{"id":2116,"date":"2017-09-04T09:42:09","date_gmt":"2017-09-04T08:42:09","guid":{"rendered":"https:\/\/amecorg.com\/amecframework\/sk\/?page_id=2116"},"modified":"2017-09-04T09:43:34","modified_gmt":"2017-09-04T08:43:34","slug":"introduction","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/amecframework\/sk\/home\/framework\/introduction\/","title":{"rendered":"Introduction"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c av_one_full  avia-builder-el-0  el_before_av_one_full  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_image-1bdfe0e7bd26bcace9ad09554b1a6d68\">\n.avia-image-container.av-av_image-1bdfe0e7bd26bcace9ad09554b1a6d68 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-av_image-1bdfe0e7bd26bcace9ad09554b1a6d68 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-av_image-1bdfe0e7bd26bcace9ad09554b1a6d68 av-styling- avia-align-center  avia-builder-el-1  avia-builder-el-no-sibling '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-166 avia-img-lazy-loading-not-166 avia_image ' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/integrated-framework-logo-small-1-1.png\" alt='' title='integrated-framework-logo-small (1)'  height=\"124\" width=\"205\"  itemprop=\"thumbnailUrl\"  \/><\/div><\/div><\/div><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c av_one_full  avia-builder-el-2  el_after_av_one_full  el_before_av_hr  first flex_column_div av-zero-column-padding  column-top-margin'     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_textblock-710f2b84645f078a27b61ae2c84de4a8\">\n#top .av_textblock_section.av-av_textblock-710f2b84645f078a27b61ae2c84de4a8 .avia_textblock{\nfont-size:25px;\n}\n<\/style>\n<section  class='av_textblock_section av-av_textblock-710f2b84645f078a27b61ae2c84de4a8 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center; font-weight: 900;\">PREDSTAVENIE INTEGROVAN\u00c9HO HODNOTIACEHO R\u00c1MCE POD\u013dA ASOCI\u00c1CIE AMEC PRE\u010cO JE D\u00d4LE\u017dIT\u00dd?<\/p>\n<\/div><\/section><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-cff9db79973b2b34cd1182f84c56818a\">\n#top .hr.av-av_hr-cff9db79973b2b34cd1182f84c56818a{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-cff9db79973b2b34cd1182f84c56818a .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-cff9db79973b2b34cd1182f84c56818a hr-custom  avia-builder-el-4  el_after_av_one_full  el_before_av_one_full  hr-center hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c av_one_full  avia-builder-el-5  el_after_av_hr  el_before_av_one_full  first flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Ako uv\u00e1dzaj\u00fa niekdaj\u0161\u00ed odborn\u00edci Fraser Likely a emeritn\u00ed profesor Tom Watson (Likely &amp; Watson, 2013), vyhodnocovanie predstavuje v\u00a0praxi PR a strategickej vonkaj\u0161ej komunik\u00e1cie probl\u00e9m u\u017e takmer polstoro\u010die. Po\u010das tejto doby do\u0161lo k\u00a0v\u00fdznamn\u00e9mu posunu a d\u00f4le\u017eit\u00fd m\u00ed\u013enik v\u00a0tomto smere znamenalo prijatie Barcelonskej deklar\u00e1cie o princ\u00edpoch merania (Barcelona Declaration of Measurement Principles, AMEC, 2015). Aj napriek tomu sa komunika\u010dn\u00ed experti st\u00e1le stret\u00e1vaj\u00fa s\u00a0odli\u0161n\u00fdmi a nejasn\u00fdmi modelmi merania a vyhodnocovania komunik\u00e1cie. Ve\u013ek\u00fdm probl\u00e9mom s\u00fa ch\u00fdbaj\u00face jasne dan\u00e9 krit\u00e9ri\u00e1, ktor\u00fdch implement\u00e1cia by priniesla zjednodu\u0161en\u00e9 a detailnej\u0161ie v\u00fdstupy merania.