{"id":201553,"date":"2021-02-03T12:47:11","date_gmt":"2021-02-03T12:47:11","guid":{"rendered":"https:\/\/amecorg.com\/?page_id=201553"},"modified":"2021-02-03T12:48:45","modified_gmt":"2021-02-03T12:48:45","slug":"barcelona-principles-3","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/da\/barcelona-principles-3\/","title":{"rendered":"Barcelona-principperne 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>Barcelona-principperne 3.0<\/strong><\/p>\n<p>Barcelona-principperne 3.0, som blev pr\u00e6senteret p\u00e5 konferencen AMEC Virtual Summit af Ben Levine, direkt\u00f8r og partner i TRUE Global Intelligence samt bestyrelsesformand for AMEC.<\/p>\n<p>M\u00e5let med 2020-opdateringen af de globalt anerkendte Barcelona-principper er at sk\u00e6rpe kommunikationsbranchens fokus p\u00e5 inklusion, effekt og integritet.<\/p>\n<p>Det er ti \u00e5r siden, at Barcelona-principperne f\u00f8rste gang blev fremlagt som en branchekonsensus for m\u00e5ling og evaluering af kommunikation. Den seneste opdatering kom for fem \u00e5r siden, men meget har \u00e6ndret sig i kommunikationsbranchen siden da.<\/p>\n<p>Barcelona-principperne 3.0 er udarbejdet i anerkendelse af, at det, der var almen praksis i 2010 \u2013 og endda i 2015 \u2013 kan v\u00e6re for\u00e6ldet, da branchen har gennemg\u00e5et betydelige \u00e6ndringer, s\u00e6rligt i de seneste 2-3 \u00e5r. Derudover er Barcelona-principperne 3.0 blevet tilpasset, s\u00e5 de er relevante for flere typer af organisationer og roller, og s\u00e5 de viser, at best practice for m\u00e5ling og evaluering altid er essentielt, ogs\u00e5 for regeringer, velg\u00f8renhedsorganisationer, NGO\u2019er og andre ikke-kommercielle akt\u00f8rer.<\/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>Barcelona-principperne 3.0: en forklaring<\/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. At s\u00e6tte m\u00e5l er en foruds\u00e6tning for planl\u00e6gning, m\u00e5ling og evaluering af kommunikation.<\/strong><\/p>\n<p>Det grundl\u00e6ggende princip, der betragter SMART-m\u00e5l (specifikke, m\u00e5lbare, opn\u00e5elige, relevante og tidsbundne) som fundament for kommunikationsplanl\u00e6gning, er blevet gjort til en essentiel foruds\u00e6tning. P\u00e5 denne m\u00e5de bliver m\u00e5ling og evaluering centrale i planl\u00e6gningsprocessen, og der s\u00e6ttes fokus p\u00e5 m\u00e5l og evaluering af fremskridt mod disse m\u00e5l.<\/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\u00e5ling og evaluering skal identificere eksponeringer (output), respons (outcomes) og potentiel effekt (impact).<\/strong><\/p>\n<p>Tidligere anbefalede principperne at m\u00e5le respons i stedet for blot at t\u00e6lle eksponeringer. De opdaterede principper anbefaler derudover at tage h\u00f8jde for de langtidssigtede effekter af kommunikationsstrategier. If\u00f8lge Levine betyder dette, at man nu skal overveje hvilke kanaler og outlets, man p\u00e5virker, samt hvilke \u00e6ndringer, man gerne vil opn\u00e5 med kampagner, begivenheder og aktiveringer.<\/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. Respons (outcome) og effekt (impact) skal identificeres for interessenter, samfundet og organisationen.<\/strong><\/p>\n<p>Barcelona-principperne fokuserede tidligere p\u00e5 forretningsm\u00e5l som salg og indt\u00e6gter, men den opdaterede udgave har en mere holistisk tilgang til, hvad der kan og skal m\u00e5les. Det betyder, at modellen nu kan favne en bredere vifte af organisationer og kommunikationsroller, som ikke n\u00f8dvendigvis er drevet af profit.<\/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. Kommunikationsm\u00e5ling og evaluering skal inkludere b\u00e5de kvalitativ og kvantitativ analyse.<\/strong><\/p>\n<p>\u201dFor at forst\u00e5 den fulde effekt af dit arbejde b\u00f8r du g\u00f8re brug af alle metoder til at m\u00e5le respons.\u201d S\u00e5dan opsummerede Levine sin beskrivelse af, hvordan dette princip har udviklet sig fra ikke bare at kvantificere, men ogs\u00e5 at forst\u00e5, hvordan budskaber bliver modtaget, troet p\u00e5 og fortolket.<\/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. Estimerede annonceomkostninger er ikke lig med v\u00e6rdien af kommunikation<\/strong><\/p>\n<p>Budskabet er stadig konsekvent og klart: \u201dvi tror fortsat p\u00e5, at estimerede annonceomkostninger ikke viser v\u00e6rdien af vores arbejde\u201d. Det er vigtigt, at kommunikationsm\u00e5ling og -evaluering anvender en dybere, mere nuanceret og alsidig tilgang til at forst\u00e5 effekten af kommunikation.<\/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. Holistisk kommunikationsm\u00e5ling og -evaluering inkluderer alle relevante online- og offline-kanaler.<\/strong><\/p>\n<p>Vores grundl\u00e6ggende princip om, at sociale medier kan og skal m\u00e5les, er \u00e5benlyst rigtigt i dag. 2020-opdateringen afspejler den banebrydende \u00e6ndring, der er sket i forst\u00e5elsen af sociale kommunikationsmediers muligheder og indflydelse. Denne \u00e6ndring indeb\u00e6rer, at alle relevante online- og offline-kanaler skal m\u00e5les og evalueres p\u00e5 lige fod. AMEC\u2019s rammer for m\u00e5ling fremmer klarhed over earned, owned, shared og paid kanaler for at sikre en ensrettet tilgang til et f\u00e6lles m\u00e5l.<\/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. Kommunikationsm\u00e5ling- og evaluering er baseret p\u00e5 integritet og transparens for at fremme l\u00e6ring og indsigt.<\/strong>.<\/p>\n<p>Der er i dag et stort fokus p\u00e5 persondata og forvaltning af dette omr\u00e5de, da organisationer bestr\u00e6ber sig p\u00e5 at overholde nye dataregulativer som GDPR. Det betyder, at gennemt\u00e6nkt, konsekvent og vedvarende m\u00e5ling stiller krav til integritet og transparens. Dette underst\u00f8tter desuden, at m\u00e5ling ikke bare handler om dataindsamling- og sporing, men ogs\u00e5 om at l\u00e6re af evalueringer og at applicere ny viden i fremtidig kommunikationsplanl\u00e6gning. Dette er en anerkendelse af behovet for at v\u00e6re transparent omkring den kontekst, som kommunikationsprogrammer udfoldes i, og at v\u00e6re klar over potentielle bias, der findes i anvendte v\u00e6rkt\u00f8jer, metodologi og fortolkninger.<\/p>\n<p>Barcelona-principperne 3.0 er resultatet af et st\u00e6rkt samarbejde verden over. De er udviklede til at v\u00e6re brugbare for den verden, som kommunikationsindustrien opererer i, og udviklingen vil forts\u00e6tte i de kommende \u00e5r.<\/p>\n<\/div><\/section><\/p><\/div>\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-7df9b826010e188ddd51515c4d16c8ec\">\n.avia-image-container.av-khc2hg5z-7df9b826010e188ddd51515c4d16c8ec img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-khc2hg5z-7df9b826010e188ddd51515c4d16c8ec 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