{"id":197725,"date":"2020-11-19T09:43:33","date_gmt":"2020-11-19T09:43:33","guid":{"rendered":"https:\/\/amecorg.com\/?page_id=197725"},"modified":"2020-11-19T09:45:02","modified_gmt":"2020-11-19T09:45:02","slug":"barcelona-principles-3","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/fi\/barcelona-principles-3\/","title":{"rendered":"Barcelonan periaatteet 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 Principles 3.0, jotka Ben Levine, TRUE Global Intelligence johtaja ja osakas sek\u00e4 AMECin hallituksen puheenjohtaja, esitteli AMEC Virtual Summit -kokouksessa. <\/strong><\/p>\n<p>Maailmanlaajuisesti k\u00e4ytettyjen Barcelonan periaatteiden kehitys vuonna 2020 tulee lis\u00e4\u00e4m\u00e4\u00e4n viestint\u00e4alan keskittymist\u00e4 osallisuuteen, vaikuttavuuteen ja tietoturvan loukkaamattomuuteen.<\/p>\n<p>On kulunut kymmenen vuotta siit\u00e4, kun Barcelonan periaatteet ensimm\u00e4isen kerran esittiv\u00e4t toimialakohtaisen yhteisymm\u00e4rryksen mittaamisesta ja arvioinnista ja viisi vuotta sen viimeisimm\u00e4st\u00e4 p\u00e4ivityksest\u00e4. Nopeasti muuttuvassa viestint\u00e4teollisuudessa paljon on muuttunut siin\u00e4 ajassa.<\/p>\n<p>Siksi Barcelona Principles 3.0 toteaakin, ett\u00e4 yleiset k\u00e4yt\u00e4nn\u00f6t vuonna 2010 &#8211; jopa vuonna 2015 &#8211; voivat nyt olla vanhentuneita. Erityisesti viimeisten 2\u20133 vuoden aikana on tapahtuntu perustavaa laatua olevia muutoksia. Barcelona Principles on lis\u00e4ksi kasvattanut merkityst\u00e4\u00e4n, kattaen nyt laaja-alaisemman ja monipuolisemman organisaatioiden ja roolien joukon. Mittaamisen ja arvioinnin parhaat k\u00e4yt\u00e4nn\u00f6t ovat yht\u00e4 t\u00e4rkeit\u00e4 valtion viestinn\u00e4ss\u00e4, hyv\u00e4ntekev\u00e4isyysj\u00e4rjest\u00f6iss\u00e4, kansalaisj\u00e4rjest\u00f6iss\u00e4 ja muissa ei-kaupallisissa yhteis\u00f6iss\u00e4.<\/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>Barcelona Principles 3.0: selitys<\/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. Tavoitteiden asettaminen on ehdoton edellytys viestinn\u00e4n suunnittelulle, mittaamiselle ja arvioinnille.<\/strong><\/p>\n<p>SMART-tavoitteiden (erityiset, mitattavissa olevat, toteutettavissa olevat, merkitykselliset ja ajallisesti sidotut) p\u00e4\u00e4periaatteet viestinn\u00e4n suunnittelun perustana on nostettu olennaiseksi edellytykseksi. SMART painottaa mittaamista ja arviointia suunnitteluprosessin ydinkomponenttina, ilmaisemalla tavoitetulokset ja miten niiden edistymist\u00e4 arvioidaan.<\/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. Mittauksessa ja arvioinnissa olisi yksil\u00f6it\u00e4v\u00e4 tuotokset, tulokset ja mahdolliset vaikutukset.<\/strong><\/p>\n<p>Aikaisemmin periaatteet suosittelivat tulosten mittaamista eik\u00e4 pelk\u00e4st\u00e4\u00e4n tulosten laskemista. P\u00e4ivitetyt periaatteet laajentavat t\u00e4t\u00e4 huomioimaan viestint\u00e4strategian pitk\u00e4n aikav\u00e4lin vaikutukset. Levine sanoo, ett\u00e4 t\u00e4m\u00e4 tarkoittaa ajattelua &#8221;kanavista, joihin olemme vaikuttaneet, ja muutoksista, jotka haluaisimme n\u00e4hd\u00e4 kampanjoiden, tapahtumien ja aktivointien kautta&#8221;.<\/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. Tulokset ja vaikutukset sidosryhmiin, yhteiskuntaan ja organisaatioihin on tunnistettava<\/strong><\/p>\n<p>Alkuper\u00e4inen painopiste oli liiketoimintamittareissa, kuten myynti ja tulot, mutta vuoden 2020 p\u00e4ivitys keskittyy kokonaisvaltaisempaan kuvaan suorituskyvyst\u00e4. N\u00e4in malli ottaa huomioon laajemman joukon organisaatioita ja viestint\u00e4rooleja, jotka eiv\u00e4t v\u00e4ltt\u00e4m\u00e4tt\u00e4 ole voittopohjaisia.<\/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. Viestinn\u00e4n mittaamisen ja arvioinnin tulisi sis\u00e4lt\u00e4\u00e4 sek\u00e4 kvalitatiivinen ett\u00e4 kvantitatiivinen analyysi.