{"id":199566,"date":"2020-11-26T17:01:20","date_gmt":"2020-11-26T17:01:20","guid":{"rendered":"https:\/\/amecorg.com\/?page_id=199566"},"modified":"2020-11-30T17:03:24","modified_gmt":"2020-11-30T17:03:24","slug":"prinsip-barcelona-3-0","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/ms\/prinsip-barcelona-3-0\/","title":{"rendered":"Prinsip Barcelona 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>Prinsip Barcelona 3.0, dibentangkan ketika Sidang Maya AMEC oleh Ben Levine, Pengarah TRUE Global Intelligence dan Pengarah Lembaga AMEC.<\/strong><\/p>\n<p>Evolusi Prinsip Barcelona yang dipercayai di seluruh dunia akan menajamkan fokus industri komunikasi ke arah yang lebih memberi impak, mementingkan integriti dan menyeluruh.<\/p>\n<p>Telah lebih sepuluh tahun sejak Prinsip Barcelona diperkenalkan sebagai kata sepakat seluruh industri berkenaan pengukuran dan penilaian, dan lima tahun sejak penambahbaikannya. Di dalam industri komunikasi yang pesat membangun, banyak perubahan telah berlaku.<\/p>\n<p>Disebabkan itu Prinsip Barcelona 3.0 menetapkan bahawa amalan biasa di tahun 2010 dan 2015 berkemungkinan telah menjadi lapuk, lantaran pelbagai pembaharuan yang berlaku sejak 2-3 tahun yang lalu. Di samping itu, ia juga telah diperluaskan untuk merangkumi kepentingan pengukuran dan penilaian komunikasi terhadap bidang seperti komunikasi kerajaan, badan amal, badan bukan kerajaan serta badan bukan komersial.<\/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>Prinsip Barcelona 3.0: suatu 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. Penetapan tujuan sebagai prasyarat mutlak untuk perancangan, pengukuran, dan penilaian komunikasi.<\/strong><\/p>\n<p>Prinsip SMART (spesifik, boleh diukur, pelaksanaan, relevan, dan mengikut masa) yang menjadi asas kepada perancangan komunikasi telah dinaik taraf menjadi prasyarat penting. Ini akan memacu pengukuran dan penilaian sebagai komponen teras dalam proses perancangan, mengartikulasikan hasil sasaran, dan bagaimana kemajuan ke arah hasilnya akan dinilai.<\/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 penilaian harus mengenal pasti hasil, kesan, dan potensi daripada kesan tersebut.<\/strong><\/p>\n<p>Sebelum ini, Prinsip Barcelona mengesyorkan agar hasil penilaian diukur dan bukannya hanya dihitung. Prinsip yang baharu memperluaskannya untuk menambah kesan jangka panjang strategi komunikasi. Menurut Levine, ini bermaksud memikirkan tentang \u201csaluran yang akan terkesan, dan perubahan yang ingin dilihat melalui kempen, acara, dan pengaktifan strategi\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. Hasil dan impak harus diidentifikasi untuk pihak berkepentingan, masyarakat, dan organisasi.<\/strong><\/p>\n<p>Dari fokus asal pada metrik perniagaan, seperti penjualan dan keuntungan, kemas kini 2020 akan merangkumi pandangan prestasi yang lebih holistik. Ia mendorong kepada suatu model yang merangkumi lebih pelbagai organisasi dan peranan komunikasi yang tidak semestinya 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 penilaian komunikasi harus merangkumi analisis kualitatif dan kuantitatif.<\/strong><\/p>\n<p>\u201cUntuk memahami impak menyeluruh kerja anda, adalah penting untuk anda menggunakan seluruh kaedah untuk mengukur hasil tersebut,\u201d ujar Levine dalam menerangkan berkenaan evolusi prinsip ini yang tidak hanya sekadar mengukur, tetapi juga memahami bagaimana mesej komunikasi diterima, dipercayai, 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. Nilai pengiklanan (AVE) adalah bukan nilai komunikasi.<\/strong><\/p>\n<p>Mesej yang konsisten dan jelas adalah \u201ckami terus percaya bahawa AVE tidak menunjukkan nilai sebenar kerja kami\u201d. Adalah penting untuk pengukuran dan penilaian komunikasi menggunakan pendekatan yang lebih bernuansa dan merangkumi pelbagai aspek untuk memahami kesan 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 penilaian komunikasi secara holistik merangkumi semua saluran dalam talian dan luar talian yang relevan.<\/strong><\/p>\n<p>Prinsip awal kami yang menekankan bahawa media sosial harus diukur adalah sangat ketara sekarang. Prinsip versi 2020 mencerminkan keupayaan, peluang, dan pengaruh komunikasi sosial di mana ianya harus diukur dan dinilai setara. Kerangka pengukuran AMEC mempromosikan penjelasan di saluran-saluran yang diperoleh, dimiliki, dikongsi, dan berbayar 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><strong>7. Pengukuran dan penilaian komunikasi harus berakar pada integriti dan ketelusan yang mendorong kepada pembelajaran dan penghasilan pandangan<\/strong>.<\/p>\n<p>Pengukuran yang baik, konsisten, dan berlanjutan memerlukan integriti dan ketelusan di kala organisasi perlu mematuhi peraturan baru seperti GPDR akibat perhatian lebih diberikan kepada privasi dan pengawasan data. Penyataan ini juga menunjukkan bahawa pengukuran adalah bukan hanya berkenaan pengumpulan dan penjejakan data, tetapi juga berkenaan pembelajaran daripada penilaian dan menerapkannya dalam perancangan komunikasi. Ia juga menunjukkan keperluan untuk menjadi telus dari segi kemungkinan terdapat berat sebelah dalam konteks penggunaan alat, metodologi, dan penafsiran data.<\/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-34cad281cb65e0e3b5589c7b4f8c62a7\">\n.avia-image-container.av-khc2hg5z-34cad281cb65e0e3b5589c7b4f8c62a7 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-khc2hg5z-34cad281cb65e0e3b5589c7b4f8c62a7 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noreferrer\">www.isentia.com<\/a><\/p>\n<\/div><\/section><\/p><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":199581,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-199566","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>Prinsip Barcelona 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=\"ms_MY\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Prinsip Barcelona 3.0\" \/>\n<meta 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