{"id":3031,"date":"2018-03-19T17:00:38","date_gmt":"2018-03-19T17:00:38","guid":{"rendered":"https:\/\/amecorg.com\/amecframework\/ro\/?page_id=3031"},"modified":"2024-11-25T16:49:31","modified_gmt":"2024-11-25T16:49:31","slug":"expert-opinion","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/amecframework\/ro\/home\/supporting-material\/expert-opinion\/","title":{"rendered":"Expert Opinion"},"content":{"rendered":"<div class='clear'><\/div><div id='sub_menu1'  class='av-submenu-container av-av_submenu-17dd3491bfd896bb8ec94a709d963a28 main_color  avia-builder-el-0  el_before_av_section  avia-builder-el-first  side-menu av-sticky-submenu container_wrap fullsize' style='z-index:301' ><div class='container av-menu-mobile-disabled av-submenu-pos-center'><ul id='av-custom-submenu-1' class='av-subnav-menu' role='menu'>\n<li class='menu-item av-av_submenu_item-9c1e8f82ddac34897625a327f58a7a34 menu-item-top-level menu-item-top-level-1' role='menuitem'><a href='#proving-value'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>A demonstra valoarea \u00eentr-o lume integrat\u0103<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-b54e8c06a5a22f8637172a32889c3610 menu-item-top-level menu-item-top-level-2' role='menuitem'><a href='#why-measurement-matters'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>De ce conteaz\u0103 cum m\u0103sur\u0103m<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-3dc08deb3273d8254b60aebe481ab2d7 menu-item-top-level menu-item-top-level-3' role='menuitem'><a href='#the-pesco-channel'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>Canalele PESO - Ce sunt \u0219i de ce conteaz\u0103<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-a65a951aa6f3e1076628631cf2946b0d menu-item-top-level menu-item-top-level-4' role='menuitem'><a href='#performance-public-relations'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>Rela\u021bii publice performante<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-e6a64b1050b54d5475a18b6cfae9adaa menu-item-top-level menu-item-top-level-5' role='menuitem'><a href='#if-your-failing'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>\"Dac\u0103 e\u0219uezi la partea de planificare, planifici s\u0103 e\u0219uezi\"<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-5ba0f30e182cef4d9301d64d64914278 menu-item-top-level menu-item-top-level-6' role='menuitem'><a href='#top-tips'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>Sfaturi de top pentru planificare \u0219i stabilirea obiectivelor<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-8773154462a0171f69034d537193820d menu-item-top-level menu-item-top-level-7' role='menuitem'><a href='#measuring-reputation'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>M\u0103surarea reputa\u021biei<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-4a839f5e3de9b282d67be5dedc616f51 menu-item-top-level menu-item-top-level-8' role='menuitem'><a href='#effectiveness-story'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>Povestea eficacit\u0103\u021bii<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-acfc4fc20abd55ab06838f113e106627 menu-item-top-level menu-item-top-level-9' role='menuitem'><a href='#conclusion'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>CONCLUZII<\/span><\/a><\/li>\n<\/ul><\/div><\/div><div class='sticky_placeholder'><\/div>\n<div id='proving-value'  class='avia-section av-av_section-46420b1142f37fb7579555108e4e1361 main_color avia-section-default avia-no-shadow  avia-builder-el-1  el_after_av_submenu  el_before_av_section  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-3031'><div class='entry-content-wrapper clearfix'>\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-2  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_two_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_two_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_two_third-0aa7055fe62c3622faec82866afbaeb2 av_two_third  avia-builder-el-3  el_after_av_one_third  avia-builder-el-last  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\" ><h2>A demonstra valoarea \u00eentr-o lume integrat\u0103<\/h2>\n<div id=\"u4637-6\" class=\"clearfix colelem shared_content\" data-content-guid=\"u4637-6_content\">\n<h3 id=\"u4637-4\">Este momentul s\u0103 dep\u0103sim m\u0103surarea outputs, s\u0103 m\u0103suram \u0219i alte aspecte<\/h3>\n<\/div>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe\">\n#top .hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe hr-custom  avia-builder-el-5  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-av_team_member-aae2948f78f3ec57e6b78932b6cb42aa  avia-builder-el-6  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-90 avia-img-lazy-loading-not-90 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Richard-Bagnall-1.jpg\" alt='Richard Bagnall'  itemprop=\"image\"   height=\"92\" width=\"92\" srcset=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Richard-Bagnall-1.jpg 92w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Richard-Bagnall-1-80x80.jpg 80w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Richard-Bagnall-1-36x36.jpg 36w\" sizes=\"(max-width: 92px) 100vw, 92px\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/richardbagnall<\/span><a href='https:\/\/twitter.com\/richardbagnall' class='avia-team-icon av-av_team_icon-ab87a77926b8f129fb63be138573226c twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'  target='_blank' data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Richard Bagnall<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Board Director AMEC,<br \/>\nCEO PRIME Research UK<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/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>Exist\u0103 o serie de motive pentru care industria trebuie s\u0103 \u00ee\u0219i dep\u0103seasc\u0103 trecutul axat pe analiza con\u021binutului ca valoare pentru m\u0103surarea activit\u0103\u021bii de comunicare. Ne place sau nu, tr\u0103im \u00eentr-o lume \u00een care multe dintre valorile pe care s-a bazat \u00een trecut m\u0103surarea eficien\u021bei comunic\u0103rii \u00ee\u0219i pierd relevan\u021ba.<\/p>\n<p>Universul mass-media se extinde din punct de vedere al canalelor, \u00eens\u0103 \u00een raport cu audien\u021ba \u0219i aten\u021bia, el devine din ce \u00een ce mai restr\u00e2ns. Pe m\u0103sur\u0103 ce canalele se fragmenteaz\u0103 pe sistem PESO, luarea \u00een calcul cu acurate\u021be exclusiv a valorilor vechi, precum volumul, afi\u0219\u0103rile \u0219i reach-ul devine din ce \u00een ce mai dificil\u0103.<\/p>\n<p>Nu numai c\u0103 exist\u0103 provocarea de a furniza date exacte din media care, \u00een unele cazuri, p\u0103streaz\u0103 aceste informa\u021bii private, dar \u00een lumea online, multe dintre rezultate sunt u\u0219or de dob\u00e2ndit \u0219i de manipulat. Astfel, volumele \u0219i impresiile nu mai pot fi considerate o valoare cu o semnifica\u021bie deosebit\u0103, ci mai mult un indice.<\/p>\n<p>La conferin\u021ba anual\u0103 de PR din Norvegia, \u00een martie 2016, am sus\u021binut o prezentare de 20 de minute \u00een care am elaborat acest aspect &#8211; \u0219i nu v\u0103 face\u021bi griji, este \u00een limba englez\u0103!