{"id":198631,"date":"2020-11-19T10:33:57","date_gmt":"2020-11-19T10:33:57","guid":{"rendered":"https:\/\/amecorg.com\/?page_id=198631"},"modified":"2020-11-19T10:33:57","modified_gmt":"2020-11-19T10:33:57","slug":"barcelona-principles-3","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/sk\/barcelona-principles-3\/","title":{"rendered":"Barcelonsk\u00e9 princ\u00edpy 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>Barcelonsk\u00e9 princ\u00edpy 3.0, ktor\u00e9 v\u00a0priebehu Virtu\u00e1lneho summitu AMEC predstavil Ben Levine, riadite\u013e a partner spolo\u010dnosti TRUE Global Intelligence a \u010dlen predstavenstva AMEC.<\/strong><\/p>\n<p>Zmeny glob\u00e1lne uzn\u00e1van\u00fdch Barcelonsk\u00fdch princ\u00edpov uskuto\u010dnen\u00fdch v roku 2020, zvy\u0161uj\u00fa d\u00f4raz komunik\u00e1cie na inkl\u00faziu, dopad a integritu.<\/p>\n<p>Pre\u0161lo u\u017e desa\u0165 rokov odkedy boli Barcelonsk\u00e9 princ\u00edpy prv\u00fdkr\u00e1t predstaven\u00e9 ako v\u00fdsledok konsenzu cel\u00e9ho odvetvia o meran\u00ed a hodnoten\u00ed komunik\u00e1cie, a p\u00e4\u0165 rokov od ich poslednej aktualiz\u00e1cie. V r\u00fdchlo sa rozv\u00edjaj\u00facej oblasti komunik\u00e1cie sa v\u0161ak za t\u00fato dobu ve\u013ea zmenilo.<\/p>\n<p>V tomto oh\u013eade Barcelonsk\u00e9 princ\u00edpy potvrdzuj\u00fa, \u017ee postupy, ktor\u00e9 boli be\u017en\u00e9 v roku 2010 \u2013 a dokonca aj v roku 2015 \u2013 m\u00f4\u017eu by\u0165 dnes zastaral\u00e9, a to predov\u0161etk\u00fdm v\u010faka podstatn\u00fdm zmen\u00e1m, ktor\u00e9 sa udiali v posledn\u00fdch 2-3 rokoch. Okrem toho sa roz\u0161\u00edrila ich aplikovate\u013enos\u0165 na \u0161ir\u0161ie a rozmanitej\u0161ie spektrum organiz\u00e1ci\u00ed a rol\u00ed tak, aby bolo vidite\u013en\u00e9, \u017ee osved\u010den\u00e9 postupy v meran\u00ed a hodnoten\u00ed komunik\u00e1cie s\u00fa rovnako d\u00f4le\u017eit\u00e9 pre vl\u00e1du a ministerstv\u00e1, charitat\u00edvne organiz\u00e1cie, neziskov\u00e9 organiz\u00e1cie a \u010fal\u0161ie subjekty.<\/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>Barcelonsk\u00e9 princ\u00edpy 3.0: vysvetlenie<\/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. Stanovenie cie\u013eov je absol\u00fatnym predpokladom pre pl\u00e1novanie, meranie a hodnotenie komunik\u00e1cie.<\/strong><\/p>\n<p>Zakladaj\u00faci princ\u00edp cie\u013eov SMART (\u0161pecifick\u00e9, merate\u013en\u00e9, dosiahnute\u013en\u00e9, relevantn\u00e9 a \u010dasovo ohrani\u010den\u00e9) ako z\u00e1klad pre pl\u00e1novanie komunik\u00e1cie bol pov\u00fd\u0161en\u00fd na z\u00e1sadn\u00fd predpoklad. Pos\u00fava tak meranie a hodnotenie na z\u00e1kladn\u00fa s\u00fa\u010das\u0165 pl\u00e1novacieho procesu, formuluje cie\u013eov\u00e9 v\u00fdsledky a sp\u00f4sob, ak\u00fdm bude posudzovan\u00fd postup k ich dosiahnutiu.