{"id":197949,"date":"2020-11-19T09:41:14","date_gmt":"2020-11-19T09:41:14","guid":{"rendered":"https:\/\/amecorg.com\/?page_id=197949"},"modified":"2020-11-19T09:42:06","modified_gmt":"2020-11-19T09:42:06","slug":"barcelona-principles-3","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/cs\/barcelona-principles-3\/","title":{"rendered":"Barcelonsk\u00e9 principy 3.0"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1rfz10x-b37c898b05057a9faecf9faf1016e7fd\">\n.flex_column.av-1rfz10x-b37c898b05057a9faecf9faf1016e7fd{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-1rfz10x-b37c898b05057a9faecf9faf1016e7fd av_two_third  avia-builder-el-0  el_before_av_one_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><p><section  class='av_textblock_section av-khc2hvz9-587c51ea1a821c3d8934bd63aaf4f183 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><strong>Barcelonsk\u00e9 principy 3.0, kter\u00e9 b\u011bhem Virtu\u00e1ln\u00edho summitu AMEC p\u0159edstavil Ben Levine, \u0159editel a partner spole\u010dnosti TRUE Global Intelligence a \u010dlen p\u0159edstavenstva AMEC<\/strong><\/p>\n<p>Zm\u011bny glob\u00e1ln\u011b uzn\u00e1van\u00fdch Barcelonsk\u00fdch princip\u016f, proveden\u00e9 v roce 2020, zvy\u0161uj\u00ed d\u016fraz komunikace na inkluzi, dopad a integritu.<\/p>\n<p>Je tomu deset let, co byly prvn\u011b p\u0159edstaveny Barcelonsk\u00e9 principy jako v\u00fdsledek konsenzu cel\u00e9ho odv\u011btv\u00ed o m\u011b\u0159en\u00ed a hodnocen\u00ed komunikace, a p\u011bt let od jejich posledn\u00ed aktualizace. V rychle se rozv\u00edjej\u00edc\u00edm oboru komunikace se v\u0161ak za tuto dobu hodn\u011b zm\u011bnilo.<\/p>\n<p>V tomto ohledu Barcelonsk\u00e9 principy 3.0 potvrzuj\u00ed, \u017ee postupy b\u011b\u017en\u00e9 v roce 2010 \u2013 a dokonce i v roce 2015 &#8211; mohou b\u00fdt nyn\u00ed zastaral\u00e9, a to zejm\u00e9na d\u00edky podstatn\u00fdm zm\u011bn\u00e1m, kter\u00e9 se ud\u00e1ly v posledn\u00edch 2-3 letech. Krom\u011b toho se roz\u0161\u00ed\u0159ila jejich aplikovatelnost na \u0161ir\u0161\u00ed a rozmanit\u011bj\u0161\u00ed spektrum organizac\u00ed a rol\u00ed tak, aby bylo patrn\u00e9, \u017ee postupy osv\u011bd\u010den\u00e9 v m\u011b\u0159en\u00ed a hodnocen\u00ed komunikace jsou stejn\u011b d\u016fle\u017eit\u00e9 pro vl\u00e1du a ministerstva, charitativn\u00ed organizace, neziskov\u00e9 organizace a dal\u0161\u00ed nekomer\u010dn\u00ed subjekty.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-khc2s275-a9af303ecab13f7eecad18d5e084abda\">\n#top .hr.hr-invisible.av-khc2s275-a9af303ecab13f7eecad18d5e084abda{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-khc2s275-a9af303ecab13f7eecad18d5e084abda hr-invisible  avia-builder-el-2  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-khc2j420-44cdd1dd23891ac49e21fe772bc3cc0a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h2><strong>Barcelonsk\u00e9 principy 3.0: v\u00fdklad<\/strong><\/h2>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-khc2j420-44cdd1dd23891ac49e21fe772bc3cc0a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><strong>1. Stanoven\u00ed c\u00edl\u016f je absolutn\u00edm p\u0159edpokladem pro pl\u00e1nov\u00e1n\u00ed, m\u011b\u0159en\u00ed a hodnocen\u00ed komunikace.