<\/p>\n<\/div><\/section><br \/>\n<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>C\u00e2nd aceste provoc\u0103ri sunt \u00eenso\u021bite de noua realitate a lumii integrate, \u00een care se a\u0219teapt\u0103 ca agen\u021biile de PR s\u0103 fie confortabile s\u0103 lucreaze cu PESO, este clar c\u0103 trebuie s\u0103 ne schimb\u0103m paradigma de g\u00e2ndire. Trebuie s\u0103 trecem de la stadiul \u00een care m\u0103sur\u0103m doar ce \u021bine de outputs, la cel \u00een care eviden\u021biem valoarea eforturilor noastre, \u0219i asta raport\u00e2ndu-ne la outtakes \u0219i outcomes ce rezult\u0103 din munca noastr\u0103.<\/p>\n<p>Modelul integrat de evaluare AMEC face exact acest lucru &#8211; stabile\u0219te o metod\u0103 clar\u0103 \u0219i u\u0219or de urm\u0103rit pentru a spune o poveste de PR extraordinar\u0103, de la obiective la publicul \u021bint\u0103, la planificare, la activit\u0103\u021bi, la resurse, la efectele asupra publicului, la rezultate \u0219i la impactul \u00een afaceri. Doar atunci c\u00e2nd industria de PR va \u00eencerca s\u0103 m\u0103soare efectul \u00een \u00eentregime, va fi capabil\u0103 s\u0103 r\u0103spund\u0103 la \u00eentreb\u0103rile cheie despre performan\u021ba sa \u00eentr-o manier\u0103 relevant\u0103 \u0219i credibil\u0103.<\/p>\n<\/div><\/section><\/p><\/div><\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='why-measurement-matters'  class='avia-section av-av_section-47635f304a489258f79c325a01e02b2e main_color avia-section-default avia-no-shadow  avia-builder-el-10  el_after_av_section  el_before_av_section  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-3031'><div class='entry-content-wrapper clearfix'>\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-11  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_two_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_two_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_two_third-0aa7055fe62c3622faec82866afbaeb2 av_two_third  avia-builder-el-12  el_after_av_one_third  avia-builder-el-last  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\" ><h2>De ce conteaz\u0103 cum m\u0103sur\u0103m<\/h2>\n<h3>Vizunea agen\u021biei GLOBAL PR<\/h3>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe\">\n#top .hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe hr-custom  avia-builder-el-14  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-av_team_member-1291f4ee2bc7251cf6f5ec429fddce84  avia-builder-el-15  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-91 avia-img-lazy-loading-not-91 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/giles-peddy-meet-the-team.jpg\" alt='Giles Peddy'  itemprop=\"image\"   height=\"79\" width=\"81\" srcset=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/giles-peddy-meet-the-team.jpg 81w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/giles-peddy-meet-the-team-80x79.jpg 80w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/giles-peddy-meet-the-team-36x36.jpg 36w\" sizes=\"(max-width: 81px) 100vw, 81px\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/GilesPeddy<\/span><a href='https:\/\/twitter.com\/GilesPeddy' class='avia-team-icon av-av_team_icon-6300a3b097d3a050f267f327e41db236 twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'   data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Giles Peddy<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Group Managing Director<br \/>\nMarea Britanie, LEWIS<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/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>De mul\u021bi ani, speciali\u0219tii \u00een comunicare fug c\u00e2nd aud de m\u0103surare. Mai degrab\u0103 ar merge s\u0103 bea ceva. Parc\u0103 \u00eei \u0219i v\u0103d. H\u00e2rtii amestecate, o tuse, jucatul cu m\u00e2nerul de la scaun , ac\u021biuni aparent f\u0103r\u0103 discern\u0103m\u00e2nt. Orice pentru a evita adev\u0103rul inconfortabil, c\u0103 nu am fost prea buni la m\u0103surare.<\/p>\n<p>Vremurile s-au schimbat. Recunoa\u0219terea din ce \u00een ce mai mare a valorii strategice a comunicarii \u00een sala de consiliu, precum \u0219i cererile tot mai mari de justificare a bugetului care trebuie s\u0103 fie \u00een str\u00e2ns\u0103 leg\u0103tur\u0103 cu impactul asupra business-ului, au devenit o m\u0103sur\u0103 mai important\u0103.<br \/>\nCu toate acestea, sus\u021bin \u00een continuare c\u0103 lipsa unui proces, a unei metodologi, a standardelor sau a unei taxonomii clare a m\u0103sur\u0103torilor corecte a \u021binut industria pe loc. Acest lucru se \u00eent\u00e2mpl\u0103 \u00een special \u00een cadrul agen\u021biilor care, deseori, nu fac mare parte din activitatea de evaluare (\u00een colaborare cu furnizorii).<\/p>\n<p>Aceast\u0103 adoptare sc\u0103zut\u0103 a unui model de m\u0103surare clar \u00eenseamn\u0103 c\u0103, \u00een multe cazuri, evaluarea se concentreaz\u0103 asupra resurselor de PR \u0219i asupra rezultatelor de PR. Dar cum r\u0103m\u00e2ne cu rezultatele \u00een business? Cum a influen\u021bat o campanie sau o activitate vizibilitatea? A crescut nivelul de advocacy? A fost observat\u0103 vreo schimbare \u00een raport cu adoptarea de c\u0103tre utilizatorii finali a produsului? A determinat o cre\u0219tere a cererii pentru un produs sau serviciu?<\/p>\n<p>Acest nivel de m\u0103surare este \u00eenc\u0103 \u00een minoritate (de\u0219i cre\u0219te). Dar, dup\u0103 p\u0103rerea mea, \u0219i aceasta este o perspectiv\u0103 a agen\u021biei, trebuie s\u0103 ne \u00eentreb\u0103m mereu \u0219i, cel mai important, s\u0103 r\u0103spundem la \u00eentrebarea simpl\u0103 &#8211; &#8222;Cum va ajuta aceast\u0103 activitate afacerea clien\u021bilor mei?&#8221;<\/p>\n<p>Oricare ar fi obiectivul de afaceri, acesta ar trebui s\u0103 fie un element asupra c\u0103ruia s\u0103 te concetrezi \u0219i care s\u0103 fie m\u0103surat. Cunosc\u00e2nd ce conteaz\u0103 pentru afaceri, \u00eenseamn\u0103 c\u0103 va exista o pozi\u021bionare mai bun\u0103 pentru a construi cadrul de valori relevante.<\/p>\n<p>Acesta este motivul pentru care noul model de lucru cu valori interactive valide propus de Asocia\u021bia Interna\u021bional\u0103 pentru M\u0103surarea \u0219i Evaluarea Comunic\u0103rii (AMEC) este at\u00e2t de important pentru agen\u021bii (\u0219i echipele clientului) \u00een vederea prelu\u0103rii lui ca mod de lucru. Noul cadru interactiv ofer\u0103 utilizatorilor o metodologie \u0219i o taxonomie clar\u0103 pentru a dezvolta un plan clar \u0219i m\u0103surabil de comunicare \u0219i pentru a evalua succesul acestuia. Le ofer\u0103 utilizatorilor o c\u0103l\u0103torie clar\u0103 \u0219i mai ales, un mod de a demonstra impactul \u00een afaceri<\/p>\n<p>Mul\u021bi vor spune c\u0103, pentru a afi\u0219a rezultate cu impact \u00een mediul de business, trebuie s\u0103 ob\u021bine\u021bi date din mai multe p\u0103r\u021bi ale organiza\u021biei. Da, trebuie. Dar, folosind instrumentul interactiv, cel pu\u021bin ve\u021bi \u0219tii care ar putea fi acele rezultate, cine ar putea s\u0103 le de\u021bin\u0103 \u0219i cum se \u00eencadreaz\u0103 \u00een eforturile de comunicare integrata pe care le spune\u021bi at\u00e2t de des clien\u021bilor dvs. c\u0103 le furniza\u021bi!<\/p>\n<p>\u0218i acesta este motivul pentru care clien\u021bii trebuie s\u0103 ne &#8222;arate datele&#8221;. Dac\u0103 avem acces la date, putem m\u0103sura munca noastr\u0103 \u00eentr-o manier\u0103 mult mai strategic\u0103. Acest lucru prezint\u0103 oportunit\u0103\u021bi pentru profesioni\u0219tii califica\u021bi de a descoperi noi perspective care ar putea sus\u021bine din punct de vedere informa\u021bional o campanie, modul de abordare al schimb\u0103rii \u0219i de generare a unui impact mai mare.