<\/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. Meranie a hodnotenie by malo identifikova\u0165 v\u00fdstupy, v\u00fdsledky a potenci\u00e1lny dopad.<\/strong><\/p>\n<p>Kedysi Principy odpor\u00fa\u010dali najsk\u00f4r mera\u0165 v\u00fdsledky ne\u017e jednoducho po\u010d\u00edta\u0165 v\u00fdstupy. Aktualizovan\u00e9 Princ\u00edpy s\u00fa teraz roz\u0161\u00edren\u00e9 tak, aby bol zoh\u013eadnen\u00fd dlhodobej\u0161\u00ed dopad komunika\u010dnej strat\u00e9gie. Pod\u013ea Levina to znamen\u00e1 myslie\u0165 na \u201ekan\u00e1ly, ktor\u00e9 ovplyv\u0148ujeme a zmeny, ktor\u00e9 by sme radi dosiahli prostredn\u00edctvom kampan\u00ed, udalost\u00ed a iniciat\u00edv.\u201c<\/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. V\u00fdsledky a dopad by mali by\u0165 identifikovan\u00e9 pre v\u0161etky z\u00fa\u010dastnen\u00e9 strany, pre spolo\u010dnos\u0165 i organiz\u00e1cie. <\/strong><\/p>\n<p>Z p\u00f4vodn\u00e9ho cielenia na obchodn\u00e9 metriky, ako s\u00fa predaj a tr\u017eby, obsahuje aktualiz\u00e1cia Princ\u00edpov z roku 2020 ucelenej\u0161\u00ed poh\u013ead na v\u00fdkon. Umo\u017e\u0148uje modelu, aby viac zahr\u0148oval \u0161ir\u0161iu \u0161k\u00e1lu organiz\u00e1ci\u00ed a komunika\u010dn\u00fdch rol\u00ed, ktor\u00e9 nemusia by\u0165 viazan\u00e9 v\u00fdlu\u010dne na zisk.<\/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. Meranie a hodnotenie komunik\u00e1cie by malo zahr\u0148ova\u0165 kvalitat\u00edvnu i kvantitat\u00edvnu anal\u00fdzu.<\/strong><\/p>\n<p>&#8222;Aby sme pochopili dopad va\u0161ej pr\u00e1ce komplexne, je rozhoduj\u00face pou\u017e\u00ed\u0165 na meranie v\u00fdsledkov cel\u00fd s\u00fabor met\u00f3d,&#8220; zhrnul Levine popis v\u00fdvoja tohto princ\u00edpu, ktor\u00e9ho cie\u013eom je nielen kvantifikova\u0165, ale taktie\u017e pochopi\u0165, ako \u013eudia spr\u00e1vy prij\u00edmaj\u00fa, ako im veria a ako ich interpretuj\u00fa.<\/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 nevyjadruje hodnotu komunik\u00e1cie.<\/strong><\/p>\n<p>Princ\u00edp zost\u00e1va konzistentn\u00fd a jasn\u00fd; &#8222;st\u00e1le ver\u00edme, \u017ee AVE nevyjadruje hodnotu na\u0161ej pr\u00e1ce.&#8220; Je d\u00f4le\u017eit\u00e9, aby meranie a hodnotenie komunik\u00e1cie vyu\u017e\u00edvalo bohat\u0161\u00ed, podrobnej\u0161\u00ed a mnohostrann\u00fd pr\u00edstup k pochopeniu dopadov komunik\u00e1cie.<\/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. Ucelen\u00e9 meranie a hodnotenie komunik\u00e1cie zah\u0155\u0148a v\u0161etky relevantn\u00e9 online a offline kan\u00e1ly.