Viri - AMEC Integrated Evaluation Framework

IZRAZOSLOVJE & SLOVAR PR BESED & RAZISKAVE

Dandanes sta analitika in vpogled vroča tema v poslu. Kljub temu, da imam 20 let delovnih izkušenj na področju merjenja komunikacij se ne spomnim, da bi bilo kdaj toliko zanimanja za ti temi. Povpraševanje je ustvarilo naval ponudbe različnih orodij, rešitev ter storitev za spremljanje in vrednotenje komunikacij, s strani starih in novih ponudnikov. Sodeč po podatkih Kena Burbaryja iz Wikipedije obstaja več kot 220 podjetij, ki ponujajo tovrstne storitve in ta številka dnevno raste.

Veliko število potencialnih ponudnikov z različnimi stopnjami izkušenj lahko povzroči težave. Ena od njih je pomanjkanje doslednosti pri rezultatih, ko dva različna ponudnika opravljata meritve iste kampanje. Eden ključnih problemov je, da ponudniki uporabljajo izraze in razlage, ki so pogosto napačne. »OTS (opportunities to see)«, »cirkulacija« in »doseg publike« imajo npr. različen pomen, vendar jih v nekaterih primerih različni dobavitelji uporabljajo za enako stvar. Obstaja veliko drugih primerov tovrstnih težav – npr. »število zadetkov« in »število ogledov strani«.

To, da povemo kar mislimo in mislimo kar povemo je ključnega pomena, če želimo to težavo rešiti kot gospodarska dejavnost.

Če želimo kot gospodarska dejavnost postaviti standarde ter prikazati dosleden in verodostojen pristop k merjenju, moramo najprej uskladiti dosledno in pravilno izrazoslovje.

Naši prijatelji iz IPR (Institue for Public Relations) so pripravili odličen vir, ki bo pomagal naši dejavnosti narediti točno to. »Dictionary of Public Relations Measurement &Research« opredeli vsak izraz v splošni rabi in hkrati ponudi jasno razlago. Tukaj je na voljo za prenos, urejen s strani Dona Stacka in Shannona Bowena.

Smernice za določanje merljivih PR ciljev

Ameriški Institute for Public Relations (IPR) je posodobil njihovo odlično publikacijo »Guidelines for Setting Measurable Public Relations Objectives«.

Določanje merljivih ciljev na začetku vsake PR dejavnosti je bistvenega pomena. Cilji komunikacij morajo podpirati cilje organizacije. Ti bi morali biti SMART (specifični, merljivi, dosegljivi, ustrezni in časovno omejeni). Določeni morajo biti pred kakršnim koli delom, hkrati pa mora biti indikativno, kaj naj bi pomenilo uspešno zaključeno delo. Cilji komunikacij morajo preiti iz štetja rezultatov na spajanje komunikacijskih dejavnosti, nato na spreminjanje stališč in vedenja ter na koncu na organizacijski vpliv.

O tej odločilno pomembni temi publikacija ameriškega IPR ponuja še veliko več informacij. Napisala jo je Komisija za meritve, s prispevki Forresta W. Andersona, svetovalca za načrtovanje/vrednotenje, Linde Hadley, višje podpredsednice, Davida Rocklanda, solastnika in direktorja, KETCHUM Global Research and Analytics in Marka Weinerja, direktorja PRIME Research Americas.

Publikacijo »Navodila za postavitev merljivih ciljev odnosov z javnostjo« lahko prenesete tukaj.

