{"id":197995,"date":"2020-11-19T10:21:03","date_gmt":"2020-11-19T10:21:03","guid":{"rendered":"https:\/\/amecorg.com\/?page_id=197995"},"modified":"2020-11-19T10:21:33","modified_gmt":"2020-11-19T10:21:33","slug":"barcelona-principles-3","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/ro\/barcelona-principles-3\/","title":{"rendered":"Principiile de la 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>Principiile de la Barcelona 3.0, prezentate de catre Ben Levine, Director &amp; Partener, TRUE Global Intelligence si Board Director AMEC, in timpul Summitului Virtual AMEC.<\/strong><\/p>\n<p>Evolutia Principiilor universal acceptate de la Barcelona in 2020 va canaliza accentul pus de industria de comunicare pe incluziune, impact si integritate.<\/p>\n<p>Au trecut zece ani de la momentul in care Principiile de la Barcelona au prezentat pentru prima data un consens privind masurarea si evaluarea, luat la nivelul intregii industrii, si cinci ani de la ultima sa actualizare. Intre timp, multe lucruri s-au schimbat in industria comunicarii, un sector caracterizat de evolutii rapide.<\/p>\n<p>Reflectand aceasta evolutie, Declaratia Principiilor de la Barcelona 3.0 recunoaste faptul ca practicile considerate standard in 2010 \u2013 si chiar si in 2015 \u2013 sunt acum depasite, in contextul unor schimbari fundamentale, mai ales in ultimii 2-3 ani. In plus, declaratia a devenit acum relevanta pentru un spectru mai larg si mai diversificat de organizatii si functii, aratand ca cele mai bune practici de masurare si evaluare sunt instrumente esentiale in egala masura atat pentru comunicarea guvernamentala cat si pentru organizatii caritabile, ONG-uri si alte organizatii ne-comerciale.<\/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>Principiile de la Barcelona 3.0: o prezentare<\/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. Stabilirea de obiective este o premisa fundamentala pentru planificare, masurare si evaluare in comunicare.<\/strong><\/p>\n<p>Principiul fundamental de a stabili obiective SMART (\u201cspecific, measurable, actionable, relevant, and time-bound\u201d, adica specifice, cuantificabile, aplicabile, relevante si limitate la o perioada definita de timp) ca fundatie pentru planificarea comunicarii a fost promovat la nivelul de premisa esentiala. El promoveaza masurarea si evaluarea ca element central al procesului de planificare, definind obiectivele dorite si cum va fi evaluat progresul inregistrat.<\/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. Masurarea si evaluarea ar trebui sa identifice actiunile intreprinse, rezultatele obtinute si impactul potential.<\/strong><\/p>\n<p>In trecut, Principiile recomandau masurarea actiunilor intreprinse, mai degraba decat simpla inventariere a rezultatelor obtinute. Varianta actualizata a principiilor modifica aceasta abordare, propunand luarea in calcul a impactului strategiei de comunicare pe termen mai lung. Conform lui Levine, acest lucru inseamna sa fie luate in considerare \u201ccanalele pe care le influentam, si schimbarile pe care am vrea sa le vedem induse prin campanii, evenimente si activari.\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. Rezultatele obtinute si impactul ar trebui sa fie identificate pentru partile interesate, societate, si organizatie.<\/strong><\/p>\n<p>In loc de accentul pus initial pe sistemele de masurare a performantei in afaceri, cum ar fi vanzarile sau veniturile, varianta actualizata din 2020 imbratiseaza o viziune mai holistica asupra performantei. Aceasta permite ca modelul sa fie mai inclusiv cu un spectru mai larg de organizatii si functii de comunicare, care sa nu fie neaparat motivate de obtinerea unui 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. Masurarea si evaluarea comunicarii ar trebui sa includa analiza atat calitativa cat si cantitativa.<\/strong><\/p>\n<p>\u201cPentru a intelege pe deplin impactul demersurilor tale, este crucial sa folosesti intreaga gama de metode de masurare a rezultatelor obtinute,\u201d a concluzionat Levine, descriind cum acest principiu a evoluat catre a nu se limita doar la elementul cantitativ, ci si a intelege modul in care mesajele sunt receptionate, crezute si interpretate.<\/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 nu reprezinta valoarea comunicarii.<\/strong><\/p>\n<p>Mesajul ramane ferm si clar; \u201cIn continuare, credem ca AVE nu demonstreaza valoarea eforturilor noastre.\u201d Este important ca masurarea si evaluarea comunicarii sa utilizeze o abordare mai bogata, mai nuantata si multifatetata in intelegerea impactului comunicarii.<\/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. Masurarea si evaluarea holistica a comunicarii measurement and evaluation includes all relevant online and offline channels.<\/strong><\/p>\n<p>Principiul nostru fundamental conform caruia social media poate fi &#8211; si trebuie \u2013 masurata este extrem de evident in prezent. Varianta din 2020 reflecta schimbarea radicala care a avut loc in capacitatea, oportunitatile si influenta comunicarii social media, astfel incat toate canalele online si offline relevante ar trebui sa fie masurate si evaluate in mod egal. Cadrul de masurare AMEC promoveaza claritatea pe canalele earned, owned, shared, si paid pentru a asigura folosirea unei metode uniforme in atingerea unui obiectiv comun.<\/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. Masurarea si evaluarea comunicarii isi au radacinile in integritare si transparenta cu scopul de a promova cunoasterea si intelegerea.<\/strong><\/p>\n<p>O masurare exacta, uniforma si sustinuta necesita integritate si transparenta in recunoasterea importantei acordate actualmente pentru confidentialitatea si administrarea datelor personale, avand in vedere ca organizatiile se conformeaza unor noi reglementari, cum ar fi GDPR. Acest principiu afirma deasemenea ca masurarea nu se limiteaza la strangerea si monitorizarea de informatii, ci se refera la procesul de invatare din evaluare si aplicarea cunostintelor dobandite in procesul de planificare a comunicarii. Acest principiu recunoaste nevoia de transparenta cu privire la contextul in care sunt derulate programele si de constientizare a factorilor subiectivi care ar putea in instrumentele, metodologiile si interpretarile utilizate.<\/p>\n<p>Principiile de la Barcelona 3.0 sunt rezultatul unui adevarat efort de echipa la nivel global. Principiile au evoluat pentru a putea fi aplicate in lumea in care opereaza acum industria de comunicare si toti cei care activeaza in ea, si vor continua sa se dezvolte constant in viitor.<\/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-027ea3dcf2ad50219e0c8a58b8ed04b9\">\n.avia-image-container.av-khc2hg5z-027ea3dcf2ad50219e0c8a58b8ed04b9 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-khc2hg5z-027ea3dcf2ad50219e0c8a58b8ed04b9 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itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h4><strong>Translation provided by<\/strong><\/h4>\n<p><strong>Klarmedia<\/strong><\/p>\n<\/div><\/section><\/p><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":198000,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-197995","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>Principiile de la 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 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