{"id":2135,"date":"2017-09-04T16:19:44","date_gmt":"2017-09-04T15:19:44","guid":{"rendered":"https:\/\/amecorg.com\/amecframework\/sk\/?page_id=2135"},"modified":"2017-09-04T16:40:30","modified_gmt":"2017-09-04T15:40:30","slug":"resources","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/amecframework\/sk\/home\/supporting-material\/resources\/","title":{"rendered":"Resources"},"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-166fe5611d066463e926926a201d4086 menu-item-top-level menu-item-top-level-1' role='menuitem'><a href='#terminology'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>TERMINOLOGY &amp; DICTIONARY OF PR MEASUREMENT &amp; RESEARCH<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-4ce35614fcbdb1dbd6ca8f31fe122973 menu-item-top-level menu-item-top-level-2' role='menuitem'><a href='#guidelines'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>GUIDELINES FOR SETTING MEASURABLE PR OBJECTIVES<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-b125d7a135e333e41781a1052a02e1bc menu-item-top-level menu-item-top-level-3' role='menuitem'><a href='#resource-table'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>USEFUL RESOURCES FOR USING THE INTEGRATED FRAMEWORK<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-cd60ae892082b6507de6183a704636d2 menu-item-top-level menu-item-top-level-4' role='menuitem'><a href='#case-studies'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>CASE STUDIES<\/span><\/a><\/li>\n<li class='menu-item av-av_submenu_item-945bbd6e01dadfb2c7016cbf5f4dd6ac menu-item-top-level menu-item-top-level-5' role='menuitem'><a href='#further-reading'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>FURTHER READING \/ BIBLIOGRAPHY<\/span><\/a><\/li>\n<\/ul><\/div><\/div><div class='sticky_placeholder'><\/div>\n<div id='terminology'  class='avia-section av-av_section-36e01d3b1f843703d41c0aa16b591021 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-2135'><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>TERMINOLOGY &amp; DICTIONARY OF PR MEASUREMENT &amp; RESEARCH<\/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-5  el_after_av_textblock  el_before_av_textblock  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='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p id=\"u2061-2\"><span id=\"u2061\">Analytics and insights are today\u2019s hot business topic. In my 20 years\u2019 experience working in the communications measurement sector, I have never known so much interest in the topic. This demand has created a rush of new and old vendors offering many differing tools, solutions and services to monitor and evaluate communications. According to Ken Burbary\u2019s wiki, there are well over 220 companies offering these types of services and this number is growing daily.<\/span><\/p>\n<p id=\"u2061-4\">This high number of potential suppliers with differing levels of experience can cause problems. One of these is the lack of consistency in results when measuring the same campaign between one provider and another. One of the key problems here is that frequently the wrong terms and definitions are being used by the providers. For example, \u2018OTS\u2019, \u2018readership\u2019, \u2018circulation\u2019, and \u2018audience reach\u2019 all mean different things but in some cases are used by different suppliers interchangeably. There are many other examples of these types of problems \u2013 \u2018hits\u2019 and \u2018page views\u2019 anyone?<\/p>\n<p id=\"u2061-6\">As an industry, if we are to solve this issue, it is imperative that we all say what we mean, and mean what we say. As the industry looks to set standards and demonstrate consistent, credible approaches to measurement, we must first be aligned behind consistent and correct terminology.<\/p>\n<p id=\"u2061-20\">Our friends at the IPR have produced a great resource to help the industry do exactly that. The \u2018Dictionary of Public Relations Measurement &amp; Research\u2019 painstakingly explains each term in common use and provides a clear definition too. Edited by <a class=\"nonblock\" href=\"http:\/\/www.instituteforpr.org\/bio\/don-stacks\/\" target=\"_blank\" rel=\"noopener noreferrer\">Don Stacks<\/a> and <a class=\"nonblock\" href=\"http:\/\/www.instituteforpr.org\/bio\/shannon-bowen-2\/\" target=\"_blank\" rel=\"noopener noreferrer\">Shannon Bowen<\/a>, \u2018<a class=\"nonblock\" href=\"http:\/\/www.instituteforpr.org\/wp-content\/uploads\/Dictionary-of-Public-Relations-Measurement-and-Research-3rd-Edition.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">The Dictionary of Public Relations Measurement &amp; Research<\/a>\u2019 is available for download <a class=\"nonblock\" href=\"http:\/\/www.instituteforpr.org\/wp-content\/uploads\/Dictionary-of-Public-Relations-Measurement-and-Research-3rd-Edition.pdf\">here<\/a>.<\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='guidelines'  class='avia-section av-av_section-ba19096eaab5f32fc91e2f27be4c9573 main_color avia-section-default avia-no-shadow  avia-builder-el-7  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-2135'><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-8  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-9  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>GUIDELINES FOR SETTING MEASURABLE PR OBJECTIVES<\/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-11  el_after_av_textblock  el_before_av_textblock  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='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p id=\"u4203-7\"><a class=\"nonblock\" href=\"http:\/\/www.instituteforpr.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">The IPR<\/a>, the USA based Institute for Public Relations (as distinct from the UK\u2019s PR trade association the <a class=\"nonblock\" href=\"https:\/\/www.cipr.co.uk\/\" target=\"_blank\" rel=\"noopener noreferrer\">CIPR<\/a>), has updated its excellent White Paper \u201cGuidelines for Setting Measurable Public Relations Objectives\u201d.<\/p>\n<p id=\"u4203-9\">Setting measurable objectives at the outset of any PR activity is of fundamental importance. Communications objectives need to support the goals of the organisation. They should be SMART (specific, measurable, achievable,\u00a0 relevant and time-bound). They need to be set out in advance of any work with a clear indication of what success would look like. Communications objectives need to move beyond counting outputs to linking the communications activity to changing attitudes and behaviours and ultimately organisational impact.<\/p>\n<p id=\"u4203-29\">The IPR\u2019s excellent White Paper provides lots more information on this crucially important\u00a0 subject. Authored by the IPR\u2019s Measurement Commission and spearheaded by <a class=\"nonblock\" href=\"https:\/\/www.linkedin.com\/in\/forrestwandersonmba\" target=\"_blank\" rel=\"noopener noreferrer\">Forrest W. Anderson<\/a> Planning &amp; Evaluation Consultant,<a class=\"nonblock\" href=\"https:\/\/www.linkedin.com\/in\/linda-hadley-76977a7\" target=\"_blank\" rel=\"noopener noreferrer\">Linda Hadley<\/a>, Senior Vice President, Research, Porter Novelli, <a class=\"nonblock\" href=\"https:\/\/www.linkedin.com\/in\/david-rockland-5851415\" target=\"_blank\" rel=\"noopener noreferrer\">David Rockland<\/a> Partner &amp; CEO, <a class=\"nonblock\" href=\"https:\/\/www.ketchum.com\/research-analytics\" target=\"_blank\" rel=\"noopener noreferrer\">Ketchum Global Research &amp; Analytics<\/a> and <a class=\"nonblock\" href=\"https:\/\/www.linkedin.com\/in\/mark-weiner-0ab74b1\" target=\"_blank\" rel=\"noopener noreferrer\">Mark Weiner<\/a>, CEO of <a class=\"nonblock\" href=\"http:\/\/www.prime-research.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">PRIME Research Americas<\/a>.