{"id":197988,"date":"2020-11-19T10:15:48","date_gmt":"2020-11-19T10:15:48","guid":{"rendered":"https:\/\/amecorg.com\/?page_id=197988"},"modified":"2020-11-19T10:16:16","modified_gmt":"2020-11-19T10:16:16","slug":"barcelona-principles-3","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/fr\/barcelona-principles-3\/","title":{"rendered":"Principes de Barcelone 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>Les Principes de Barcelone 3.0, pr\u00e9sent\u00e9s lors du Sommet virtuel AMEC par Ben Levine, Directeur Associ\u00e9, TRUE Global Intelligence et Directeur du conseil d&rsquo;administration d&rsquo;AMEC.<\/strong><\/p>\n<p>L\u2019\u00e9volution en 2020 des principes de Barcelone, mod\u00e8le mondialement reconnu, va renforcer l\u2019accent port\u00e9 par l\u2019industrie de la communication\/des relations publiques sur l\u2019inclusion, l\u2019impact et l\u2019int\u00e9grit\u00e9.<\/p>\n<p>Les principes de Barcelone ont pr\u00e9sent\u00e9 il y a dix ans, pour la premi\u00e8re fois, un consensus sectoriel sur l\u2019analyse et l\u2019\u00e9valuation dont la derni\u00e8re mise \u00e0 jour date d\u2019il y a 5 ans. Dans un secteur de la communication en constante \u00e9volution, beaucoup de choses ont chang\u00e9 durant cette p\u00e9riode.<\/p>\n<p>Les Principes de Barcelone 3.0 reconnaissent que les pratiques courantes il y a 10 ans \u2013 voire il y a cinq ans &#8211; peuvent maintenant \u00eatre d\u00e9pass\u00e9es, \u00e0 la suite des grands changements au cours des derni\u00e8res ann\u00e9es. D\u2019autant plus, les Principes de Barcelone 3.0 sont devenus pertinents pour une gamme d\u2019organisations et de r\u00f4les plus large et plus diversifi\u00e9e. Les meilleures pratiques de l\u2019analyse et de l&rsquo;\u00e9valuation sont tout aussi essentielles dans les communications gouvernementales, les organismes caritatifs, les organisations non gouvernementales et d&rsquo;autres entit\u00e9s non commerciales.<\/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>Principes de Barcelone 3.0 : une explication<\/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. Etablir des objectifs est essentielle pour la planification, pour l\u2019analyse et pour l&rsquo;\u00e9valuation des actions de communication.<\/strong><\/p>\n<p>Les objectifs SMART (sp\u00e9cifiques, mesurables, atteignables, r\u00e9alistes et temporellement d\u00e9finis) sont maintenant une condition pr\u00e9alable essentielle pour la planification des actions de communication. L\u2019analyse et l&rsquo;\u00e9valuation sont primordiales pour la planification, pour d\u00e9finir et d\u00e9crire les r\u00e9sultats cibles et pour \u00e9valuer le progr\u00e8s vers ces r\u00e9sultats.<\/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. L\u2019analyse et l&rsquo;\u00e9valuation doivent identifier les productions (ce que vous avez pr\u00e9par\u00e9 et distribu\u00e9), ses retomb\u00e9es (les messages re\u00e7us et per\u00e7us par les intervenants cibl\u00e9s), les r\u00e9sultats (l\u2019effet de la communication sur l\u2019intervenant et les changements effectu\u00e9s par l\u2019intervenant) ainsi que l\u2019impact (le r\u00e9sultat du changement chez l\u2019intervenant sur votre organisation).<\/strong><\/p>\n<p>En 2010, les premiers Principes de Barcelone ont conseill\u00e9 l\u2019analyse des r\u00e9sultats plut\u00f4t que des productions. Les Principes 3.0 prennent compte de l&rsquo;impact \u00e0 long terme de la strat\u00e9gie de communication. Selon Levine, il faut r\u00e9fl\u00e9chir aux \u00ab canaux sur lesquels nous avons un impact et aux changements que nous aimerions voir \u00e0 travers des campagnes, des \u00e9v\u00e9nements et des activations \u00bb.