{"id":197975,"date":"2020-11-19T10:07:07","date_gmt":"2020-11-19T10:07:07","guid":{"rendered":"https:\/\/amecorg.com\/?page_id=197975"},"modified":"2020-11-19T10:08:27","modified_gmt":"2020-11-19T10:08:27","slug":"barcelona-principles-3","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/sv\/barcelona-principles-3\/","title":{"rendered":"Barcelona Principerna 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 \u00e4r det tio \u00e5r sedan Barcelonaprinciperna fastst\u00e4lldes som en gemensam branschstandard under AMEC:s seminarium i Barcelona. H\u00e4r \u00e4r de sju riktlinjerna som vi och andra medlemmar i den globala medlemsorganisationen f\u00f6ljer \u2013 med \u00e5rets uppdateringar.<\/strong><\/p>\n<p>M\u00e5let med uppdateringen \u00e4r att ytterligare v\u00e4ssa kommunikationsbranschens fokus p\u00e5 inkludering, p\u00e5verkan och integritet. Det \u00e4r tio \u00e5r sedan AMEC (den internationella organisationen f\u00f6r m\u00e4tning och utv\u00e4rdering av kommunikation) presenterade Barcelonaprinciperna som en branschstandard f\u00f6r m\u00e4tning och utv\u00e4rdering &#8211; och fem \u00e5r sedan den senaste uppdateringen. Under de senaste \u00e5ren har branschen genomg\u00e5tt omv\u00e4lvande f\u00f6r\u00e4ndringar. D\u00e4rtill har branschen kommit att breddat sin relevans f\u00f6r en bredare och mer diversifierad grupp av organisationer. D\u00e4rf\u00f6r har Barcelonaprinciperna beh\u00f6vt uppdateras f\u00f6r att b\u00e4ttre reflektera de f\u00f6r\u00e4ndringar som skett i branschen.<\/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>H\u00e4r \u00e4r de \u2013 de globala riktlinjerna f\u00f6r m\u00e4tning och utv\u00e4rdering av kommunikation<\/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. Att s\u00e4tta m\u00e5l \u00e4r en absolut f\u00f6ruts\u00e4ttning f\u00f6r kommunikationsplanering, m\u00e4tning och utv\u00e4rdering.<\/strong><\/p>\n<p>En viktig f\u00f6ruts\u00e4ttning f\u00f6r kommunikationsarbetet \u00e4r SMART-m\u00e5len (specifika, m\u00e4tbara, n\u00e5bara, relevanta och tidsbest\u00e4mda). Det g\u00f6r m\u00e4tning och utv\u00e4rdering till det centrala i planeringsprocessen och definierar m\u00e5ls\u00e4ttningar samt hur framsteg f\u00f6r att n\u00e5 dem ska utv\u00e4rderas.<\/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\u00e4tning och utv\u00e4rdering b\u00f6r identifiera utfall (output), resultat (outcomes) och potentiell p\u00e5verkan (impact).<\/strong><\/p>\n<p>Tidigare rekommenderade principerna m\u00e4tning av resultat snarare \u00e4n bara utfall\/exponeringar (output). De uppdaterade principerna g\u00e5r \u00e4nnu l\u00e4ngre genom att \u00e4ven inkludera m\u00e4tning av kommunikationsstrategins l\u00e5ngsiktiga p\u00e5verkan.<\/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. Resultat och effekt b\u00f6r identifieras b\u00e5de p\u00e5 m\u00e5lgruppsniv\u00e5, samh\u00e4llsniv\u00e5 och aff\u00e4rsniv\u00e5.<\/strong><\/p>\n<p>Fr\u00e5n ett ursprungligt fokus p\u00e5 typiska aff\u00e4rsm\u00e5l som f\u00f6rs\u00e4ljning och int\u00e4kter, omfattar \u00e5rets uppdatering mer av en helhetssyn p\u00e5 vad som kan och b\u00f6r m\u00e4tas. Det inneb\u00e4r att modellen nu kan inkludera ett bredare spektrum av organisationer och kommunikationsroller som inte n\u00f6dv\u00e4ndigtvis \u00e4r vinstdrivna.