<\/p>\n<p>Desigur, este greu uneori s\u0103 ar\u0103ta\u021bi ce rezultate a generat fiecare pies\u0103 din mixului de marketing, dar dac\u0103 utiliza\u021bi instrumentele potrivite, poate m\u0103car ap\u0103rea o idee bun\u0103. Acolo unde exist\u0103 un cadru clar, exist\u0103 o cale.<\/p>\n<p>Deci, \u00een timp ce conversa\u021bia \u00een jurul conceptului de m\u0103surare poate p\u0103rea incomod\u0103 pentru mul\u021bi, eu spun s\u0103 nu l\u0103sa\u021bi s\u0103 fie a\u0219a. Pune\u021bi subiectul \u00een centrul discu\u021biilor \u0219i folosi\u021bi-l pentru a genera conversa\u021bii de afaceri foarte bune. Folosi\u021bi noile valori interactive valide de la AMEC ca o busol\u0103. Schimb\u0103rile au loc. Preg\u0103ti\u021bi-va de navigare \u0219i deplasa\u021bi-v\u0103 \u00eentr-o nou\u0103 lume a m\u0103sur\u0103rii.<\/p>\n<\/div><\/section><\/p><\/div>\n<\/p>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='the-pesco-channel'  class='avia-section av-av_section-3be72f863e2b36d425ca0415e102a6d0 main_color avia-section-default avia-no-shadow  avia-builder-el-17  el_after_av_section  el_before_av_section  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-3031'><div class='entry-content-wrapper clearfix'>\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-18  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_two_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_two_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_two_third-0aa7055fe62c3622faec82866afbaeb2 av_two_third  avia-builder-el-19  el_after_av_one_third  avia-builder-el-last  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\" ><h2 id=\"u5962-2\">Canalele PESO<\/h2>\n<h3 id=\"u5962-4\">Ce sunt \u0219i de ce conteaz\u0103<\/h3>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe\">\n#top .hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe hr-custom  avia-builder-el-21  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-av_team_member-8d6ad2ea9a818f6c73045a28e7aab3ea  avia-builder-el-22  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-93 avia-img-lazy-loading-not-93 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/gini-dietrich.jpg\" alt='Gini Dietrich'  itemprop=\"image\"   height=\"100\" width=\"79\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/ginidietrich<\/span><a href='https:\/\/twitter.com\/ginidietrich' class='avia-team-icon av-av_team_icon-d10ed745c3308751fb9d78750ccab738 twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'   data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Gini Dietrich<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>CEO<br \/>\nArment Dietrich Inc<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/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>Potrivit lui Henry Ford, &#8222;S\u0103 ne reunim este un \u00eenceput; s\u0103 r\u0103m\u00e2nem \u00eempreun\u0103 este un progres; lucrul \u00eempreun\u0103 este un succes&#8221;. Se poate aplica oric\u0103ror tipuri de medii de lucru, inclusiv firmelor de PR sau departamentelor de comunicare. Dar nu se aplic\u0103 numai organiza\u021biilor; se poate aplica \u0219i unei strategii de comunicare.<\/p>\n<p>De aceea s-a n\u0103scut modelul PESO. Este vorba despre media pl\u0103tit\u0103, c\u00e2\u0219tigat\u0103, co-detinuta \u0219i de\u021binut\u0103 \u0219i necesit\u0103 o abordare integrat\u0103 a comunic\u0103rilor, astfel \u00eenc\u00e2t s\u0103 putem m\u0103sura eforturile \u00een raport cu acele lucruri de care le pas\u0103 organiza\u021biilor, precum a avea mai mul\u021bi clien\u021bi, venituri sporite, profituri mai bune sau noi donatori. E timpul ca eforturile noastre s\u0103 fie v\u0103zute ca o investi\u021bie \u0219i nu o cheltuial\u0103, iar modelul PESO &#8211; c\u00e2nd este folosit corect &#8211; v\u0103 va duce acolo.<\/p>\n<p>Spre deosebire de linia de asamblare a unor ma\u0219ini, ve\u021bi \u00eencepe cu sf\u00e2r\u0219itul &#8230; sau cu mijloace media de\u021binute.<\/p>\n<p>\u00cen ziua de azi, aproape nimic nu func\u021bioneaz\u0103 f\u0103r\u0103 media de\u021binut\u0103 ca nucleu al programului t\u0103u de comunicare. Jurnali\u0219tii vor s\u0103 \u0219tie c\u0103 opiniile exper\u021bilor dvs. au fost publicate \u0219i \u00een alte medii. Nu ave\u021bi ce s\u0103 posta\u021bi pe re\u021belele de socializare f\u0103r\u0103 media de\u021binut\u0103. Nu ave\u021bi prea multe op\u021biuni pentru a face publicitate online, dac\u0103 nu ave\u021bi con\u021binut de promovat. \u0218i marketingul prin e-mail este un zgomot surd dac\u0103 nu \u00eemp\u0103rt\u0103\u0219i\u021bi ceva de valoare.<\/p>\n<p>Acest aspect este esen\u021ba tuturor lucrurilor pe care le face\u021bi \u0219i este imposibil s\u0103 ave\u021bi un program integrat f\u0103r\u0103 el.<\/p>\n<p>Odat\u0103 ce ave\u021bi o bibliotec\u0103 robust\u0103 de media de\u021binut\u0103, este timpul s\u0103 o folo\u0219i\u021bi la maximum. \u00cen 2016, acest lucru \u00eenseamna c\u0103 folosi\u021bi re\u021belele de socializare pentru distribu\u021bie \u0219i promovare.<br \/>\nO nou\u0103 platform\u0103 de social media apare \u00een fiecare zi, dar asta nu \u00eenseamn\u0103 c\u0103 trebuie s\u0103 fi\u021bi prezen\u021bi pe toate. De fapt, nu ar trebui s\u0103 fi\u021bi pe toate. Investiga\u021bi \u0219i stabili\u021bi-v\u0103 prezen\u021ba pe acele re\u021bele care ajut\u0103 la atingerea obiectivelor voastre.<\/p>\n<p>Lucr\u0103m invers, a\u0219a c\u0103 mass-media c\u00e2\u0219tigat\u0103 ar trebui s\u0103 fie urm\u0103toarea, dar este de fapt ultima. Urm\u0103torul canal pe care trebuie s\u0103 v\u0103 concentra\u021bi este mass-media pl\u0103tit\u0103, care este exact ceea ce pare. Aceasta este \u0219ansa dvs. de a v\u0103 amplifica mesajul prin publicitate \u0219i pentru a ajunge la noi segmente de public, pentru doar 5 dolari pe zi pe fiecare platform\u0103. Facebook, LinkedIn \u0219i Twitter au propria lor op\u021biune de publicitate nativ\u0103 \u0219i de obicei ofer\u0103 cupoane pentru primii clien\u021bi, ceea ce este chiar mai stimulant.<\/p>\n<p>Nu vre\u021bi s\u0103 pune\u021bi bani \u00een spatele fiec\u0103rui post, a\u0219a c\u0103 testa\u021bi o dat\u0103 pe lun\u0103 pe fiecare platform\u0103 \u0219i vede\u021bi care func\u021bioneaz\u0103 mai bine. Exist\u0103, desigur, \u0219i alte modalit\u0103\u021bi de a ob\u021bine amplific\u0103ri pentru mediile dvs. de\u021binute, cum ar fi marketingul prin e-mail, posturi pe blog scrise de celebrit\u0103\u021bi sau con\u021binutul creat de colaboratori.<\/p>\n<p>Vorbind despre influenceri, este momentul s\u0103 discut\u0103m \u0219i despre media c\u00e2\u0219tigat\u0103. Nu este un concept str\u0103in comunicatorilor, rela\u021biile pe care le c\u00e2\u0219tigi sunt valoroase pentru credibilitatea ter\u021bilor.<\/p>\n<p>Puterea conceptului de \u2018word of mouth\u2019 este incontestabil\u0103, motiv pentru care mass-media c\u00e2\u0219tig\u0103tat\u0103 reprezint\u0103 o parte esen\u021bial\u0103 \u00een ob\u021binerea autorit\u0103\u021bii. Aceste rela\u021bii necesit\u0103 timp, \u00eencredere \u0219i verific\u0103ri am\u0103nun\u021bite. Ca atare, s-ar putea s\u0103 nu v\u0103 ofere rezultate imediate. Mediile c\u00e2\u0219tigate nu pot da rezultate imediate, \u00eens\u0103, integrate cu celelalte tipuri de suport media, acestea v\u0103 vor oferi rezultate mai rapide dec\u00e2t dac\u0103 le utiliza\u021bi singure.