{"id":2128,"date":"2017-09-04T14:05:47","date_gmt":"2017-09-04T13:05:47","guid":{"rendered":"https:\/\/amecorg.com\/amecframework\/sk\/?page_id=2128"},"modified":"2024-11-25T16:49:01","modified_gmt":"2024-11-25T16:49:01","slug":"expert-opinion","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/amecframework\/sk\/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-e9b4285c3cf285fa31ad177759afbf6f 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'>N\u00c1ZORY ODBORN\u00cdKOV<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-cbb88cc30504c40d8a0785a5db170ea3 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'>PRE\u010cO NA MERAN\u00cd Z\u00c1LE\u017d\u00cd<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-a0d41c693b5ec0db68fd53e47f77afba 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'>PESO KAN\u00c1LY<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-b61a7f02fde4a6ff3d8706f8ac68c683 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'>V\u00ddZNAM PUBLIC RELATIONS<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-9f02ac11d75f8303598715495dc28f10 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'>KE\u010e NEPL\u00c1NUJETE, PL\u00c1NUJETE ZLYHANIE<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-74bd970824672fc7079d8d44f5422f95 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'>TYPY PRE PL\u00c1NOVANIE A UR\u010cENIE CIE\u013dOV<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-950a78b6ea35cdb76ed86b09b1a458e8 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'>MERANIE REPUT\u00c1CIE<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-521bebeb0f6dcd60edb6f214790fbdfd 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'>AKO HOVORI\u0164 O EFEKT\u00cdVNOSTI<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-659931e482a550b8bdeef15c617d3156 menu-item-top-level menu-item-top-level-9' role='menuitem'><a href='#conclusion'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>SLOVO NA Z\u00c1VER<\/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-2128'><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>AKO V INTEGROVANOM SVETE DOK\u00c1ZA\u0164, \u017dE PON\u00daKAME NIE\u010cO HODNOTN\u00c9<\/h2>\n<div id=\"u4637-6\" class=\"clearfix colelem shared_content\" data-content-guid=\"u4637-6_content\">\n<h3 id=\"u4637-4\">PRE\u010cO SA MUS\u00cdME PRESTA\u0164 OBMEDZOVA\u0164 LEN NA MERANIE V\u00ddSTUPOV<\/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>Existuje mno\u017estvo d\u00f4vodov, pre\u010do sa na\u0161e odvetvie mus\u00ed posun\u00fa\u0165 \u010falej a presta\u0165 sa s\u00fastredi\u0165 iba na anal\u00fdzu obsahu. To u\u017e dnes ku komplextn\u00e9mu meraniu komunik\u00e1cie neposta\u010duje. \u010ci sa v\u00e1m to p\u00e1\u010di alebo nie, v dne\u0161nom svete u\u017e mno\u017estvo metr\u00edk, na ktor\u00e9 sme sa spoliehali pri meran\u00ed komunik\u00e1cie v minulosti, str\u00e1ca v\u00fdznam.<\/p>\n<p>Svet m\u00e9di\u00ed sa zv\u00e4\u010d\u0161uje a roz\u0161iruje \u2013 neust\u00e1le prib\u00fadaj\u00fa nov\u00e9 kan\u00e1ly a komunika\u010dn\u00e9 prostriedky. Na druhej strane, \u013eudia u\u017e nevenuj\u00fa to\u013eko pozornosti triedeniu informaci\u00ed a ich \u201ezorn\u00e9 pole\u201c sa zu\u017euje. Komunika\u010dn\u00e9 kan\u00e1ly rozde\u013eujeme na platen\u00e9, z\u00edskan\u00e9, \u0161\u00edren\u00e9 a vlastnen\u00e9, a je st\u00e1le \u0165a\u017e\u0161ie v\u00fdstupy z nich presne a zmysluplne vyhodnocova\u0165 pod\u013ea p\u00f4vodn\u00fdch metr\u00edk.<\/p>\n<p>Naj\u0165a\u017e\u0161ie je z\u00edska\u0165 pravdiv\u00e9 inform\u00e1cie. M\u00e9dia si toti\u017e mno\u017estvo podstatn\u00fdch inform\u00e1ci\u00ed nech\u00e1vaj\u00fa pre seba a d\u00e1ta sa daj\u00fa \u013eahko oklama\u0165. Pre v\u00e4\u010d\u0161inu tradi\u010dn\u00edch ukazovate\u013eov a metr\u00edk stratili svoju v\u00fdpovedn\u00fa hodnotu.<\/p>\n<p>V roku 2016 som o tomto probl\u00e9me hovoril vo svojej predn\u00e1\u0161ke na PR Conference, ktor\u00e1 sa ka\u017edoro\u010dne kon\u00e1 v N\u00f3rsku. Z\u00e1znam z 20-min\u00fatovej prezent\u00e1cie si m\u00f4\u017eete pozrie\u0165 ni\u017e\u0161ie. Nebojte sa, je to cel\u00e9 v AJ!<\/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>V dne\u0161nom prepojenom svete sa o\u010dak\u00e1va, \u017ee PR bude fungova\u0165 rovnako dobre v platen\u00fdch, vlastnen\u00fdch, \u0161\u00edren\u00fdch aj z\u00edskan\u00fdch m\u00e9di\u00e1ch. Je jasn\u00e9, \u017ee svoj pr\u00edstup ku komunik\u00e1cii mus\u00edme zmeni\u0165 a posun\u00fa\u0165 sa dopredu. Mus\u00edme presta\u0165 s jednoduch\u00fdm s\u010d\u00edtan\u00edm outputs (v\u00fdstupov) a bra\u0165 do \u00favahy tie\u017e outtakes (\u010do si publikum z komunikovan\u00e9ho obsahu zoberie) a outcomes (v\u00fdsledky), ktor\u00e9 s\u00fa taktie\u017e v\u00fdsledkom na\u0161ej pr\u00e1ce.<\/p>\n<p>A presne to rob\u00ed Integrovan\u00fd hodnotiaci r\u00e1mec asoci\u00e1ce AMEC \u2013 predstavuje jednoduch\u00fd n\u00e1vod pre efekt\u00edvny sp\u00f4sob komunik\u00e1cie, postupuje pritom od cie\u013eov a cie\u013eov\u00e9ho publika, cez pl\u00e1novanie, \u00falohy, aktivity, outputs, outtakes a outcomes, a\u017e k cie\u013eov\u00e9mu dopadu komunik\u00e1cie na obchodn\u00fa \u010dinnost firmy. Sledova\u0165 v\u00fdkonnos\u0165 pracovn\u00edkov v PR bude ma\u0165 zmysel iba vtedy, ak budeme mera\u0165 celkov\u00fd efekt ich pr\u00e1ce.