<\/strong><\/p>\n<p>N\u00e1\u0161 z\u00e1kladn\u00fd princ\u00edp, \u017ee soci\u00e1lne m\u00e9di\u00e1 m\u00f4\u017eu by\u0165 a mali by by\u0165 meran\u00e9, je dnes \u00faplne nespochybnite\u013en\u00fd. Zopakovanie tohto princ\u00edpu v roku 2020 odr\u00e1\u017ea z\u00e1sadn\u00fd posun v mo\u017enostiach, pr\u00edle\u017eitostiach a vplyve komunik\u00e1cie na soci\u00e1lnych m\u00e9di\u00e1ch, a fakt, \u017ee v\u0161etky relevantn\u00e9 online a offline kan\u00e1ly by mali by\u0165 meran\u00e9 a hodnoten\u00e9 rovnako. Hodnotiaci r\u00e1mec AMEC (AMEC Measurement Framework) podporuje transparentnos\u0165 medzi earned, owned, shared a paid medi\u00e1lnymi kan\u00e1lmi tak, aby bola zabezpe\u010den\u00e1 konzistencia postupu smerom k jednotn\u00e9mu cie\u013eu.<\/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. K z\u00edskaniu poznatkov a preh\u013eadu je nutn\u00e9 mera\u0165 a hodnoti\u0165 komunik\u00e1ciu integr\u00e1lne a transparentne.<\/strong><\/p>\n<p>Spo\u013eahliv\u00e9, konzistentn\u00e9 a trval\u00e9 meranie vy\u017eaduje integritu a transparentnos\u0165 v r\u00e1mci s\u00fa\u010dasnej problematiky ochrany osobn\u00fdch \u00fadajov a spr\u00e1vy d\u00e1t, preto\u017ee organiz\u00e1cie dodr\u017euj\u00fa nov\u00e9 predpisy, ako je GDPR. Z\u00e1rove\u0148 to znamen\u00e1, \u017ee meranie nie je iba o zbere a sledovan\u00ed d\u00e1t, ale umo\u017e\u0148uje taktie\u017e z\u00edska\u0165 z hodnotenia poznatky a aplikova\u0165 ich do \u010fal\u0161ieho pl\u00e1novania komunik\u00e1cie. Je tie\u017e nutn\u00e9 by\u0165 transparentn\u00fd pokia\u013e ide o kontext, v r\u00e1mci ktor\u00e9ho programy be\u017eia, a by\u0165 si vedom\u00fd ak\u00e9hoko\u013evek skreslenia, ktor\u00e9 m\u00f4\u017ee nasta\u0165 v r\u00e1mci pou\u017eit\u00fdch n\u00e1strojov, metod\u00edk a interpret\u00e1ci\u00ed.<\/p>\n<p>Barcelonsk\u00e9 princ\u00edpy 3.0 s\u00fa v\u00fdsledkom tvrdej pr\u00e1ce t\u00edmov odborn\u00edkov z cel\u00e9ho sveta. Boli vyvinut\u00e9 tak, aby boli pou\u017eite\u013en\u00e9 vo svete komunik\u00e1cie v\u0161etk\u00fdmi, ktor\u00ed v \u0148om pracuj\u00fa, a rovnako tak sa bud\u00fa v nasleduj\u00facich rokoch na\u010falej rozv\u00edja\u0165.<\/p>\n<p><a href=\"https:\/\/amec.blazedev.co.uk\/resources\/barcelona-principles-3-0\/\" target=\"_blank\" rel=\"noopener\">Tu si m\u00f4\u017eete stiahnu\u0165 prezent\u00e1ciu o Barcelonsk\u00fdch princ\u00edpoch 3.0 <\/a><\/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\" 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Media<\/strong><\/p>\n<\/div><\/section><\/p><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":198645,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-198631","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>Barcelonsk\u00e9 princ\u00edpy 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=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Barcelonsk\u00e9 princ\u00edpy 3.0\" 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