<\/p>\n<p>Ve\u013ea spolo\u010dnost\u00ed z\u00a0oblasti PR a\u00a0komunik\u00e1cie si u\u017e nejak\u00fa dobu uvedomuje, \u017ee je potrebn\u00e9 vytvori\u0165 jednotn\u00e9 krit\u00e9ria a praktick\u00e9 n\u00e1stroje, ktor\u00e9 u\u013eah\u010dia meranie a vyhodnocovanie komunik\u00e1cie. Integrovan\u00fd hodnotiaci r\u00e1mec pod\u013ea asoci\u00e1cie AMEC je v\u00a0tomto smere v\u00fdznamn\u00fdm pr\u00ednosom. Medzin\u00e1rodn\u00e1 asoci\u00e1cia AMEC pri vytv\u00e1ran\u00ed Integrovan\u00e9ho hodnotiaceho r\u00e1mca spolupracovala a na\u010falej spolupracuje s\u00a0viacer\u00fdmi organiz\u00e1ciami po celom svete, rovnako ako s\u00a0odborn\u00edkmi z\u00a0praxe a popredn\u00fdmi akademikmi, ktor\u00ed sa venuj\u00fa medi\u00e1lnym anal\u00fdzam a prieskumom nielen soci\u00e1lnych m\u00e9di\u00ed.<\/p>\n<p>Je pritom d\u00f4le\u017eit\u00e9 zd\u00f4razni\u0165, \u017ee experti z\u00a0AMEC brali pri vytv\u00e1ran\u00ed tohto r\u00e1mca do \u00favahy nielen \u0161tandardn\u00e9 modely vyhodnocovania PR komunik\u00e1cie, ale aj \u010fal\u0161ie oblasti a vedeck\u00e9 discipl\u00edny, ako je napr. v\u00fdkonnostn\u00fd mana\u017ement, verejn\u00e1 spr\u00e1va, organiza\u010dn\u00fd v\u00fdvoj, reklama a marketing.<\/p>\n<p>Programov\u00e9 hodnotenie je dnes u\u017e ve\u013emi rozvinut\u00e9, hlavne v\u00a0oblasti verejnej spr\u00e1vy, a to tak z\u00a0teoretick\u00e9ho, ako aj z\u00a0praktick\u00e9ho h\u013eadiska. Te\u00f3ria programov\u00e9ho hodnotenia a te\u00f3ria zmeny sa zaoberaj\u00fa t\u00fdm, pre\u010do doch\u00e1dza k\u00a0ur\u010dit\u00fdm zmen\u00e1m a ak\u00fdm sp\u00f4sobom sa daj\u00fa tieto zmeny ovplyvni\u0165. V\u00a0praxi verejnej spr\u00e1vy alebo napr. v\u00a0projektovom riaden\u00ed sa vo ve\u013ekej miere vyu\u017e\u00edvaj\u00fa logick\u00e9 modely programov ako pr\u00edklad pre spr\u00e1vnu implement\u00e1ciu. Zatia\u013e \u010do niektor\u00e9 sp\u00f4soby vyhodnocovania PR a komunik\u00e1cie u\u017e obsahuj\u00fa prvky logick\u00fdch programov\u00fdch modelov, v\u00fdznamn\u00e9 znalosti z\u00a0\u010fal\u0161\u00edch odvetv\u00ed boli doposia\u013e prehliadan\u00e9, \u010do viedlo k\u00a0strate niektor\u00fdch pr\u00edle\u017eitosti, roztrie\u0161tenosti a tvorbe duplic\u00edt.<\/p>\n<p>Pr\u00e1ve v\u010faka vy\u0161\u0161ie uveden\u00e9mu roz\u0161\u00edreniu o oblasti ako je verejn\u00e1 spr\u00e1va, mana\u017ement alebo soci\u00e1lna psychol\u00f3gia, umo\u017e\u0148uje nov\u00fd hodnotiaci r\u00e1mec n\u00e1js\u0165 v\u0161eobecne uzn\u00e1van\u00e9 pr\u00edstupy a osved\u010den\u00e9 postupy z\u00a0praxe a stanovi\u0165 tak vhodn\u00e9 krit\u00e9ri\u00e1.<\/p>\n<p>Modely vyhodnocovania komunik\u00e1cie tradi\u010dne rozli\u0161uj\u00fa 3 a\u017e 4 f\u00e1zy &#8211; inputs, outputs, outcomes a\u00a0niekedy tie\u017e outtakes. In\u00e9 zav\u00e1dzaj\u00fa nov\u00e9 term\u00edny ako outflow a\u00a0outgrowth. Oproti tomu logick\u00e9 programov\u00e9 modely pou\u017e\u00edvan\u00e9 naprie\u010d priemyseln\u00fdm odvetv\u00edm a v\u00a0celosvetovom meradle, zah\u0155\u0148aj\u00fa:<\/p>\n<p>The Kellogg Foundation program logic model (Kellogg Foundation, 1998\/2004), ktor\u00fd rozli\u0161uje p\u00e4\u0165 k\u013e\u00fa\u010dov\u00fdch f\u00e1z \u2013 inputs (vstupy), aktivity, outputs (v\u00fdstupy), outcomes (v\u00fdsledky) a\u00a0impact (dopad) (viac na <a href=\"http:\/\/www.epa.gov\/evaluate\/pdf\/eval-guides\/logic-model-development-guide.pdf\">http:\/\/www.epa.gov\/evaluate\/pdf\/eval-guides\/logic-model-development-guide.pdf<\/a>).