<\/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-2128'><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>PRE\u010cO NA MERAN\u00cd Z\u00c1LE\u017d\u00cd<\/h2>\n<h3>POH\u013dAD GLOB\u00c1LNEJ PR AGENT\u00daRY<\/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-0b22bc4fee9ff39298b7ba336ee4f34c  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 \/>\nUK, 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>Meranie komunik\u00e1cie bolo pre odborn\u00edkov z oblasti PR cel\u00e9 roky no\u010dnou morou. Alebo neodolate\u013enou chu\u0165ou na poh\u00e1rik nie\u010doho siln\u00e9ho. \u00daplne to vid\u00edm. Jeden prehadzuje papiere na stole, odka\u0161le si a za\u010dne sa v kresle mrvi\u0165. V\u0161etci sa hanb\u00edme prizna\u0165, \u017ee meranie komunik\u00e1cie n\u00e1m nikdy moc ne\u0161lo.<\/p>\n<p>Vietor sa v\u0161ak posledn\u00e9 roky obracia. Firmy si st\u00e1le viac a viac uvedomuj\u00fa, \u017ee komunik\u00e1cia m\u00e1 ve\u013ek\u00fa strategick\u00fa hodnotu. Pri obhajobe rozpo\u010dtov sa v omnoho v\u00e4\u010d\u0161ej miere zoh\u013ead\u0148uj\u00fa dopady na ciele organiz\u00e1cie. Meranie komunik\u00e1cie si v\u0161eobecne z\u00edskava pozornos\u0165.<\/p>\n<p>St\u00e1le som ale presved\u010den\u00fd, \u017ee n\u00e1s brzd\u00ed absencia pevne dan\u00fdch postupov, metodol\u00f3gi\u00ed, noriem a taxon\u00f3mie, ktor\u00e9 by presne definovali, ako m\u00e1 meranie vyzera\u0165. To plat\u00ed najm\u00e4 v agentur\u00e1ch, pri\u010dom v\u00e4\u010d\u0161ina pr\u00e1ce spojen\u00e1 s meran\u00edm a vyhodnocovan\u00edm komunik\u00e1cie spo\u010d\u00edva pr\u00e1ve na nich. Komplexn\u00fd hodnotiaci r\u00e1mec je zatia\u013e roz\u0161\u00edren\u00fd len v malej miere. To je vidie\u0165 aj na tom, \u017ee meranie komunik\u00e1cie je v mnoh\u00fdch pr\u00edpadoch zameran\u00e9 iba na outputs (v\u00fdstupy) a outcomes (v\u00fdsledky). \u010co ale impact (dopad) na organiz\u00e1ciu? Zv\u00fd\u0161ilo sa povedomie o firme? Bol zaznamenan\u00fd posun vo vn\u00edman\u00ed cie\u013eovej skupiny? Zv\u00fd\u0161il sa dopyt po produkte \u010di slu\u017ebe? Meranie na tejto \u00farovni prebieha m\u00e1lokedy, hoci aj tu doch\u00e1dza k zlep\u0161eniu. Na za\u010diatku si ale mus\u00edme polo\u017ei\u0165 jednoduch\u00fa ot\u00e1zku: Ako t\u00e1to \u010dinnos\u0165 pom\u00f4\u017ee firme m\u00f4jho klienta?<\/p>\n<p>Je d\u00f4le\u017eit\u00e9 zamera\u0165 sa na cie\u013e, ktor\u00fd si firma stanovila, nech je u\u017e ak\u00fdko\u013evek. Ak vieme, na \u010dom firme z\u00e1le\u017e\u00ed, je pre n\u00e1s jednoduch\u0161ie n\u00e1js\u0165 vhodn\u00e9 meracie ukazovate\u013ee.<\/p>\n<p>A preto by si v\u0161etci, ktor\u00ed sa pohybuj\u00fa v public relations, mali osvoji\u0165 interakt\u00edvny r\u00e1mec asoci\u00e1cie AMEC. Nov\u00fd hodnotiaci n\u00e1stroj obsahuje jasn\u00fa terminol\u00f3giu, na z\u00e1klade ktorej je mo\u017en\u00e9 zostavi\u0165 vhodn\u00fd merate\u013en\u00fd pl\u00e1n komunik\u00e1cie a n\u00e1sledne aj vyhodnoti\u0165 \u00faspe\u0161nos\u0165.<\/p>\n<p>Ve\u013ea \u013eud\u00ed si mysl\u00ed, \u017ee pre vyhodnocovanie komunik\u00e1cie je nutn\u00e9 ma\u0165 k dispoz\u00edcii obrovsk\u00e9 mno\u017estv\u00ed d\u00e1t z viacer\u00fdch oddelen\u00ed firmy. \u00c1no, to je naozaj pravda. Hodnotiaci r\u00e1mec v\u00e1m ale t\u00fato pr\u00e1cu u\u013eah\u010d\u00ed. S jeho pomocou si ujasn\u00edte, ak\u00e9 d\u00e1ta potrebujete zozbiera\u0165, kto nimi disponuje a ak\u00fa maj\u00fa hodnotu.<\/p>\n<p>Najsk\u00f4r n\u00e1m v\u0161ak klienti musia svoje d\u00e1ta spr\u00edstupni\u0165, potom m\u00f4\u017eeme svoju pr\u00e1cu mera\u0165 omnoho strategickejs\u00edm sp\u00f4sobom. S interakt\u00edvnym hodnotiacim r\u00e1mcom sa PR odborn\u00edkom teraz pon\u00faka mo\u017enos\u0165 z\u00edska\u0165 nov\u00fd poh\u013ead na vec, na jeho z\u00e1klade zmeni\u0165 zvolen\u00fd pr\u00edstup a dosiahnu\u0165 lep\u0161ie v\u00fdsledky v bud\u00facej kampani.<\/p>\n<p>Mo\u017eno sa v\u00e1m niektor\u00e9 \u010dasti marketingov\u00e9ho mixu zdaj\u00fa zbyto\u010dn\u00e9, ale je dobr\u00e9 ich v\u0161etky vysk\u00fa\u0161a\u0165 a a\u017e potom ur\u010di\u0165 ten, ktor\u00fd je pre v\u00e1s najvhodnej\u0161\u00ed. Koniec koncov, v\u017edy plat\u00ed, \u017ee kde je jasn\u00fd pl\u00e1n, tam je jasn\u00e1 cesta.<\/p>\n<p>V praxi sa ukazuje, \u017ee v\u00e4\u010d\u0161ina \u013eud\u00ed sa diskusi\u00ed okolo merania komunik\u00e1cie rad\u0161ej vyh\u00fdba. To ale nie je dobr\u00e9. Sk\u00faste sa na to zamera\u0165, hodnotenie efekt\u00edvnosti je skuto\u010dne pre \u00faspe\u0161n\u00e9 podnikanie v na\u0161om odvetv\u00ed potrebn\u00e9. Interakt\u00edvny hodnociaci r\u00e1mec bude va\u0161\u00edm sprievodcom. Oblas\u0165 PR a komunik\u00e1cie sa r\u00fdchlo men\u00ed, a preto mus\u00edme by\u0165 schopn\u00ed okam\u017eite a spr\u00e1vne reagova\u0165 a orientova\u0165 sa v neust\u00e1le meniacom sa prostred\u00ed.<\/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-2128'><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\">PESO KAN\u00c1LY<\/h2>\n<h3 id=\"u5962-4\">\u010cO S\u00da ZA\u010c A PRE\u010cO NA NICH Z\u00c1LE\u017d\u00cd<\/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>\u201eStretnutie je za\u010diatok, s\u00fadr\u017enos\u0165 je pokrok a spolupr\u00e1ca je \u00faspech,\u201c povedal Henry Ford. T\u00fato univerz\u00e1lnu my\u0161lienku mo\u017eno pou\u017ei\u0165 h\u00e1dam vo v\u0161etk\u00fdch odvetviach, vr\u00e1tane PR a komunik\u00e1cie. A je dobr\u00e9 ma\u0165 ju na pam\u00e4ti aj pri pr\u00edprave komunika\u010dnej strat\u00e9gie.