<\/p>\n<p id=\"u4203-37\">The Paper, \u2018<a class=\"nonblock\" href=\"http:\/\/www.instituteforpr.org\/wp-content\/uploads\/Setting_PR_Objectives.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Guidelines for Setting Measurable Public Relations Objectives<\/a>\u201d can be downloaded <a class=\"nonblock\" href=\"http:\/\/www.instituteforpr.org\/wp-content\/uploads\/Setting_PR_Objectives.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">here<\/a>.<\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='resource-table'  class='avia-section av-av_section-ba66889ab988304653c937f50f5c39de main_color avia-section-default avia-no-shadow  avia-builder-el-13  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-2135'><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-14  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-15  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>U\u017dITO\u010cN\u00c9 ZDROJE PRE PR\u00c1CU S INTEGROVAN\u00ddM HODNOTIACIM R\u00c1MCOM<\/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-17  el_after_av_textblock  el_before_av_table  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div class='avia-data-table-wrap av-av_table-24f8615f79b661df6a729b42e276bf3d avia_responsive_table avia-table-1'><table  class='avia-table avia-data-table avia_pricing_default  avia-builder-el-18  el_after_av_hr  avia-builder-el-last  resources-table'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Table\" ><tbody><tr class='avia-heading-row'><th class='avia-highlight-col'>KATEG\u00d3RIA<\/th><th class=''>ORGANIZ\u00c1CIA<\/th><th class=''>ZAMERANIE<\/th><th class=''>ODKAZ<\/th><\/tr><tr class=''><td class='avia-highlight-col'><b>Tradi\u010dn\u00e9 m\u00e9dia<\/b><\/td><td class=''>BARB &#8211; Broadcast Audience Research Boar<\/td><td class=''>Zbiera d\u00e1ta o vyu\u017eit\u00ed jednotliv\u00fdch komunika\u010dn\u00fdch kan\u00e1lov a programov a analyzuje po\u010det prezret\u00ed pr\u00edspevkov na t\u00fd\u017edennej, mesa\u010dnej a \u0161tvr\u0165ro\u010dnej b\u00e1ze.<\/td><td class=''><a href=\"http:\/\/www.barb.co.uk\/\">barb.co.uk<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>JICREG &#8211; Joint Industry Committee for Regional Media Research<\/td><td class=''>Spr\u00e1vy z region\u00e1lnej tla\u010de a webov\u00fdch str\u00e1nok \u2013 v\u00fdstupy zah\u0155\u0148aj\u00fa priemern\u00fa \u010d\u00edtanos\u0165, demografick\u00e9 \u00fadaje vr\u00e1tane veku, pohlavia a socioekonomick\u00e9ho postavenia.<\/td><td class=''><a href=\"http:\/\/jiab.jicreg.co.uk\/\">jiab.jicreg.co.uk<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Mediatel<\/td><td class=''>Mediatel zhroma\u017e\u010fuje inform\u00e1cie zo sveta m\u00e9di\u00ed, pon\u00faka r\u00f4zne postrehy a novinky z trhu, konferencie a pod.<\/td><td class=''><a href=\"http:\/\/mediatel.co.uk\/\">mediatel.co.uk\/<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Newspaper Society<\/td><td class=''>Poskytuje obmedzen\u00e9 inform\u00e1cie o \u010d\u00edtanosti a informa\u010dnom dosahu.<\/td><td class=''><a href=\"http:\/\/www.newsmediauk.org\/\">newsmediauk.org<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>RAJAR &#8211; Radio Joint Audience Research<\/td><td class=''>RAJAR sleduje na \u0161tvr\u0165ro\u010dnej b\u00e1ze po\u010det posluch\u00e1\u010dov lok\u00e1lnych r\u00e1dio stan\u00edc, dosah konkr\u00e9tneho m\u00e9dia a priemern\u00fa dobu po\u010d\u00favanosti. Reporty obsahuj\u00fa tie\u017e grafick\u00e9 porovnania vyu\u017eitia tradi\u010dn\u00fdch vysiela\u010dov digit\u00e1lnych platforiem.<\/td><td class=''><a href=\"http:\/\/www.rajar.co.uk\/\">rajar.co.uk<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><b>Soci\u00e1lne a digit\u00e1lne m\u00e9dia<\/b><\/td><td class=''>Alexa<\/td><td class=''>Zdroj prev\u00e1dzkov\u00fdch \u00fadajov z webov\u00fdch str\u00e1nok.<\/td><td class=''><a href=\"http:\/\/www.alexa.com\/\">alexa.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Backtweets<\/td><td class=''>Vyh\u013ead\u00e1vanie odkazov na Twitter-i.<\/td><td class=''><a href=\"http:\/\/backtweets.com\/\">backtweets.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Bitly<\/td><td class=''>U\u017eito\u010dn\u00fd n\u00e1stroj pre skracovanie URL adries, ktor\u00fd poskytuje aj s\u00favisiace analytick\u00e9 \u00fadaje ako je hist\u00f3ria kliknut\u00ed a shares cez Facebook alebo Twitter.<\/td><td class=''><a href=\"https:\/\/bitly.com\/\">bitly.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Buffer<\/td><td class=''>Buffer u\u013eah\u010duje spravovanie soci\u00e1lnych siet\u00ed, a t\u00fdm \u0161etr\u00ed \u010das, ktor\u00fd str\u00e1vite ich spr\u00e1vou.<\/td><td class=''><a href=\"https:\/\/buffer.com\/\">buffer.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Facebook Insights<\/td><td class=''>Anal\u00fdza interakci\u00ed v\u00e1\u0161ho FB \u00fa\u010dtu<\/td><td class=''><a href=\"https:\/\/www.facebook.com\/help\/search\/?q=insights\">facebook.com\/help\/search\/?q=insights<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Google Alerts<\/td><td class=''>Slu\u017eba Google Alerts v\u00e1m na z\u00e1klade stanoven\u00fdch krit\u00e9ri\u00ed zasiela upozornenia na novospusten\u00e9 weby, spravodajsk\u00e9 blogy, a pod.<\/td><td class=''><a href=\"https:\/\/www.google.co.uk\/alerts\">google.co.uk\/alerts<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Google Analytics<\/td><td class=''>Anal\u00fdza webov\u00fdch str\u00e1nok.<\/td><td class=''><a href=\"https:\/\/www.google.co.uk\/analytics\/\">google.co.uk\/analytics<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Google News Search<\/td><td class=''>Preh\u013ead hlavn\u00fdch udalost\u00ed a spravodajsk\u00fdch slu\u017eieb na jednom mieste.<\/td><td class=''><a href=\"https:\/\/news.google.co.uk\/\">news.google.co.uk<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Google Trends<\/td><td class=''>Sleduje trendy vo vyh\u013ead\u00e1van\u00ed na Google.<\/td><td class=''><a href=\"https:\/\/www.google.co.uk\/trends\/\">google.co.uk\/trends<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Hootsuite<\/td><td class=''>N\u00e1stroj pre pl\u00e1novanie a spravovanie \u00fa\u010dtov na soci\u00e1lnych sie\u0165ach.<\/td><td class=''><a href=\"http:\/\/www.hootsuite.com\">hootsuite.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Kred<\/td><td class=''>Platforma pre meranie a hodnotenie vplyvu.<\/td><td class=''><a href=\"http:\/\/www.home.kred \">home.kred<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>LinkedIn Analytics<\/td><td class=''>Anal\u00fdza interakci\u00ed s individu\u00e1lnymi u\u017e\u00edvate\u013emi.<\/td><td class=''><a href=\"http:\/\/www.linkedin.com\/help\">linkedin.com\/help<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Social Bakers<\/td><td class=''>D\u00e1ta a analytick\u00e9 inform\u00e1cie zo soci\u00e1lnych siet\u00ed.<\/td><td class=''><a href=\"http:\/\/www.socialbakers.com\">socialbakers.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Socialmention<\/td><td class=''>Prieskum a anal\u00fdzy soci\u00e1lnych siet\u00ed v re\u00e1lnom \u010dase.<\/td><td class=''><a href=\"http:\/\/www.socialmention.com\">socialmention.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Thunderclap<\/td><td class=''>Thunderclap je platforma, ktor\u00e1 zhroma\u017e\u010fuje jednotlivcov a spolo\u010dnosti s cie\u013eom \u0161\u00edri\u0165 nejak\u00fa spolo\u010dn\u00fa my\u0161lienku.<\/td><td class=''><a href=\"http:\/\/www.thunderclap.it\">thunderclap.it<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Traackr<\/td><td class=''>N\u00e1stroj pre interakciu a udr\u017eovanie komunik\u00e1cie s influencermi.<\/td><td class=''><a href=\"http:\/\/www.traackr.com\">traackr.