<\/strong><\/p>\n<p>&#8221;Jotta ymm\u00e4rt\u00e4isit ty\u00f6si kokonaisvaikutuksen, on ratkaisevan t\u00e4rke\u00e4\u00e4, ett\u00e4 k\u00e4yt\u00e4t kaikkia menetelmi\u00e4 n\u00e4iden tulosten mittaamiseen&#8221;, tiivisti Levine kuvaillessaan t\u00e4m\u00e4n periaatteen kehityst\u00e4 ei ainoastaan kvantifioimaan mutta my\u00f6s ymm\u00e4rt\u00e4m\u00e4\u00e4n, miten viestej\u00e4 vastaanotetaan, uskotaan ja tulkitaan.<\/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: t eiv\u00e4t ole viestinn\u00e4n arvo.<\/strong><\/p>\n<p>Viesti pysyy yhten\u00e4isen\u00e4 ja selke\u00e4n\u00e4; &#8221;Uskomme edelleen, ett\u00e4 AVE: t eiv\u00e4t osoita ty\u00f6mme arvoa.&#8221; On t\u00e4rke\u00e4\u00e4, ett\u00e4 viestinn\u00e4n mittaamisessa ja arvioinnissa k\u00e4ytet\u00e4\u00e4n rikkaampaa, vivahteikkaampaa ja monipuolisempaa l\u00e4hestymistapaa viestinn\u00e4n vaikutusten ymm\u00e4rt\u00e4miseksi.<\/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. Viestinn\u00e4n kokonaisvaltainen mittaus ja arviointi sis\u00e4lt\u00e4\u00e4 kaikki asiaankuuluvat online- ja offline-kanavat.<\/strong><\/p>\n<p>Perusperiaatteemme, jonka mukaan sosiaalista mediaa voidaan ja pit\u00e4isi mitata, on niin itsest\u00e4\u00e4nselv\u00e4 nykyp\u00e4iv\u00e4n\u00e4. Vuoden 2020 iteraatio kertoo perustavaa laatua olevasta muutoksesta sosiaalisen viestinn\u00e4n kyvyiss\u00e4, mahdollisuuksissa ja vaikutusvallassa siten, ett\u00e4 kaikkia asiaankuuluvia online- ja offline-kanavia tulisi mitata ja arvioida tasapuolisesti. AMEC-mittauskehys edist\u00e4\u00e4 selkeytt\u00e4 ansaittujen, omistettujen, jaettujen ja maksettujen kanavien v\u00e4lill\u00e4, jotta voidaan varmistaa johdonmukaisuus matkalla kohti yhteist\u00e4 tavoitetta.<\/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. Viestinn\u00e4n mittaaminen ja arviointi perustuvat tinkim\u00e4tt\u00f6myyteen ja avoimuuteen oppimisen ja oivallusten ohjaamiseksi.<\/strong><\/p>\n<p>Vakaa, johdonmukainen ja jatkuva mittaaminen edellytt\u00e4\u00e4 tinkim\u00e4tt\u00f6myytt\u00e4 ja l\u00e4pin\u00e4kyvyytt\u00e4, kun otetaan huomioon t\u00e4m\u00e4n hetkinen fokus tietosuojaan ja tiedonhallintaan organisaatioiden noudattaessa uusia s\u00e4\u00e4nn\u00f6ksi\u00e4, kuten GDPR:\u00e4\u00e4. Mittaaminen ei ole vain tietojen ker\u00e4\u00e4mist\u00e4 ja seurantaa, vaan arvioinnin pohjalta tapahtuvaa oppimista ja oivalluksien soveltamista viestinn\u00e4n suunnittelussa. On oltava avoimia asiayhteyden suhteen, jossa ohjelmia toteutetaan ja on my\u00f6s oltava tietoisia sovellettavissa ty\u00f6kaluissa, menetelmiss\u00e4 ja tulkinnoissa mahdollisesti ilmenevist\u00e4 sis\u00e4\u00e4nrakennetuista ennakkoluuloista.<\/p>\n<p>Barcelona Principles 3.0 on todellinen maailmanlaajuisen tiimity\u00f6skentelyn tulos. Periaatteet ovat kehittyneet sopeutumaan maailmaan, jossa viestint\u00e4ala ja kaikki alalla ty\u00f6skentelev\u00e4t t\u00e4ll\u00e4 hetkell\u00e4 toimivat ja kehittyv\u00e4t edelleen tulevina vuosina.<\/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_hr  flex_column_div av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-khc2hg5z-55be3df9039ce0b93d7e625ceaf0ffe9\">\n.avia-image-container.av-khc2hg5z-55be3df9039ce0b93d7e625ceaf0ffe9 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-khc2hg5z-55be3df9039ce0b93d7e625ceaf0ffe9 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el_after_av_image  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\" ><h4><strong>Translation provided by<\/strong><\/h4>\n<p><strong>Intrado<\/strong><\/p>\n<\/div><\/section><\/p><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":197728,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-197725","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.9 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Barcelonan periaatteet 3.0 - 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