<\/p>\n<p>Na tejto my\u0161lienke stoj\u00ed aj tzv. model PESO. N\u00e1zov sa sklad\u00e1 zo slov paid \u2013 platen\u00e9, earned \u2013 z\u00edskan\u00e9, shared \u2013 \u0161\u00edren\u00e9 a owned \u2013 vlastnen\u00e9 m\u00e9dia. Model PESO pristupuje ku komunik\u00e1cii ucelen\u00fdm sp\u00f4sobom a kladie d\u00f4raz na obchodn\u00fd pr\u00ednos \u2013 t.j. spokojn\u00ed z\u00e1kazn\u00edci, v\u00e4\u010d\u0161ie v\u00fdnosy a zisky alebo nov\u00ed partneri. Je na\u010dase, aby sa na na\u0161u pr\u00e1cu za\u010dalo pozera\u0165 ako na invest\u00edciu, nie ako na v\u00fddaj. A pr\u00e1ve s t\u00fdm v\u00e1m PESO model pom\u00f4\u017ee, pokia\u013e ho aplikujete spr\u00e1vne. P\u00f4jdem na to inak, ako je zvykom \u2013 za\u010dnem od konca. A teda vlastnen\u00fdmi m\u00e9diami.<\/p>\n<p>Vlastnen\u00e9 m\u00e9di\u00e1 stoja spravidla v centre komunika\u010dn\u00fdch programov. Novin\u00e1ri sa v\u017edy naprv zauj\u00edmaj\u00fa o to, \u010di boli va\u0161e pr\u00edspevky publikovan\u00e9 aj v in\u00fdch m\u00e9di\u00e1ch. Bez vlastnen\u00fdch m\u00e9di\u00ed nem\u00e1te obsah pre soci\u00e1lne a in\u00e9 online kan\u00e1ly. Dne\u0161n\u00e1 doba si vy\u017eaduje, aby sme boli permanentne online a v obraze. Bez zmyslupln\u00e9ho obsahu jednoducho nem\u00e1te \u0161ancu uspie\u0165.<\/p>\n<p>Vlastnen\u00e9 m\u00e9di\u00e1 s\u00fa skuto\u010dne d\u00f4le\u017eit\u00fdm \u0165a\u017eiskom a zostavi\u0165 bez nich ucelen\u00fd program je prakticky nemo\u017en\u00e9.<\/p>\n<p>Pokia\u013e m\u00e1te v z\u00e1sobe kvalitn\u00e9 zdroje z vlastnen\u00fdch m\u00e9di\u00ed, je potrebn\u00e9 to rozkrikn\u00fa\u0165 do sveta \u2013 \u0161\u00edri\u0165 a spropagova\u0165 ich cez soci\u00e1lne siete.<\/p>\n<p>Online kan\u00e1ly a r\u00f4zne platformy soci\u00e1lnych m\u00e9di\u00ed prib\u00fadaj\u00fa ka\u017ed\u00fdm d\u0148om. Nie je ale potrebn\u00e9 vyu\u017e\u00edva\u0165 \u00faplne v\u0161etky. Naopak, je nutn\u00e9 zisti\u0165, ktor\u00e9 z nich maj\u00fa pre v\u00e1\u0161 biznis nejak\u00fd zmysel. Tak\u017ee ich pokojne v\u0161etky vysk\u00fa\u0161ajte a sami uvid\u00edte, ktor\u00e9 z nich s\u00fa pre v\u00e1s vhodn\u00e9. <\/p>\n<p>\u010eal\u0161\u00edm kan\u00e1lom, na ktor\u00fd je dobr\u00e9 zamera\u0165 sa, s\u00fa platen\u00e9 m\u00e9di\u00e1. To je pr\u00edle\u017eitos\u0165, ako zv\u00fd\u0161i\u0165 hlasitos\u0165 obsahu pomocou reklamy a pribl\u00ed\u017ei\u0165 sa k cie\u013eovej skupine. Niektor\u00e9 platformy pon\u00fakaj\u00fa mo\u017enos\u0165 inzercie za ve\u013emi n\u00edzku cenu okolo 5 dol\u00e1rov\/de\u0148. Facebook, LinkedIn aj Twitter maj\u00fa vlastn\u00e9 mo\u017enosti inzercie a t\u00fdm, ktor\u00ed u nich inzeruj\u00fa prv\u00fdkr\u00e1t, spravidla pon\u00fakaj\u00fa zv\u00fdhodnen\u00e9 pouk\u00e1\u017eky. Tak pre\u010do to nevysk\u00fa\u0161a\u0165?<\/p>\n<p>Pravdepodobne sa v\u00e1m nechce plati\u0165 za ka\u017edu\u010dk\u00fd pr\u00edspevok na soci\u00e1lnych sie\u0165ach. Najlep\u0161ie je sledova\u0165, napr\u00edklad na mesa\u010dnej b\u00e1ze, ktor\u00e1 platforma je najefekt\u00edvnej\u0161ia a do nej potom investova\u0165. Svoj dosah, samozrejme, m\u00f4\u017eete podpori\u0165 aj in\u00fdmi n\u00e1strojmi ako je e-mail marketing alebo pr\u00edspevky na tzv. n\u00e1v\u0161tevn\u00edckych blogoch, tzv.  guest blogging.<\/p>\n<p>Teraz sa dost\u00e1v\u00e1me k z\u00edskan\u00fdm m\u00e9di\u00e1m. Ka\u017ed\u00fd, kto pracuje v public relations vie, \u017ee na vz\u0165ahoch z\u00e1le\u017e\u00ed \u2013 publicita z\u00edskan\u00e1 tre\u0165ou stranou v\u00e1m dod\u00e1va na d\u00f4veryhodnosti.<br \/>\nOsobn\u00e9 odpor\u00fa\u010danie m\u00e1, samozrejme, nepopierate\u013en\u00fa silu a aj preto s\u00fa z\u00edskan\u00e9 m\u00e9di\u00e1 z\u00e1sadne pre z\u00edskavanie autority. Nav\u00e4zovanie \u00fazk\u00fdch vz\u0165ahov si vy\u017eaduje \u010das. Najsk\u00f4r je potrebn\u00e9 z\u00edska\u0165 si d\u00f4veru z\u00e1kazn\u00edka a potom sa o neho poctivo stara\u0165. V\u00fdsledky zo z\u00edskan\u00fdch m\u00e9di\u00ed sa nemusia prejavi\u0165 okam\u017eite, ale ak ich budete vyu\u017e\u00edva\u0165 v kombin\u00e1cii s \u010fal\u0161\u00edmi kan\u00e1lmi, efekt sa zn\u00e1sob\u00ed.<\/p>\n<p>PESO model, samozrejme, nemo\u017eno aplikova\u0165 v\u017edy a na \u010doko\u013evek. Najprv je potrebn\u00e9 zaisti\u0165, aby jednotliv\u00e9 kan\u00e1ly do seba zapadali a ich vyu\u017eitie d\u00e1valo zmysel.<\/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-2128'><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\">V\u00ddZNAM PUBLIC RELATIONS<\/h2>\n<p id=\"u6003-4\">PRE EFEKT\u00cdVNE PR JE POTREBN\u00c9 VEDIE\u0164 Z\u00cdSKA\u0164 \u0164A\u017dKO DOSTUPN\u00c9 D\u00c1TA<\/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>V\u00a0celej oblasti PR a komunik\u00e1cie panuje v\u0161eobecn\u00e9 presved\u010denie, \u017ee meranie na\u0161ej pr\u00e1ce je drah\u00e9. \u013dudia sa \u010dasto oh\u00e1\u0148aj\u00fa t\u00fdm, \u017ee na kvalitn\u00e9 meranie nemaj\u00fa finan\u010dn\u00e9 prostriedky. Pokia\u013e v\u0161ak v\u00fdsledky svojej pr\u00e1ce nijako nesledujete, va\u0161u spolo\u010dnos\u0165 to fin\u00e1lne stoj\u00ed omnoho viac. Absencia merania brzd\u00ed v\u00e1\u0161 rozvoj.