<\/p>\n<p>Modelul PESO nu func\u021bioneaz\u0103 pe principiul m\u0103surii universale. Ca orice linie de asamblare, este nevoie ca toate canalele s\u0103 lucreze \u00eempreun\u0103 pentru a genera rezulate de business reale.<\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='performance-public-relations'  class='avia-section av-av_section-fe7fde7c45b75a38db275c36861161b1 main_color avia-section-default avia-no-shadow  avia-builder-el-24  el_after_av_section  el_before_av_section  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-3031'><div class='entry-content-wrapper clearfix'>\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-25  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_two_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_two_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_two_third-0aa7055fe62c3622faec82866afbaeb2 av_two_third  avia-builder-el-26  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-av_textblock-e4c4518831caa9edbdca90b100cd9b37 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock performance-public-relations'  itemprop=\"text\" ><h2 id=\"u5962-2\">Rela\u021bii publice performante<\/h2>\n<p id=\"u6003-4\">A ob\u021bine date de la departamentele organiza\u021biei este esen\u021bial pentru a ob\u021bine performa\u021b\u0103 din punct de vedere al rela\u021biilor publice<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe\">\n#top .hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe hr-custom  avia-builder-el-28  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-av_team_member-3ac8e9ae2a1fb62f9971c03814d814ad  avia-builder-el-29  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-94 avia-img-lazy-loading-not-94 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/stephen-waddington.jpg\" alt='Stephen Waddington'  itemprop=\"image\"   height=\"79\" width=\"79\" srcset=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/stephen-waddington.jpg 79w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/stephen-waddington-36x36.jpg 36w\" sizes=\"(max-width: 79px) 100vw, 79px\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/wadds<\/span><a href='https:\/\/twitter.com\/wadds' class='avia-team-icon av-av_team_icon-40a70935f20bd856902cf7f9e44e7bb3 twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'   data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Stephen Waddington<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Chief Engagement Officer<br \/>\nKetchum<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/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>\u00cen domeniul rela\u021biilor publice se consider\u0103 c\u0103 m\u0103surarea muncii noastre este costisitoare. Lipsa de buget este frecvent citat\u0103 ca motiv pentru o slab\u0103 m\u0103surare.<\/p>\n<p>\u00cens\u0103 un cost mai mare, at\u00e2t pentru performan\u021ba organiza\u021biei voastre, c\u00e2t \u0219i pentru dezvoltarea personala, este s\u0103 m\u0103sori succesul muncii \u00een sine.<\/p>\n<h4>M\u0103soar\u0103 performan\u021ba organiza\u021bional\u0103, nu media<\/h4>\n<p>Afacerea de m\u0103surare a rela\u021biilor publice a fost construit\u0103 \u00een baza metricilor de media tradi\u021bional\u0103. Acestea nu mai sunt de actualitate. \u00cen cel mai bun caz, acestea reprezint\u0103 un proxy slab pentru performan\u021ba afacerii.<\/p>\n<p>Odat\u0103 cu schimbarea practicii de a folosi media mass-media tradi\u021bional\u0103 ca form\u0103 primar\u0103 de media, trec\u00e2ndu-se la o varietate de medii digitale \u0219i sociale, afacerea devine din ce \u00een ce mai inteligent\u0103 la nivel de m\u0103surare.<\/p>\n<p>Strategia PESO permite o analiz\u0103 foarte corect\u0103 a rezultatelor.<\/p>\n<p>Oportunitatea noastr\u0103 este s\u0103 definim obiective, outputs \u0219i outtakes pentru o campanie \u0219i apoi s\u0103 suprapunem un cadru \u0219i instrumente de m\u0103surare.<\/p>\n<p>Acum avem acces, ca niciodat\u0103, la surse de date \u0219i instrumente care s\u0103 ne ajute s\u0103 m\u0103sur\u0103m resursele \u0219i rezultatele.<\/p>\n<p>Ob\u021bine\u021bi date de la departamente<\/p>\n<p>Datele sunt adesea \u00eengropate \u00een departamentele organiza\u021biei, iar acest lucru reprezint\u0103 o provocare. Bugetele departamentale \u0219i demarcarea politic\u0103 au prioritate fa\u021b\u0103 de demonstrarea performan\u021bei.<\/p>\n<p>V-a\u0219 recomanda s\u0103 merge\u021bi direct c\u0103tre departamente, nu prin organiza\u021bie, pentru a ob\u021bine informa\u021bii. Rela\u021biile publice trebuie s\u0103 lucreze cu departamentele de rela\u021bii cu clien\u021bii, marketing \u0219i resurse umane.<\/p>\n<p>Iat\u0103 30 de locuri unde pute\u021bi c\u0103uta date \u00een cadrul organiza\u021biei dvs. ca baz\u0103 a unui cadru robust de m\u0103surare.<\/p>\n<h4>Rezultate intermediare<\/h4>\n<p>Articol &#8211; volumul articolelor publicate. Leg\u0103tura cu rezultatele, util\u0103 pentru benchmarking fa\u021b\u0103 de campania anterioar\u0103.<\/p>\n<p>Participarea &#8211; consumatorii sau cet\u0103\u021benii care particip\u0103 la un eveniment, cum ar fi o conferin\u021b\u0103, o mas\u0103 rotund\u0103 sau \u00eent\u00e2lniri publice.<\/p>\n<p>C\u0103utare branded &#8211; cre\u0219terea activit\u0103\u021bii de c\u0103utare \u00een jurul unui brand ca rezultat al activit\u0103\u021bii de rela\u021bii publice<\/p>\n<p>Conversa\u021bie &#8211; leg\u0103tura cu un rezultat organiza\u021bional, altfel este o valoare mai pu\u021bin relevant\u0103, la fel ca o mare parte din m\u0103surarea con\u021binutului social<\/p>\n<p>Download &#8211; o form\u0103 de lead rezult\u0103 dintr-un call to action. \u00a0Lua\u021bi date pentru interac\u021biuni \u00een desf\u0103\u0219urare sau pentru remarketing<\/p>\n<p>Timpul petrecut pe o pagin\u0103 web &#8211; util pentru a distinge \u00eentre traficul brut \u0219i dac\u0103 un vizitator a citit con\u021binutul paginii<\/p>\n<p>Email click &#8211; utilizat pentru a determina dac\u0103 un destinatar de e-mail a primit \u0219i a ac\u021bionat \u00een urma unui call to action<\/p>\n<p>Followers \u2013 construirea unui public ca parte a unei comunit\u0103\u021bi de brand. Rata de cre\u0219tere este, de asemenea, un indicator util<\/p>\n<p>Afi\u0219\u0103ri sau vizualiz\u0103ri &#8211; un indicator al unei vizite pe o pagin\u0103 web. Ave\u021bi grij\u0103 de traficul fals sau irelevant. Utiliza\u021bi \u00eempreun\u0103 cu timpul pe care un utilzatori \u00eel petrece pe o pagin\u0103 web ca indicator al angajamentului real<\/p>\n<p>Link-uri in-bound \u00a0\u2013 calitatea \u0219i volumul click-urilor pe un link c\u0103tre o adres\u0103 URL predefinit\u0103. Rela\u021biona\u021bi datele la trafic. Utilizat\u0103 frecvent \u00een campaniile de c\u0103utare<\/p>\n<p>Like \u00a0&#8211; aceasta este o valoare mai pu\u021bin relevant\u0103 \u00een social media, dar util\u0103 ca indicator dac\u0103 exist\u0103 o corelare cu un alt intermediar sau cu un rezultat organiza\u021bional<\/p>\n<p>Trafic referral \u2013 trafic de pe site-uri ter\u021be, utilizat \u00een mod obi\u0219nuit \u00een aval \u00een conexiune cu linkurile inbound<\/p>\n<p>Recenzii &#8211; o form\u0103 de validare din partea ter\u021bilor care \u00ee\u0219i au originea \u00een sectorul ospitalit\u0103\u021bii \u0219i al c\u0103l\u0103toriilor \u0219i s-au extins \u0219i \u00een alte industrii.