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Tweetdeck<\/td><td class=''>Pom\u00e1ha spr\u00e1vne vyu\u017e\u00edva\u0165 a zapoji\u0165 sa do diania na Twitter-i.<\/td><td class=''><a href=\"http:\/\/tweetdeck.twitter.com\">tweetdeck.twitter.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Tweriod<\/td><td class=''>Tweriod rad\u00ed, kedy je spr\u00e1vny \u010das na postovanie tweet-ov.<\/td><td class=''><a href=\"http:\/\/www.tweriod.com\">tweriod.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Twitter Analytics<\/td><td class=''>Anal\u00fdza interakci\u00ed s va\u0161\u00edm \u00fa\u010dtom.<\/td><td class=''><a href=\"http:\/\/www.analytics.twitter.com\">analytics.twitter.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><b>Platen\u00e9 m\u00e9dia<\/b><br \/>\n<\/td><td class=''>IAB &#8211; Internet Advertising Bureau<\/td><td class=''>Na webe IAB n\u00e1jdete d\u00e1ta a infografiky z r\u00f4znych odvetv\u00ed vr\u00e1tane glos\u00e1ra slangov\u00fdch v\u00fdrazov pou\u017e\u00edvan\u00fdch v prieskumoch.<\/td><td class=''><a href=\"http:\/\/www.iabuk.net\">iabuk.net<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>IPA &#8211; Institute of Practitioners in Advertising<\/td><td class=''>Na str\u00e1nkach in\u0161tit\u00fatu IPA n\u00e1jdete tipy a osved\u010den\u00e9 praktiky pre reklamn\u00e9 kampane.<\/td><td class=''><a href=\"http:\/\/www.ipa.co.uk\">ipa.co.uk<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Netvibes<\/td><td class=''>Dashboard rie\u0161en\u00ed pre reklamn\u00e9, soci\u00e1lne, medi\u00e1lne a PR agent\u00fary<\/td><td class=''><a href=\"http:\/\/www.netvibes.com\">netvibes.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'>V\u00fdskum trhu<\/td><td class=''>Eventbrite<\/td><td class=''>N\u00e1stroj, ktor\u00fd umo\u017e\u0148uje propagova\u0165 udalosti, vytv\u00e1ra\u0165 k nim pozv\u00e1nky a registr\u00e1cie, sledova\u0165 n\u00e1v\u0161tevnos\u0165 alebo z\u00edskava\u0165 sp\u00e4tn\u00fa v\u00e4zbu od \u00fa\u010dastn\u00edkov.<\/td><td class=''><a href=\"http:\/\/www.eventbrite.co.uk\">eventbrite.co.uk<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Mail Chimp<br \/>\n<\/td><td class=''>N\u00e1stroj pre spravovanie a sledovanie e-mailovej komunik\u00e1cie.<\/td><td class=''><a href=\"http:\/\/www.mailchimp.com\">mailchimp.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Market Research Society<br \/>\n<\/td><td class=''>Market Research Society (MRS) je v\u00fdznamn\u00e1 v\u00fdskumn\u00e1 asoci\u00e1cia. Sprostredkov\u00e1va u\u017eito\u010dn\u00e9 d\u00e1ta pre pracovn\u00edkov vo verejnom a s\u00fakromnom sektore, ktor\u00ed sa nejak\u00fdm sp\u00f4sobom podie\u013eaj\u00fa na rozhodovan\u00ed a tvorbe strat\u00e9gi\u00ed.<\/td><td class=''><a href=\"http:\/\/www.mrs.org.uk\">mrs.org.uk<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Polldaddy<\/td><td class=''>N\u00e1stroj pre online prieskum.<\/td><td class=''><a href=\"http:\/\/www.polldaddy.com\">polldaddy.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Smart Survey<\/td><td class=''>N\u00e1stroj pre online prieskum.<\/td><td class=''><a href=\"http:\/\/www.smartsurvey.co.uk\">smartsurvey.co.uk<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Survey Monkey<\/td><td class=''>N\u00e1stroj pre online prieskum.<\/td><td class=''><a href=\"http:\/\/www.surveymonkey.co.uk\">surveymonkey.co.uk<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'>Business insights a vizualiz\u00e1cia d\u00e1t<\/td><td class=''>Microsoft BI<\/td><td class=''>Microsoft Power BI vytv\u00e1ra z d\u00e1t bohat\u00e9 vizu\u00e1ly.<\/td><td class=''><a href=\"http:\/\/powerbi.microsoft.com\">powerbi.microsoft.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Tableau<\/td><td class=''>N\u00e1stroj pre vizualiz\u00e1ciu d\u00e1t z r\u00f4znych zdrojov.<\/td><td class=''><a href=\"http:\/\/www.tableau.com\">tableau.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Piktochart<\/td><td class=''>Tvorba infograf\u00edk<\/td><td class=''><a href=\"http:\/\/piktochart.com\">piktochart.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Prezi<\/td><td class=''>Prezenta\u010dn\u00fd software.<\/td><td class=''><a href=\"http:\/\/prezi.com\">prezi.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'>R\u00f4zne<\/td><td class=''>AMEC<\/td><td class=''>Webov\u00e9 str\u00e1nky AMEC obsahuj\u00fa mno\u017estvo zdrojov s\u00favisiacich s anal\u00fdzou a meran\u00edm, a to vr\u00e1tane tipov a osved\u010den\u00fdch prakt\u00edk, pr\u00edpadov\u00fdch \u0161t\u00fadi\u00ed alebo zoznamov poskytovate\u013eov r\u00f4znych merac\u00edch n\u00e1strojov a slu\u017eieb.<\/td><td class=''><a href=\"http:\/\/www.amecorg.com\/resource-centre\">amecorg.com\/resource-centre<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>CIPR<\/td><td class=''>In\u0161tit\u00fat CIPR pon\u00faka mno\u017estvo merac\u00edch n\u00e1strojov a zdrojov, ako je napr. Social Media Measurement Guide a Guide to Social Media Monitoring.<\/td><td class=''><a href=\"http:\/\/www.cipr.co.uk\">cipr.co.uk<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>data.gov.uk<\/td><td class=''>D\u00e1ta a reporty z verejn\u00e9ho sektora. Funkcia \u2018Publication Type\u2019 v \u013eavej \u010dasti str\u00e1nky sl\u00fa\u017ei k upresneniu vyh\u013ead\u00e1vania v r\u00f4znych \u0161tatistik\u00e1ch, anal\u00fdzach a prieskumoch.<\/td><td class=''><a href=\"http:\/\/gov.uk\">gov.uk<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>ICCO<\/td><td class=''>International Communications Consultancy Organisation (ICCO) je celosvetov\u00e1 organiz\u00e1cia zdru\u017euj\u00faca konzultingov\u00e9 spolo\u010dnosti z oblasti public relations.<\/td><td class=''><a href=\"http:\/\/www.iccopr.com\">iccopr.com<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>IPR<\/td><td class=''>Institute for Public Relations je neziskov\u00e1 organiz\u00e1cia, ktor\u00e1 sa \u0161pecializuje na v\u00fdskum v oblasti public relations.<\/td><td class=''><a href=\"http:\/\/www.instituteforpr.org\">instituteforpr.org<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>Neighbourhood Statistics<\/td><td class=''>T\u00e1to str\u00e1nka v\u00e1m bude ve\u013emi n\u00e1pomocn\u00e1, pokia\u013e pracujete na projekte s region\u00e1lnym zameran\u00edm.<\/td><td class=''><a href=\"http:\/\/www.neighbourhood.statistics.gov.uk\">neighbourhood.statistics.gov.uk<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>OFCOM &#8211; the communications regulator<\/td><td class=''>Str\u00e1nky OFCOM obsahuj\u00fa \u0161tatistiky o vlastn\u00edctve a vyu\u017e\u00edvan\u00ed telev\u00edznych a rozhlasov\u00fdch prij\u00edma\u010dov a pevn\u00fdch\/mobiln\u00fdch telef\u00f3nov.<\/td><td class=''><a href=\"http:\/\/www.ofcom.org\">ofcom.org<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>ONS &#8211; Office for National Statistics<\/td><td class=''>ONS poskytuje mno\u017estvo d\u00e1t (vr\u00e1tane d\u00e1t zo S\u010d\u00edtania \u013eudu, domov a bytov z roku 2011), ktor\u00e9 m\u00f4\u017eu by\u0165 roztrieden\u00e9 abecedne alebo pod\u013ea t\u00e9my. Pon\u00fakaj\u00fa tie\u017e slu\u017ebu Nomis &#8211; bezplatn\u00fd pr\u00edstup k ofici\u00e1lnym, detailn\u00fdm a najaktu\u00e1lnej\u0161\u00edm \u0161tatistik\u00e1m z britsk\u00e9ho pracovn\u00e9ho trhu. <\/td><td class=''><a href=\"http:\/\/www.ons.gov.uk\/ons\">ons.gov.uk\/ons<\/a><\/td><\/tr><tr class=''><td class='avia-highlight-col'><\/td><td class=''>PRCA<\/td><td class=''>Asoci\u00e1cia PRCA sa zaober\u00e1 v\u0161etk\u00fdmi aspektmi public relations aj internou komunik\u00e1ciou v organiz\u00e1ci\u00e1ch. Pom\u00e1ha t\u00edmom i jednotlivcom zlep\u0161ova\u0165 kvalitu v\u00fdstupov, ktor\u00e9 odpor\u00fa\u010daj\u00fa klientom.