARE<br \/>\n<\/b><br \/>\n<\/td><td class=''>\u2022 Analiz\u0103 intern\u0103<br \/>\n\u2022 Scanarea mediului<br \/>\n\u2022 Analiza de fezabilitate<br \/>\n\u2022 Analiza de risc<\/td><td class=''>\u2022Analiza metadatelor (ex. cercet\u0103ri anterioare, metrici)<br \/>\n\u2022 Cercetarea pie\u021bei\/audien\u021bie (e.x. sondaje, focus-grupuri, interviuri)<br \/>\n\u2022 Consultarea stakeholderilor<br \/>\n\u2022 Studii de caz (e.x. cele mai bune practici)<br \/>\n\u2022 analiza SWOT (sau PEST, \u2022 PESTLE, etc.)<br \/>\n\u2022 Panouri de pre-testare<br \/>\n\u2022 Revizuirea cercet\u0103rii \/revizuirea din partea exper\u021bilor<\/td><td class=''>\u2022 Matrici media (e.x., statistici de audien\u021b\u0103, impresii, CPM)<br \/>\n\u2022 Monitorizare media<br \/>\n\u2022 Analiza de con\u021binut media (cant.)<br \/>\n\u2022 Analiza de con\u021binut media (cal.)<br \/>\n\u2022 Analiza de social media (cant. \u0219i cal.)<br \/>\n\u2022 Rapoarte de activitate (e.x, evenimente, sponsoriz\u0103ri)<br \/>\n<\/td><td class=''>\u2022 Statistici web (e.x.,<br \/>\nvizualiz\u0103ri, downloads)<br \/>\n\u2022 Analiza social media<br \/>\n(calitativ \u2013 e.x. comentarii)<br \/>\n\u2022 Feedback (e.x.<br \/>\ncomentarii, scrisori)<br \/>\n\u2022 Etnografie<sup>10<\/sup><br \/>\n(observa\u021bie)<br \/>\n\u2022Netnografie<sup>11<\/sup> (etnografie online)<br \/>\n\u2022 Sondaje de opinie (e.x. vizibilitate, \u00een\u021belegere, interes, opinie)<br \/>\n\u2022 Focus-grupuri (la fel ca mai sus)<br \/>\n\u2022 Interviuri (la fel ca mai sus)<\/td><td class=''>\u2022 Analiz\u0103 social media (cal.)<br \/>\n\u2022 Baze de date statistice (e.x.<br \/>\nurm\u0103rirea cercet\u0103rii, identificarea surselor)<br \/>\n\u2022 Etnografie (observa\u021bie)<br \/>\n\u2022 Derivat\u0103 din etnografie online<br \/>\n\u2022 Sondaje de opinie<br \/>\n\u2022 Sondaje \u00een r\u00e2ndul stakeholder-ilor (e.x. satisfac\u021bie. \u00eencredere)<br \/>\n\u2022 Focus &#8211; grupuri (la fel ca mai sus)<br \/>\n\u2022 Interviuri (la fel ca mai sus)<br \/>\n\u2022 Net Promoter Score<br \/>\n(NPS)<sup>12<\/sup><\/td><td class=''>\u2022 Arhiva bazei de date (e.x. dona\u021bii de s\u00e2nge,<br \/>\nrezultate medicale, apartenen\u021ba la un grup,<br \/>\netc.)<br \/>\n\u2022 Evolu\u021bia v\u00e2nz\u0103rilor<br \/>\n\u2022 Evolu\u021bia dona\u021biilor<br \/>\n\u2022 date CRM<br \/>\n\u2022 informa\u021bii din sondajele \u00een r\u00e2ndul angaja\u021bilor<br \/>\n\u2022 Studii reputa\u021bionale<br \/>\n\u2022 Analiza cost-beneficiu \/raportul cost-beneficiu<br \/>\n\u2022 ROI (dac\u0103 exist\u0103 obiective financiare)<br \/>\n\u2022 Econometrie<sup>13<\/sup><br \/>\n\u2022 Calitatea vie\u021bii &#8211; dimensiuni \u0219i m\u0103surarea bun\u0103st\u0103rii<\/td><\/tr><\/tbody><\/table><\/div><style type='text\/css'>.avia-table-1 td:nth-of-type(1):before { content: 'ETAPE \u2013 NIVEL MACRO'; } .avia-table-1 td:nth-of-type(2):before { content: 'INPUTS\n'; } .avia-table-1 td:nth-of-type(3):before { content: '\nACTIVIT\u0102\u021aI\n'; } .avia-table-1 td:nth-of-type(4):before { content: 'OUTPUTS'; } .avia-table-1 td:nth-of-type(5):before { content: 'OUTTAKES'; } .avia-table-1 td:nth-of-type(6):before { content: 'EFECTE4'; } .avia-table-1 td:nth-of-type(7):before { content: 'IMPACT5'; } <\/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>Informa\u021bii suport pentru taxonomia evalu\u0103rii<\/strong><\/p>\n<ol>\n<li>\u00cencrederea este considerat\u0103 un rezultat intermediar, dezirabil \u00een contexte cu impact pe termen mai lung, cum ar fi alegerile electorale, continuarea afacerilor dintre clien\u021bi \u0219i companie etc. Nu este un scop final \u00een sine.