<\/p>\n<h4>MERAJTE V\u00ddKON SPOLO\u010cNOSTI, NIE V\u00ddKON M\u00c9DI\u00cd<\/h4>\n<p>Meranie PR a komunik\u00e1cie je postaven\u00e9 na tradi\u010dn\u00fdch medi\u00e1lnych metrik\u00e1ch. Tie sa na\u00a0dan\u00fd \u00fa\u010del ale prestali hodi\u0165 a\u00a0zna\u010dne str\u00e1caj\u00fa na svojej hodnote.<\/p>\n<p>V\u00a0praxi sledujeme posun od tradi\u010dn\u00fdch m\u00e9di\u00ed k\u00a0digit\u00e1lnym a\u00a0soci\u00e1lnym m\u00e9di\u00e1m. A\u00a0\u010do sa merania t\u00fdka, za\u010d\u00edname by\u0165 skuto\u010dne rozumnej\u0161\u00ed.<\/p>\n<p>Platen\u00e9, z\u00edskan\u00e9, vlastnen\u00e9 aj \u0161\u00edren\u00e9 m\u00e9di\u00e1 zanech\u00e1vaj\u00fa stopu, ktor\u00fa mo\u017eno presk\u00fama\u0165. \u00a0Interakt\u00edvny r\u00fdmec n\u00e1m umo\u017e\u0148uje ur\u010di\u0165 si ciele, ouputs (v\u00fdstupy) a\u00a0outcomes (v\u00fdsledky) kampane a\u00a0na ne potom aplikova\u0165 meraciu s\u00fastavu a\u00a0n\u00e1stroje.<\/p>\n<p>Dnes je omnoho jednoduch\u0161ie z\u00edska\u0165 d\u00e1ta a\u00a0vhodn\u00e9 n\u00e1stroje pre meranie outputs a\u00a0outcomes ne\u017e kedyko\u013evek predt\u00fdm.<\/p>\n<h4>ZBIERAJTE D\u00c1TA Z\u00a0JEDNOTLIV\u00ddCH ODDELEN\u00cd<\/h4>\n<p>Problematick\u00e9 je, \u017ee d\u00e1ta s\u00fa vo firm\u00e1ch \u010dasto pochovan\u00e9 v\u00a0izolovan\u00fdch depozit\u00e1roch. Pri hodnoten\u00ed v\u00fdkonnosti sa \u010dasto riadime len pod\u013ea splnen\u00fdch finan\u010dn\u00fdch rozpo\u010dtov jednotliv\u00fdch oddelen\u00ed.<\/p>\n<p>Dajte si t\u00fa n\u00e1mahu a\u00a0zamerajte sa na d\u00e1ta, ktor\u00e9 sa hromadia na jednotliv\u00fdch oddeleniach, m\u00f4\u017eete medzi nimi n\u00e1js\u0165 aj cenn\u00e9 inform\u00e1cie. Komunika\u010dn\u00e9 t\u00edmy by mali intenz\u00edvne spolupracova\u0165 s\u00a0oddelen\u00edm klientskej podpory, marketingu a\u00a0\u013eudsk\u00fdch zdrojov.<\/p>\n<p>Ni\u017e\u0161ie n\u00e1jdete zoznam 30 oblast\u00ed, ktor\u00e9 m\u00f4\u017eu by\u0165 potenci\u00e1lnym zdrojom kvalitn\u00fdch d\u00e1t pre va\u0161e meranie.<\/p>\n<h4>PRIEBE\u017dN\u00c9 V\u00ddSLEDKY<\/h4>\n<ol>\n<li>\u010cl\u00e1nky \u2013 objem \u010dl\u00e1nkov a\u00a0pr\u00edspevkov, ktor\u00e9 nejak\u00fdm sp\u00f4sobom zmie\u0148uj\u00fa meno spolo\u010dnosti alebo zna\u010dky v\u00a0z\u00edskan\u00fdch kan\u00e1loch tret\u00edch str\u00e1n. S\u00favis\u00ed to s outcomes (v\u00fdsledkami) a\u00a0s\u00fa vhodn\u00e9 pre porovnanie s\u00a0predch\u00e1dzaj\u00facimi kampa\u0148ami.<\/li>\n<li>\u00da\u010das\u0165 \u2013 po\u010det \u013eud\u00ed, ktor\u00ed sa z\u00fa\u010dastnili nejakej akcie, napr. konferencie, diskusie za okr\u00fahlym stolom \u010di verejn\u00e9ho stretnutia.<\/li>\n<li>Vyh\u013ead\u00e1vanie zna\u010dky \u2013 rast v\u00a0po\u010dte vyh\u013ead\u00e1van\u00ed na z\u00e1klade komunika\u010dnej kampane.<\/li>\n<li>Nadviazanie konverz\u00e1cie \u2013 m\u00f4\u017ee by\u0165 v\u00a0cie\u013eoch organiz\u00e1cie, inak ide v\u00a0podstate o\u00a0zbyto\u010dn\u00fa metriku a\u00a0tak\u00fdch je v\u00a0meraniach soci\u00e1lnych siet\u00ed ve\u013ea.<\/li>\n<li>Po\u010det stiahnut\u00ed \u2013 je to reakcia u\u017e\u00edvate\u013eov na nejak\u00fa v\u00fdzvu. Tieto d\u00e1ta umo\u017e\u0148uj\u00fa priebe\u017ene sledova\u0165, ak\u00fd z\u00e1ujem komunika\u010dn\u00e1 kampa\u0148 bud\u00ed a\u00a0pr\u00edpadne na to reagova\u0165.<\/li>\n<li>Trvanie n\u00e1v\u0161tevnosti \u2013 doba str\u00e1ven\u00e1 na danej webovej str\u00e1nke. Je u\u017eito\u010dn\u00e1 najm\u00e4 pokia\u013e potrebujete rozl\u00ed\u0161i\u0165, \u010di v\u00e1\u0161 web niekto nav\u0161t\u00edvil iba n\u00e1hodou, alebo si jeho obsah aj \u00a0pre\u010d\u00edtal.<\/li>\n<li>Prekliky z emailov \u2013 pomocou nich zis\u0165ujete, \u010di dan\u00fd pr\u00edjemca email obdr\u017eal, pre\u010d\u00edtal si a\u00a0reagoval na v\u00fdzvu.<\/li>\n<li>Po\u010det sleduj\u00facich \u2013 budovanie komunity pr\u00edvr\u017eencov danej zna\u010dky. U\u017eito\u010dn\u00fdm ukazovate\u013eom je tie\u017e tempo rastu po\u010dtu sleduj\u00facich.<\/li>\n<li>Po\u010det zobrazen\u00ed \u2013 ukazovate\u013e n\u00e1v\u0161tevnosti webov\u00fdch str\u00e1nok. M\u00f4\u017ee ale obsahova\u0165 aj irelevantn\u00e9 d\u00e1ta. Pre spr\u00e1vnu vypovedn\u00fa hodnotu je vhodn\u00e9 pou\u017ei\u0165 ich spolu s\u00a0d\u013a\u017ekou n\u00e1v\u0161tevy.<\/li>\n<li>Sp\u00e4tn\u00e9 odkazy \u2013 objem a\u00a0kvalita sp\u00e4tn\u00fdch odkazov na ur\u010den\u00fa URL adresu. S\u00favis\u00ed s\u00a0ukazovate\u013eom n\u00e1v\u0161tevnosti.<\/li>\n<li>P\u00e1\u010di sa mi (like) \u2013 v\u00a0preva\u017enej v\u00e4\u010d\u0161ine ide o\u00a0zbyto\u010dn\u00fa metriku soci\u00e1lnych siet\u00ed. M\u00f4\u017ee by\u0165 u\u017eito\u010dn\u00e1 v\u00a0pr\u00edpade, \u017ee s\u00favis\u00ed s\u00a0in\u00fdm priebe\u017en\u00fdm v\u00fdsledkom alebo\u00a0cie\u013eom spolo\u010dnosti.<\/li>\n<li>Prinesen\u00e1 n\u00e1v\u0161tevnos\u0165 (referral traffic) \u2013 n\u00e1v\u0161tevnos\u0165 z\u00a0webov tret\u00edch str\u00e1n, spravidla sa pou\u017e\u00edva v\u00a0neskor\u0161\u00edch f\u00e1zach spolu so sp\u00e4tn\u00fdmi odkazmi.<\/li>\n<li>Recenzia \u2013 forma uznania dobrej slu\u017eby. P\u00f4vodne sa pou\u017e\u00edvali hlavne v\u00a0cestovnom ruchu, dnes m\u00e1 v\u00fdznamn\u00fa v\u00fdpovedn\u00fa hodnotu aj v\u00a0\u010fal\u0161\u00edch oblastiach.