<\/strong><\/p>\n<p>Zakl\u00e1daj\u00edc\u00ed princip c\u00edl\u016f SMART (specifick\u00e9, m\u011b\u0159iteln\u00e9, provediteln\u00e9, relevantn\u00ed a \u010dasov\u011b definovan\u00e9) jako z\u00e1klad pro pl\u00e1nov\u00e1n\u00ed komunikace byl pov\u00fd\u0161en na z\u00e1sadn\u00ed p\u0159edpoklad. Posouv\u00e1 tak m\u011b\u0159en\u00ed a hodnocen\u00ed jako z\u00e1kladn\u00ed sou\u010d\u00e1st pl\u00e1novac\u00edho procesu, formuluje c\u00edlov\u00e9 v\u00fdsledky a zp\u016fsob, jak\u00fdm bude posuzov\u00e1n postup k jejich dosa\u017een\u00ed.<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-khc2j420-44cdd1dd23891ac49e21fe772bc3cc0a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><strong>2. M\u011b\u0159en\u00ed a hodnocen\u00ed by m\u011blo identifikovat v\u00fdstupy, v\u00fdsledky a potenci\u00e1ln\u00ed dopad.<\/strong><\/p>\n<p>D\u0159\u00edve Principy doporu\u010dovaly sp\u00ed\u0161e m\u011b\u0159it v\u00fdsledky ne\u017e jednodu\u0161e po\u010d\u00edtat v\u00fdstupy. Aktualizovan\u00e9 Principy jsou nyn\u00ed roz\u0161\u00ed\u0159eny tak, aby byl zohledn\u011bn dlouhodob\u011bj\u0161\u00ed dopad komunika\u010dn\u00ed strategie. Podle Levina to znamen\u00e1 myslet na \u201ekan\u00e1ly, kter\u00e9 ovliv\u0148ujeme, a zm\u011bny, kter\u00fdch bychom r\u00e1di dos\u00e1hli prost\u0159ednictv\u00edm kampan\u00ed, ud\u00e1lost\u00ed a iniciativ.\u201c<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-khc2j420-44cdd1dd23891ac49e21fe772bc3cc0a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><strong>3. V\u00fdsledky a dopad by m\u011bly b\u00fdt identifikov\u00e1ny pro v\u0161echny z\u00fa\u010dastn\u011bn\u00e9 strany, pro spole\u010dnost i organizaci. <\/strong><\/p>\n<p>Z p\u016fvodn\u00edho c\u00edlen\u00ed na obchodn\u00ed metriky, jako jsou prodej a tr\u017eby, obsahuje aktualizace Princip\u016f z roku 2020 ucelen\u011bj\u0161\u00ed pohled na v\u00fdkon. Umo\u017e\u0148uje modelu, aby v\u00edce zahrnoval \u0161ir\u0161\u00ed \u0161k\u00e1lu organizac\u00ed a komunika\u010dn\u00edch rol\u00ed, kter\u00e9 nemus\u00ed b\u00fdt nutn\u011b v\u00e1z\u00e1ny na zisk.<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-khc2j420-44cdd1dd23891ac49e21fe772bc3cc0a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><strong>4. M\u011b\u0159en\u00ed a hodnocen\u00ed komunikace by m\u011blo zahrnovat kvalitativn\u00ed i kvantitativn\u00ed anal\u00fdzu.<\/strong><\/p>\n<p>&#8222;Abychom pochopili dopad va\u0161\u00ed pr\u00e1ce v cel\u00e9 jej\u00ed \u0161\u00ed\u0159i, je z\u00e1sadn\u00ed pou\u017e\u00edt k m\u011b\u0159en\u00ed v\u00fdsledk\u016f celou \u0159adu metod,&#8220; shrnul Levine popis v\u00fdvoje tohoto principu, jeho\u017e c\u00edlem je nejen kvantifikovat, ale tak\u00e9 pochopit, jak lid\u00e9 zpr\u00e1vy p\u0159ij\u00edmaj\u00ed, jak jim v\u011b\u0159\u00ed a jak je interpretuj\u00ed.<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-khc2j420-44cdd1dd23891ac49e21fe772bc3cc0a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><strong>5. AVE nevyjad\u0159uje hodnotu komunikace.<\/strong><\/p>\n<p>Princip z\u016fst\u00e1v\u00e1 konzistentn\u00ed a jasn\u00fd; &#8222;st\u00e1le v\u011b\u0159\u00edme, \u017ee AVE nevyjad\u0159uje hodnotu na\u0161\u00ed pr\u00e1ce.