{"id":199830,"date":"2020-12-01T11:16:59","date_gmt":"2020-12-01T11:16:59","guid":{"rendered":"https:\/\/amecorg.com\/?page_id=199830"},"modified":"2020-12-01T11:17:59","modified_gmt":"2020-12-01T11:17:59","slug":"barcelona-principles-3-0","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/hr\/barcelona-principles-3-0\/","title":{"rendered":"Barcelona Principles 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>Evolucija Barcelona Principa u 2020. godini poo\u0161trit \u0107e fokus komunikacijske industrije na inkluzivnost, utjecaj i integritet.<\/strong><\/p>\n<p>Deset godina je pro\u0161lo otkako su Barcelona Principi prvi put predstavili konsenzus industrije na globalnoj razini u pogledu mjerenja i evaluacije komunikacije, pet godina od zadnje revizije. Otada se mnogo toga promijenilo u dinami\u010dnoj i brzorastu\u0107oj komunikacijskoj industriji.<\/p>\n<p>Neke prakse koje su prije deset godina bile nove sada su stare \u2013 \u010dak i prakse iz a\u017eurirane verzije Principa iz 2015. sada vi\u0161e ne odgovaraju trenutku. Kako bi Barcelona Principi ostali relevantni kao osnova mjerenja u\u010dinaka i evaluacije komunikacije, moraju se prikladno osvje\u017eiti i reflektirati trenutnu situaciju na tr\u017ei\u0161tu. Relevantnost Barcelona principa pro\u0161irena je na jo\u0161 \u0161iri i raznolikiji spektar organizacija i uloga, \u010dime se \u017eeli pokazati da su mjerenje i evaluacija jednako va\u017ene i u komunikaciji javne uprave, dobrotvornih i nevladinih organizacija te ostalih nekomercijalnih subjekata.<\/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 Principles 3.0<\/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. Postavljanje mjerljivih ciljeva apsolutni je preduvjet za planiranje, mjerenje i vrednovanje komunikacije<\/strong><\/p>\n<p>SMART princip odre\u0111ivanja ciljeva, po kojemu oni moraju biti specifi\u010dni, mjerljivi, konkretni, relevantni i ostvarivi u zadanom vremenskom roku, kao temelj za planiranje komunikacije, promaknut je u apsolutni preduvjet. On isti\u010de mjerenje i vrednovanje kao klju\u010dnu komponentu u procesu planiranja, koja artikulira ciljane ishode i na\u010din na koji \u0107e biti mjeren i vrednovan napredak prema tim ciljevima.<\/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. Mjerenje i evaluacija komunikacije trebali bi identificirati rezultate, ishode i potencijalni utjecaj komunikacije (output \u2013 outcome \u2013 impact)<\/strong><\/p>\n<p>Nekada su Principi preporu\u010dali mjeriti ishod (outcome), u odnosu na jednostavno brojanje rezultata komunikacijske produkcije (output). Revidirani principi pro\u0161iruju to na dugoro\u010dni utjecaj komunikacijske strategije (impact). Prema Levineu, to zna\u010di imati na umu \u201ckanale na koje vr\u0161imo utjecaj i promjenu koju bismo htjeli vidjeti kroz kampanje, doga\u0111aje i aktivacije.\u201d<\/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. Ishod i utjecaj (outcome and impact) trebaju biti identificirani za sve dionike, dru\u0161tvo i organizacije<\/strong><\/p>\n<p>Od prvotnog fokusa na poslovne metrike, kao \u0161to su prodaja i prihod, revizija 2020 obuhva\u0107a holisti\u010dki pristup koji uklju\u010duje \u0161iri spektar organizacija i uloga komunikacije od pukog ostvarivanja profita.<\/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. Mjerenje i evaluacija komunikacije mora uklju\u010divati kako kvalitativne, tako i kvantitativne mjere i analize.<\/strong><\/p>\n<p>Osim samih brojki, va\u017eno je i razumijevanje onog \u0161to smo izmjerili. PR ima cilj doprijeti do prave publike, u pravo vrijeme, sa pravim porukama i na pravi na\u010din. Da bismo razumjeli prirodu takve komunikacije, moramo koristiti sve dostupne metode. Od koli\u010dine poruka i kanala na kojima su poruke prenesene, do razumijevanja sadr\u017eaja i utjecaja tih poruka na ciljnu publiku.<\/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 nije mjera komunikacije<\/strong><\/p>\n<p>Poruka ostaje konzistentna i jasna, \u201cnastavljamo vjerovati da AVE ne demonstrira vrijednost na\u0161eg rada\u201d. Va\u017eno je da mjerenje i vrednovanje komunikacije obuhvati bogatiji, vi\u0161e nijansirani pristup razumijevanju i utjecaju komunikacija.<\/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. Holisti\u010dki pristup mjerenja i evaluacije komunikacije uklju\u010duje sve relevantne mre\u017ene i izvanmre\u017ene kanale<\/strong><\/p>\n<p>Na\u0161 temeljni princip da dru\u0161tveni mediji mogu i moraju biti mjereni danas je toliko o\u010dit.<\/p>\n<p>Ponavljanje ovog principa u 2020. godini odra\u017eava promjenu igre i pomak u mogu\u0107nostima i utjecaju koji ima komunikacija na dru\u0161tvenim mre\u017eama, tako da svi relevantni mre\u017eni i izvanmre\u017eni kanali moraju biti mjereni i vrednovani ravnopravno. AMEC-ov okvir za vrednovanje komunikacije (AMEC measurement framework) promovira jasno razvrstavanje zara\u0111enih, vlastitih, dijeljenih i pla\u0107enih kanala komunikacije kako bi osigurao konzistentni pristup prema zajedni\u010dkom cilju.<\/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. Mjerenje i evaluacija komunikacije temelje se na integritetu i transparentnosti kako bi se potaknulo u\u010denje i uvidi<\/strong><\/p>\n<p>Jasno, konzistentno i odr\u017eivo mjerenje zahtjeva integritet i transparentnost s obzirom na za\u0161titu osobnih podataka i nove regulacije, kao \u0161to je GDPR, s kojima se susre\u0107u organizacije.<br \/>\nEvaluacija komunikacije nije samo puko prikupljanje podataka, nego u\u010denje i primjena ste\u010denih znanja u novo planiranje komunikacije. Transparentnost se mora ispo\u0161tovati i u smislu transparentnih metoda i metrike koja se koristi, uz svjesnost o postojanju predrasuda i specifi\u010dnosti konteksta prilikom takvih mjerenja.<\/p>\n<p>Barcelona Principi 3.0 su nastali kao rezultat istinskog globalnog timskog rada. Evoluirali su kako bi postali primjenjivi u dana\u0161njem svijetu komunikacijske industrije te \u0107e se nastavljati razvijati u budu\u0107nosti.<\/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-313af5198bd4a23e59804a20ffd7cf0f\">\n.avia-image-container.av-khc2hg5z-313af5198bd4a23e59804a20ffd7cf0f img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-khc2hg5z-313af5198bd4a23e59804a20ffd7cf0f 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