<\/li>\n<li>N\u00e1lada \u2013 dobr\u00e1 alebo zl\u00e1. To je spravidla v\u0161etko, \u010do potrebujete vedie\u0165, pokia\u013e ale nie je va\u0161\u00edm cie\u013eom zmeni\u0165 n\u00e1zor alebo postoj na ur\u010dit\u00fa vec.<\/li>\n<li>Sila hlasu \u2013 zmienky o\u00a0spolo\u010dnosti v\u00a0tradi\u010dn\u00fdch m\u00e9di\u00e1ch alebo v\u00a0diskurzoch na soci\u00e1lnych sie\u0165ach v\u00a0porovnan\u00ed s\u00a0konkurenciou.<\/li>\n<li>Po\u010det \u0161\u00edren\u00ed \u2013 miera \u0161\u00edrenia na soci\u00e1lnych sie\u0165ach a\u00a0prostredn\u00edctvom \u010fal\u0161\u00edch kan\u00e1lov.<\/li>\n<li>Vyh\u013ead\u00e1vanie \u2013 n\u00e1rast vo vyh\u013ead\u00e1van\u00ed v\u00fdrazov obsahuj\u00facich ur\u010dit\u00fd term\u00edn ako v\u00fdsledok PR aktivity.<\/li>\n<li>N\u00e1v\u0161tevnos\u0165 (footfall) \u2013 \u00a0ko\u013eko \u013eud\u00ed nav\u0161t\u00edvilo alebo cestovalo na ur\u010dit\u00e9 miesto. \u010casto sa pou\u017e\u00edva v\u00a0cestovnom ruchu a\u00a0 pohostinstve.<\/li>\n<\/ol>\n<h4>V\u00ddSLEDKY PRE ORGANIZ\u00c1CIU<\/h4>\n<ol start=\"19\">\n<li>Zmena postoja \u2013 zmena n\u00e1zoru sa sleduje pomocou r\u00f4znych techn\u00edk, ktor\u00e9 sa aplikuj\u00fa na za\u010diatku a\u00a0na konci \u0161etrenia. Pou\u017e\u00edva sa predov\u0161etk\u00fdm v\u00a0r\u00f4znych prieskumoch verejnej mienky.<\/li>\n<li>Povedomie \u2013 zaujatie publika, ktor\u00e9 o\u00a0t\u00e9me, produkte \u010di slu\u017ebe predt\u00fdm nevedelo. Pou\u017e\u00edvaj\u00fa sa r\u00f4zne dopytovacie techniky.<\/li>\n<li>Zmena v\u00a0spr\u00e1van\u00ed \u2013 spolo\u010densko-ekonomick\u00e9 zmeny, ako je napr\u00edklad pokles v\u00a0miere antisoci\u00e1lneho spr\u00e1vania. Vy\u017eaduj\u00fa si dlhodobej\u0161ie pozorovania.<\/li>\n<li>Firemn\u00fd proces \u2013 zlep\u0161enie v\u00a0produktivite pr\u00e1ce, spravidla v\u010faka efekt\u00edvnej\u0161ej internej komunik\u00e1cii a\u00a0\u0161koleniam.<\/li>\n<li>Konverzie \u2013 spravidla tr\u017eby, ale aj \u010fal\u0161ie ukazovatele v\u00fdkonnosti, ktor\u00e9 je mo\u017en\u00e9 ovplyvni\u0165 PR aktivitami.<\/li>\n<li>Finan\u010dn\u00e9 v\u00fdsledky \u2013 sl\u00fa\u017eia k\u00a0sledovaniu v\u00fdznamu PR v\u00a0dosahovan\u00ed ekonomick\u00fdch cie\u013eov, ukazovate\u013emi s\u00fa napr\u00edklad cena akcie \u010di trhov\u00e1 hodnota firmy.<\/li>\n<li>Intern\u00e9 ukazovatele \u2013 napr\u00edklad zlep\u0161enie n\u00e1boru nov\u00fdch pracovn\u00edkov, spokojnos\u0165 zamestnancov, ich loajalita, vy\u0161\u0161ia produktivita alebo tie\u017e ni\u017e\u0161ia miera absenci\u00ed a\u00a0PN-iek.<\/li>\n<li>Odpor\u00fa\u010dania \u2013 z\u00e1klad NPS (net promoter score, \u010di\u017ee miera loajality), ktor\u00e1 testuje pravdepodobnos\u0165 z\u00edskania odpor\u00fa\u010dan\u00ed od tretej strany (vi\u010f. spokojnos\u0165).<\/li>\n<li>Retencia \u2013 u\u00a0z\u00e1kazn\u00edkov a\u00a0person\u00e1lu, hodnot\u00ed \u00falohu PR v\u00a0oblasti riadenia \u013eudsk\u00fdch vz\u0165ahov.<\/li>\n<li>Spokojnos\u0165 \u2013 s\u00favis\u00ed s\u00a0odpor\u00fa\u010daniami, pou\u017e\u00edva sa na\u00a0meranie vz\u0165ahov medzi spotrebite\u013eom a\u00a0danou organiz\u00e1ciou.<\/li>\n<li>Jedine\u010dn\u00e9 impulzy \u2013 \u0161peci\u00e1lne kup\u00f3ny, telef\u00f3nne \u010d\u00edsla \u010di adresy URL, ktor\u00e9 ukazuj\u00fa na s\u00favislos\u0165 medzi aktivitou a\u00a0v\u00fdsledkami.<\/li>\n<li>Volebn\u00e9 hlasy \u2013 skuto\u010dn\u00fd \u00faspech politickej kampane sa preuk\u00e1\u017ee a\u017e vo volebnej miestnosti.<\/li>\n<\/ol>\n<p><strong>Stephen Waddington<\/strong><br \/>\nStephen zast\u00e1va poz\u00edciu Chief Engagement Officer a\u00a0z\u00e1rove\u0148 je partner v\u00a0spolo\u010dnosti Ketchum. Je hos\u0165uj\u00facim profesorom na Newcastle University. Jeho \u010dl\u00e1nky m\u00f4\u017eete sledova\u0165 na blodu <a href=\"http:\/\/wadds.co.uk\">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-2128'><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\">\u2018<b>KE\u010e NEPL\u00c1NUJETE, PL\u00c1NUJETE ZLYHANIE<\/b>\u2019<\/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>Nov\u00fd hodnotiaci r\u00e1mec asoci\u00e1cie AMEC p\u00f4sob\u00ed skuto\u010dne impozantne. Ide o\u00a0model zalo\u017een\u00fd na relevantn\u00fdch a\u00a0zmyslupln\u00fdch d\u00e1tach, ktor\u00e9 s\u00fa v\u0161ak predkladan\u00e9 praktick\u00fdm a\u00a0zrozumite\u013en\u00fdm sp\u00f4sobom.<\/p>\n<p>Na\u0161a spolo\u010dnos\u0165 Bell Pottinger sa stala \u010dlenom AMEC len ned\u00e1vno. Interakt\u00edvny hodnotiaci r\u00e1mec u\u017e ale akt\u00edvne vyu\u017e\u00edvame a\u00a0m\u00f4\u017eem poveda\u0165, \u017ee sa stal takmer nenahradite\u013en\u00fdm n\u00e1strojom pre n\u00e1\u0161 t\u00fdm konzultantov. T\u00ed ho vyu\u017e\u00edvaj\u00fa najm\u00e4 pri diskusi\u00e1ch s\u00a0klientmi o\u00a0tom, ako pl\u00e1nova\u0165, sledova\u0165 a\u00a0mera\u0165 komunika\u010dn\u00fa kampa\u0148.<\/p>\n<p>Komunik\u00e1cia dnes takmer kompletne prebieha cez digit\u00e1lne a\u00a0soci\u00e1lne kan\u00e1ly. Z\u00e1rove\u0148 s\u00a0t\u00fdm ale obrovsky nar\u00e1stla zlo\u017eitos\u0165 kampan\u00ed, ktor\u00e9 vedieme. Mus\u00edme pracova\u0165 so \u0161ir\u0161ou \u0161k\u00e1lou distribu\u010dn\u00fdch kan\u00e1lov, sledova\u0165 ve\u013ek\u00e9 mno\u017estvo zdrojov a\u00a0z\u00e1rove\u0148 mera\u0165 dopad na\u0161ich aktiv\u00edt.