{"id":197966,"date":"2020-11-19T09:55:49","date_gmt":"2020-11-19T09:55:49","guid":{"rendered":"https:\/\/amecorg.com\/?page_id=197966"},"modified":"2020-11-19T09:56:22","modified_gmt":"2020-11-19T09:56:22","slug":"barcelona-principles-3","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/no\/barcelona-principles-3\/","title":{"rendered":"Barcelona-prinsippene 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>I \u00e5r er det ti \u00e5r siden Barcelona-prinsippene ble etablert som felles bransjestandard under AMEC sitt seminar i nettopp Barcelona. Under finner du de 7 rettesnorene som vi og andre medlemmer i den globale medlemsorganisasjonen f\u00f8lger \u2013 med nye oppdateringer av \u00e5ret.<\/strong><\/p>\n<p>M\u00e5let med oppdateringen er \u00e5 ytterligere spisse kommunikasjonsbransjens fokus p\u00e5 innflytelse, inkludering og integritet. I 2020 er det alts\u00e5 ti \u00e5r siden AMEC (den internasjonale organisasjonen for m\u00e5ling og evaluering av kommunikasjon) f\u00f8rst presenterte Barcelona-prinsippene som en bransjestandard for m\u00e5ling og evaluering \u2013 og fem \u00e5r siden de samme prinsippene sist ble oppdatert.<\/p>\n<p>S\u00e5 fort som kommunikasjonsbransjen \u2013 og verden for \u00f8vrig \u2013 beveger seg i v\u00e5re dager har mye endret seg b\u00e5de p\u00e5 disse ti og fem \u00e5rene. Noen av prinsippene krever en oppdatering, simpelthen forbi de er utdaterte, men prinsippene oppdateres ogs\u00e5 fordi medlemsmassen i AMEC best\u00e5r av en bredere gruppering av organisasjoner og ulike kommunikasjonsroller enn den gjorde tidligere.<\/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>S\u00e5, her er de alts\u00e5 \u2013 de globale rettesnorene for m\u00e5ling og evaluering av kommunikasjon:<\/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. \u00c5 sette seg m\u00e5l er en absolutt forutsetning for kommunikasjonsplanlegging, kommunikasjonsm\u00e5ling og kommunikasjonsevaluering<br \/>\n<\/strong><\/p>\n<p>SMART-m\u00e5lene (spesifikke, m\u00e5lbare, oppn\u00e5elige, relevante og tidfestede) som et fundament for kommunikasjonsplanlegging er en forutsetning for evaluering av kommunikasjonsarbeidet. N\u00e5r man benytter SMART-m\u00e5lene er nettopp m\u00e5ling og evaluering i kjernen av planleggingen, og man tvinger seg selv til \u00e5 artikulere \u00f8nsket respons og m\u00e5loppn\u00e5else \u2013 samt hvordan veien mot respons og m\u00e5l blir vurdert.<\/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. M\u00e5ling og evaluering b\u00f8r identifisere eksponeringer (outputs), respons (outcomes) og potensiell effekt (impact) <\/strong><\/p>\n<p>Tidligere oppfordret man gjennom prinsippene \u00e5 m\u00e5le respons (outcomes) heller enn den enkle opptellingen av eksponeringer (outputs). De oppdaterte prinsippene g\u00e5r enda lenger ved \u00e5 ogs\u00e5 innlemme m\u00e5ling av langsiktig effekt (impact) ved kommunikasjonsstrategien.<\/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. Respons (outcomes) og effekt (impact) b\u00f8r identifiseres b\u00e5de p\u00e5 m\u00e5lgruppeniv\u00e5, for befolkningen som helhet og p\u00e5 virksomhetsniv\u00e5<\/strong><\/p>\n<p>Det opprinnelige fokuset i prinsippene var p\u00e5 typiske forretningsm\u00e5l som salg og inntekter, mens \u00e5rets oppdatering fordrer en mer holistisk tiln\u00e6rming til hva som kan og skal m\u00e5les. Modellen er n\u00e5 mer inkluderende for et bredere utvalg av organisasjoner og kommunikat\u00f8rer \u2013 som ikke n\u00f8dvendigvis bare er profitt-drevet.