{"id":198220,"date":"2020-11-19T10:28:49","date_gmt":"2020-11-19T10:28:49","guid":{"rendered":"https:\/\/amecorg.com\/?page_id=198220"},"modified":"2020-11-19T10:28:49","modified_gmt":"2020-11-19T10:28:49","slug":"barcelona-principles-3","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/id\/barcelona-principles-3\/","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>Barcelona Principles 3.0 diperkenalkan pada AMEC Virtual Summit oleh Ben Levine, Direktur &amp; Partner TRUE Global Intelligence sekaligus menjabat sebagai Direktur AMEC<\/strong><\/p>\n<p>Evolusi dari Barcelona Principles, yang dipercaya secara global, di tahun 2020 ini akan mempertajam fokus industri komunikasi pada inklusi, dampak, dan integritas.<\/p>\n<p>Sudah 10 tahun sejak Barcelona Principles pertama kali memperkenalkan konsensus tentang pengukuran dan evaluasi di seluruh industri, dan sudah 5 tahun sejak Barcelona Principles terakhir diperbarui. Di industri komunikasi yang bergerak cepat, banyak hal telah berubah dalam selang waktu tersebut.<\/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: Sebuah penjelasan<\/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. Menetapkan tujuan akhir merupakan syarat wajib dalam merencanakan komunikasi, pengukuran, dan evaluasi.<\/strong><\/p>\n<p>Tujuan dari prinsip dasar SMART (spesifik, terukur, dapat dilakukan, relevan, dibatasi oleh waktu) sebagai fondasi untuk perencanaan komunikasi telah dijadikan sebagai syarat yang sangat penting. Hal tersebut mendorong pengukuran dan evaluasi sebagai komponen inti dari proses perencanaan itu sendiri, mengartikulasikan target yang ingin dicapai, dan menilai progres untuk mencapai hal tersebut.<\/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. Pengukuran dan evaluasi harus dapat mengidentifikasi hasil kegiatan, pencapaian dan dampak potensial.<\/strong>.<\/p>\n<p>Sebelumnya, the Principles merekomendasikan untuk mengukur pencapaian, daripada hanya mengukur hasil kegiatan. Prinsip yang telah diperbarui memperluas ini untuk mempertimbangan dampak jangka panjang dari strategi komunikasi. Menurut Levine, hal ini berarti mempertimbangkan tentang \u201clini-lini yang kita pengaruhi, dan mengubah apa yang ingin kita lihat dari sebuah kampanye, acara, dan aktivasi\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. Pencapaian dan dampak harus dapat diidentifikasi untuk pemangku kepentingan, masyarakat, dan organisasi.<\/strong><\/p>\n<p>Dari fokus awal pada metrik bisnis, seperti penjualan dan pendapatan, pembaruan 2020 merangkul pandangan kinerja yang lebih holistik. Hal ini memungkinkan model menjadi lebih inklusif dari berbagai organisasi dan peran komunikasi yang lebih luas, yang belum tentu didorong oleh keuntungan.<\/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. Pengukuran dan evaluasi komunikasi harus mencakup analisis kualitatif dan kuantitatif.<\/strong><\/p>\n<p>&#8220;Untuk memahami dampak menyeluruh dari pekerjaan Anda, sangat penting bagi Anda untuk menggunakan metode rangkaian lengkap guna mengukur hasil tersebut,&#8221; dirangkum oleh Levine dalam mendeskripsikan evolusi prinsip ini untuk tidak hanya mengukur, tetapi juga memahami bagaimana pesan diterima, diyakini, dan ditafsirkan.<\/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 bukanlah nilai dari suatu komunikasi.<\/strong><\/p>\n<p>Pesannya tetap konsisten dan jelas; \u201ckami terus percaya bahwa AVE tidak menunjukkan nilai dari pekerjaan kami.\u201d Pengukuran dan evaluasi komunikasi harus menggunakan pendekatan yang lebih luas, lebih bernuansa, dan lebih bersegi untuk memahami dampak dari komunikasi.<\/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. Pengukuran dan evaluasi komunikasi yang menyeluruh mencakup semua saluran online dan offline yang relevan.<\/strong><\/p>\n<p>Prinsip dasar kami bahwa media sosial dapat dan harus diukur saat ini, sangat jelas. Iterasi tahun 2020 mencerminkan perubahan yang mengubah segalanya dalam hal kemampuan, peluang, dan pengaruh komunikasi sosial, sehingga semua saluran online dan offline yang relevan harus diukur dan dievaluasi secara setara. Kerangka pengukuran AMEC mengedepankan kejelasan di seluruh saluran yang diperoleh, dimiliki, dibagikan, dan dibayar untuk memastikan konsistensi dalam pendekatan menuju tujuan bersama.<\/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>7. Pengukuran dan evaluasi komunikasi berakar pada integritas dan transparansi untuk mendorong pembelajaran dan wawasan.<\/p>\n<p>Barcelona Principles 3.0 adalah hasil dari upaya tim yang sesungguhnya di seluruh dunia. Hal ini telah berevolusi agar dapat diterapkan ke dunia di mana industri komunikasi dan semua yang bekerja di dalamnya dapat beroperasi dan akan terus berkembang untuk tahun-tahun mendatang.<\/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-505af4f5425e82c9a0da0da278f7a3ff\">\n.avia-image-container.av-khc2hg5z-505af4f5425e82c9a0da0da278f7a3ff img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-khc2hg5z-505af4f5425e82c9a0da0da278f7a3ff 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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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by<\/strong><\/h4>\n<p><strong>Isentia<\/strong><\/p>\n<\/div><\/section><\/p><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":198224,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-198220","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>Barcelona Principles 3.0 - AMEC | International Association for the Measurement and Evaluation of Communication<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"id_ID\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Barcelona 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