<\/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. Kommunikationsm\u00e4tning och utv\u00e4rdering b\u00f6r omfatta b\u00e5de kvalitativ och kvantitativ analys.<\/strong><\/p>\n<p>F\u00f6r att till fullo f\u00f6rst\u00e5 effekten av arbetet \u00e4r det viktigt att anv\u00e4nda alla tillg\u00e4ngliga metoder f\u00f6r att m\u00e4ta resultat. Uppdateringen av principerna riktar sig nu i mycket st\u00f6rre utstr\u00e4ckning mot att f\u00f6rst\u00e5 hur budskap tas emot, tolkas och f\u00f6rst\u00e5s<\/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 (annonsv\u00e4rde) visar inte v\u00e4rdet av kommunikation.<\/strong><\/p>\n<p>Detta budskap f\u00f6rblir konsekvent och tydligt. En omvandling av mediegenomslag till annonspriser s\u00e4ger lite eller ingenting om v\u00e4rdet av kommunikationen. F\u00f6r att f\u00f6rst\u00e5 effekterna av kommunikation \u00e4r det viktigt att kommunikationsm\u00e4tning och utv\u00e4rdering baseras p\u00e5 en mer omfattande, nyanserad och m\u00e5ngfacetterad strategi.<\/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 kommunikationsm\u00e4tning och utv\u00e4rdering inkluderar alla relevanta kanaler, online och off-line.<\/strong><\/p>\n<p>Grundprincipen att sociala medier kan och b\u00f6r m\u00e4tas \u00e4r s\u00e5 uppenbar idag. Den nya principen uppmuntrar d\u00e4rf\u00f6r att alla kommunikationskanaler, inklusive online, m\u00e4ts och utv\u00e4rderas p\u00e5 samma s\u00e4tt som andra kanaler. AMEC:s ramverk underl\u00e4ttar ett konsekvent tillv\u00e4gag\u00e5ngss\u00e4tt i m\u00e4tning av alla kanaler \u2013 f\u00f6rtj\u00e4nade, k\u00f6pta, egna och delade &#8211; mot ett gemensamt m\u00e5l.<\/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. Kommunikationsm\u00e4tning och utv\u00e4rdering baseras p\u00e5 integritet och metodisk \u00f6ppenhet f\u00f6r att fr\u00e4mja inl\u00e4rning och insikter. <\/strong><\/p>\n<p>Solida, konsekventa och l\u00f6pande m\u00e4tningar kr\u00e4ver integritet och \u00f6ppenhet med tanke p\u00e5 dagens debatt och lagstiftning om privata data, s\u00e5som GDPR. Detta \u00e4r ocks\u00e5 en p\u00e5minnelse om att det inte bara handlar om att samla in och m\u00e4ta data utan om att l\u00e4ra sig av utv\u00e4rdering och till\u00e4mpa insikter i kommunikationsplaneringen. Det visar p\u00e5 vikten av att vara transparent om det sammanhang d\u00e4r verktyg och akt\u00f6rer samlar in data &#8211; och vilken eventuell bias som kan finnas i b\u00e5de verktyg, metodik och tolkningar.<\/p>\n<p>De uppdaterade Barcelonaprinciperna 3.0 \u00e4r resultatet av ett globalt lagarbete. De har utvecklats f\u00f6r att anv\u00e4ndas i en v\u00e4rld som omfattar alla som arbetar med kommunikation och de kommer st\u00e4ndigt forts\u00e4tta att utvecklas.<\/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-a2ddd9c65f01d0236305b9d3520a279d\">\n.avia-image-container.av-khc2hg5z-a2ddd9c65f01d0236305b9d3520a279d img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-khc2hg5z-a2ddd9c65f01d0236305b9d3520a279d 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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":197977,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-197975","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 Principerna 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\" 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