<\/p>\n<p>Sentimentul &#8211; bun sau r\u0103u este de obicei tot ce trebuie s\u0103 \u0219ti\u021bi, doar dac\u0103 nu lucra\u021bi la schimbarea opiniei cu privire la o problem\u0103 \u00eentr-o anumit\u0103 perioad\u0103 de timp<\/p>\n<p>Share of voice \u2013 volumul conversa\u021biei \u00een mass-media sociale sau tradi\u021bionale pentru o organiza\u021bie versus organiza\u021bie competitiv\u0103<\/p>\n<p>Sharing volume \u2013 c\u00e2t de multe share-uri au fost \u00een social media pe diferite canale. Aceast\u0103 valoare are leg\u0103tur\u0103 cu rezultate \u0219i comportamente<\/p>\n<p>C\u0103ut\u0103ri \u2013 cre\u0219terea sau contribu\u021bia la activitatea de c\u0103utare \u00een jurul unui termen ca urmare a activit\u0103\u021bii de rela\u021bii publice.<\/p>\n<p>Footfall \u2013 num\u0103r de persoane care au c\u0103l\u0103torit sau au vizitat o loca\u021bie frecvent utilizat\u0103 \u00een c\u0103l\u0103torii, turism \u0219i ospitalitate<\/p>\n<h4>Rezultate organiza\u021bionale<\/h4>\n<p>Schimbarea atitudinii &#8211; o varietate de tehnici pre \u0219i post sondaje sunt folosite pentru a testa schimbarea de opinie. Popular \u00een alegeri electorale<\/p>\n<p>Con\u0219tientizarea &#8211; implicarea unui public care altfel nu ar fi aflat de o problem\u0103, un produs sau un serviciu. Testa\u021bi printr-o varietate de tehnici de cercetare<\/p>\n<p>Schimb\u0103rile comportamentale &#8211; \u00eembun\u0103t\u0103\u021biri economice sociale, cum ar fi reducerea comportamentului antisocial, testate prin urm\u0103rirea longitudinal\u0103<\/p>\n<p>Procesul de afaceri &#8211; \u00eembun\u0103t\u0103\u021birea productivit\u0103\u021bii, de obicei datorit\u0103 comunic\u0103rilor interne \u0219i trainingurilor<\/p>\n<p>Conversii &#8211; de obicei, v\u00e2nz\u0103ri, dar se aplic\u0103 \u0219i \u00een alte activit\u0103\u021bi organiza\u021bionale, care pot fi atribuite activit\u0103\u021bii de rela\u021bii publice<\/p>\n<p>Performan\u021ba financiar\u0103 &#8211; urm\u0103rirea rolului rela\u021biilor publice \u00een sus\u021binerea unui indicator financiar, cum ar fi pre\u021bul ac\u021biunilor sau evaluarea<\/p>\n<p>Intern &#8211; o serie de metrici, inclusiv \u00eembun\u0103t\u0103\u021birea recrut\u0103rii, reten\u021biei \u0219i productivit\u0103\u021bii, precum \u0219i reducerea absen\u021bei \u0219i a bolii<\/p>\n<p>Recomandare \u0219i trimitere &#8211; baza Promotorului Net, care testeaz\u0103 probabilitatea unei recomand\u0103ri sau recomand\u0103ri a unei ter\u021be p\u0103r\u021bi (a se vedea \u0219i satisfac\u021bia).<\/p>\n<p>Reten\u021bie &#8211; se aplic\u0103 clien\u021bilor sau personalului \u00een care rela\u021biile publice se axeaz\u0103 pe gestionarea rela\u021biilor.<\/p>\n<p>Satisfac\u021bia &#8211; legat\u0103 de recomandare, utilizat\u0103 pentru a compara puterea unei rela\u021bii \u00eentre un cet\u0103\u021bean sau consumator \u0219i o organiza\u021bie.<\/p>\n<p>Trigger-e unice &#8211; cupoane dedicate, numere de telefon sau adrese URL care testeaz\u0103 rela\u021bia dintre activitate \u0219i rezultate.<\/p>\n<p>Voturi &#8211; realitatea aspr\u0103 a campaniilor politice \u00een care testul final al succesului unei campanii este \u00een cabina de vot<\/p>\n<h4>Despre STEPHEN WADDINGTON<\/h4>\n<p>Stephen este partener \u0219i Chief Engagement Officer, Ketchum. Este profesor deta\u0219at la Universitatea Newcastle. Scrie pe blogul <a href=\"wadds.co.uk\" target=\"blank_\" rel=\"noopener\">wadds.co.uk<\/a>.<\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='if-your-failing'  class='avia-section av-av_section-c5d0737d0295b6a4d8d40c19790e866d main_color avia-section-default avia-no-shadow  avia-builder-el-31  el_after_av_section  el_before_av_section  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-3031'><div class='entry-content-wrapper clearfix'>\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-32  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_two_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_two_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_two_third-0aa7055fe62c3622faec82866afbaeb2 av_two_third  avia-builder-el-33  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-av_textblock-e4c4518831caa9edbdca90b100cd9b37 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock performance-public-relations'  itemprop=\"text\" ><h2 id=\"u5962-2\">&#8222;Dac\u0103 e\u0219uezi la partea de planificare, planifici s\u0103 e\u0219uezi&#8221;<\/h2>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe\">\n#top .hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe hr-custom  avia-builder-el-35  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-av_team_member-40f3ee15466a31e98889353fbd752de5  avia-builder-el-36  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-95 avia-img-lazy-loading-not-95 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Kevin-read.jpg\" alt='Kevin Read'  itemprop=\"image\"   height=\"95\" width=\"79\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/readkevinread<\/span><a href='https:\/\/twitter.com\/readkevinread' class='avia-team-icon av-av_team_icon-2bcc0ed4322a3fde8382bda7a6a001fe twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'   data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Kevin Read<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Executive Chairman &<br \/>\nPartner, Bell Pottinger<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/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>Noul model AMEC este o lucrare formidabil\u0103 care ancoreaz\u0103 g\u00e2ndirea puternic\u0103, relevant\u0103 \u0219i utili\u0103 \u00eentr-un mod practic \u0219i u\u0219or de urmat.<\/p>\n<p>Pentru Bell Pottinger, unul dintre cei mai noi membri ai AMEC, este deosebit de util s\u0103 se stabileasc\u0103 o cale pe care consultan\u021bii no\u0219tri s\u0103 o poat\u0103 urma. Este util pentru conversa\u021biile cu clien\u021bii despre stabilirea planific\u0103rii \u0219i raport\u0103rii eficiente a campaniilor.<\/p>\n<p>Odat\u0103 cu apari\u021bia canalelor digitale \u0219i sociale de transmitere a mesajelor \u00een mas\u0103, complexitatea multora dintre campaniile pe care le desf\u0103\u0219ur\u0103m a crescut dramatic. Acest lucru implic\u0103 at\u00e2t o \u00eentelegere am\u0103nun\u021bit\u0103 a procesului de m\u0103surare a canelelor de distribu\u021bie la o scar\u0103 ampl\u0103, c\u00e2t s\u0103 fim \u0219i con\u0219tin\u021bi pe deplin de consecin\u021bele multiplelor puncte de contact. \u00cen mod similar, modelul AMEC pune un accent deosebit pe \u00een\u021belegerea contextului \u0219i strategiei de afaceri care stau \u00een spatele campaniilor de azi. Planificarea clar\u0103 \u0219i metodic\u0103 a obiectivelor organiza\u021bionale \u00eenainte de orice activitate este esen\u021bial\u0103 \u00een atingerea succesului.