<\/td><td class=''><a href=\"http:\/\/www.prca.org.uk\">prca.org.uk<\/a><\/td><\/tr><\/tbody><\/table><\/div><style type='text\/css'>.avia-table-1 td:nth-of-type(1):before { content: 'KATEG\u00d3RIA'; } .avia-table-1 td:nth-of-type(2):before { content: 'ORGANIZ\u00c1CIA'; } .avia-table-1 td:nth-of-type(3):before { content: 'ZAMERANIE'; } .avia-table-1 td:nth-of-type(4):before { content: 'ODKAZ'; } <\/style><\/p><\/div><\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='case-studies'  class='avia-section av-av_section-837ca91b05f1a99661c985bed67ffaa6 main_color avia-section-default avia-no-shadow  avia-builder-el-19  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-2135'><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-20  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-21  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>PR\u00cdPADOV\u00c9 \u0160T\u00daDIE<\/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-23  el_after_av_textblock  el_before_av_textblock  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='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p id=\"u22363-2\"><strong>FRAMEWORK CASE STUDIES:<\/strong><\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-e64079afa21cff8c08ebaa3ccb280054 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock framework-case-studies'  itemprop=\"text\" ><p>THE STROKE ASSOCIATION<a class=\"framework-button\" href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/assets\/ph-framework-case-study-stroke-association.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">STIAHNU\u0164<\/a><\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-e64079afa21cff8c08ebaa3ccb280054 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock framework-case-studies'  itemprop=\"text\" ><p>NHS BLOOD &amp; TRANSPLANT<a class=\"framework-button\" href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/assets\/ph-framework-casestudy-nhs-blood-and-transplant.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">STIAHNU\u0164<\/a><\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-e64079afa21cff8c08ebaa3ccb280054 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock framework-case-studies'  itemprop=\"text\" ><p id=\"u10289-2\">STONER SLOTH<a class=\"framework-button\" href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/assets\/jm-stoner-sloth-case-study.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">STIAHNU\u0164<\/a><\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><div id=\"u22363-4\" class=\"ts-Default-Link-Style--copy clearfix colelem shared_content\" data-content-guid=\"u22363-4_content\">\n<div id=\"u22372-4\" class=\"ts-Default-Link-Style--copy clearfix colelem shared_content\" data-content-guid=\"u22372-4_content\">\n<p id=\"u22372-2\"><strong>INTEGRATED COMMUNICATIONS CASE STUDIES:<\/strong><\/p>\n<\/div>\n<div id=\"pu10240-4\" class=\"clearfix colelem shared_content\" data-content-guid=\"pu10240-4_content\"><\/div>\n<\/div>\n<div id=\"pu10283-4\" class=\"clearfix colelem shared_content\" data-content-guid=\"pu10283-4_content\"><\/div>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-e64079afa21cff8c08ebaa3ccb280054 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock framework-case-studies'  itemprop=\"text\" ><p id=\"u10289-2\">WHO REALLY WON CHRISTMAS?<a class=\"framework-button\" href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/assets\/who-really-won-christmas.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">STIAHNU\u0164<\/a><\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-e64079afa21cff8c08ebaa3ccb280054 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock framework-case-studies'  itemprop=\"text\" ><p id=\"u10289-2\">THE SOCIAL PR VIRTUOSO<a class=\"framework-button\" href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/assets\/sb-case-study-social-pr-virtuoso.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">STIAHNU\u0164<\/a><\/p>\n<\/div><\/section><\/p><\/div><\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='further-reading'  class='avia-section av-av_section-e72acb0dbc10c4b9e7cd9ff34967d362 main_color avia-section-default avia-no-shadow  avia-builder-el-31  el_after_av_section  avia-builder-el-last  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-2135'><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-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><div id=\"u2082-4\" class=\"clearfix colelem shared_content\" data-content-guid=\"u2082-4_content\">\n<h2 id=\"u2082-2\">DOPL\u0147UJ\u00daCE \u0160T\u00daDIE\/BIBLIOGRAFIE<\/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-35  el_after_av_textblock  el_before_av_textblock  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='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><div id=\"u22363-4\" class=\"ts-Default-Link-Style--copy clearfix colelem shared_content\" data-content-guid=\"u22363-4_content\">\n<h3 id=\"u22363-2\">HODNOTENIE PR A KOMUNIK\u00c1CIE<\/h3>\n<h4>ODBORN\u00c9 TEXTY<\/h4>\n<p id=\"u2076-6\">\n<\/div>\n<div id=\"pu10283-4\" class=\"clearfix colelem shared_content\" data-content-guid=\"pu10283-4_content\"><\/div>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-f49a2cdabdda14cee26eae80f9e39463 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock academic-books'  itemprop=\"text\" ><p id=\"u2076-6\">Daymon, C., &amp; Holloway, I. (2011). Qualitative research methods in public relations and marketing communications (2nd ed.). Abingdon, UK: Routledge.<\/p>\n<p id=\"u2076-8\">Blanchard, O. (2011). Social media ROI: Managing and measuring social media efforts in your organization. Indianapolis, IN: Que; Boston, MA: Pearson.<\/p>\n<p id=\"u2076-10\">Brody, E., &amp; Stone, G. (1989). Public relations research. New York, NY: Praeger.<\/p>\n<p id=\"u2076-12\">Broom, G., &amp; Dozier, D. (1990). Using research in public relations: Applications to program management. Englewood Cliffs, NJ: Prentice-Hall.<\/p>\n<p id=\"u2076-14\">Broom, G., &amp; Macnamara, J. (2009). Evaluating the program. In G. Broom, Cutlip &amp; Center\u2019s effective public relations (10th ed., pp. 349\u2013376). Upper Saddle River, NJ: Prentice Hall.<\/p>\n<p id=\"u2076-16\">Devereaux Ferguson, S. (1999). Constructing a theoretical framework for evaluating public relations programs and activities. In M. Roloff (Ed.). Communication yearbook 21 (pp. 191\u2013229). Thousand Oaks, CA: Sage.<\/p>\n<p id=\"u2076-18\">Ehling, W. (1992). Estimating the value of public relations and communication to an organization. In J. Grunig (Ed.), Excellence in public relations and communication management (pp. 617\u2013638). Hillsdale, NJ: Lawrence Erlbaum.<\/p>\n<p id=\"u2076-20\">Gregory A., &amp; White, J. (2008). Introducing the Chartered Institute of Public Relations initiative: Moving on from talking about evaluation to incorporating it into better management of the practice. In B. van Ruler, A. Ver\u010di\u010d, &amp; D. Ver\u010di\u010d (Eds.), Public relations metrics, research and evaluation (pp. 307\u2013317). New York, NY: Routledge.<\/p>\n<p id=\"u2076-22\">Grunig, J. (2008). Conceptualizing quantitative research in public relations. In B. van Ruler, A. Ver\u010di\u010d, &amp; D. Ver\u010di\u010d (Eds.), Public relations metrics, research and evaluation (pp. 88\u2013119). New York, NY: Routledge.<\/p>\n<p id=\"u2076-24\">Grunig, L., Grunig, J., &amp; Dozier, D. (2002). Excellent organizations and effective organizations: A study of communication management in three countries. Mahwah, NJ: Lawrence Erlbaum.<\/p>\n<p id=\"u2076-26\">Li, C., &amp; Stacks, D. (2015). Measuring the impact of social media on business profit and success. New York, NY: Peter Lang.