Uporabni pripomočki za uporabo integriranega ogrodja

Kategorija	Organizacija	Vrsta podatkov	Povezava
Tradicionalni mediji	BARB – Broadcast Audience Research Boar	Omogoča pregledovanje podatkov na tedenski, mesečni in četrtletni osnovi. Vsebuje podatke o kanalih, programih in gledanju.	barb.co.uk
	JICREG – Joint Industry Committee for Regional Media Research	Ponuja časopisna in spletna poročila za regionalni tisk po regijah. Poročila zajemajo povprečne bralce in demografijo vključno z starostjo, spolom in družbeno-ekonomskim statusom.	jiab.jicreg.co.uk
	Mediatel	Mediatel je destinacija za podatke o medijih, orodja za načrtovanje, tržne vpoglede, novice in konference.	mediatel.co.uk/
	Newspaper Society	Ima omejene informacije o bralcih in pokritosti.	newsmediauk.org
	NRS – National Readership Survey	Ponuja napovedi o najbolj branih medijih za državne in regionalne časopise, splošne revije in ženske revije, ter za trende in promet med bralstvom.	nrs.co.uk
	RAJAR – Radio Joint Audience Research	Ponuja četrtletne podatke o poslušanju državnih in lokalnih radijskih postaj, vključno z dosegom in urami poslušanja povprečnega poslušalca. Vključuje infografike glede poslušanja radia in digitalnih platform.	rajar.co.uk
	Alexa	Vir za podatke o prometu spletne strani.	alexa.com
Družbeni/digitalni mediji	Backtweets	Iskanje povezav na Twitterju.	backtweets.com
	Bitly	To je orodje, ki omogoča skrajšano URL in lahko prikaže s tem povezano analitiko kot npr. zgodovino klikov in deljenj prek Facebooka in Twitterja.	bitly.com
	Buffer	Omogoča vam, da pritegnete promet, povečate sodelovanje in prihranite čas na družbenih medijih.	buffer.com
	Facebook Insights	Analitika v povezavi z vašim računom.	facebook.com/help/search/?q=insights
	Google Alerts	Zagotavlja redna opozorila o novih spletih, blog novicah in raziskovalnih vsebinah, ki temeljijo na iskanih kriterijih.	google.co.uk/alerts
	Google Analytics	Analitika spletne strani.	google.co.uk/analytics
	Google News Search	Združene novice in iskalnik za številne informativne storitve.	news.google.co.uk
	Google Trends	Raziščite trende, ki jih ljudje iščejo na Googlu.	google.co.uk/trends
	Hootsuite	Orodje za načrtovanje in upravljanje družabnih medijev.	hootsuite.com
	Kred	Rezultat vplivov in platforma.	home.kred
	LinkedIn Analytics	Analitika v povezavi s posameznimi računi.	linkedin.com/help
	Social Bakers	Vpogledi v družbene medije na podlagi podatkov.	socialbakers.com
	Socialmention	Iskanje in analiza medijev v realnem času.	socialmention.com
	Thunderclap	Thunderclap je platforma, ki »govori množicam«, saj omogoča posameznikom in podjetjem zbrati ljudi, da skupaj širijo sporočilo.	thunderclap.it
	Traackr	Prepoznavanje vplivov in upravljalna platforma.	traackr.com
	Tweetdeck	Tweeter orodje za poslušanje in vključevanje.	tweetdeck.twitter.com
	Tweriod	Tweriod poda najboljši čas za tvitanje.	tweriod.com
	Twitter Analytics	Analitika v interakciji z vašim računom.	analytics.twitter.com
Plačljivi mediji	IAB – Internet Advertising Bureau	Spletna stran IPA vsebuje slovar žargona v razdelku virov ter ima podatke in infografike na nekatere sektorje.	iabuk.net
	IPA – Institute of Practitioners in Advertising	Spletna stran IPA vključuje Vodnik po najboljših metodah za vrednotenje oglaševalskih akcij.	ipa.co.uk
	Netvibes	Rešitev v obliki nadzorne plošče, namenjene za oglaševalskim, družbenim, medijskih in PR agencijam	netvibes.com
Raziskava trga	Eventbrite	Orodje, ki omogoča napredovanje, urejanje vabil in prijav za dogodke z možnostjo dnevnega spremljanja odzivov in vnosov.	eventbrite.co.uk
	Mail Chimp	Orodje za ustvarjanje, pošiljanje in sledenje e-poštnemu prometu.	mailchimp.com
	Market Research Society	Družba za raziskave trga (MRS) je vodilno svetovno raziskovalno združenje. Za vse tiste, ki potrebujejo, uporabljajo, ustvarjajo ali opredeljujejo podatke, ki so bistveni za sprejemanje dobrih odločitev pri izdelavo dobrih odločitev za komercialno in javno politiko.	mrs.org.uk
	Polldaddy	Spletno orodje za raziskave	polldaddy.com
	Smart Survey	Spletno orodje za raziskave	smartsurvey.co.uk
	Survey Monkey	Spletno orodje za raziskave	surveymonkey.co.uk
Vpogled v posel in vizualizacija podatkov	Microsoft BI	Microsoft BI pretvori podatke v bogate vizualne podobe	powerbi.microsoft.com
	Tableau	Vizualizacijsko orodje za podatke iz različnih virov	tableau.com
	Piktochart	Izdelava infografik	piktochart.com
	Prezi	Orodje za predstavitve	prezi.com
Miscellaneous	AMEC	Spletna stran s pripomočki za merjenje in analizo, ki vključje seznam izvajalcev meritev, najboljših praks in študij primerov.	amecorg.com/resource-centre
	CIPR	CIPR nudi številne vire, vključno z Vodnikom za merjenje družbenih medijev in Vodnikom po spremljanju družbenih medijev.	cipr.co.uk
	data.gov.uk	Združuje podatke iz centralnih državnih služb in številnih organov javnega sektorja in lokalnih oblasti v enem spletnem brskalniku.	data.gov.uk
	ICCO	Mednarodna organizacija za svetovanje pri odnosih z javnostmi je glas svetovanja pri javnih odnosih po vsem svetu.	iccopr.com
	IPR	Inštitut za odnose z javnostmi je neprofitna ustanova, ki se v celoti posveča odnosom z javnostmi.	instituteforpr.org
	Neighbourhood Statistics	Spletna stran, ki ponuja veliko informacij, če delate na lokalnem ali regionalnem projektu.	neighbourhood.statistics.gov.uk
	OFCOM – the communications regulator	Spletna stran OFCOM vsebuje podatke o lastništvu in uporabi televizije, digitalnega radia in stacionarnih/mobilnih telefonov.	ofcom.org
	ONS – Office for National Statistics	Ogromno podatkov (vključno z podakti od popisa prebivalstva v Veliki Britaniji leta 2011), ki se lahko preverjajo po abecedi ali temah.	ons.gov.uk/ons
	PRCA	PRCA promovira vse vidike odnosov z javnostmi in internega komunikacijskega dela s čimer pomaga skupinam in posameznikom maksimizirati vrednost opravljenega dela za stranke in organizacije	prca.org.uk