<\/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. Kommunikasjonsm\u00e5ling b\u00f8r inkludere b\u00e5de kvalitative og kvantitative analyser<\/strong><\/p>\n<p>Tiden hvor m\u00e5ling gjerne bare ble sammenfattet gjennom kvantifisering er definitivt omme, og oppdateringen av prinsippene orienterer n\u00e5 i langt st\u00f8rre grad mot \u00e5 forst\u00e5 hvordan budskap blir mottatt, tolket og forst\u00e5tt.<\/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 (annonsepriser) er ikke verdien av kommunikasjon<\/strong><\/p>\n<p>Akkurat dette budskapet forblir konsistent og like soleklart. En omregning av medieoppslag til annonsepriser sier fortsatt lite eller ingenting om verdien av kommunikasjon. Alle former for kommunikasjonsm\u00e5ling kan gj\u00f8res langt rikere, mer nyansert og mangefasettert enn hva prisen p\u00e5 annonseflater tilbyr av tall. Essensen er fortsatt \u00e5 forst\u00e5 innflytelsen av kommunikasjon \u2013 ikke prisen p\u00e5 hvor kommunikasjonen utfolder seg.<\/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. Holistisk og helhetlig kommunikasjonsm\u00e5ling inkluderer alle relevante kanaler b\u00e5de online og offline <\/strong><\/p>\n<p>Det grunnleggende prinsippet om at sosiale medier kan og skal m\u00e5les er \u00e5penbart i dag. Slik var det i 2010, og heller ikke fullt ut for bare fem \u00e5r siden. Det nye prinsippet oppfordrer derfor til at alle kommunikasjonskanaler, ogs\u00e5 p\u00e5 nettet, m\u00e5les og evalueres p\u00e5 lik linje med \u00f8vrige kanaler. AMECs rammeverk for m\u00e5ling av kommunikasjon legger til rette for hvordan alle kanaler, b\u00e5de de fortjente, kj\u00f8pte, egne og delte, sammen virker mot felles m\u00e5loppn\u00e5else.<\/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. Kommunikasjonsm\u00e5ling er basert p\u00e5 integritet og metodisk \u00e5penhet for \u00e5 oppn\u00e5 l\u00e6ring og innsikter<\/strong><\/p>\n<p>S\u00e6rlig er denne oppdateringen om integritet og \u00e5penhet viktig i lys av den offentlige samtalen og uroen rundt private data. Bruk og misbruk av data kan knytte seg b\u00e5de til unders\u00f8kelser, samt innsikt hentet fra internett og de ulike kanalene i sosiale medier. GDPR-forordningen har etter hvert gjort seg gjeldende. Forordningen er ogs\u00e5 en p\u00e5minnelse for kommunikat\u00f8rer og akt\u00f8rer som m\u00e5ler og evaluerer kommunikasjon, om at det hele ikke bare handler om innsanking og tracking av data, men om \u00e5 l\u00e6re og forst\u00e5 kontekst for hvordan programmer og akt\u00f8rer innhenter data \u2013 og hvilken bias som kan finnes i b\u00e5de verkt\u00f8y, metodikk og tolkningssanser.<\/p>\n<p>De nye og oppdaterte Barcelona-prinsippene ser n\u00e5 sin nye form basert p\u00e5 et arbeid og viktig l\u00e6ring som er gjort p\u00e5 tvers av hele kloden. De har utviklet seg til \u00e5 bli gjengs p\u00e5 tross av ulikheter innen kommunikasjonsbransjen og alle som jobber med kommunikasjon i en eller annen form \u2013 og slik vil de forh\u00e5pentlig st\u00e5 seg i \u00e5rene fremover.<\/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-fe992b45bdae1e2bf26f917ce0076ce8\">\n.avia-image-container.av-khc2hg5z-fe992b45bdae1e2bf26f917ce0076ce8 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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>Infomedia<\/strong><\/p>\n<\/div><\/section><\/p><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":197968,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-197966","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-prinsippene 3.0 - AMEC | International Association for the Measurement and Evaluation of Communication<\/title>\n<meta name=\"robots\" content=\"noindex, 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