<\/p>\n<p>\u00cen domeniul consultan\u021bei cu o practic\u0103 de consiliere solid\u0103, accentul se pune pe partenerii \u0219i exper\u021bii no\u0219tri, care au cuno\u0219tin\u021be profunde despre business-ul clien\u021bilor \u0219i sectoarelor \u00een care \u00ee\u0219i desf\u0103\u0219oar\u0103 activitatea. Asemenea viziuni provin adesea dintr-o interogare strict\u0103 a obiectivelor generale ale unei organiza\u021bii \u0219i din contextul \u00een care acestea au fost stabilite.<\/p>\n<p>Analizele care se concentreaz\u0103 pe diferitele abord\u0103ri sunt, de asemenea, utile. \u00cen\u021belegerea PESO media ofer\u0103 planificatorului de comunicare o viziune mai cuprinz\u0103toare asupra poten\u021bialelor sinergii ale canalelor.<\/p>\n<p>\u00cen echipele hibride, \u00een care mai multe agen\u021bii activeaz\u0103 \u00eentr-o campanie, uneori pot fi provoc\u0103ri considerabile \u00een stabilirea tuturor datelor de planificare relevante. A re\u021bine toate rezulatele de pe mai multe canale poate fi dificil.<\/p>\n<p>Dac\u0103 se pune \u00een continuare accent pe reac\u021biile ini\u021biale ale unui public la mesajele de comunicare, efectele ulterioare \u0219i impactului pe termen lung r\u0103m\u00e2n un model solid pe care firmele de consultan\u021b\u0103 \u00eel vor putea folosi. Arta \u00een raport cu acest model este de a fi \u00eentotdeauna foarte clar \u00een privin\u021ba valorilor \u0219i obiectivelor pe care ne propunem s\u0103 le m\u0103sur\u0103m.<\/p>\n<p>Este \u00eens\u0103 necesar s\u0103 fim aten\u021bi la cauzalitate; cu toate acestea, este \u00eencurajator s\u0103 vedem c\u0103 impactul pe termen lung se concentreaz\u0103 ferm pe reputa\u021bie, rela\u021bii \u0219i schimbare.<\/p>\n<p id=\"u6043-2\">\n<p>La Bell Pottinger vom recomanda cu \u00eencredere noul cadru AMEC partenerilor \u0219i consultan\u021bilor din \u00eentreaga companie.<\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='top-tips'  class='avia-section av-av_section-c75e6b0d80ae33e2cd6e1e947c6872c8 main_color avia-section-default avia-no-shadow  avia-builder-el-38  el_after_av_section  el_before_av_section  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-3031'><div class='entry-content-wrapper clearfix'>\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-39  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_two_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_two_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_two_third-0aa7055fe62c3622faec82866afbaeb2 av_two_third  avia-builder-el-40  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-av_textblock-e4c4518831caa9edbdca90b100cd9b37 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock performance-public-relations'  itemprop=\"text\" ><h2 id=\"u5962-2\">Sfaturi de top pentru planificare \u0219i stabilirea obiectivelor<\/h2>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe\">\n#top .hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe hr-custom  avia-builder-el-42  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-av_team_member-84fc3021693d56b12f2145820c7c47b2  avia-builder-el-43  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-96 avia-img-lazy-loading-not-96 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/elayne-phillips.jpg\" alt='Elayne Phillips'  itemprop=\"image\"   height=\"79\" width=\"99\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/layneyp<\/span><a href='https:\/\/twitter.com\/layneyp' class='avia-team-icon av-av_team_icon-72bd1695dee85cacc2f1c2d98c624d5d twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'   data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Elayne Phillips<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Head of Civil Service Comms \u0219i<br \/>\nInternal Comms \u00een cadrul cabinetului primului ministru \u0219i cabinetului de comunicare \u0219i<br \/>\nCabinet Office Comms, membr\u0103 a bordului director AMEC<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/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\" ><h4>Importan\u021ba planific\u0103rii \u0219i stabilirii obiectivelor<\/h4>\n<p>M\u0103surarea \u0219i evaluarea pot dezv\u0103lui informa\u021bii cheie care s\u0103 v\u0103 arate ce s\u0103 face\u021bi \u00een continuare. Elementele descoperite pot modifica direc\u021bia campaniei \u0219i pot influen\u021ba canalele \u00een care alege\u021bi s\u0103 investi\u021bi pe viitor.<\/p>\n<p>Pentru a maximiza beneficiile evalu\u0103rii comunic\u0103rii, cheia este de a planifica. C\u00e2t de cur\u00e2nd posibil, planifica\u021bi ceea ce ve\u021bi m\u0103sura, aminti\u021bi-v\u0103 s\u0103 m\u0103sura\u021bi ce conteaz\u0103 \u00een raport cu obiectivele dvs. \u0219i stabili\u021bi mecanismele pentru a \u00eencepe verificarea m\u0103sur\u0103torilor \u00een avans. Acest lucru este important din mai multe motive:<\/p>\n<ul>\n<li>Dac\u0103 nu identifica\u021bi din start ce este important de urm\u0103rit, mai tarziu v\u0103 ve\u021bi da seama c\u0103 este imposibil s\u0103 furniza\u021bi retrospectiv datele de care ave\u021bi nevoie.<\/li>\n<li>Planificarea activit\u0103\u021bilor dvs. de m\u0103surare \u0219i evaluare v\u0103 va ajuta s\u0103 nu pierde\u021bi timp ulterior cu m\u0103sur\u0103tori inutile \u0219i irelevante.<\/li>\n<li><span style=\"font-size: 11pt; background-color: transparent; font-variant-numeric: normal; font-variant-east-asian: normal; vertical-align: baseline; white-space: pre-wrap;\">Planurile de comunicare sunt credibile atunci c\u00e2nd pot demonstra cum va ar\u0103ta succesul \u0219i ce dovezi vor fi aduse \u00een acest sens. \u00a0<\/span><\/li>\n<\/ul>\n<p>Utiliza\u021bi \u00eentotdeauna informa\u021bii care provin din evalu\u0103ri anterioare, relevante pentru urm\u0103toarea dvs. campanie \u0219i care s\u0103 v\u0103 ajute la stabilirea obiectivelor. \u00cen etapa de planificare, setarea obiectivelor v\u0103 va men\u021bine concentra\u021bi pe ceea ce trebuie \u0219i v\u0103 va ajuta la m\u0103surarea progresului. Deci, g\u00e2ndi\u021bi-v\u0103 cu aten\u021bie, stabili\u021bi obiective \u0219i urm\u0103ri\u021bi m\u0103surile corecte de performan\u021b\u0103 de la \u00eenceputul activit\u0103\u021bii.<\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='measuring-reputation'  class='avia-section av-av_section-1ffac49738274931de4f48b3ac7ad8fd main_color avia-section-default avia-no-shadow  avia-builder-el-45  el_after_av_section  el_before_av_section  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-3031'><div class='entry-content-wrapper clearfix'>\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-46  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_two_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_two_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_two_third-0aa7055fe62c3622faec82866afbaeb2 av_two_third  avia-builder-el-47  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-av_textblock-e4c4518831caa9edbdca90b100cd9b37 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock performance-public-relations'  itemprop=\"text\" ><h2 id=\"u6089-2\">M\u0103surarea reputa\u021biei<\/h2>\n<h3>Mai presus de m\u0103surarea reputa\u021biei. Folosirea reputa\u021biei pentru a crea valoare<\/h3>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe\">\n#top .hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe hr-custom  avia-builder-el-49  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-av_team_member-e3416736250f8c2d67c2928ec134be62  