ŠTUDIJE PRIMEROV

FRAMEWORK CASE STUDIES:

THE STROKE ASSOCIATIONDOWNLOAD

NHS BLOOD & TRANSPLANTDOWNLOAD

STONER SLOTHDOWNLOAD

ŠTUDIJE PRIMEROV INTEGRIRANIH KOMUNIKACIJ:

WHO REALLY WON CHRISTMAS?DOWNLOAD

THE SOCIAL PR VIRTUOSODOWNLOAD

NADALNJE BRANJE & BIBLIOGRAFIJA

EVALUATION OF COMMUNICATIONS AND PUBLIC RELATIONS

ACADEMIC BOOKS & CHAPTERS

Daymon, C., & Holloway, I. (2011). Qualitative research methods in public relations and marketing communications (2nd ed.). Abingdon, UK: Routledge.

Blanchard, O. (2011). Social media ROI: Managing and measuring social media efforts in your organization. Indianapolis, IN: Que; Boston, MA: Pearson.

Brody, E., & Stone, G. (1989). Public relations research. New York, NY: Praeger.

Broom, G., & Dozier, D. (1990). Using research in public relations: Applications to program management. Englewood Cliffs, NJ: Prentice-Hall.

Broom, G., & Macnamara, J. (2009). Evaluating the program. In G. Broom, Cutlip & Center’s effective public relations (10th ed., pp. 349–376). Upper Saddle River, NJ: Prentice Hall.

Devereaux Ferguson, S. (1999). Constructing a theoretical framework for evaluating public relations programs and activities. In M. Roloff (Ed.). Communication yearbook 21 (pp. 191–229). Thousand Oaks, CA: Sage.

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. 617–638). Hillsdale, NJ: Lawrence Erlbaum.

Gregory A., & 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. Verčič, & D. Verčič (Eds.), Public relations metrics, research and evaluation (pp. 307–317). New York, NY: Routledge.

Grunig, J. (2008). Conceptualizing quantitative research in public relations. In B. van Ruler, A. Verčič, & D. Verčič (Eds.), Public relations metrics, research and evaluation (pp. 88–119). New York, NY: Routledge.

Grunig, L., Grunig, J., & Dozier, D. (2002). Excellent organizations and effective organizations: A study of communication management in three countries. Mahwah, NJ: Lawrence Erlbaum.

Li, C., & Stacks, D. (2015). Measuring the impact of social media on business profit and success. New York, NY: Peter Lang.

Likely, F., & Watson, T. (2013). Measuring the edifice: Public relations measurement and evaluation practice over the course of 40 years. In K. Sriramesh, A. Zerfass, & J. Kim, (Eds.), Public relations and communication management: Current trends and emerging topics (pp. 143–162). New York, NY: Routledge. Available at http://eprints.bournemouth.ac.uk/20494/

Macnamara, J. (2002). Research and evaluation. In C. Tymson & P. Lazar, The new Australian and New Zealand public relations manual (21st Century ed., pp. 100–134). Sydney, NSW: Tymson Communications.

Macnamara, J. (2012). Public Relations Theory, Practice, Critiques. Sydney, NSW: Pearson.

Paine, KD (2011) Measure What Matters: Online Tools For Understanding Customers, Social Media, Engagement, and Key Relationships. Wiley

Pavlik, J. (1987). Public relations: What research tells us. Newbury Park, CA: Sage.

Shelddrake, P (2011) The Business of Influence: Reframing marketing and PR for the digital age Wiley.

Stacks, D. (2011). Primer of public relations research (2nd ed.). New York, NY: Guildford Press.

Stacks, D., & Michaelson, D. (2010). A practitioner’s guide to public relations research, measurement, and evaluation. New York, NY: Business Experts Press.

Stacks, D., & 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. 67–84). Mahwah, NJ; Lawrence Erlbaum.

Theaker, A. (2012). The public relations handbook (4th ed.). Abingdon, UK: Routledge. van Ruler, B., Verčič, A., & Verčič, D. (Eds.). (2008). Public relations metrics: Research and evaluation. New York, NY: Routledge.

Watson, T. (1996). New models for evaluating public relations practice. In B. Baerns & J. Klewes (Eds.), Jahrbuch public relations (pp. 50–62). Dusseldorf: Econ Verlag.