<\/p>\n<p id=\"u2076-28\">Likely, F., &amp; Watson, T. (2013). Measuring the edifice: Public relations measurement and evaluation practice over the course of 40 years. In K. Sriramesh, A. Zerfass, &amp; J. Kim, (Eds.), Public relations and communication management: Current trends and emerging topics (pp. 143\u2013162). New York, NY: Routledge. Available at http:\/\/eprints.bournemouth.ac.uk\/20494\/<\/p>\n<p id=\"u2076-30\">Macnamara, J. (2002). Research and evaluation. In C. Tymson &amp; P. Lazar, The new Australian and New Zealand public relations manual (21st Century ed., pp. 100\u2013134). Sydney, NSW: Tymson Communications.<\/p>\n<p id=\"u2076-32\">Macnamara, J. (2012). Public Relations Theory, Practice, Critiques. Sydney, NSW: Pearson.<\/p>\n<p id=\"u2076-34\">Paine, KD (2011) Measure What Matters: Online Tools For Understanding Customers, Social Media, Engagement, and Key Relationships.\u00a0 Wiley<\/p>\n<p id=\"u2076-36\">Pavlik, J. (1987). Public relations: What research tells us. Newbury Park, CA: Sage.<\/p>\n<p id=\"u2076-38\">Shelddrake, P (2011) The Business of Influence: Reframing marketing and PR for the digital age Wiley.<\/p>\n<p id=\"u2076-40\">Stacks, D. (2011). Primer of public relations research (2nd ed.). New York, NY: Guildford Press.<\/p>\n<p id=\"u2076-42\">Stacks, D., &amp; Michaelson, D. (2010). A practitioner\u2019s guide to public relations research, measurement, and evaluation. New York, NY: Business Experts Press.<\/p>\n<p id=\"u2076-44\">Stacks, D., &amp; Watson, M. (2007). Two-way communication based on quantitative research and measurement. In E. Toth (Ed.), The future of excellence in public relations and communication management: Challenges for the next generation (pp. 67\u201384). Mahwah, NJ; Lawrence Erlbaum.<\/p>\n<p id=\"u2076-46\">Theaker, A. (2012). The public relations handbook (4th ed.). Abingdon, UK: Routledge.\u00a0 van Ruler, B., Ver\u010di\u010d, A., &amp; Ver\u010di\u010d, D. (Eds.). (2008). Public relations metrics: Research and evaluation. New York, NY: Routledge.<\/p>\n<p id=\"u2076-48\">Watson, T. (1996). New models for evaluating public relations practice. In B. Baerns &amp; J. Klewes (Eds.), Jahrbuch public relations (pp. 50\u201362). Dusseldorf: Econ Verlag.<\/p>\n<p id=\"u2076-50\">Watson, T., &amp; Noble, P. (2005). Evaluating public relations: A best practice guide to public relations planning, research and evaluation. London, UK: Kogan Page.<\/p>\n<p id=\"u2076-52\">Watson, T., &amp; Noble, P. (2007). Evaluating public relations: A best practice guide to public relations planning, research and evaluation (2nd ed.). London, UK: Kogan Page.<\/p>\n<p id=\"u2076-54\">Watson, T., &amp; Noble, P. (2014). Evaluating Public Relations: A best practice guide to public relations planning, research and evaluation (3rd ed.). London, UK: Kogan Page.<\/p>\n<p id=\"u2076-56\">Weiner, Mark (2006) Unleashing the Power of PR: A contrarian\u2019s guide to Marketing and communications US: Wiley<\/p>\n<p id=\"u2076-58\">Zerfass, A. (2008). Corporate communication revisited: Integrating business strategy and strategic communication. In A. Zerfass, B. Van Ruler, &amp; K. Sriramesh (Eds.), Public relations research: European and international perspectives and innovations (pp. 65-96). Wiesbaden: VS Verlag f\u00fcr Sozialwissenschaften.<\/p>\n<p id=\"u2076-60\">Zerfass, A., van Ruler, B., &amp; Sriramesh, K. (Eds.). (2008). Public Relations Research: European and International Perspectives and Innovations. Wiesbaden, Germany: VS Verlag fur Sozialwissenschaften (Springer Science + Business Media).<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h4>AKADEMICK\u00c9 \u010cL\u00c1NKY A ODBORN\u00c9 REFERENCIE<\/h4>\n<p id=\"u2076-65\">Baskin, O., Hahn, J., Seaman, S., &amp; Reines, D. (2010). Perceived effectiveness and implementation of public relations measurement and evaluation tools among European providers and consumers of PR services. Public Relations Review, 36, 105\u2013111.<\/p>\n<p id=\"u2076-67\">Distaso, M., McCorkindale, T., &amp; Wright, D. (2011). How public relations executives perceive and measure the impact of social media in their organizations. Public Relations Review, 37(3), 325\u2013328.<\/p>\n<p id=\"u2076-72\">Available at: \u00a0<a class=\"nonblock\" href=\"https:\/\/www.researchgate.net\/publication\/251582796_How_public_relations_executives_perceive_and_measure_the_impact_of_social_media_in_their_organizations\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.researchgate.net\/publication\/251582796_How_public_relations_executives_perceive_and_measure_the_impact_of_social_media_in_their_organizations<\/a><\/p>\n<p id=\"u2076-74\">Donsbach, W., &amp; Brade, A. (2011). Nothing is as practical as a good theory: What communication research can offer to the practice of political communication. The International Journal of Press\/Politics, 16(4), 508\u2013522,<\/p>\n<p id=\"u2076-79\">Fairchild, M. (2006). Evaluating public relations: a best practice guide to public relations planning, research and evaluation. Journal of Communication Management, 10(1), 113\u2013115.\u00a0<a class=\"nonblock\" href=\"http:\/\/www.emeraldinsight.com\/doi\/abs\/10.1108\/13632540210807125\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.emeraldinsight.com\/doi\/abs\/10.1108\/13632540210807125<\/a><\/p>\n<p id=\"u2076-81\">Fleisher, C., &amp; Mahaffy, D. (1997). A balanced scorecard approach to public relations management assessment. Public Relations Review, 23(2), 117\u2013123.<\/p>\n<p id=\"u2076-83\">Gregory, A. (2001). Public relations and evaluation: Does the reality match the rhetoric. Journal of Marketing Communications, 7, 171\u2013189.<\/p>\n<p id=\"u2076-85\">Gregory, A., &amp; Watson, T. (2008). Defining the gap between research and practice in public relations programme evaluation: Towards a new research agenda. Journal of Marketing Communications, 24(5), 337\u2013350.<\/p>\n<p id=\"u2076-87\">Lee, L., &amp; Yoon, Y. (2010). Return on investment (ROI) of international public relations: A country-level analysis. Public Relations Review, 36(1), 15\u201320.<\/p>\n<p id=\"u2076-89\">Lindenmann, W. (1990). Research, evaluation and measurement: A national perspective. Public Relations Review, 16(2), 3\u201316.<\/p>\n<p id=\"u2076-91\">Lindenman, W. (1993). An \u2018effectiveness yardstick\u2019 to measure public relations success. Public Relations Quarterly, 38(1), 7\u20139.<\/p>\n<p id=\"u2076-93\">Lindenmann, W. (1998). Only PR outcomes count: That is the real bottom line. Journal of Communication Management, 3(1), 66\u201373.<\/p>\n<p id=\"u2076-95\">Macnamara, J. (1992). Evaluation of public relations: The Achilles Heel of the public relations profession. International Public Relations Review, 15(2), 19\u201325.<\/p>\n<p id=\"u2076-100\">Macnamara, J. (2005). Media content analysis: Its uses, benefits and best practice methodology. Asia Pacific Public Relations Review, 6(1), 1\u201334. Available at <a class=\"nonblock\" href=\"http:\/\/amecorg.com\/wp-content\/uploads\/2011\/10\/Media-Content-Analysis-Paper.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/amecorg.com\/wp-content\/uploads\/2011\/10\/Media-Content-Analysis-Paper.pdf<\/a><\/p>\n<p id=\"u2076-105\">Macnamara, J. (2014). The \u2018toe bone to the head bone\u2019 logic model to connect PR and corporate communication to organization outcomes. PRism, 11(1), 1\u201315. Available at <a class=\"nonblock\" href=\"http:\/\/www.prismjournal.org\/homepage.html\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.prismjournal.org\/homepage.html<\/a><\/p>\n<p id=\"u2076-107\">Macnamara J. (2014). Emerging international standards for measurement and evaluation of public relations: A critical analysis. Public Relations Inquiry, 3(1), 7\u201328.<\/p>\n<p id=\"u2076-109\">Macnamara, J. (2015). Breaking the measurement and evaluation deadlock: A new approach and model. Journal of Communication Management, 19(4), 1\u201318.