{"id":200002,"date":"2020-12-08T11:35:45","date_gmt":"2020-12-08T11:35:45","guid":{"rendered":"https:\/\/amecorg.com\/?page_id=200002"},"modified":"2020-12-08T14:22:32","modified_gmt":"2020-12-08T14:22:32","slug":"barcelona-principles-3","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/sr\/barcelona-principles-3\/","title":{"rendered":"Barselona Principi 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>Tokom AMEC virtuelnog samita, Ben Levin, direktor i partner \u201eTRUE Global Intelligence\u201c i direktor odbora AMEC-a, predstavio je Barselona Principe 3.0.<\/p>\n<p>Zahvaljuju\u0107i ovogodi\u0161njim dopunama Barselona principa, prihva\u0107enih \u0161irom sveta, pa\u017enja komunikacione industrije bi\u0107e vi\u0161e usmerena na aspekte inkluzije i u\u010dinka.<\/p>\n<p>Pro\u0161lo je deset godina otkako su Barselona principi prvi put predstavili saglasnost \u010ditave industrije o merenju i procenama, a pet godina od njihovog poslednjeg a\u017euriranja. U komunikaconoj industriji koja svakodnevno napreduje, za to vreme se mnogo toga promenilo.<\/p>\n<p>U skladu s tim, Barselona principi uzimaju u obzir da su uobi\u010dajene prakse iz 2010, pa \u010dak i 2015. godine, verovatno zastarele, uz posebno zna\u010dajne promene u poslednje 2-3 godine. \u0160tavi\u0161e, Barselona principi pokazuju da je najbolja praksa merenja i procene efekata komunikacije podjednako va\u017ena u vladinim komunikacijama, dobrotvornim organizacijama, nevladinim organizacijama i drugim nekomercijalnim organizacijama.<\/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>Barselona principi 3.0: obja\u0161njenje<\/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. Postavljanje ciljeva je preduslov za planiranje, merenje i procenu komunikacija.<\/strong><\/p>\n<p>Osniva\u010dki princip SMART (specifi\u010dno, merljivo, delotvorno, relevantno i vremenski ograni\u010deno) ciljeva postao je preduslov za planiranje komunikacija. Merenje i procena time prerastaju u klju\u010dne komponente procesa planiranja, sa istaknutim krajnjim ciljevima i na\u010dinima na koji c\u0301e se ocenjivati napredak u njihovom smeru.<\/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. Merenje i procena treba da identifikuju rezultate, ishode i potencijalni uticaj.<\/strong><\/p>\n<p>\u201eBarselona principi\u201c ranije su preporu\u010divali merenje ishoda, a ne jednostavno brojanje rezultata. A\u017eurirani principi ovo pro\u0161iruju kako bi se u obzir uzeo dugoro\u010dni uticaj komunikacionih strategija. Po Levinovom mi\u0161ljenju, to podrazumeva razmi\u0161ljanje o \u201ekanalima na koje uti\u010demo i promenama koje bismo \u017eeleli da vidimo kroz kampanje, doga\u0111aje i aktivacije\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. Ishode i u\u010dinak treba identifikovati zbog zainteresovanih strana, dru\u0161tva i organizacije.<\/strong><\/p>\n<p>Fokus je prvobitno bio na poslovnoj metrici, kao \u0161to su prodaja i prihodi, dok novi \u201eBarselona Principi\u201c iz 2020. godine obuhvataju holisti\u010dki pogled na u\u010dinak. Ovakav model mo\u017ee uklju\u010divati \u0161iri spektar organizacija i uloga u komunikacijama koje nisu nu\u017eno komercijalne.<\/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. Merenje i procena komunikacije trebalo bi da uklju\u010duju i kvalitativnu i kvantitativnu analizu.<\/strong><\/p>\n<p>\u201eKako biste u potpunosti razumeli u\u010dinak va\u0161eg rada, od presudnog je zna\u010daja da koristite niz metoda za merenje\u201c, rekao je Levin opisujuc\u0301i kako je ovaj princip evoluirao, pa vi\u0161e ne podrazumeva samo kvantifikaciju vec\u0301 i razumevanje na\u010dina na koji se poruke primaju, tuma\u010de i koliko se u njih veruje.<\/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 ne predstavlja metriku za merenje efekata komunikacije.<\/strong><\/p>\n<p>Poruka ostaje dosledna i jasna; \u201eI dalje verujemo da AVE ne pokazuje vrednost na\u0161eg rada.\u201c Va\u017eno je da se prilikom merenja i procene komunikacija koristi relevantan metodolo\u0161ki pristup za razumevanje u\u010dinka komunikacija.<\/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. Holisti\u010dko merenje i procena komunikacija uklju\u010duje sve relevantne onlajn i oflajn kanale.<\/strong><\/p>\n<p>U dana\u0161nje vreme, do izra\u017eaja dolazi jedan od na\u0161ih glavnih principa, a to je da se dru\u0161tveni mediji mogu i moraju meriti, isto koliko i oflajn kanali, na \u0161ta ukazuje i AMEC-ov okvir za merenje efekata komunikacije.<\/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. Merenje i procena efekata komunikacije zasnivaju se na integritetu i transparentnosti s ciljem da se podstaknu u\u010denje i kriti\u010dki osvrt.<\/strong><\/p>\n<p>Relevantno merenje efekata komunikacije zahteva transparentnost prema privatnosti podataka i upravljanju njima u trenutku kada se organizacije pridr\u017eavaju novih propisa, kao \u0161to je GDPR. Ovo nam tako\u0111e govori da merenje nije samo prikupljanje i prac\u0301enje podataka, vec\u0301 u\u010denje iz procene i primena kriti\u010dkog osvrta na planiranje komunikacija. Prepoznaje se neophodnost transparentnog modela prilikom primene alata metodologije i tuma\u010denja za merenje i procenu komunikacija.<\/p>\n<p>\u201eBarselona principi 3.0\u201c rezultat su istinskog timskog napora \u0161irom sveta. Napreduju da bi mogli da se primenjuju u komunikacionoj industriji, a nastavic\u0301e da se razvijaju i u godinama koje dolaze.<\/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-a693d5aa91c9fe3e0e4eb29fbe33bc9c\">\n.avia-image-container.av-khc2hg5z-a693d5aa91c9fe3e0e4eb29fbe33bc9c img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-khc2hg5z-a693d5aa91c9fe3e0e4eb29fbe33bc9c .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  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