Watson, T., & Noble, P. (2005). Evaluating public relations: A best practice guide to public relations planning, research and evaluation. London, UK: Kogan Page.

Watson, T., & Noble, P. (2007). Evaluating public relations: A best practice guide to public relations planning, research and evaluation (2nd ed.). London, UK: Kogan Page.

Watson, T., & Noble, P. (2014). Evaluating Public Relations: A best practice guide to public relations planning, research and evaluation (3rd ed.). London, UK: Kogan Page.

Weiner, Mark (2006) Unleashing the Power of PR: A contrarian’s guide to Marketing and communications US: Wiley

Zerfass, A. (2008). Corporate communication revisited: Integrating business strategy and strategic communication. In A. Zerfass, B. Van Ruler, & K. Sriramesh (Eds.), Public relations research: European and international perspectives and innovations (pp. 65-96). Wiesbaden: VS Verlag für Sozialwissenschaften.

Zerfass, A., van Ruler, B., & Sriramesh, K. (Eds.). (2008). Public Relations Research: European and International Perspectives and Innovations. Wiesbaden, Germany: VS Verlag fur Sozialwissenschaften (Springer Science + Business Media).

ZNANSTVENI ČLANKI IN CITIRANO GRADIVO IZ KONFERENC

Baskin, O., Hahn, J., Seaman, S., & 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, 105–111.

Distaso, M., McCorkindale, T., & Wright, D. (2011). How public relations executives perceive and measure the impact of social media in their organizations. Public Relations Review, 37(3), 325–328. Dostopno na: https://www.researchgate.net/publication/251582796_How_public_relations_executives_perceive_and_measure_the_impact_of_social_media_in_their_organizations

Donsbach, W., & 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), 508–522,

Fairchild, M. (2006). Evaluating public relations: a best practice guide to public relations planning, research and evaluation. Journal of Communication Management, 10(1), 113–115. http://www.emeraldinsight.com/doi/abs/10.1108/13632540210807125

Fleisher, C., & Mahaffy, D. (1997). A balanced scorecard approach to public relations management assessment. Public Relations Review, 23(2), 117–123.

Gregory, A. (2001). Public relations and evaluation: Does the reality match the rhetoric. Journal of Marketing Communications, 7, 171–189.

Gregory, A., & 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), 337–350.

Lee, L., & Yoon, Y. (2010). Return on investment (ROI) of international public relations: A country-level analysis. Public Relations Review, 36(1), 15–20.

Lindenmann, W. (1990). Research, evaluation and measurement: A national perspective. Public Relations Review, 16(2), 3–16.

Lindenman, W. (1993). An ‘effectiveness yardstick’ to measure public relations success. Public Relations Quarterly, 38(1), 7–9.

Lindenmann, W. (1998). Only PR outcomes count: That is the real bottom line. Journal of Communication Management, 3(1), 66–73.

Macnamara, J. (1992). Evaluation of public relations: The Achilles Heel of the public relations profession. International Public Relations Review, 15(2), 19–25.

Macnamara, J. (2005). Media content analysis: Its uses, benefits and best practice methodology. Asia Pacific Public Relations Review, 6(1), 1–34. Dostopno na: http://amecorg.com/wp-content/uploads/2011/10/Media-Content-Analysis-Paper.pdf

Macnamara, J. (2014). The ‘toe bone to the head bone’ logic model to connect PR and corporate communication to organization outcomes. PRism, 11(1), 1–15. Dostopno na: http://www.prismjournal.org/homepage.html

Macnamara J. (2014). Emerging international standards for measurement and evaluation of public relations: A critical analysis. Public Relations Inquiry, 3(1), 7–28.

Macnamara, J. (2015). Breaking the measurement and evaluation deadlock: A new approach and model. Journal of Communication Management, 19(4), 1–18.

Meng J., & Berger, B. (2012). Measuring return on investment (ROI) organizations’ internal communication effort. Journal of Communication Management, 16(4), 332–54.

Michaelson, D., & Stacks, D. (2011). Standardization in public relations measurement and evaluation. Public Relations Journal, 5(2), 1–22.

Michaelson, D., Wright, D., & Stacks, D. (2012). Evaluating efficacy in public relations/corporate communication programming: Towards establishing standards of campaign performance. Public Relations Journal, 6(5), 1–24. Dostopno na: http://www.prsa.org/Intelligence/PRJournal/Vol6/No5/

Noble, P., & 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.

Stacks, D., & Bowen, S. (2013). Toward the establishment of ethical standardization in public relations research, measurement and evaluation. Public Relations Journal, 7(3), 1–28. Dostopno na: http://www.prsa.org/intelligence/prjournal/documents/2013_stacksbowen.pdf

Watson, T. (2005). ROI or evidence-based PR: The language of public relations evaluation. Prism, 3(1). Dostopno na: http://www.prismjournal.org/fileadmin/Praxis/Files/Journal_Files/Issue3/Watson.pdf

Watson, T. (2008). Public relations research priorities: A Delphi study. Journal of Communication Management, 12(2), 104–123.