<\/p>\n<p id=\"u2076-111\">Meng J., &amp; Berger, B. (2012). Measuring return on investment (ROI) organizations\u2019 internal communication effort. Journal of Communication Management, 16(4), 332\u201354.<\/p>\n<p id=\"u2076-113\">Michaelson, D., &amp; Stacks, D. (2011). Standardization in public relations measurement and evaluation. Public Relations Journal, 5(2), 1\u201322.<\/p>\n<p id=\"u2076-118\">Michaelson, D., Wright, D., &amp; Stacks, D. (2012). Evaluating efficacy in public relations\/corporate communication programming: Towards establishing standards of campaign performance. Public Relations Journal, 6(5), 1\u201324. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/www.prsa.org\/Intelligence\/PRJournal\/Vol6\/No5\/\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.prsa.org\/Intelligence\/PRJournal\/Vol6\/No5\/<\/a><\/p>\n<p id=\"u2076-120\">Noble, P., &amp; Watson, T. (1999). Applying a unified public relations evaluation model in a European context. Paper presented to Transnational Communication in Europe: Practice and Research International Congress, Berlin.<\/p>\n<p id=\"u2076-125\">Stacks, D., &amp; Bowen, S. (2013). Toward the establishment of ethical standardization in public relations research, measurement and evaluation. Public Relations Journal, 7(3), 1\u201328. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/www.prsa.org\/intelligence\/prjournal\/documents\/2013_stacksbowen.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.prsa.org\/intelligence\/prjournal\/documents\/2013_stacksbowen.pdf<\/a><\/p>\n<p id=\"u2076-130\">Watson, T. (2005). ROI or evidence-based PR: The language of public relations evaluation. Prism, 3(1). Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/www.prismjournal.org\/fileadmin\/Praxis\/Files\/Journal_Files\/Issue3\/Watson.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.prismjournal.org\/fileadmin\/Praxis\/Files\/Journal_Files\/Issue3\/Watson.pdf<\/a><\/p>\n<p id=\"u2076-132\">Watson, T. (2008). Public relations research priorities: A Delphi study. Journal of Communication Management, 12(2), 104\u2013123.<\/p>\n<p id=\"u2076-134\">Watson, T. (2012). The evolution of public relations measurement and evaluation. Public Relations Review, 38(3), 390\u2013398.<\/p>\n<p id=\"u2076-139\">Watson, T., &amp; Zerfass, A. (2011). Return on investment in public relations: A critique of concepts used by practitioners from communication and management sciences perspectives. PRism, 8(1), 1\u201314. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/www.prismjournal.org\/vol8_1.html\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.prismjournal.org\/vol8_1.html<\/a><\/p>\n<p id=\"u2076-141\">Xavier, R., Patel, A., Johnston, K., Watson, T., &amp; Simmons, P. (2005). Using evaluation techniques and performance claims to demonstrate public relations impact: An Australian perspective. Public Relations Review, 31(3), 417\u2013424.<\/p>\n<p id=\"u2076-143\">Zerfass, A. (2009). Institutionalizing strategic communication: Theoretical analysis and empirical evidence. International Journal of Strategic Communication, 3, 69 \u201371.<\/p>\n<p id=\"u2076-148\">Zerfass, A. (2010). Assuring rationality and transparency in corporate communications. Theoretical foundations and empirical findings on communication controlling and communication performance management. In M. Dodd &amp; K. Yamamura (Eds.), Ethical Issues for Public Relations Practice in a Multicultural World, 13th International Public Relations Research Conference (pp. 947\u2013966). Gainesville, FL: Institute for Public Relations. Available at <a class=\"nonblock\" href=\"http:\/\/iprrc.org\/paperinfo_proceedings\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/iprrc.org\/paperinfo_proceedings<\/a><\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h4>ONLINE \u010cL\u00c1NKY A ODBORN\u00c9 TEXTY<\/h4>\n<p id=\"u2076-156\">Carroll, T., &amp; Stacks, D. (2004). Bibliography of public relations measurement. Gainesville, FL: Institute for Public Relations. Available at <a class=\"nonblock\" href=\"http:\/\/www.instituteforpr.org\/wp-content\/uploads\/PRM_Bibliography.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.instituteforpr.org\/wp-content\/uploads\/PRM_Bibliography.pdf<\/a><\/p>\n<p id=\"u2076-161\">Childers, L., &amp; Grunig, J. (1999). Guidelines for measuring relationship in public relations. Gainesville, FL: Institute for Public Relations. Available at <a class=\"nonblock\" href=\"http:\/\/www.instituteforpr.org\/measuring-relationships\/\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.instituteforpr.org\/measuring-relationships\/<\/a><\/p>\n<p id=\"u2076-166\">Eisenmann, M., O\u2019Neil, J., &amp; Geddes, D. (2015). An examination of the validity, reliability and best practice related to the standards for traditional media. Research Journal of the Institute for Public Relations, 2(1), 1\u201329. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/www.instituteforpr.org\/examination-validity-reliability-best-practices-related-standards-traditional-media\/\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.instituteforpr.org\/examination-validity-reliability-best-practices-related-standards-traditional-media\/<\/a><\/p>\n<p id=\"u2076-171\">European Commission. (2014, August). Measuring the European Commission\u2019s communication: Technical and methodological report. Available at <a class=\"nonblock\" href=\"http:\/\/ec.europa.eu\/dgs\/communication\/about\/evaluation\/index_en.htm\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/ec.europa.eu\/dgs\/communication\/about\/evaluation\/index_en.htm<\/a><\/p>\n<p id=\"u2076-176\">Henningsen, A., Traverse Healy, K., Gregory, A. Johannsen, A., Allison, R., Bozeat, N., &amp; Domaradzki, L. (2014, August 1). Measuring the European Commission\u2019s communication: Technical and methodological report. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/ec.europa.eu\/dgs\/communication\/about\/evaluation\/index_en.htm\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/ec.europa.eu\/dgs\/communication\/about\/evaluation\/index_en.htm<\/a><\/p>\n<p id=\"u2076-181\">Huhn, J., Sass, J., &amp; Storck, C. (2011). Communication controlling: How to maximize and demonstrate the value creation through communication. Berlin, Germany: German Public Relations Association (DPRG). Available at<a class=\"nonblock\" href=\"http:\/\/www.quadriga.eu\/_files\/downloads\/2011-11-16_position-paper_com-controlling.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.quadriga.eu\/_files\/downloads\/2011-11-16_position-paper_com-controlling.pdf<\/a><\/p>\n<p id=\"u2076-186\">Jeffrey, A. (2015). How to measure social media: Linking PR activities to target audience effects. The Measurement Standard, January 10. Available at <a class=\"nonblock\" href=\"http:\/\/www.themeasurementstandard.com\/2015\/01\/measure-social-media-choosing-tools-benchmarking\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.themeasurementstandard.com\/2015\/01\/measure-social-media-choosing-tools-benchmarking<\/a><\/p>\n<p id=\"u2076-191\">Likely, F. (2012). Principles for the use of return on investment (ROI), Benefit-cost ratio (BCR) and cost-effectiveness analysis (CEA) financial metrics in a public relations\/communication (PR\/C) department. Paper presented to the 15th International Public Relations Research Conference, 8\u201310 March, Miami, FL. Available at <a class=\"nonblock\" href=\"http:\/\/www.instituteforpr.org\/wp-content\/uploads\/15th-IPRRC-Proceedings1.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.instituteforpr.org\/wp-content\/uploads\/15th-IPRRC-Proceedings1.pdf<\/a><\/p>\n<p id=\"u2076-196\">Likely, F., Rockland, D., &amp; Weiner, M. (2006). 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Available at <a class=\"nonblock\" href=\"https:\/\/www.uts.edu.au\/sites\/default\/files\/acpc-pr-measurement-and-evaluation-review.