Strana 9
77
Setting clear and
measurable goals
is a prerequisite for
effective communication
planning, measurement,
and evaluation.
The new definition
similarly emphasizes an
iterative approach that
sets goals according to the
SMART method and links
them to organizational
performance and societal
impact.
PRINCIPLE
1
Defining and
understanding all
stakeholders are
essential steps in
planning, building
relationships, and
creating lasting impact.
The shift from the older
version lies in the emphasis
on continuous research,
active listening, and
connecting stakeholders
with communication
planning and evaluation.
PRINCIPLE
2
Comprehensive
communication
measurement and
evaluation should be
applied to all relevant
channels used to
understand and
influence audience
stakeholders.
The update to this
principle reflects the
rapid transformation of
the media environment,
new platforms, and
technologies, transcending
the traditional division
between online and offline
channels.
PRINCIPLE
3