<\/p>\n<p>Interakt\u00edvny r\u00e1mec dok\u00e1\u017ee pracova\u0165 so \u0161pecifikami jednotliv\u00fdch firiem a\u00a0komunika\u010dn\u00fdch strat\u00e9gi\u00ed.Pre \u00faspech vo svete digit\u00e1lnych technol\u00f3gi\u00ed je nevyhnutn\u00e9 aktivity pl\u00e1nova\u0165 dopredu s\u00a0oh\u013eadom na ciele organiz\u00e1cie a\u00a0z\u00e1rove\u0148 r\u00fdchlo a\u00a0kreat\u00edvne reagova\u0165 na nov\u00e9 skuto\u010dnosti.<\/p>\n<p>Poradensk\u00e9 firmy vedia, \u017ee na to, aby dok\u00e1zali \u010do najlep\u0161ie naplni\u0165 predstavy klienta, musia dostato\u010dne pozna\u0165 oblas\u0165 jeho podnikania &#8211; ciele organiz\u00e1cie, poz\u00edciu na trhu a\u00a0prostredie, v\u00a0ktorom sa dan\u00e1 firma pohybuje.<\/p>\n<p>U\u017eito\u010dn\u00e9 s\u00fa ur\u010dite aj anal\u00fdzy, ktor\u00e9 sa venuj\u00fa r\u00f4znym pr\u00edstupom ku kominuk\u00e1cii. Pokia\u013e ten, kto komunik\u00e1ciu pl\u00e1nuje, vie, ako sa s\u00fa\u010dasne vyu\u017e\u00edva priestor platen\u00fdch, vlastnen\u00fdch a \u0161\u00edren\u00fdch m\u00e9di\u00ed, m\u00e1 komplexnej\u0161\u00ed obraz o\u00a0potenci\u00e1lnych synergi\u00e1ch t\u00fdchto kan\u00e1lov.<\/p>\n<p>V\u00a0zmie\u0161an\u00fdch t\u00edmoch, ktor\u00e9 sa skladaj\u00fa z\u00a0pracovn\u00edkov r\u00f4znych agent\u00far, m\u00f4\u017ee by\u0165 niekedy n\u00e1ro\u010dn\u00e9 zozbiera\u0165 relevantn\u00e9 d\u00e1ta a na\u010drtn\u00fa\u0165 spolo\u010dn\u00fd pl\u00e1n. Zachytenie outputs (v\u00fdstupov) r\u00f4znych kan\u00e1lov tie\u017e nie je zrovna jednoduch\u00e9.<\/p>\n<p>Samozrejme, st\u00e1le mus\u00edme pracova\u0165 s\u00a0ukazovate\u013emi ako s\u00fa napr. prvotn\u00e1 reakcia cie\u013eovej skupiny a\u00a0dlhodob\u00e9 dopady komunik\u00e1cie ur\u010dit\u00e9ho obsahu. K\u00fazlo tohto modelu spo\u010d\u00edva v\u00a0jeho jednoduchosti \u2013 pon\u00faka \u013eahk\u00fa identifik\u00e1ciu relevantn\u00fdch metr\u00edk, s\u00a0ktor\u00fdmi je mo\u017en\u00e9 tieto ukazovatele sledova\u0165.<\/p>\n<p>St\u00e1le je potrebn\u00e1 opatrnos\u0165 t\u00fdkaj\u00faca sa s\u00favislost\u00ed. Je ale povzbudiv\u00e9 vidie\u0165, \u017ee sa komunika\u010dn\u00e1 strat\u00e9gia s\u00fastred\u00ed na dlhodob\u00e9 budovanie vz\u0165ahov a\u00a0dobr\u00e9ho mena.<\/p>\n<p>Za cel\u00fa spolo\u010dnos\u0165 Bell Pottinger chcem nov\u00fd hodnotiaci r\u00e1mec asoci\u00e1cie AMEC odporu\u010di\u0165 v\u0161etk\u00fdm na\u0161\u00edm partnerom a\u00a0kolegom.<\/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-2128'><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\">TYPY PRE PL\u00c1NOVANIE A UR\u010cENIE CIE\u013dOV<\/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-19c019bcef861363a7e94db58c921c26  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 &<br \/>\nInternal Comms, Prime Minister\u2019s Office &<br \/>\nCabinet Office Comms, and Board 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>V\u00ddZNAM PL\u00c1NOVANIA A\u00a0UR\u010cENIA CIE\u013dOV<\/h4>\n<p>Spr\u00e1vne meranie a\u00a0hodnotenie pom\u00e1ha odhali\u0165 smer, ktor\u00fdm je vhodn\u00e9 sa vyda\u0165, do ktor\u00fdch komunika\u010dn\u00fdch kan\u00e1lov investova\u0165 a\u00a0\u010domu sa, naopak, vyhn\u00fa\u0165.<\/p>\n<p>Pl\u00e1novanie je ur\u010dite k\u013e\u00fa\u010dov\u00e9 pre maximaliz\u00e1ciu benefitov vypl\u00fdvaj\u00facich z\u00a0komunik\u00e1cie smerom k\u00a0z\u00e1kazn\u00edkom. \u010co najsk\u00f4r si preto napl\u00e1nujte, \u010do sa chyst\u00e1te mera\u0165, zapam\u00e4tajte si, \u010do je vzh\u013eadom na va\u0161e ciele potrebn\u00e9 sledova\u0165 a\u00a0nastavne potrebn\u00e9 mechanizmy. Je to d\u00f4le\u017eit\u00e9 z\u00a0viacer\u00fdch d\u00f4vodov:<\/p>\n<p>Pokia\u013e si dopredu neur\u010d\u00edte, \u010do budete sledova\u0165, \u013eahko sa stane, \u017ee nebudete schopn\u00ed znovu doh\u013eada\u0165 potrebn\u00e9 zdroje d\u00e1t.<\/p>\n<p>Pokia\u013e budete meranie \u010dinnost\u00ed pl\u00e1nova\u0165, u\u017e nebudete zbyto\u010dne str\u00e1ca\u0165 \u010das sledovan\u00edm nezmyseln\u00fdch metr\u00edk.<\/p>\n<p>Komunika\u010dn\u00e9 ciele s\u00fa zmyslupln\u00e9 vo chv\u00edli, ke\u010f jasne hovoria, ako to bude vyzera\u0165, ak dosiahneme \u00faspech a\u00a0\u010d\u00edm pr\u00edpadn\u00fd \u00faspech dok\u00e1\u017eeme.<\/p>\n<p>Postrehy z\u00a0predch\u00e1dzaj\u00facich hodnoten\u00ed je d\u00f4le\u017eit\u00e9 bra\u0165 do \u00favahy pri definovan\u00ed cie\u013eov nov\u00fdch kampan\u00ed. Pokia\u013e si jasne ur\u010d\u00edte ciele, v\u00a0pl\u00e1novacej f\u00e1ze v\u00e1m to pom\u00f4\u017ee sledova\u0165 jednotliv\u00e9 posuny. Tak\u017ee prem\u00fd\u0161\u013eajte starostlivo, pl\u00e1nujte a\u00a0sledujte v\u00fdkon od sam\u00e9ho spustenia aktiv\u00edt.