<\/li>\n<li>Unele modele program de logic\u0103 se refer\u0103 la aceast\u0103 prim\u0103 etap\u0103 ca resurs\u0103.<\/li>\n<li>Ce reg\u0103sim \u00een outtakes se poate suprapune cu outcomes pe termen scurt. Acesta este motivul pentru care cele mai frecvent utilizate modele de logic\u0103 nu folosesc outtakes. Outtakes \u0219i outcomes pot fi cognitive \u0219i \/ sau afective (emo\u021bionale) \u0219i \/ sau conative (comportamentale).<\/li>\n<li>Rezultatele pe termen lung pe care le g\u0103sim \u00een capitolul outcomes se suprapun \u0219i uneori sunt considerate a fi acelea\u0219i cu impactul.<\/li>\n<li>Impactul este adesea evaluat doar \u00een raport cu organiza\u021bia. Cu toate acestea, dup\u0103 cum este men\u021bionat \u00een introducere, trebuie avut \u00een vedere impactul asupra p\u0103r\u021bilor interesate, asupra publicului \u0219i asupra societ\u0103\u021bii \u00een ansamblu. Acest lucru este esen\u021bial pentru organiza\u021biile guvernamentale, non-guvernamentale \u0219i non-profit, care se concentreaz\u0103 pe servirea interesului public. Totodat\u0103, impactul asupra p\u0103r\u021bilor interesate \u0219i a societ\u0103\u021bii afecteaz\u0103 \u0219i modeleaz\u0103 mediul \u00een care opereaz\u0103 \u00eentreprinderile (adic\u0103 aceast\u0103 evaluare face parte din scanarea de mediu, cercetarea publicului \u0219i cercetarea pie\u021bei, care va servi drept informa\u021bie pentru planificari ulterioare).<\/li>\n<li>Leg\u0103tura de cauzalitate este dificil de stabilit \u00een multe cazuri, \u00een mod deosebit c\u00e2nd exist\u0103 mai mul\u021bi factori ce contribuie la impact (rezultate). Trebuie aplicate cele trei reguli-cheie ale cauzalit\u0103\u021bii: (a) presupusa cauz\u0103 trebuie s\u0103 fie precedat\u0103 de presupusul efect \/ impact; (b) trebuie s\u0103 existe o leg\u0103tur\u0103 clar\u0103 \u00eentre presupusa cauz\u0103 \u0219i efect (de exemplu, trebuie s\u0103 existe dovezi c\u0103 publicul a accesat \u0219i a utilizat informa\u021biile furnizate.); \u0219i (c) alte cauze posibile trebuie eliminate \u00een m\u0103sura \u00een care se poate.<\/li>\n<li>Unele includ partea de planificare \u00een outputs. \u00cen eventualitatea acestui lucru, cercetarea formativ\u0103 (care ar trebui s\u0103 fie precedat\u0103 de planificare) trebuie, de asemenea, s\u0103 fie inclus\u0103 \u00een outputs. Cu toate acestea, majoritatea modelelor de evaluare a programelor identific\u0103 cercetarea \u0219i planificarea formativ\u0103 ca activit\u0103\u021bi-cheie care trebuie puse \u00een aplicare ca parte a programului de comunicare. Inputs intr\u0103 \u00een general la partea de pre-campanie \/ program.<\/li>\n<li>Recep\u021bia se refer\u0103 la informa\u021biile sau mesajele primite de publicul vizat \u0219i este u\u0219or diferit\u0103 de expunere. De exemplu, o audien\u021b\u0103 ar putea fi expus\u0103 unei pinformatii din mass-media pe care o acceseaz\u0103, dar s\u0103 ignore povestea \u0219i s\u0103 nu primeasc\u0103 informa\u021biile. \u00cen mod similar, ace\u0219tia pot participa la un eveniment cum ar fi o expozi\u021bie comercial\u0103, \u0219i pot fi expu\u0219i la con\u021binut, dar nu primesc informa\u021bii sau mesaje (de exemplu, prin neaten\u021bie sau selec\u021bie de con\u021binut asupra c\u0103ruia s\u0103 se concentreze).