<\/p>\n<p>The University of Wisconsin Extension (UWEX) program logic model (Taylor-Power &amp; Henert, 2008) vyhodnocuje projekty najsk\u00f4r z\u00a0poh\u013eadu inputs (vstupov); outputs (v\u00fdstupy) del\u00ed na \u201eaktivity\u201c a \u201eparticip\u00e1ciu\u201c; v\u00fdsledn\u00fd dopad je rozdelen\u00fd na \u201ekr\u00e1tkodob\u00fd, strednodob\u00fd a dlhodob\u00fd\u201c \u2013 celkom m\u00e1 teda \u0161es\u0165 f\u00e1z (viac na: <a href=\"http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf\">http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf<\/a>).<\/p>\n<p>Integrovan\u00fd hodnotiaci r\u00e1mec AMEC stavia na t\u00fdchto \u0161iroko vyu\u017e\u00edvan\u00fdch logick\u00fdch modeloch a opiera sa o sol\u00eddny teoretick\u00fd z\u00e1klad a rozsiahle testovanie v\u00a0praxi.<br \/>\nPostupy, ktor\u00e9 sa osved\u010dili pri vyhodnocovan\u00ed komunik\u00e1cie, \u010derpaj\u00fa tie\u017e z\u00a0te\u00f3ri\u00ed komunik\u00e1cie a m\u00e9di\u00ed. T\u00fdm m\u00e1me na mysli napr\u00edklad te\u00f3riu o vstupn\u00fdch spracovaniach inform\u00e1ci\u00ed, ktor\u00e9 rozl\u00ed\u0161il W. J. McGuire (1985, 2001) v\u00a0publik\u00e1cii The Handbook of Social Psychology (Pr\u00edru\u010dka soci\u00e1lnej psychol\u00f3gie), alebo\u00a0matici komunik\u00e1cie \u2013 presvied\u010dan\u00ed. McGuire zostavil aj tzv. model AIDA (attention \u2013 up\u00fata\u0165 pozornos\u0165, interest \u2013 vzbudi\u0165 z\u00e1ujem o\u00a0produkt, desire \u2013 vytvorenie t\u00fa\u017eby produkt vlastni\u0165, action \u2013 akcia\/konanie teda zak\u00fapenie produktu) vyu\u017e\u00edvan\u00fd v\u00a0reklame. \u00dapln\u00fd zoznam krokov pri spracov\u00e1van\u00ed inform\u00e1ci\u00ed je omnoho \u0161ir\u0161\u00ed a zah\u0155\u0148a publicitu, pozornos\u0165, porozumenie, sympatie, zapam\u00e4tanie si, zv\u00e1\u017eenie, osvojenie, zmenu postoja, \u00famysel, akciu a schopnos\u0165 ju obh\u00e1ji\u0165 (McGuire, 2001).<\/p>\n<p>Integrovan\u00fd hodnotiaci r\u00e1mec AMEC je spojen\u00edm teoretick\u00fdch znalost\u00ed z\u00a0viacer\u00fdch vedeck\u00fdch discipl\u00edn a t\u00fdch najlep\u0161\u00edch poznatkov z\u00a0praxe. V\u00fdsledkom je n\u00e1stroj umo\u017e\u0148uj\u00faci ucelen\u00e9 meranie a vyhodnocovanie komunik\u00e1cie.<\/p>\n<p>Roztriedenie, samotn\u00fd model, n\u00e1stroje a zdroje, ktor\u00e9 s\u00fa s\u00fa\u010das\u0165ou nov\u00e9ho r\u00e1mca, s\u00fa v s\u00falade s modelmi riadenia programov a pl\u00e1nov pou\u017e\u00edvan\u00fdch v oblasti PR a korpor\u00e1tnej komunik\u00e1cie. K\u00a0t\u00fdm patr\u00ed napr\u00edklad model pl\u00e1novania PR naz\u00fdvan\u00fd RACE, \u010do je skratka slov research \u2013 v\u00fdskum, action \u2013 akcia\/konanie, communication \u2013 komunik\u00e1cia a\u00a0evaluation \u2013 vyhodnotenie (Marston, 1981), \u010falej model ROPE, \u010do znamen\u00e1 research \u2013 v\u00fdskum, objectives \u2013 ciele, program\/plan \u2013 program\/pl\u00e1n, evaluation \u2013 vyhodnotenie (Hendrix, 1995), roz\u0161\u00edren\u00fd model RAISE (Kendall, 1997), ktor\u00fd obhajuje pojmy research \u2013 v\u00fdskum, adaptation \u2013 prisp\u00f4sobenie, implementation \u2013 realiz\u00e1cia, strategy \u2013 strat\u00e9gia, evaluation \u2013 vyhodnotenie, a\u00a0model ROSIE Sheily Crifasi (2000), ktor\u00fd jednotliv\u00e9 f\u00e1zy rad\u00ed nasledovne: research \u2013 v\u00fdskum, objectives \u2013 ciele, strategies \u2013 strat\u00e9gie, implementation \u2013 realiz\u00e1cia, evaluation \u2013 vyhodnotenie.