Watson, T. (2012). The evolution of public relations measurement and evaluation. Public Relations Review, 38(3), 390–398.

Watson, T., & 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), 1–14. Dostopno na: http://www.prismjournal.org/vol8_1.html

Xavier, R., Patel, A., Johnston, K., Watson, T., & Simmons, P. (2005). Using evaluation techniques and performance claims to demonstrate public relations impact: An Australian perspective. Public Relations Review, 31(3), 417–424.

Zerfass, A. (2009). Institutionalizing strategic communication: Theoretical analysis and empirical evidence. International Journal of Strategic Communication, 3, 69 –71.

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 & K. Yamamura (Eds.), Ethical Issues for Public Relations Practice in a Multicultural World, 13th International Public Relations Research Conference (pp. 947–966). Gainesville, FL: Institute for Public Relations. Dostopno na: http://iprrc.org/paperinfo_proceedings

SPLETNI ČLANKI IN STROKOVNA ČTIVA

Carroll, T., & Stacks, D. (2004). Bibliography of public relations measurement. Gainesville, FL: Institute for Public Relations. Dostopno na: http://www.instituteforpr.org/wp-content/uploads/PRM_Bibliography.pdf

Childers, L., & Grunig, J. (1999). Guidelines for measuring relationship in public relations. Gainesville, FL: Institute for Public Relations. Dostopno na: http://www.instituteforpr.org/measuring-relationships/

Eisenmann, M., O’Neil, J., & 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), 1–29. Dostopno na: http://www.instituteforpr.org/examination-validity-reliability-best-practices-related-standards-traditional-media/

European Commission. (2014, August). Measuring the European Commission’s communication: Technical and methodological report. Dostopno na: http://ec.europa.eu/dgs/communication/about/evaluation/index_en.htm

Henningsen, A., Traverse Healy, K., Gregory, A. Johannsen, A., Allison, R., Bozeat, N., & Domaradzki, L. (2014, August 1). Measuring the European Commission’s communication: Technical and methodological report. Dostopno na: http://ec.europa.eu/dgs/communication/about/evaluation/index_en.htm

Huhn, J., Sass, J., & Storck, C. (2011). Communication controlling: How to maximize and demonstrate the value creation through communication. Berlin, Germany: German Public Relations Association (DPRG). Dostopno na: http://www.quadriga.eu/_files/downloads/2011-11-16_position-paper_com-controlling.pdf

Jeffrey, A. (2015). How to measure social media: Linking PR activities to target audience effects. The Measurement Standard, January 10. Dostopno na: http://www.themeasurementstandard.com/2015/01/measure-social-media-choosing-tools-benchmarking

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, 8–10 March, Miami, FL. Dostopno na: http://www.instituteforpr.org/wp-content/uploads/15th-IPRRC-Proceedings1.pdf

Likely, F., Rockland, D., & Weiner, M. (2006). Perspectives on the ROI of media relations publicity efforts. Gainesville, FL: Institute for Public Relations. Dostopno na: http://www.instituteforpr.org/research_single/perspectives_on_the_roi/

Lindenmann, W. (1997). Using research to measure the effectiveness of PR programs. Quirk’s Marketing Research. Pridobljeno iz: http://www.quirks.com/articles/a1997/19970204.aspx

Lindenmann, W. (1997). Guidelines and standards for measuring and evaluating PR effectiveness. PR Pundit. Priboljeno iz: http://prpundit.com/pdf/prTools/MeasuringandEvaluatingPREffectiveness.pdf

Lindenmann, W. (2001). Research doesn’t have to put you in the poorhouse. Gainesville, FL: Institute for Public Relations. Dostopno na: http://www.instituteforpr.org/topics/research-savings

Lindenmann, W. (1997/2003). Guidelines for measuring the effectiveness of PR programs and activities. Gainsville, FL: Institute for Public Relations. Pridobljeno: http://www.instituteforpr.org/wp-content/uploads/2002_MeasuringPrograms.pdf (Original work published 1997)

Macnamara, J. (2014). Breaking the PR measurement and evaluation deadlock: A new approach and model. Paper presented to the AMEC Summit on Measurement, Amsterdam, The Netherlands. Dostopno na: http://amecorg.com/downloads/amsterdam2014/Breaking-the-PR-Measurement-Deadlock-A-New-Approach-and-Model-Jim-Macnamara.pdf

McCorkindale, T., DiStaso, M. (2014). The state of social media research: Where are we now, where we were and what it means for public relations. Research Journal of the Institute for Public Relations, 1(1), 1–17. Dostopno na: http://www.instituteforpr.org/state-social-media-research-now-means-public-relations

Sinickas, A. (2003). Focus on behaviour change to prove ROI. Strategic Communication Management, 7(6), 12–13. Dostopno na: http://www.sinicom.com/Sub%20Pages/pubs/articles/article58.pdf