<\/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. Les r\u00e9sultats et l&rsquo;impact doivent \u00eatre identifi\u00e9s pour les parties prenantes (\u2018stakeholders\u2019), la soci\u00e9t\u00e9 et l&rsquo;organisation.<\/strong><\/p>\n<p>A l\u2019origine on a mis l&rsquo;accent sur les mesures commerciales, telles que les ventes et les revenus. La mise \u00e0 jour 2020 conseille une vision plus holistique de la performance. Les Principes s\u2019appliquent donc \u00e0 une gamme d\u2019organisations plus large et non seulement ax\u00e9s sur le 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. La mesure et l&rsquo;\u00e9valuation de la communication devraient combiner des mesures qualitatives et quantitatives.<\/strong><\/p>\n<p>\u00ab Pour comprendre tout l&rsquo;impact de votre travail, il est essentiel que vous utilisiez la suite compl\u00e8te de m\u00e9thodes pour mesurer ces r\u00e9sultats \u00bb, a r\u00e9sum\u00e9 Levine. Il d\u00e9crit l&rsquo;\u00e9volution des principes non seulement pour compter le taux des messages, mais aussi pour comprendre comment les messages sont re\u00e7us et interpr\u00e9t\u00e9s.<\/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. Les EVP (\u00e9quivalents en valeur publicitaire) ne mesurent pas la valeur des actions de communication.<\/strong><\/p>\n<p>Le message reste coh\u00e9rent et clair ; \u00ab Nous continuons de croire que les EAV ne d\u00e9montrent pas la valeur de notre travail. \u00bb Il est important que l\u2019analyse et l&rsquo;\u00e9valuation des actions de communication utilisent une approche plus nuanc\u00e9e et \u00e0 multiples facettes pour comprendre l&rsquo;impact des actions de communication.<\/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. L\u2019analyse et l&rsquo;\u00e9valuation de la communication doivent inclure tous les canaux pertinents en ligne et hors ligne.<\/strong><\/p>\n<p>Il est fondamental que les m\u00e9dias sociaux puissent et soient mesur\u00e9s \u2013 et ceci est devenu d\u2019autant plus \u00e9vident aujourd&rsquo;hui. Les Principes de 2020 refl\u00e8tent le changement radical des capacit\u00e9s, des opportunit\u00e9s et de l&rsquo;influence des m\u00e9dias sociaux. Tous les canaux pertinents en ligne et hors ligne doivent \u00eatre mesur\u00e9s et \u00e9valu\u00e9s de la m\u00eame mani\u00e8re. Le cadre de mesure AMEC favorise la clart\u00e9 entre les canaux gagn\u00e9s, d\u00e9tenus, partag\u00e9s et payants pour assurer la coh\u00e9rence de l&rsquo;approche vers un objectif commun.<\/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. La mesure et l&rsquo;\u00e9valuation de la communication sont ancr\u00e9es dans l&rsquo;int\u00e9grit\u00e9 et la transparence pour favoriser l&rsquo;apprentissage et les connaissances.<\/strong><\/p>\n<p>Une mesure solide, coh\u00e9rente et soutenue exige l&rsquo;int\u00e9grit\u00e9 et la transparence en reconnaissance de l&rsquo;attention port\u00e9e aujourd&rsquo;hui \u00e0 la confidentialit\u00e9 et \u00e0 la gestion des donn\u00e9es, alors que les organisations se conforment aux nouvelles r\u00e9glementations, telles que le RGPD. Il s&rsquo;agit \u00e9galement d&rsquo;une d\u00e9claration selon laquelle la mesure ne concerne pas simplement la veille et la pige des donn\u00e9es, mais \u00e9galement l&rsquo;apprentissage de l&rsquo;\u00e9valuation et la r\u00e9 application des connaissances dans la planification des communications. Il reconna\u00eet la n\u00e9cessit\u00e9 d&rsquo;\u00eatre transparent sur le contexte dans lequel les programmes sont ex\u00e9cut\u00e9s et d&rsquo;\u00eatre conscient de tout biais pouvant exister dans les outils, m\u00e9thodologies et interpr\u00e9tations appliqu\u00e9s.