<\/p>\n<p>Jim Macnamara<br \/>\nProfessor of Public Communications<br \/>\nUniversity of Technology, Sydney<\/p>\n<p>ZDROJE:<br \/>\nAMEC (Association for Measurement and Evaluation of Communication. (2015). Barcelona Principles 2.0. Available at <a href=\"http:\/\/amecorg.com\/barcelona-principles-2-0-infographic\">http:\/\/amecorg.com\/barcelona-principles-2-0-infographic<\/a><br \/>\nCrifasi, S. (2000). Everything\u2019s coming up rosie. Public Relations Tactics, 7(9), September, Public Relations Society of America.<br \/>\nHendrix, J. (1995). Public relations cases (3rd ed.). Belmont, CA: Wadsworth.<br \/>\nKellogg Foundation. (1998\/2004). Logic model development guide. Battle Creek, MI: Author. Retrieved from <a href=\"http:\/\/www.epa.gov\/evaluate\/pdf\/eval-guides\/logic-model-development-guide.pdf\">http:\/\/www.epa.gov\/evaluate\/pdf\/eval-guides\/logic-model-development-guide.pdf<\/a><br \/>\nKendall, R. (1997). Public relations campaign strategies: Planning for implementation (2nd ed.). New York, NY: Addison-Wesley.<br \/>\nLikely, F., &amp; Watson, T. (2013). Measuring the edifice: Public relations measurement and evaluation practice over the course of 40 years. In J. Sriramesh, A. Zerfass, &amp; J. Kim (Eds.), Public relations and communication management: Current trends and emerging topics (pp. 143\u2013162). New York, NY: Routledge.<br \/>\nMarston, J. (1981). Modern public relations. New York, NY: McGraw-Hill.<br \/>\nMcGuire, W. (1985). Attitudes and attitude change. In G. Lindzey &amp; E. Aronson (Eds.), Handbook of social psychology, Vol. 2 (3rd ed., pp. 233\u2013346). New York, NY: Random House.<br \/>\nMcGuire, W. (2001). Input and output variables currently promising for constructing persuasive communications. In R. Rice &amp; C. Atkin (Eds.), Public communication campaigns (3rd ed., pp. 22\u201348). Thousand Oaks, CA: Sage.<br \/>\nTaylor-Power, E., &amp; Henert, E. (2008). Developing a logic model: Teaching and training guide. Retrieved from <a href=\"http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf\">http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf<\/a><\/p>\n<\/div><\/section><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-9d24124a545ef7691702bdbb54c0e581\">\n.flex_column.av-av_one_full-9d24124a545ef7691702bdbb54c0e581{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-9d24124a545ef7691702bdbb54c0e581 av_one_full  avia-builder-el-7  el_after_av_one_full  avia-builder-el-last  first flex_column_div av-zero-column-padding  column-top-margin'     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-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><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":2108,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"tags":[],"class_list":["post-2116","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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