avia-builder-el-50  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-97 avia-img-lazy-loading-not-97 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/prof-kevin-money.jpg\" alt='Kevin Money'  itemprop=\"image\"   height=\"110\" width=\"79\" \/><\/div><h3 class='team-member-name '  itemprop=\"name\" >Kevin Money<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Profesor Reputa\u021bie \u0219i Leadership responsabil, Henley Business School<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/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>Protejarea reputa\u021biei \u0219i \u00eembun\u0103t\u0103\u021birea ei sunt obiective frecvente pe care comunicarea trebuie s\u0103 le sus\u021bin\u0103. Noul model integrat de evaluare AMEC clarific\u0103 importan\u021ba m\u0103sur\u0103rii reputa\u021biei. Dar cum o pute\u021bi m\u0103sura \u00een mod semnificativ? Cum se leag\u0103 reputa\u021bia de alte criterii de performan\u021b\u0103, cum ar fi tabelele de lig\u0103 \u0219i cele mai admirate clasamente? Cum pute\u021bi spune dac\u0103 reputa\u021bia dvs. v\u0103 ajut\u0103 sau \u00eempiedic\u0103 organiza\u021bia s\u0103 \u00ee\u0219i ating\u0103 obiectivele? Cum pute\u021bi utiliza m\u0103surarea reputa\u021biei pentru a ghida strategia organiza\u021biei dvs.? Cum pute\u021bi demonstra c\u0103 reputa\u021bia aduce valoare stakeholderilor? Cum se compar\u0103 diferite modele de m\u0103surare a reputa\u021biei? Cum pot fi combinate diferite modele de reputa\u021bie pentru a genera informa\u021bii pertinente? \u0218i cum pute\u021bi utiliza datele existente \u00een organiza\u021bia dvs. pentru a v\u0103 demonstra \u0219i \u00eembun\u0103t\u0103\u021bi reputa\u021bia?<\/p>\n<p>Acest articol scris de profesorul Kevin Money, de la \u0218coala de Afaceri Henley, r\u0103spunde la aceste \u00eentreb\u0103ri, prezent\u00e2nd reputa\u021bia \u00eentr-un model de creare a valorii. Aceast\u0103 abordare practic\u0103 v\u0103 va permite s\u0103 compara\u021bi metodele actuale cu cele mai bune practici. De asemenea, v\u0103 va permite s\u0103 identifica\u021bi at\u00e2t cauzele, c\u00e2t \u0219i consecin\u021bele reputa\u021biei &#8211; \u0219i astfel v\u0103 pot ajuta s\u0103 direc\u021biona\u021bi corect ac\u021biunile organiza\u021bionale \u0219i viitoarele ini\u021biative de m\u0103surare.<\/p>\n<p>Richard Bagnall \u0219i profesorul Kevin Money, iunie, 2016<\/p>\n<p>Click pentru a citi lucrarea Dincolo de reputa\u021bie: A folosi reputa\u021bia pentru a crea valoare<\/p>\n<p>Kevin Money \u0219i Carola Hillenbrand<\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='effectiveness-story'  class='avia-section av-av_section-b923d734f7797d4a848d7760998bd4a5 main_color avia-section-default avia-no-shadow  avia-builder-el-52  el_after_av_section  el_before_av_section  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-3031'><div class='entry-content-wrapper clearfix'>\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-53  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_two_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_two_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_two_third-0aa7055fe62c3622faec82866afbaeb2 av_two_third  avia-builder-el-54  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-av_textblock-e4c4518831caa9edbdca90b100cd9b37 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock performance-public-relations'  itemprop=\"text\" ><div id=\"u6124-4\" class=\"clearfix colelem shared_content\" data-content-guid=\"u6124-4_content\">\n<h2 id=\"u6124-2\">Povestea eficacit\u0103\u021bii<\/h2>\n<\/div>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe\">\n#top .hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe hr-custom  avia-builder-el-56  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-av_team_member-68e8bdf306adef3a87c565f491a2cfb1  avia-builder-el-57  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-98 avia-img-lazy-loading-not-98 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/charlie-snow.jpg\" alt='Charlie Snow'  itemprop=\"image\"   height=\"99\" width=\"79\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/charliedosurf<\/span><a href='https:\/\/twitter.com\/charliedosurf' class='avia-team-icon av-av_team_icon-9a0c04e3ea6b2834371e9748d581c289 twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'   data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Charlie Snow<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Chief Strategy Officer, MullenLowe Londra<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/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>\u00cen calitate de planificator \u00een lumea agen\u021biilor de peste 20 de ani, una dintre responsabilit\u0103\u021bile mele principale a fost m\u0103surarea campaniilor \u0219i de a le spune oamenilor ce a func\u021bionat \u0219i ce nu \u00een comunicare \u0219i de a folosi aceste informa\u021bii \u00een procesul de planificare, pentru a face campanii de comunicare \u0219i mai eficiente data viitoare. Am avut multe \u00eencerc\u0103ri de a convinge oamenii de c\u00e2t de reu\u0219ite au fost comunic\u0103rile agen\u021biei noastre, am scris \u0219i am editat o serie de lucr\u0103ri de eficacitate pentru diverse premii.<\/p>\n<p>De partea cealalt\u0103, am participat, de asemenea, la multe prezent\u0103ri \u0219i dezbateri \u0219i am avut marele privilegiu de a fi \u00een juriu pentru acordarea de premii de eficacitate de prestigiu &#8211; \u0219i am ascultat sau citit argumentele prezentate.<\/p>\n<p>Toate acestea m-au convins c\u0103 pute\u021bi avea toate datele din lume la dispozi\u021bia dumneavoastr\u0103, dar dac\u0103 nu pute\u021bi furniza dovezile \u00eentr-un mod clar, simplu \u0219i conving\u0103tor, atunci nu ve\u021bi fi capabil s\u0103 convinge\u021bi pe cineva de eficacitate. Modul \u00een care spui ce ai de spus este \u00a0la fel de important, dac\u0103 nu chiar mai important, dec\u00e2t ceea ce spui.<\/p>\n<p>Deci, atunci c\u00e2nd \u00eencearca\u021bi s\u0103 convinge\u021bi oamenii de eficien\u021ba comunic\u0103rii, nu trebuie doar s\u0103 fii scriitor de eseuri, ci \u0219i story-teller.<\/p>\n<h4>1. Planific\u0103 povestea<\/h4>\n<p>Pove\u0219tile bune vin cu un flux narativ puternic. A\u0219 sf\u0103tui cu fermitate oamenii s\u0103 \u00eenceap\u0103 cu noul model interactiv propus de AMEC &#8211; poate oferi o structur\u0103 simpl\u0103 pentru povestea ta.<\/p>\n<p>Unul dintre defectele cele mai frecvente \u00een documentele de eficien\u021b\u0103 este s\u0103 aduni toate statisticile f\u0103r\u0103 s\u0103 le dai o ordine. Creierului uman \u00eei este dificil s\u0103 absoarb\u0103 informa\u021biile astfel. Modelul permite s\u0103 descompune\u021bi \u00een mod natural informa\u021biile \u0219i datele \u00een buc\u0103\u021bi digerabile.<\/p>\n<p>Este nevoie de efort pentru a simplifica informa\u021biile. Pe de alt\u0103 parte, pot ap\u0103rea confuzii \u00eentre outputs, outtakes \u0219i outcome. Nu este, \u00eens\u0103, at\u00e2t de dificil c\u00e2nd investi\u021bi un pic de timp \u0219i urma\u021bi defini\u021biile simple furnizate.<\/p>\n<p>Modelul v\u0103 permite s\u0103 realiza\u021bi leg\u0103turi, pas cu pas, \u00eentre schimb\u0103rile dvs. de comunicare, schimbarea atitudinii \u0219i comportamentului \u0219i efectul comercial sau social. Aceasta este cea mai mare provocare pentru orice poveste despre eficien\u021b\u0103: &#8222;cum po\u021bi dovedi c\u0103 efectul a survenit \u00een urma comunc\u0103rii?