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.uts.edu.au\/sites\/default\/files\/acpc-pr-measurement-and-evaluation-review.pdf<\/a><\/p>\n<p id=\"u2076-312\">Wright, D., Gaunt, R., Leggetter, B., Daniels, M., &amp; Zerfass, A. (2009). Global survey of communications measurement 2009 \u2013 final report. London, UK: Association for Measurement and Evaluation of Communication. Available at <a class=\"nonblock\" href=\"http:\/\/amecorg.com\/wp-content\/uploads\/2011\/08\/Global-Survey-Communications_Measurement-20091.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/amecorg.com\/wp-content\/uploads\/2011\/08\/Global-Survey-Communications_Measurement-20091.pdf<\/a><\/p>\n<p id=\"u2076-316\">Zerfass, A., Ver\u010di\u010d, D., Verhoeven, P., Moreno, A., &amp; Tench, R. (2015). European communication monitor 2015. Brussels, Belgium: European Association for Communication Directors (EACD) and European Public Relations Education and Research Association (EUPRERA) in association with Helios Media, Berlin. Available at <a class=\"nonblock\" href=\"http:\/\/www.zerfass.de\/ECM-WEBSITE\/media\/ECM2015-Results-ChartVersion.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.zerfass.de\/ECM-WEBSITE\/media\/ECM2015-Results-ChartVersion.pdf<\/a><\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h4 id=\"u2076-319\">\u010eAL\u0160IA LITERAT\u00daRA O MERAN\u00cd PR A KOMUNIK\u00c1CIE<\/h4>\n<p id=\"u2076-324\">Geddes, D., Grunig, J., Likely, F., Lindenmann, W., Macleod, S., Macnamara, J. Mathes, R., Paine, K., Rockland, D., Stacks, D., &amp; Watson, T. (2010). Thought leaders in PR measurement. 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Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/www.themeasurementstandard.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.themeasurementstandard.com\/<\/a><\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h3>ZDROJE K MERANIU KOMUNIK\u00c1CIE V IN\u00ddCH ODVETVIACH<\/h3>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h4 id=\"u2076-354\">Behavioural Economics \/ Behavioural Insights:<\/h4>\n<p id=\"u2076-359\">Behavioural Insights. (2015). [Web site]. London, UK. Available at <a class=\"nonblock\" href=\"http:\/\/www.behaviouralinsights.co.uk\/\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.behaviouralinsights.co.uk<\/a><\/p>\n<p id=\"u2076-364\">\u00a0Psychology Today. (2015). [Web site]. Available at <a class=\"nonblock\" href=\"https:\/\/www.psychologytoday.com\/topics\/behavioral-economics\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.psychologytoday.com\/topics\/behavioral-economics<\/a><\/p>\n<p id=\"u2076-369\">Samson, A., (Ed.). (2014). The behavioral economics guide 2014. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/www.behavioraleconomics.com\/BEGuide2014.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.behavioraleconomics.com\/BEGuide2014.pdf<\/a><\/p>\n<p id=\"u2076-371\">Thaler, R., &amp; Sunstein, C. (2008). Nudge: Improving decisions about health, wealth, and happiness. 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Journal of Health Communication: International Perspectives, 19(12), 1449\u20131459.<\/p>\n<p id=\"u2076-385\">O\u2019Connor-Fleming, M., Parker, E., Higgins, H., &amp; Gould, T. (2006). A framework for evaluating health promotion programs. Health Promotion Journal of Australia, 17(1), 61\u201366. Available at <a class=\"nonblock\" href=\"http:\/\/eprints.qut.edu.au\/9440\/1\/9440.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/eprints.qut.edu.au\/9440\/1\/9440.pdf<\/a><\/p>\n<p id=\"u2076-387\">Rice, R., &amp; Atkin, C. (Eds.). (2013). Public communication campaigns (4th ed.). Thousand Oaks, CA: Sage.<\/p>\n<p id=\"u2076-389\">Shiavo, R. (2014). Planning, implementing, and evaluating a health communication intervention. In Health communication: From theory to practice (2nd ed., Part 3). San Francisco, CA: Jossey-Bass.<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h4 id=\"u2076-392\">PROGRAMOV\u00c1 TE\u00d3RIA A TE\u00d3RIA ZMENY:<\/h4>\n<p id=\"u2076-394\">Anderson, A. (2005). The community builder\u2019s approach to theory of change: A practical guide to theory and development. New York, NY: The Aspen Institute Roundtable on Community Change.<\/p>\n<p id=\"u2076-396\">Chen, H. (1990). Theory Driven Evaluations. Newbury Park, CA: Sage.<\/p>\n<p id=\"u2076-398\">Clark, H., &amp; Taplin, D. (2012). Theory of change basics: A primer on theory of change. New York, NY: Actknowledge.<\/p>\n<p id=\"u2076-403\">Milstein, B., &amp; Chapel, T. (2014). Developing a logic model or theory of change. Community Tool Box. Lawrence, KS: University of Kansas Work Group for Community Health and Development. Available at <a class=\"nonblock\" href=\"http:\/\/ctb.ku.edu\/en\/table-of-contents\/overview\/models-for-community-health-and-development\/logic-model-development\/main\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/ctb.ku.edu\/en\/table-of-contents\/overview\/models-for-community-health-and-development\/logic-model-development\/main<\/a><\/p>\n<p id=\"u2076-405\">Owen, J. (2006). Program evaluation: Forms and approaches (3rd ed.). Crows Nest, NSW: Allen &amp; Unwin.<\/p>\n<p id=\"u2076-407\">Rossi, P., Lipsey, M., &amp; Freeman, H. (2004). Evaluation: A systematic approach (7th ed.). Thousand Oaks, CA: Sage.<\/p>\n<p id=\"u2076-409\">Wholey, J. (1987). Evaluability assessment: Developing program theory. New Directions for Program Evaluation, 33, 77\u201392.<\/p>\n<p id=\"u2076-411\">Program Evaluation: (See also \u2018Program Logic Models\u2019)<\/p>\n<p id=\"u2076-413\">Barrett, F. (2013). Program evaluation: A step-by-step guide. Urbana, IL: Sunnycrest.<\/p>\n<p id=\"u2076-415\">Boulmetis, J., &amp; Dutwin, P. (2005). The ABCs of evaluation: Timeless techniques for program and project managers. San Francisco, CA: Wiley.<\/p>\n<p id=\"u2076-417\">Owen, J. (2006). Program evaluation: Forms and approaches (3rd ed.). Crows Nest, NSW: Allen &amp; Unwin.<\/p>\n<p id=\"u2076-419\">Rossi, P., Freeman, H., &amp; Lipsey, M. (2004). Evaluation. A systematic approach (7th ed.). Thousand Oaks, CA: Sage.<\/p>\n<p id=\"u2076-421\">Weiss, C. (1972). Evaluative research: Methods of assessing program effectiveness. Englewood Cliffs, NJ: Prentice Hall.<\/p>\n<p id=\"u2076-423\">Wholey, J. (1983). Evaluation and effective public management. Boston, MA: Little, Brown.<\/p>\n<p id=\"u2076-425\">Wholey J., Hatry, H., &amp; Newcomer, K. (Eds.). (2010). Handbook of practical program evaluation (3rd ed.). San Francisco, CA: Jossey-Bass.<\/p>\n<p id=\"u2076-427\">Yarbrough, B., Lyn, M., Shulha, H., Rodney K., &amp; Caruthers, A. (2011). The program evaluation standards: A guide for evaluators and evaluation Users (3rd ed.). Sage.<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h4 id=\"u2076-430\">LOGICK\u00c9 PROGRAMOV\u00c9 MODELY:<\/h4>\n<p id=\"u2076-432\">Bennett, C. (1976). Analyzing impacts of extension programs, ESC-575.Washington, DC: US Department of Agriculture Extension Service.<\/p>\n<p id=\"u2076-434\">Fournier, D. (1995). Establishing evaluation conclusions: A distinction between general and working logic. New Directions for Program Evaluation, 68, 15\u201332.<\/p>\n<p id=\"u2076-439\">Henert, E., &amp; Taylor-Power, E. (2008). Developing a logic model: Teaching and training guide. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf<\/a><\/p>\n<p id=\"u2076-441\">Julian, D. (1997). The utilization of the logic model as a system level planning and evaluation device. Evaluation and Program Planning, 20(3), 251\u2013257.<\/p>\n<p id=\"u2076-446\">Kellogg Foundation. (2004). Logic model development guide. Battle Creek, MI: Author. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/www.epa.gov\/evaluate\/pdf\/eval-guides\/logic-model-development-guide.