Skelley, L., & Ziviani, M. (2012). Measuring PR performance across borders: How a global programme works. In PR Professionals Definitive Guide to Measurement, Association for Measurement and Evaluation of Communication, London, UK. Dostopno na: http://prguidetomeasurement.org/wp-content/uploads/2013/04/Chapter-5-Laura-Skelley-Michael-Ziviani.pdf

Smith, B. (2008). Representing PR in the marketing mix: A study on public relations variables in marketing mix modelling. Gainesville, FL: Institute for Public Relations. Dostopno na: http://www.instituteforpr.org/wp-content/uploads/BG_SmithKetchum.pdf

Solis, B. (2010). ROI: How to measure return on investment in social media. @Brian Solis, 22 February. Dostopno na: http://www.briansolis.com/2010/02/roi-how-to-measure-return-on-investment-in-social-media

DPRG/ICV framework for communication controlling. Dostopno na: http://www.communicationcontrolling.de/en/positions/framework.html

European Commission. (2015, July). Toolkit for the evaluation of the communication activities. Pridobljeno iz: http://ec.europa.eu/dgs/communication/about/evaluation/index_en.htm

Fairchild, M. (2001). The IPR toolkit: Planning, research and evaluation for public relations success (2nd ed.). London, UK: Institute of Public Relations (now CIPR).

Fairchild, F., & O’Conner, N. (1999). The public relations research and evaluation toolkit: How to measure the effectiveness of PR. London, UK: Institute of Public Relations (now CIPR).

GCS (Government Communication Service). (2015). Evaluation Framework. Cabinet Office, Whitehall, London, UK. Dostopno na: https://gcs.civilservice.gov.uk/guidance/evaluation/tools-and-resources

IPRA (International Public Relations Association). (1994). Public relations evaluation: Professional accountability, Gold Paper No. 11, November. Geneva, Switzerland: Author.

Lindenman, W. (1997). Guidelines for measuring and evaluating PR effectiveness. Gainesville, FL: Institute for Public Relations.

Lindenmann, W. (1997/2003). Guidelines for measuring the effectiveness of PR programs and activities. Gainesville, FL: Institute for Public Relations. Dostopno na: http://www.instituteforpr.org/wp-content/uploads/2002_MeasuringPrograms.pdf (Revised version of original work 1997)

Lindenmann, W. (2006). Public Relations Research for Planning and Evaluation. Resource booklet. Gainesville, FL: Institute for Public Relations. Dostopno na: http://www.instituteforpr.org/wp-content/uploads/2006_Planning_Eval.pdf

Public Relations Institute of Australia. (2014). Principles on best practice in research, measurement, and evaluation in public relations. Dostopno na: http://www.pria.com.au/documents/item/6726

Public Relations Institute of Australia. (2014). Media and social media content analysis guidelines. Dostopno na: http://www.pria.com.au/documents/item/6727

Public Relations Society of America. (2014). Measurement resources. Dostopno na: http://www.prsa.org/intelligence/businesscase/measurementresources

Stacks, D., & Bowen, S. (Eds.). (2013). Dictionary of public relations measurement and research. Gainesville FL: Institute for Public Relations. Dostopno na: http://www.instituteforpr.org/topics/dictionary-of-public-relations-measurement-and-research/

POROČILA O RAZISKAVAH

Macnamara, J. (2014). The development of international standards for measurement and evaluation of public relations and corporate communication: A review. Sydney, NSW: Australian Centre for Public Communication, University of Technology Sydney. Dostopno na: https://www.uts.edu.au/sites/default/files/acpc-pr-measurement-and-evaluation-review.pdf

Wright, D., Gaunt, R., Leggetter, B., Daniels, M., & Zerfass, A. (2009). Global survey of communications measurement 2009 – final report. London, UK: Association for Measurement and Evaluation of Communication. Dostopno na: http://amecorg.com/wp-content/uploads/2011/08/Global-Survey-Communications_Measurement-20091.pdf

Zerfass, A., Verčič, D., Verhoeven, P., Moreno, A., & 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. Dostopno na: http://www.zerfass.de/ECM-WEBSITE/media/ECM2015-Results-ChartVersion.pdf

DRUGI PRIPOMOČKI ZA PR IN VREDNOTENJE KOMUNIKACIJE

Geddes, D., Grunig, J., Likely, F., Lindenmann, W., Macleod, S., Macnamara, J. Mathes, R., Paine, K., Rockland, D., Stacks, D., & Watson, T. (2010). Thought leaders in PR measurement. Dostopno na: http://www.communicationcontrolling.de/en/resources/interviews/thought-leaders.html

Institute for Public Relations Measurement Commission. (2015). Research and conversations. Dostopno na: http://www.instituteforpr.org/center/ipr-measurement-center/

Melcrum. (2015). Measurement and evaluation. Web site resources for internal communication. Dostopno na: https://www.melcrum.com/internal-communication-measurement-evaluation