<\/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-2128'><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\">MERANIE REPUT\u00c1CIE<\/h2>\n<h3>PREDHOVOR: BEYOND REPUTATION MEASUREMENT: USING REPUTATION TO CREATE VALUE<\/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-278661deffaf78e375215f57c309fe2c  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>Professor of Reputation & Responsible Leadership, 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>Ochrana \u010di podpora dobr\u00e9ho mena s\u00fa \u010dast\u00fdmi cie\u013emi komunik\u00e1cie. Nov\u00fd hodnotiaci r\u00e1mec kladie na meranie reput\u00e1cie ve\u013ek\u00fd d\u00f4raz. Ale ako ju mera\u0165 zmysluplne? Ako meranie reput\u00e1cie s\u00favis\u00ed s\u00a0v\u00fdkonnostn\u00fdmi krit\u00e9riami, pod\u013ea ktor\u00fdch sa zostavuj\u00fa tabu\u013eky a\u00a0rebr\u00ed\u010dky sledovanosti? Ako je mo\u017en\u00e9 pos\u00fadi\u0165, \u010di v\u00e1m meranie reput\u00e1cie pom\u00e1ha alebo \u010di, naopak, brzd\u00ed v\u00e1\u0161 rast? Je mo\u017en\u00e9 meranie reput\u00e1cie vyu\u017ei\u0165 k\u00a0lep\u0161iemu presadzovaniu strat\u00e9gie spolo\u010dnosti? Ako dok\u00e1za\u0165, \u017ee dobr\u00e9 meno zvy\u0161uje hodnotu firmy u\u00a0zainteresovan\u00fdch subjektov? Ako sa jednotliv\u00e9 modely merania reput\u00e1cie odli\u0161uj\u00fa? Je mo\u017en\u00e9 ich nejako kombinova\u0165, aby sme z\u00edskali komplexn\u00e9 v\u00fdstupy? A\u00a0ako konkr\u00e9tne m\u00f4\u017eeme vyu\u017ei\u0165 u\u017e zozbieran\u00e9 d\u00e1ta k\u00a0podpore a\u00a0posilneniu dobr\u00e9ho mena?<\/p>\n<p>Profesor Kevin Money z\u00a0Henley Business School v\u00a0tomto svojom texte odpoved\u00e1 na v\u0161etky tieto ot\u00e1zky, a\u00a0to pomocou modelu vytv\u00e1rania hodn\u00f4t. Tento praktick\u00fd pr\u00edstup v\u00e1m umo\u017e\u0148uje porovna\u0165 doposia\u013e pou\u017e\u00edvan\u00e9 met\u00f3dy s\u00a0osved\u010denou praxou. Z\u00e1rove\u0148 v\u00e1m pom\u00e1ha identifikova\u0165 pr\u00ed\u010diny a\u00a0d\u00f4sledky, ktor\u00e9 so sebou dobr\u00e1 poves\u0165 firmy nesie. Bude v\u00e1m teda jasn\u00e9, kam sa v\u00a0tomto oh\u013eade vyda\u0165 a\u00a0ktor\u00e9 kroky podniknu\u0165.<\/p>\n<p>Richard Bagnall a profesor Kevin Money, \u010derven 2016<\/p>\n<p><b>Text Beyond Reputation Measurement: Using Reputation to Create Value si m\u00f4\u017eete pre\u010d\u00edta\u0165 tu.<\/b><\/p>\n<p>Kevin Money a 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-2128'><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\">AKO HOVORI\u0164 O EFEKT\u00cdVNOSTI<\/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-e32a83ef5ae43cc76d2b02090574a830  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 London<\/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>Vo svete agent\u00far sa pohybujem u\u017e viac ako 20 rokov a\u00a0cel\u00fd ten \u010das sa venujem meraniu komunik\u00e1cie. Sna\u017e\u00edm sa zdie\u013ea\u0165 s\u00a0ostatn\u00fdmi to, \u010do v\u00a0na\u0161ich posolstv\u00e1ch zafungovalo (a \u010do nie) a\u00a0ako tieto inform\u00e1cie za\u010dleni\u0165 do pl\u00e1novania, aby \u010fal\u0161ia kampa\u0148 bola e\u0161te efekt\u00edvnej\u0161ia. Nap\u00edsal som desiatky textov, v\u00a0ktor\u00fdch sa sna\u017e\u00edm \u013eud\u00ed presved\u010di\u0165 o\u00a0\u00faspechu na\u0161ej komunika\u010dnej agent\u00fary.<\/p>\n<p>Z\u00fa\u010dastnil som sa tie\u017e mnoh\u00fdch prezentaci\u00ed a\u00a0odborn\u00fdch diskusi\u00ed a\u00a0mal som t\u00fa \u010des\u0165 by\u0165 porotcom mnoh\u00fdch prest\u00ed\u017enych ocenen\u00ed za efekt\u00edvnos\u0165, kde som, naopak, na\u010d\u00faval argumentom ostatn\u00fdch alebo \u010d\u00edtal predkladan\u00e9 re\u00e1lne pr\u00edpadov\u00e9 \u0161t\u00fadie.<\/p>\n<p>Tieto sk\u00fasenosti ma nau\u010dili jednu d\u00f4le\u017eit\u00fa vec: m\u00f4\u017eete ma\u0165 k\u00a0dispoz\u00edcii v\u0161etky mo\u017en\u00e9 d\u00e1ta, ale pokia\u013e ich nedok\u00e1\u017eete jasne, jednoducho a\u00a0presved\u010divo interpretova\u0165, nikoho o\u00a0svojej efekt\u00edvnosti nepresved\u010d\u00edte. Sp\u00f4sob, ak\u00fdm pr\u00edbeh pod\u00e1vate, je rovnako d\u00f4le\u017eit\u00fd ako obsah v\u00e1\u0161ho posolstva, ak nie e\u0161te d\u00f4le\u017eitej\u0161\u00ed.<\/p>\n<p>Ke\u010f sa sna\u017e\u00edte niekoho presved\u010di\u0165 o\u00a0v\u00fdzname komunik\u00e1cie, \u0165a\u017eko si vysta\u010d\u00edte s\u00a0bezduch\u00fdm v\u00fdkladom. Potrebujete p\u00fatav\u00fd pr\u00edbeh.<\/p>\n<ol>\n<li>PREMYSLITE SI, \u010cO CHCETE POVEDA\u0164<\/li>\n<\/ol>\n<p>V\u0161etky zauj\u00edmav\u00e9 pr\u00edbehy maj\u00fa spravidla jasn\u00fd a\u00a0chronologick\u00fd priebeh. Vrelo odpor\u00fa\u010dam v\u0161etk\u00fdm, aby si vysk\u00fa\u0161ali interakt\u00edvny r\u00e1mec AMEC \u2013 pr\u00e1ve ten v\u00e1m toti\u017e pom\u00f4\u017ee fakty jasne \u0161trukturova\u0165.<\/p>\n<p>Jedn\u00fdm z\u00a0naj\u010dastej\u0161\u00edch prehre\u0161kov je zahlcovanie publika ni\u010dnehovoriacimi grafmi a\u00a0\u0161tatistikami. Pre \u013eudsk\u00fd mozog je \u0165a\u017ek\u00e9 tento druh inform\u00e1ci\u00ed vstreba\u0165 a\u00a0vyvodi\u0165 z\u00a0nich z\u00e1very. Pokia\u013e budete pracova\u0165 s\u00a0interakt\u00edvnym r\u00e1mcom, uvid\u00edte, ako jednoducho m\u00f4\u017eete zozbieran\u00e9 d\u00e1ta roztriedi\u0165 a\u00a0n\u00e1sledne ich jasne a\u00a0zmysluplne interpretova\u0165.<\/p>\n<p>Rozbor d\u00e1t a\u00a0\u010d\u00edsel vy\u017eaduje \u010das a\u00a0trpezlivos\u0165. A\u00a0m\u00f4\u017ee sa zda\u0165 aj\u00a0dos\u0165 m\u00e4t\u00faci \u2013 niekedy napr\u00edlad nedok\u00e1\u017eete na prv\u00fd poh\u013ead rozozna\u0165 rozdiel medzi outputs (v\u00fdstupmi), outtakes (\u010do si publikum z\u00a0komunikovan\u00e9ho obsahu vezme) a\u00a0outcomes (v\u00fdsledkami). Ale naozaj to tak \u0165a\u017ek\u00e9 nie je, sta\u010d\u00ed si n\u00e1js\u0165 \u010das a\u00a0riadi\u0165 sa defin\u00edciami, ktor\u00e9 r\u00e1mec pon\u00faka.