&#8220; Je d\u016fle\u017eit\u00e9, aby m\u011b\u0159en\u00ed a hodnocen\u00ed komunikace vyu\u017e\u00edvalo bohat\u0161\u00ed, podrobn\u011bj\u0161\u00ed a mnohostrann\u00fd p\u0159\u00edstup k pochopen\u00ed dopadu komunikace.<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-khc2j420-44cdd1dd23891ac49e21fe772bc3cc0a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><strong> 6. Ucelen\u00e9 m\u011b\u0159en\u00ed a hodnocen\u00ed komunikace zahrnuje v\u0161echny relevantn\u00ed online a offline kan\u00e1ly.<\/strong><\/p>\n<p>N\u00e1\u0161 z\u00e1kladn\u00ed princip, \u017ee soci\u00e1ln\u00ed m\u00e9dia mohou b\u00fdt a m\u011bla by b\u00fdt m\u011b\u0159ena, je dnes naprosto neoddiskutovateln\u00fd. Zopakov\u00e1n\u00ed tohoto principu v roce 2020 odr\u00e1\u017e\u00ed z\u00e1sadn\u00ed posun v mo\u017enostech, p\u0159\u00edle\u017eitostech a vlivu komunikace na soci\u00e1ln\u00edch m\u00e9di\u00edch, a fakt, \u017ee v\u0161echny relevantn\u00ed online a offline kan\u00e1ly by m\u011bly b\u00fdt m\u011b\u0159eny a hodnoceny stejn\u011b. Hodnot\u00edc\u00ed r\u00e1mec AMEC (AMEC Measurement Framework) podporuje transparentnost mezi earned, owned, shared a paid medi\u00e1ln\u00edmi kan\u00e1ly tak, aby byla zaji\u0161t\u011bna konzistence postupu sm\u011brem k jednotn\u00e9mu c\u00edli.<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-khc2j420-44cdd1dd23891ac49e21fe772bc3cc0a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><strong>7. K z\u00edsk\u00e1n\u00ed poznatk\u016f a vhledu je nutn\u00e9 m\u011b\u0159it a hodnotit komunikaci integr\u00e1ln\u011b a transparentn\u011b.<\/strong><\/p>\n<p>Spolehliv\u00e9, konzistentn\u00ed a trval\u00e9 m\u011b\u0159en\u00ed vy\u017eaduje integritu a transparentnost co se t\u00fdk\u00e1 sou\u010dasn\u00e9 problematiky ochrany osobn\u00edch \u00fadaj\u016f a spr\u00e1vy dat, proto\u017ee organizace dodr\u017euj\u00ed nov\u00e9 p\u0159edpisy, jako je GDPR. Z\u00e1rove\u0148 to znamen\u00e1, \u017ee m\u011b\u0159en\u00ed nen\u00ed pouze o sb\u011bru a sledov\u00e1n\u00ed dat, ale umo\u017e\u0148uje tak\u00e9 z\u00edskat z hodnocen\u00ed poznatky a aplikovat tento vhled do dal\u0161\u00edho pl\u00e1nov\u00e1n\u00ed komunikace. Je tak\u00e9 nutn\u00e9 b\u00fdt transparentn\u00ed, pokud jde o kontext, v r\u00e1mci kter\u00e9ho programy b\u011b\u017e\u00ed, a b\u00fdt si v\u011bdom jak\u00e9hokoliv zkreslen\u00ed, kter\u00e9 m\u016f\u017ee nastat d\u00edky pou\u017eit\u00fdm n\u00e1stroj\u016fm, metodik\u00e1m a interpretac\u00edm.<\/p>\n<\/div><\/section><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-b0mdq41-ae1cbbdc438e53c4fc8a3d6bff589f43\">\n.flex_column.av-b0mdq41-ae1cbbdc438e53c4fc8a3d6bff589f43{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-b0mdq41-ae1cbbdc438e53c4fc8a3d6bff589f43 av_one_third  avia-builder-el-11  el_after_av_two_third  el_before_av_one_third  flex_column_div av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-khc2hg5z-9bb4cb2975f089f7eaec0abaee14f422\">\n.avia-image-container.av-khc2hg5z-9bb4cb2975f089f7eaec0abaee14f422 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