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.epa.gov\/evaluate\/pdf\/eval-guides\/logic-model-development-guide.pdf<\/a><\/p>\n<p id=\"u2076-448\">Knowlton, L. &amp; Phillips, C. (2013). The logic model guidebook: Better strategies for great results (2nd ed.). Thousand Oaks, CA: Sage.<\/p>\n<p id=\"u2076-450\">McLaughlin, J., &amp; Jordan, J. (1999). Logic models: a tool for telling your program\u2019s performance story. Evaluation and Program Planning, 22(1), 65\u201372.<\/p>\n<p id=\"u2076-452\">Milstein, B., &amp; Chapel, T. (2014). Developing a logic model or theory of change. Community Tool Box.<\/p>\n<p id=\"u2076-457\">Lawrence, KS: University of Kansas Work Group for Community Health and Development. Available at <a class=\"nonblock\" href=\"http:\/\/ctb.ku.edu\/en\/table-of-contents\/overview\/models-for-community-health-and-development\/logic-model-development\/main\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/ctb.ku.edu\/en\/table-of-contents\/overview\/models-for-community-health-and-development\/logic-model-development\/main<\/a><\/p>\n<p id=\"u2076-462\">PCI (Practical Concepts, Inc.) (1979). The logical framework. A manager\u2019s guide to a scientific approach to design &amp; evaluation. Washington, DC. Available at <a class=\"nonblock\" href=\"http:\/\/pdf.usaid.gov\/pdf_docs\/pnabn963.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/pdf.usaid.gov\/pdf_docs\/pnabn963.pdf<\/a><\/p>\n<p id=\"u2076-464\">Rush, B., &amp; Ogbourne A. (1991). Program logic models: Expanding their role and structure for program planning and evaluation. Canadian Journal of Program Evaluation, 6(2), 95\u2013106.<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h4 id=\"u2076-467\">V\u00ddKONNOSTN\u00dd MANA\u017dMENT:<\/h4>\n<p id=\"u2076-472\">Better Evaluation. (2015). An international collaboration to improve evaluation practice. Website resources. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/betterevaluation.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/betterevaluation.org\/<\/a><\/p>\n<p id=\"u2076-474\">Boardman, E., Greenberg, D., Vining, A., &amp; Weimer, D. (2010). Cost-benefit analysis concepts and practice (4th ed.). Upper Saddle River, NJ: Prentice Hall.<\/p>\n<p id=\"u2076-479\">Commonwealth Scientific and Industrial Research Organization. (2014). How CSIRO ensures it delivers impact. Sydney, NSW: Author. Available at <a class=\"nonblock\" href=\"http:\/\/www.csiro.au\/en\/About\/Strategy-structure\/Our-impact-framework\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.csiro.au\/en\/About\/Strategy-structure\/Our-impact-framework<\/a><\/p>\n<p id=\"u2076-484\">International Integrated Reporting Council. (2013). International Integrated Reporting Framework. London, UK. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/www.theiirc.org\/international-ir-framework\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.theiirc.org\/international-ir-framework<\/a><\/p>\n<p id=\"u2076-486\">Kaplan, R., &amp; Norton, D. (1992, January-February). The balanced scorecard: Measures that drive performance. Harvard Business Review, 70(1), 71\u201379.<\/p>\n<p id=\"u2076-488\">Layard, R., &amp; Glaister, S. (1994). Cost-benefit analysis (2nd ed). Cambridge, UK: Cambridge University Press.<\/p>\n<p id=\"u2076-490\">Levin, H., &amp; McEwan, P. (2001). Cost-effectiveness analysis: Methods and applications. Thousand Oaks, CA: Sage.<\/p>\n<p id=\"u2076-492\">Love, A. (1991). Internal evaluation: Building organizations from within. Newbury Park, CA: Sage.<\/p>\n<p id=\"u2076-494\">Mishan, E., &amp; Quah, E. (2007). Cost-benefit analysis (5th ed.). Milton Park, UK: Routledge.<\/p>\n<p id=\"u2076-496\">Walsh, C. (2008). Key management ratios (4th ed.). Harlow, UK: Prentice Hall\/Financial Times.<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h4 id=\"u2076-499\">Marketing:<\/h4>\n<p id=\"u2076-504\">Content Marketing Framework: Measurement. (n.d.). Content Marketing Institute. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/contentmarketinginstitute.com\/measurement\/\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/contentmarketinginstitute.com\/measurement\/<\/a><\/p>\n<p id=\"u2076-506\">Farris, P., Bendle, N., Pfeifer, P., &amp; Reibstein, D. (2010). Marketing metrics: The definitive guide to measuring marketing performance (2nd ed.). Upper Saddle River, NJ: Pearson Education.<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h4 id=\"u2076-509\">Nudge Marketing:<\/h4>\n<p id=\"u2076-511\">See \u2018Behavioural Economics\/Insights\u2019<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h4 id=\"u2076-514\">PSYCHOL\u00d3GIA\/SOCI\u00c1LNA PSYCHOL\u00d3GIA:<\/h4>\n<p id=\"u2076-516\">McGuire, W. (1985). Attitudes and attitude change. In G. Lindzey &amp; E. Aronson (Eds.), Handbook of social psychology (2nd ed., Vol. 3, pp. 136-314). Reading, MA: Addison-Wesley.<\/p>\n<p id=\"u2076-518\">McGuire, W. J. (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.<\/p>\n<p id=\"u2076-520\">See also \u2018Engagement\u2019 and \u2018Behavioural Economics\/Insights\u2019<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h4 id=\"u2076-523\">Engagement:<\/h4>\n<p id=\"u2076-525\">Macey, W., &amp; Schneider, B. (2008). The meaning of employee engagement. Industrial and Organizational Psychology, 1, 3\u201330.<\/p>\n<p id=\"u2076-527\">Meyer, J., &amp; Smith, C. (2000). HRM practices and organisational commitment: A test of a mediation model. Canadian Journal of Administrative Services, 17, 319\u2013331.<\/p>\n<p id=\"u2076-532\">\u00a0Rhoades, L., Eisenberger, R., &amp; Armeli, S. (2001). Affective commitment to the organization: The contribution of perceived organizational support. Journal of Applied Psychology, 86, 825\u2013836. Available\u00a0<a class=\"nonblock\" href=\"http:\/\/www.psychology.uh.edu\/faculty\/Eisenberger\/files\/04_Affective_Commitment_to_the_Organization.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.psychology.uh.edu\/faculty\/Eisenberger\/files\/04_Affective_Commitment_to_the_Organization.pdf<\/a><\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h4 id=\"u2076-535\"><span id=\"u2076-534\">V\u0160EOBECN\u00c9 ZDROJE:<\/span><\/h4>\n<p id=\"u2076-540\">American Evaluation Society \u2013 <a class=\"nonblock\" href=\"http:\/\/www.eval.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">www.eval.org<\/a><\/p>\n<p id=\"u2076-545\">Australasian Evaluation Society \u2013 <a class=\"nonblock\" href=\"http:\/\/www.aes.asn.au\/\" target=\"_blank\" rel=\"noopener noreferrer\">www.aes.asn.au<\/a><\/p>\n<p id=\"u2076-550\">Harvard Family Research Project, The Evaluation Exchange \u2013 <a class=\"nonblock\" href=\"http:\/\/www.gse.harvard.edu\/hfrp\/eval.html\" target=\"_blank\" rel=\"noopener noreferrer\">www.gse.harvard.edu\/hfrp\/eval.html<\/a><\/p>\n<p id=\"u2076-555\">Trochim, W. (2006). Evaluation research. In Research methods knowledge base. Available at\u00a0<a class=\"nonblock\" href=\"http:\/\/www.socialresearchmethods.net\/kb\/evaluation.php\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.socialresearchmethods.net\/kb\/evaluation.php\u00a0<\/a><\/p>\n<p id=\"u2076-560\">United Kingdom Evaluation Society \u2013 <a class=\"nonblock\" href=\"http:\/\/www.evaluation.org.uk\/\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.evaluation.org.uk\/<\/a><\/p>\n<\/div><\/section><\/p><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":2119,"menu_order":4,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"tags":[],"class_list":["post-2135","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Resources - AMEC Integrated Evaluation Framework<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Resources - 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