<\/li>\n<li>Exist\u0103 cazuri \u00een care etapa de \u00eenv\u0103\u021bare (dob\u00e2ndirea de cuno\u0219tin\u021be), nu este necesar\u0103. Aceast\u0103 etap\u0103 depinde de tipul de campanie \u0219i de tipul de proiect. De exemplu, cei care au organizat campanii de s\u0103n\u0103tate pentru promovarea alimentelor bogate \u00een calciu \u0219i a suplimentelor pentru reducerea osteoporozei la femei au descoperit c\u0103, \u00een primul r\u00e2nd, femeile trebuie &#8222;educate&#8221; \u00een leg\u0103tur\u0103 cu osteoporoza (ce este, cauzele acesteia etc.). Similar, combaterea obezit\u0103\u021bii necesit\u0103 educa\u021bie alimentar\u0103. \u00cen timp ce \u00een\u021belegerea se refer\u0103 la asumarea mesajelor comunicate, \u00eenv\u0103\u021barea se refer\u0103 la dob\u00e2ndirea de cuno\u0219tin\u021be mai profunde sau mai extinse care sunt necesare pentru atingerea obiectivelor.<\/li>\n<li>Etnografia reprezint\u0103 o metod\u0103 de cercetare bazat\u0103 pe o observa\u021bie intens\u0103 pe o perioad\u0103 extins\u0103, adesea completat\u0103 de interviuri \u0219i de alt\u0103 metod\u0103 de cercetare.<\/li>\n<li>O derivat\u0103 din etnografie translatat\u0103 \u00een mediul online \u00een care utilizatorii sunt atent monitoriza\u021bi pentru a le identifica comportamentele, atitudinile etc. prin intermediul comentariilor, urmelor digitala \u0219i a altor valori digitale.<\/li>\n<li>Net promoter score (NPS) este un scor din 10 puncte bazat pe o singur\u0103 \u00eentrebare: &#8222;C\u00e2t de probabil este s\u0103 recomanzi [brandul] unui prieten sau coleg?&#8221;. Cei cu scoruri de 0-6 sunt consider\u021bi &#8222;detractori&#8221; \/ nemul\u021bumi\u021bi; cu scoruri de 7-8 sunt satisf\u0103cu\u021bi, dar nu sunt entuziasma\u021bi; iar cu scoruri de 9-10 sunt entuzia\u0219tii loiali, suporteri \u0219i adep\u021bi (Vezi <a href=\"https: \/www.netpromoter.com\/know\">https: \/\/www.netpromoter.com\/know<\/a>)<\/li>\n<li>Econometria este aplicarea matematicii \u0219i a metodelor statistice pentru testarea ipotezelor \u0219i identificarea rela\u021biilor economice dintre factori pe baza datelor empirice (vezi <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>Abrevieri<\/strong><br \/>\nCPM &#8211; Cost per mii (mille = in latina \u00eenseamn\u0103 mii)<br \/>\nCRM &#8211; Managementul rela\u021biei cu clien\u021bii (datele sunt \u00eenregistrate de obicei \u00eentr-o baz\u0103 de date CRM)<br \/>\nKPI &#8211; Key Performance Indicator ( vezi <a 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<\/a>)<br \/>\nOTS &#8211; Oportunit\u0103\u021bi de vizibilitate (sau Impresii)<br \/>\nPEST &#8211; un cadru de evalure care analizeaz\u0103 factori politici, economici, sociali \u0219i tehnologici<br \/>\nPESTLE &#8211; un cadrul de evalure care analizeaz\u0103 factori politici, economici, sociali \u0219i tehnologici, legali \u0219i de mediu (uneori \u0219i PESTEL, \u00een func\u021bie de ordinea factorilor) (vezi <a href=\"http:\/\/pestleanalysis.com\/how-to-do-a-swot-analysis\">http:\/\/pestleanalysis.com\/how-to-do-a-swot-analysis<\/a>)<br \/>\nROI \u2013 return on investment \u2013 cat ai castigat comparatic cu cat ai investit<br \/>\nSMART &#8211; Se refer\u0103 la obiectivele specifice, masurabile, realizabile \u0219i relevante (ex. legat de obiectivele organiza\u021bionale), \u0219i care s\u0103 \u021bin\u0103 cont de timp (i.e. \u00eentr-o perioad\u0103 specific\u0103)<br \/>\nSWOT &#8211; o metod\u0103 de planificare strategic\u0103 ce evalueaz\u0103 punctele forte, punctele slabe, oportunit\u0103\u021bile, amenin\u021b\u0103rile<br \/>\nTARPs &#8211; puncte de rating specifice audien\u021bei pricipale, se bazeaza pe un sistem de evaluare din advertising (http:\/\/www.multimediabuying.com.au\/faq)<br \/>\nUWEX- Program derivat din cel al Universit\u0103\u021bii Wisconsin- (vezi Taylor-Power \u0219i Henert, 2008)<\/p>\n<\/div><\/section><\/div>\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>Referin\u021be \u0219i informa\u021bii suplimentare<\/strong><br \/>\nBroom, G. (2009). Cutlip &amp; Center\u2019s Rela\u021bii publice eficiente (a 10-a ed.). Upper Saddle River, NJ: Pearson.<br \/>\nCutlip, S., Center, A., &amp; Broom, G. (1985). Rela\u021bii publice eficiente (a 6-a ed.). Englewood Cliffs, NJ: Prentice Hall.<br \/>\nCutlip, S., Center, A., &amp; Broom, G. (1994). Rela\u021bii publice eficiente (a 7-a ed.). Upper Saddle River, NJ: Prentice Hall.<br \/>\nGrunig, J. (2008). Conceptualizarea cercet\u0103rii cantitative \u00een rela\u021biile publice. \u00cen B. van Ruler, A. Tkalac Ver\u0109i\u0109, &amp; D. Ver\u0109i\u0109 (Eds.), Metrici \u00een rela\u021bii publice: cercetare \u0219i evaluare (p. 88\u2013119). New York, NY: Routledge.<br \/>\nGrunig, L., Grunig J., &amp; Dozier, D. (2002). Organiza\u021bii excelente \u0219i organiza\u021bii eficiente. Un studiu al managementului comunic\u0103rii \u00een trei \u021b\u0103ri. Mahwah, NJ: Lawrence Erlbaum.<br \/>\nStacks, D., &amp; Bowen, S. (Eds.). (2013). Dic\u021bionar al m\u0103sur\u0103rii rela\u021biilor publice \u0219i cercet\u0103rii. Gainesville FL: Institutul pentru Rela\u021bii Publice. Disponibil la &#8211; <a href=\"http:\/\/www.instituteforpr.org\/topics\/dictionary-of-public-relations-measurement-and-research\">http:\/\/www.instituteforpr.org\/topics\/dictionary-of-public-relations-measurement-and-research<\/a><br \/>\nTaylor-Power, E., &amp; Henert, E. (2008). Dezvoltarea unui model logic: Ghid de \u00eenv\u0103\u021bare \u0219i training. Reg\u0103sit \u0219i \u00een<br \/>\n<a href=\"http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf\">http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf<\/a><br \/>\nWholey, J. (1979). Evaluation: Promisiuni \u0219i performan\u021b\u0103. Washington, DC: Urban Institute Press.<br \/>\nWholey J., Hatry, H., &amp; Newcomer, K. (Eds.). (2010). Manual de evaluare a unui program practic (a 3-a ed.). San Francisco, CA: Jossey-Bass.<\/p>\n<\/div><\/section><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":3026,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"tags":[],"class_list":["post-3029","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=\"ro_RO\" \/>\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\/ro\/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=\"19 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/ro\/home\/supporting-material\/taxonomy\/\",\"url\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/ro\/home\/supporting-material\/taxonomy\/\",\"name\":\"Taxonomy - 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