Paine Publishing. (n.d.). K. Paine (Publisher). Dostopno na: http://painepublishing.com/

Public Relations Society of America and American Statistical Association. (2011). Best Practices Guide for Use of Statistics in Public Relations. Dostopno na: http://amecorg.com/white-papers-and-reports/

Salience Insight and News International. (n.d.). B. Paarlberg (Ed.), The Measurement Standard. Dostopno na: http://www.themeasurementstandard.com/

LITERATURA O VREDNOTENJU IN DRUGIH METODAH

BEHAVIORALNA EKONOMIJA / BEHAVIORALNI VPOGLED

Behavioural Insights. (2015). [Web site]. London, UK. Dostopno na: http://www.behaviouralinsights.co.uk

Psychology Today. (2015). [Web site]. Dostopno na: https://www.psychologytoday.com/topics/behavioral-economics

Samson, A., (Ed.). (2014). The behavioral economics guide 2014. Dostopno na: http://www.behavioraleconomics.com/BEGuide2014.pdf

Thaler, R., & Sunstein, C. (2008). Nudge: Improving decisions about health, wealth, and happiness. New Haven, CT: Yale University Press

KOMUNIKACIJA ZDRAVJA / PROMOCIJA ZDRAVJA:

Bauman, A., & Nutbeam, D. (2014). Evaluation in a nutshell: A practical guide to the evaluation of health promotion programs (2nd ed.). North Ryde, NSW: McGraw-Hill.

Hornik, R. (Ed.). (2002). Public health communication: Evidence for behavior change. Mahwah, NJ: Lawrence Erlbaum.

Kreps, G. (2014). Evaluating health communication programs to enhance health care and health promotion. Journal of Health Communication: International Perspectives, 19(12), 1449–1459.

O’Connor-Fleming, M., Parker, E., Higgins, H., & Gould, T. (2006). A framework for evaluating health promotion programs. Health Promotion Journal of Australia, 17(1), 61–66. Dostopno na: http://eprints.qut.edu.au/9440/1/9440.pdf

Rice, R., & Atkin, C. (Eds.). (2013). Public communication campaigns (4th ed.). Thousand Oaks, CA: Sage.

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.

PROGRAMSKA TEORIJA IN TEORIJA SPREMEMB:

Anderson, A. (2005). The community builder’s approach to theory of change: A practical guide to theory and development. New York, NY: The Aspen Institute Roundtable on Community Change.

Chen, H. (1990). Theory Driven Evaluations. Newbury Park, CA: Sage.

Clark, H., & Taplin, D. (2012). Theory of change basics: A primer on theory of change. New York, NY: Actknowledge.

Milstein, B., & 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. Dostopno na: http://ctb.ku.edu/en/table-of-contents/overview/models-for-community-health-and-development/logic-model-development/main

Owen, J. (2006). Program evaluation: Forms and approaches (3rd ed.). Crows Nest, NSW: Allen & Unwin.

Rossi, P., Lipsey, M., & Freeman, H. (2004). Evaluation: A systematic approach (7th ed.). Thousand Oaks, CA: Sage.

Wholey, J. (1987). Evaluability assessment: Developing program theory. New Directions for Program Evaluation, 33, 77–92.

Program Evaluation: (See also ‘Program Logic Models’)

Barrett, F. (2013). Program evaluation: A step-by-step guide. Urbana, IL: Sunnycrest.

Boulmetis, J., & Dutwin, P. (2005). The ABCs of evaluation: Timeless techniques for program and project managers. San Francisco, CA: Wiley.

Owen, J. (2006). Program evaluation: Forms and approaches (3rd ed.). Crows Nest, NSW: Allen & Unwin.

Rossi, P., Freeman, H., & Lipsey, M. (2004). Evaluation. A systematic approach (7th ed.). Thousand Oaks, CA: Sage.

Weiss, C. (1972). Evaluative research: Methods of assessing program effectiveness. Englewood Cliffs, NJ: Prentice Hall.

Wholey, J. (1983). Evaluation and effective public management. Boston, MA: Little, Brown.

Wholey J., Hatry, H., & Newcomer, K. (Eds.). (2010). Handbook of practical program evaluation (3rd ed.). San Francisco, CA: Jossey-Bass.

Yarbrough, B., Lyn, M., Shulha, H., Rodney K., & Caruthers, A. (2011). The program evaluation standards: A guide for evaluators and evaluation Users (3rd ed.). Sage.

MODELI PROGRAMSKE LOGIKE:

Bennett, C. (1976). Analyzing impacts of extension programs, ESC-575.Washington, DC: US Department of Agriculture Extension Service.

Fournier, D. (1995). Establishing evaluation conclusions: A distinction between general and working logic. New Directions for Program Evaluation, 68, 15–32.

Henert, E., & Taylor-Power, E. (2008). Developing a logic model: Teaching and training guide. Dostopno na: http://www.uwex.edu/ces/pdande/evaluation/pdf/lmguidecomplete.pdf

Julian, D. (1997). The utilization of the logic model as a system level planning and evaluation device. Evaluation and Program Planning, 20(3), 251–257.