<\/p>\n<p>Hodnotiaci r\u00e1mec v\u00e1m umo\u017en\u00ed postupne posp\u00e1ja\u0165 v\u00fdsledky va\u0161ej komunik\u00e1cie \u2013 zmenu v\u00a0spr\u00e1van\u00ed \u010di postoji \u013eud\u00ed a\u00a0celkov\u00fd obchodn\u00fd \u010di organiza\u010dn\u00fd dopad. Je toti\u017e pomerne n\u00e1ro\u010dn\u00e9 dok\u00e1za\u0165, \u017ee dan\u00e9 zmeny boli sp\u00f4soben\u00e9 alebo ovplyvnen\u00e9 va\u0161ou komunik\u00e1ciou. R\u00e1mec je \u0161trukturovan\u00fd tak, aby v\u00e1m u\u013eah\u010dil tieto spojitosti identifikova\u0165.<\/p>\n<p>Akon\u00e1hle m\u00e1te z\u00e1kladn\u00fd chronologick\u00fd pr\u00edbeh, je potrebn\u00e9 prida\u0165 nejak\u00e9 zauj\u00edmavosti.<\/p>\n<ol start=\"2\">\n<li>PR\u00cdBEH NIE\u010c\u00cdM OKORE\u0147TE<\/li>\n<\/ol>\n<p>Rozpr\u00e1vanie mus\u00ed znie\u0165 zauj\u00edmavo a\u00a0p\u00fatavo, such\u00e9 predkladanie inform\u00e1ci\u00ed nikoho nezaujme.<\/p>\n<p>Dajte svojmu rozpr\u00e1vaniu nejak\u00fd zauj\u00edmav\u00fd n\u00e1zov. Pre in\u0161pir\u00e1ciu sa m\u00f4\u017eete pozrie\u0165 na tie naj\u00faspe\u0161nej\u0161ie TED Talks, ktor\u00e9 maj\u00fa ve\u013ek\u00fd po\u010det prezret\u00ed. Mnoh\u00e9 z\u00a0nich maj\u00fa jednoduch\u00fd, ale z\u00e1rove\u0148 odv\u00e1\u017eny a\u00a0neopozeran\u00fd titulok, ktor\u00fd up\u00fata va\u0161u pozornos\u0165. \u010casto ide o\u00a0vo\u013ebu slov, ktor\u00e9 nejak\u00fdm sp\u00f4sobom provokuj\u00fa a\u00a0n\u00fatia v\u00e1s po\u010d\u00fava\u0165 alebo \u010d\u00edta\u0165 \u010falej.<\/p>\n<p>Potom sa pok\u00faste sp\u00edsa\u0165 jednomin\u00fatov\u00e9 zhrnutie toho, \u010do chcete poveda\u0165 \u2013 nie\u010do ako je obal na knihe, ktor\u00fd v\u00e1s mus\u00ed zauja\u0165, aby ste chceli \u010d\u00edta\u0165 \u010falej. K\u00a0nemu vytvorte dlh\u0161iu, zhruba \u00a0p\u00e4\u0165min\u00fatov\u00fa verziu s\u00a0nadpismi pri ka\u017edej \u010dasti a\u00a0zakon\u010dite to \u00faplnou zhruba 20-min\u00fatovou verziou. Tento postup v\u00e1s don\u00fati zatriedi\u0165 a\u00a0zoradi\u0165 si inform\u00e1cie a\u00a0d\u00e1ta pod\u013ea d\u00f4le\u017eitosti. Ak\u00fd najp\u00f4sobivej\u0161\u00ed output (v\u00fdstup), outtake (\u010do si publikum z\u00a0komunikovan\u00e9ho obsahu vezme) a\u00a0outcome (v\u00fdsledok) m\u00e1te?<\/p>\n<p>Rada na z\u00e1ver \u2013 sna\u017ete sa o\u00a0\u013eudsk\u00fd pr\u00edstup a\u00a0nepotl\u00e1\u010dajte em\u00f3cie, navia\u017eete tak s publikom alebo \u010ditate\u013eom silnej\u0161iu v\u00e4zbu. Vyhnite sa odborn\u00fdm marketingov\u00fdm term\u00ednom a\u00a0prehnane zlo\u017eit\u00fdm defin\u00edci\u00e1m. M\u00f4\u017eu s\u00edce znie\u0165 m\u00fadro, ale \u013eud\u00ed sk\u00f4r odradia.<\/p>\n<p>Pokia\u013e chcete poda\u0165 p\u00f4sobiv\u00e9 a\u00a0presved\u010div\u00e9 rozpr\u00e1vanie o\u00a0efekt\u00edvnosti, mus\u00edte svoj pr\u00edbeh dobre \u0161trukt\u00farova\u0165 a\u00a0trochu ho nie\u010dim okoreni\u0165. Inak to nebude fungova\u0165.<\/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-2128'><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\">SLOVO NA Z\u00c1VER<\/h2>\n<h3 id=\"u6253-4\">\u010cO STOJ\u00cd ZA VA\u0160\u00cdM MERAN\u00cdM?<\/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-19c019bcef861363a7e94db58c921c26  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 &<br \/>\nInternal Comms, Prime Minister\u2019s Office &<br \/>\nCabinet Office Comms, and Board 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>Meranie a\u00a0hodnotenie by malo odhali\u0165 nejak\u00fd pr\u00edbeh, uk\u00e1za\u0165 na konkr\u00e9tnych pr\u00edkladoch, \u010do sme dosiahli, ako sa n\u00e1m to podarilo, \u010do zafungovalo a\u00a0\u010do bolo, naopak, zbyto\u010dn\u00e9. Nejde iba o\u00a0zber spr\u00e1v a\u00a0d\u00e1t \u010di tvorbu \u0161tatist\u00edk. Meranie mus\u00ed poda\u0165 spr\u00e1vu o\u00a0tom:<\/p>\n<ul>\n<li>ak\u00e9 s\u00fa v\u00fdstupy a\u00a0pomocou \u010doho sme ich dosiahli<\/li>\n<li>\u010do si z\u00a0na\u0161ej komunik\u00e1cie odniesla cie\u013eov\u00e1 skupina<\/li>\n<li>a\u00a0ako sa dosiahnut\u00fd v\u00fdsledok l\u00ed\u0161il od na\u0161ich prvotn\u00fdch z\u00e1merov.<\/li>\n<\/ul>\n<p>Cel\u00fd proces merania by v\u00e1s mal v\u00fdrazne posun\u00fa\u0165. Niekedy sa nau\u010d\u00edte nov\u00e9 veci u\u017e v\u00a0priebehu kampane a\u00a0inokedy na jej konci, to z\u00e1le\u017e\u00ed. Uvedom\u00edte si, ktor\u00e9 kan\u00e1ly funguj\u00fa dobre, ak\u00e9 pr\u00edspevky dosahuj\u00fa najv\u00e4\u010d\u0161iu sledovanos\u0165 a\u00a0ktor\u00e9 partnerstv\u00e1 s\u00fa pr\u00ednosn\u00e9. T\u00fdm p\u00e1dom v\u00e1m bude jasn\u00e9, ak\u00e9 aktivity je dobr\u00e9 podporova\u0165 aj na\u010falej a\u00a0ktor\u00e9 rad\u0161ej pozmeni\u0165 alebo od nich \u00faplne upusti\u0165.<\/p>\n<p>Vyhnete sa pou\u017e\u00edvaniu zbyto\u010dn\u00fdch metr\u00edk a\u00a0pam\u00e4tajte si, \u017ee \u010d\u00edm relevantnej\u0161\u00ed je sp\u00f4sob hodnotenia, t\u00fdm doveryhodnej\u0161\u00ed je kone\u010dn\u00fd pr\u00edbeh.<\/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-2128'><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\">VSTUPTE DO INTEGROVAN\u00c9HO HODNOT\u00cdC\u00cdHO R\u00c1MCE<\/a><\/p>\n<\/div><\/section><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":2119,"menu_order":1,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"tags":[],"class_list":["post-2128","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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