<\/p>\n<p>Les Principes de Barcelone 3.0 ont vu le jour gr\u00e2ce \u00e0 un v\u00e9ritable effort d&rsquo;\u00e9quipe \u00e0 travers le monde. Dans cette \u00e9volution, ils se sont mis \u00e0 jour pour le monde de la communication d\u2019aujourd\u2019hui et ils vont encore \u00e9voluer dans les ann\u00e9es \u00e0 venir.<\/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-a902d3363433421c8a96e6738818422d\">\n.avia-image-container.av-khc2hg5z-a902d3363433421c8a96e6738818422d img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-khc2hg5z-a902d3363433421c8a96e6738818422d 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src=\"https:\/\/amec.blazedev.co.uk\/wp-content\/uploads\/2020\/11\/Barcelona-Principles-Infographic-3-0-scaled.jpg\" alt='' title='Barcelona Principles Infographic 3-0'  height=\"2560\" width=\"1535\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/amec.blazedev.co.uk\/wp-content\/uploads\/2020\/11\/Barcelona-Principles-Infographic-3-0-scaled.jpg 1535w, https:\/\/amec.blazedev.co.uk\/wp-content\/uploads\/2020\/11\/Barcelona-Principles-Infographic-3-0-180x300.jpg 180w, https:\/\/amec.blazedev.co.uk\/wp-content\/uploads\/2020\/11\/Barcelona-Principles-Infographic-3-0-614x1024.jpg 614w, https:\/\/amec.blazedev.co.uk\/wp-content\/uploads\/2020\/11\/Barcelona-Principles-Infographic-3-0-768x1281.jpg 768w, https:\/\/amec.blazedev.co.uk\/wp-content\/uploads\/2020\/11\/Barcelona-Principles-Infographic-3-0-921x1536.jpg 921w, https:\/\/amec.blazedev.co.uk\/wp-content\/uploads\/2020\/11\/Barcelona-Principles-Infographic-3-0-1228x2048.jpg 1228w, https:\/\/amec.blazedev.co.uk\/wp-content\/uploads\/2020\/11\/Barcelona-Principles-Infographic-3-0-900x1500.jpg 900w, https:\/\/amec.blazedev.co.uk\/wp-content\/uploads\/2020\/11\/Barcelona-Principles-Infographic-3-0-423x705.jpg 423w, https:\/\/amec.blazedev.co.uk\/wp-content\/uploads\/2020\/11\/Barcelona-Principles-Infographic-3-0-120x200.jpg 120w\" sizes=\"(max-width: 1535px) 100vw, 1535px\" \/><\/a><\/div><\/div><\/div><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1rfz10x-3c0042a15f754f5747a67090bb09906d\">\n.flex_column.av-1rfz10x-3c0042a15f754f5747a67090bb09906d{\nborder-radius:0px 0px 0px 0px;\npadding:20px 20px 20px 20px;\nbackground-color:#ffffff;\n}\n<\/style>\n<div  class='flex_column av-1rfz10x-3c0042a15f754f5747a67090bb09906d av_one_third  avia-builder-el-13  el_after_av_one_third  avia-builder-el-last  whitebox first flex_column_div  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" 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aria-label='Intrado'><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-198614 avia-img-lazy-loading-not-198614 avia_image ' src=\"https:\/\/amec.blazedev.co.uk\/wp-content\/uploads\/2020\/11\/intrado-logo-300x150.png\" alt='' title='Intrado'  height=\"150\" width=\"300\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/amec.blazedev.co.uk\/wp-content\/uploads\/2020\/11\/intrado-logo-300x150.png 300w, https:\/\/amec.blazedev.co.uk\/wp-content\/uploads\/2020\/11\/intrado-logo-250x125.png 250w, https:\/\/amec.blazedev.co.uk\/wp-content\/uploads\/2020\/11\/intrado-logo.png 600w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-khnhipyx-d82b0e2fc73c1b8937d62fbf9293ef27\">\n#top .hr.hr-invisible.av-khnhipyx-d82b0e2fc73c1b8937d62fbf9293ef27{\nheight:20px;\n}\n<\/style>\n<div  class='hr av-khnhipyx-d82b0e2fc73c1b8937d62fbf9293ef27 hr-invisible  avia-builder-el-16  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>Commetric+Intrado<\/strong><\/p>\n<\/div><\/section><\/p><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":197993,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-197988","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>Principes de 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