Vrednotenje strateškega komuniciranja pri Zagovorniku načela enakosti po modelu GCS

Černoša, Žan (author), Verčič, Dejan (mentor)

Strateško komuniciranje je kompleksen pojem, ki zahteva analitičen in vsestranski pristop ter vključuje podrobno vrednotenje vsakega koraka v procesu komuniciranja. Strateško komuniciranje je največkrat neposredno pojmovano kot komuniciranje, ki sledi poslanstvu, viziji in vrednotam organizacije, vsak skrbno načrtovan korak v tem procesu pa deluje v skladu z organizacijskimi cilji. Pomemben del strateškega komuniciranja predstavljajo modeli vrednotenja strateškega komuniciranja, ki predpostavljajo osmišljanje vsakega koraka v procesu, končne ugotovitve pa je možno implementirati v nadaljnje komunikacijske aktivnosti. S tem spodbujamo nenehno izboljševanje in lažje načrtovanje komunikacijskih aktivnosti v prihodnosti. V diplomskem delu sem se osredotočil na GCS (Govermental Communication Service) model vrednotenja strateškega komuniciranja, ki ga je leta 2016 implementirala služba za vladno komuniciranje Velike Britanije. Model predstavlja primer dobre prakse vrednotenja, na podlagi katerega izvajam tudi raziskovalni del diplomskega dela. Raziskovalni del predstavlja analizo študije primera strateškega komuniciranja po GCS modelu vrednotenja komunikacijskih aktivnosti pri Zagovorniku načela enakosti, ki je bil v Sloveniji ustanovljen leta 2016 in kot novonastali samostojni državni organ sledi poslanstvu spodbujanja enakopravnosti in preprečevanja diskriminacije.

• Language: Slovenian
• Keywords: strateško komuniciranje, Zagovornik načela enakosti, GCS model vrednotenja.
• Work type: Bachelor thesis/paper
• Organization: FDV - Faculty of Social Sciences
• Year: 2019
• PID: 20.500.12556/RUL-108367
• COBISS.SI-ID: 36312413
• Publication date in RUL: 29.06.2019

Secondary language

• Language: English
• Title: Evaluation of strategic communication of the Advocate of the Principle of Equality in accordance with the CCS model

Abstract

Strategic communication is a complex concept that requires an analytical and comprehensive approach, and includes a detailed evaluation of each step in the communication process. Strategic communication is often directly perceived as communication that follows the mission, vision and values of the organization, and each carefully planned step in this process works in accordance with organizational goals. An important part of strategic communication are the evaluation models of strategic communication, which presuppose the development of each step in the process, and enable the final findings to be implemented in further communication activities. By doing so, we encourage constant improvement and easier planning of future communication activities. In this thesis I have focused on the GCS model of strategic communication evaluation, implemented in 2016 by the Government Communication Service of Great Britain. The model represents the good practice of evaluation, on the basis of which I have also built the empirical part of the thesis. The empirical part represents an analysis of the case study of strategic communication in accordance with the GCS model of evaluation of communication activities of the Advocate of the Principle of Equality, which was in Slovenia established in 2016, and as a newly established independent state body follows the mission of promoting equality and preventing discrimination.

• Keywords: strategic communications, Advocate of the Principle of Equality, GCS evaluation framework.