&#8221; Modelul este conceput pentru a face astfel de leg\u0103turi vizibile.<\/p>\n<p>Odat\u0103 ce ai baza \u0219i fluxul narativ, adaug\u0103 ni\u0219te str\u0103lucire.<\/p>\n<h4>2. Adaug\u0103 str\u0103lucire \u00een poveste<\/h4>\n<p>Important este s\u0103 facem povestea interesant\u0103, interactiv\u0103 \u00a0\u0219i s\u0103 aib\u0103 mai mult dec\u00e2t informa\u021bii seci.<\/p>\n<p>D\u0103 pove\u0219tii tale un titlu. Pentru inspira\u021bie, uita\u021bi-v\u0103 la cele mai bune &#8222;discu\u021bii TED&#8221; &#8211; multe dintre ele au un titlu simplu pentru a v\u0103 atrage aten\u021bia; un titlu care ar putea fi \u00eendr\u0103zne\u021b, inspirat, contra-intuitiv &#8211; oricum ar fi el, este ceva stimulator \u0219i provocator care te face s\u0103 vrei s\u0103 ascul\u021bi sau s\u0103 cite\u0219ti mai departe.<\/p>\n<p>De acolo, ajunge\u021bi la o versiune de un minut a povestirii &#8211; echivalentul coper\u021bii deta\u0219abile a unei c\u0103r\u021bi care se vrea citit\u0103; adauga\u021bi o versiune extins\u0103 de cinci minute cu titlurile din fiecare sec\u021biune a cadrului \u0219i termina\u021bi cu versiunea complet\u0103 de dou\u0103zeci de minute a povestirii. Acest proces v\u0103 oblig\u0103 s\u0103 prioritiza\u021bi informa\u021biile \u0219i datele dvs. \u00een fiecare sec\u021biune. Care sunt cele mai impresionante resurse, rezultate \u0219i impacturi ob\u021binute?<\/p>\n<p>\u0218i, \u00een cele din urm\u0103, apeleaz\u0103 la o latur\u0103 uman\u0103 \u0219i la emo\u021bie pentru a face leg\u0103turi mai puternice cu publicul sau cu cititorul; evita limbajul de marketing ciudat sau teoriile prea complexe care sun\u0103 inteligent, dar care ar \u021bine oamenii la distan\u021b\u0103.<\/p>\n<p>Dac\u0103 pute\u021bi ob\u021bine o structur\u0103 narativ\u0103 puternic\u0103 \u0219i apoi s\u0103 \u00eei da\u021bi str\u0103lucire, povestea dvs. poate fi bine spus\u0103 \u0219i, prin urmare, poate deveni mult mai conving\u0103toare.<\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='conclusion'  class='avia-section av-av_section-9d6ef0bbb1e4f746fe40705d3be7ccfd main_color avia-section-default avia-no-shadow  avia-builder-el-59  el_after_av_section  el_before_av_one_third  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-3031'><div class='entry-content-wrapper clearfix'>\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-60  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_two_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_two_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_two_third-0aa7055fe62c3622faec82866afbaeb2 av_two_third  avia-builder-el-61  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-av_textblock-e4c4518831caa9edbdca90b100cd9b37 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock performance-public-relations'  itemprop=\"text\" ><div id=\"u6124-4\" class=\"clearfix colelem shared_content\" data-content-guid=\"u6124-4_content\">\n<h2 id=\"u6253-2\">CONCLUZII<\/h2>\n<h3 id=\"u6253-4\">Acum spune\u021bi-v\u0103 povestea cu privire la m\u0103surare<\/h3>\n<\/div>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe\">\n#top .hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-05e93817e7a2f7c1e8c77a3a3c3fc4fe hr-custom  avia-builder-el-63  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-av_team_member-84fc3021693d56b12f2145820c7c47b2  avia-builder-el-64  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-96 avia-img-lazy-loading-not-96 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/elayne-phillips.jpg\" alt='Elayne Phillips'  itemprop=\"image\"   height=\"79\" width=\"99\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/layneyp<\/span><a href='https:\/\/twitter.com\/layneyp' class='avia-team-icon av-av_team_icon-72bd1695dee85cacc2f1c2d98c624d5d twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'   data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Elayne Phillips<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Head of Civil Service Comms \u0219i<br \/>\nInternal Comms \u00een cadrul cabinetului primului ministru \u0219i cabinetului de comunicare \u0219i<br \/>\nCabinet Office Comms, membr\u0103 a bordului director AMEC<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/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>M\u0103surarea \u0219i evaluarea ar trebui s\u0103 dezv\u0103luie o poveste bazat\u0103 pe dovezi, ar trebui s\u0103 explice ce s-a \u00eent\u00e2mplat, ce a func\u021bionat, ceea ce nu a func\u021bionat. Toate aceste informa\u021bii ajut\u0103 \u00een dezvoltarea ac\u021biunilor viitoare. Nu \u00eenseamn\u0103 pur \u0219i simplu colectarea de numere, \u00eenregistrarea de date \u0219i de rapoart &#8211; combinate, acestea trebuie s\u0103 prezinte:<\/p>\n<ul>\n<li>care au fost rezultatele \u0219i activit\u0103\u021bile pe care le-a\u021bi desf\u0103\u0219urat<\/li>\n<li>cum a reac\u021bionat publicul dvs. \u021bint\u0103 la comunicare<\/li>\n<li>\u0219i care a fost rezultatul \u00een raport cu obiectivului t\u0103u.<\/li>\n<\/ul>\n<p>Toate acestea ar trebui s\u0103 v\u0103 \u00eenve\u021be c\u00e2teva lucruri, c\u00e2teodat\u0103 \u00een timp real, alteori retroactiv, \u0219i poate chiar \u00een ambele situa\u021bii. A afla ce canale func\u021bioneaz\u0103 bine, ce mesaje genereaz\u0103 cea mai mult\u0103 interac\u021biune \u0219i care parteneriate aduc cele mai bune rezultate va ar\u0103ta de fapt ce s\u0103 face\u021bi \u00een continuare \u0219i \u00een cele din urm\u0103 s\u0103 duc\u0103 la eliminarea unor activit\u0103\u021bi \u0219i la dezvolarea altora.<\/p>\n<p>Pentru a \u00eenv\u0103\u021ba ceva din analiz\u0103, trebuie s\u0103 fii complet cinsti\u021bi cu privire la constat\u0103ri. Evita\u021bi matrici de vanitate \u0219i re\u021bine\u021bi c\u0103 evaluarea valoroas\u0103 poate face povestea m\u0103sur\u0103rii mult mai credibil\u0103.<\/p>\n<\/div><\/section><\/p><\/div>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='after_section_9'  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-3031'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-9d24124a545ef7691702bdbb54c0e581\">\n.flex_column.av-av_one_third-9d24124a545ef7691702bdbb54c0e581{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-9d24124a545ef7691702bdbb54c0e581 av_one_third  avia-builder-el-66  el_after_av_section  el_before_av_two_third  avia-builder-el-first  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_two_third-96b8b3e4602814b30fda83b599dc53bd\">\n.flex_column.av-av_two_third-96b8b3e4602814b30fda83b599dc53bd{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_two_third-96b8b3e4602814b30fda83b599dc53bd av_two_third  avia-builder-el-67  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><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\/en\/interactive-framework\/\" target=\"_blank\" rel=\"noopener noreferrer\">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":3026,"menu_order":1,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"tags":[],"class_list":["post-3031","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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