Kellogg Foundation. (2004). Logic model development guide. Battle Creek, MI: Author. Dostopno na: http://www.epa.gov/evaluate/pdf/eval-guides/logic-model-development-guide.pdf

Knowlton, L. & Phillips, C. (2013). The logic model guidebook: Better strategies for great results (2nd ed.). Thousand Oaks, CA: Sage.

McLaughlin, J., & Jordan, J. (1999). Logic models: a tool for telling your program’s performance story. Evaluation and Program Planning, 22(1), 65–72.

Milstein, B., & 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. Dostopno na: http://ctb.ku.edu/en/table-of-contents/overview/models-for-community-health-and-development/logic-model-development/main

PCI (Practical Concepts, Inc.) (1979). The logical framework. A manager’s guide to a scientific approach to design & evaluation. Washington, DC. Dostopno na: http://pdf.usaid.gov/pdf_docs/pnabn963.pdf

Rush, B., & Ogbourne A. (1991). Program logic models: Expanding their role and structure for program planning and evaluation. Canadian Journal of Program Evaluation, 6(2), 95–106.

UPRAVLJANJE ZMOGLJIVOSTI:

Better Evaluation. (2015). An international collaboration to improve evaluation practice. Website resources. Dostopno na: http://betterevaluation.org/

Boardman, E., Greenberg, D., Vining, A., & Weimer, D. (2010). Cost-benefit analysis concepts and practice (4th ed.). Upper Saddle River, NJ: Prentice Hall.

Commonwealth Scientific and Industrial Research Organization. (2014). How CSIRO ensures it delivers impact. Sydney, NSW: Author. Dostopno na: http://www.csiro.au/en/About/Strategy-structure/Our-impact-framework

International Integrated Reporting Council. (2013). International Integrated Reporting Framework. London, UK. Dostopno na: http://www.theiirc.org/international-ir-framework

Kaplan, R., & Norton, D. (1992, January-February). The balanced scorecard: Measures that drive performance. Harvard Business Review, 70(1), 71–79.

Layard, R., & Glaister, S. (1994). Cost-benefit analysis (2nd ed). Cambridge, UK: Cambridge University Press.

Levin, H., & McEwan, P. (2001). Cost-effectiveness analysis: Methods and applications. Thousand Oaks, CA: Sage.

Love, A. (1991). Internal evaluation: Building organizations from within. Newbury Park, CA: Sage.

Mishan, E., & Quah, E. (2007). Cost-benefit analysis (5th ed.). Milton Park, UK: Routledge.

Walsh, C. (2008). Key management ratios (4th ed.). Harlow, UK: Prentice Hall/Financial Times.

Marketing:

Content Marketing Framework: Measurement. (n.d.). Content Marketing Institute. Dostopno na: http://contentmarketinginstitute.com/measurement/

Farris, P., Bendle, N., Pfeifer, P., & Reibstein, D. (2010). Marketing metrics: The definitive guide to measuring marketing performance (2nd ed.). Upper Saddle River, NJ: Pearson Education.

MARKETING »S POTISKOM«

Glej »Behavioristična ekonomija/vpogled«.

PSIHOLOGIJA/DRUŽBENA PSIHOLOGIJA

McGuire, W. (1985). Attitudes and attitude change. In G. Lindzey & E. Aronson (Eds.), Handbook of social psychology (2nd ed., Vol. 3, pp. 136-314). Reading, MA: Addison-Wesley.

McGuire, W. J. (2001). Input and output variables currently promising for constructing persuasive communications. In R. Rice & C. Atkin (Eds.), Public communication campaigns (3rd ed., pp. 22–48). Thousand Oaks, CA: Sage.

VKLJUČENOST:

Macey, W., & Schneider, B. (2008). The meaning of employee engagement. Industrial and Organizational Psychology, 1, 3–30.

Meyer, J., & Smith, C. (2000). HRM practices and organisational commitment: A test of a mediation model. Canadian Journal of Administrative Services, 17, 319–331.

Rhoades, L., Eisenberger, R., & Armeli, S. (2001). Affective commitment to the organization: The contribution of perceived organizational support. Journal of Applied Psychology, 86, 825–836. Dostopno na: http://www.psychology.uh.edu/faculty/Eisenberger/files/04_Affective_Commitment_to_the_Organization.pdf

SREDSTVA ZA SPLOŠNO VREDNOTENJE:

American Evaluation Society – www.eval.org

Australasian Evaluation Society – www.aes.asn.au

Harvard Family Research Project, The Evaluation Exchange – www.gse.harvard.edu/hfrp/eval.html

Trochim, W. (2006). Evaluation research. In Research methods knowledge base. Dostopno na: http://www.socialresearchmethods.net/kb/evaluation.php

United Kingdom Evaluation Society – http://www.evaluation.org.uk/