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Communicatiehandboek Will Michels Samenvatting
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Dit is een beknopte samenvatting van het communicatiehandboek van Will Michels die makkelijk te begrijpen is en overzichtelijk is opgesteld.
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Samenvatting MichelsInhoudsopgave
Samenvatting Michels.............................................................................................................................................1
H1 communicatie.....................................................................................................................................................4
1.1 Communicatie als vak....................................................................................................................................4
1.2 Trends en ontwikkelingen...............................................................................................................................4
1.3 Taken van een team Communicatie:..............................................................................................................4
1.4 activiteiten van een communicatiemedewerker..............................................................................................4
H2 basics voor communicatie.................................................................................................................................7
2.1 basisbegrippen...............................................................................................................................................7
2.2 Soorten communicatie....................................................................................................................................7
2.3 communicatietheorieën..................................................................................................................................7
2.4 Communicatiemoditeit...................................................................................................................................8
H4 Communicatieonderzoek................................................................................................................................10
4.1 opbouw van een onderzoek..........................................................................................................................10
4.2 Oriënterend onderzoek.................................................................................................................................10
4.3 Centrale vraag en deelvragen:.....................................................................................................................10
4.4 Onderzoeksplan............................................................................................................................................11
4.5 Kwantitatief onderzoek.................................................................................................................................11
4.6 kwalitatief onderzoek...................................................................................................................................11
4.7 conclusies en inzichten.................................................................................................................................12
H5 communicatiecanvas.......................................................................................................................................13
5.1 visie op de aanpak van communicatie..........................................................................................................13
5.2 elementen van het communicatie canvas.....................................................................................................13
5.3 Analyse.........................................................................................................................................................13
5.4 Positionering................................................................................................................................................13
5.5 Publieksgroepen/ stakeholders/ doelgroepen..............................................................................................13
5.6 Communicatiestrategie................................................................................................................................14
5.7 Propositie.....................................................................................................................................................20
5.8 concept.........................................................................................................................................................21
H6 interne analyse.................................................................................................................................................23
6.1 Visie en missie..............................................................................................................................................23
6.2 Golden circle................................................................................................................................................23
6.3 Organisatiecultuur.......................................................................................................................................23
6.4 Leiderschapsstijlen.......................................................................................................................................24
6.5 Organisatiestructuur....................................................................................................................................24
, 6.6 Interne communicatie-audit.........................................................................................................................24
H7 interne communicatie......................................................................................................................................25
7.1 visie op interne communicatie......................................................................................................................25
7.2 interne doelgroepen.....................................................................................................................................25
7.3 communicatiestromen..................................................................................................................................25
7.4 soorten informatie........................................................................................................................................26
7.5 communicatie bij veranderingen..................................................................................................................27
7.6 middelen voor interne communicatie...........................................................................................................28
7.7 aanpak voor interne communicatie..............................................................................................................28
H8 Externe analyse................................................................................................................................................30
8.1 stakeholderanalyse.......................................................................................................................................30
8.2 Customer insights.........................................................................................................................................31
8.3 Customer journey.........................................................................................................................................31
8.4 DESTEP-analyse..........................................................................................................................................32
8.5 SWOT-analyse en confrontatiematrix..........................................................................................................33
8.6 Business Model Canvas................................................................................................................................34
H9 corporate communicatie.................................................................................................................................36
9.4 Huisstijl........................................................................................................................................................36
H10 specialismen in corporate communicatie....................................................................................................37
10.1 issuemanagement.......................................................................................................................................37
10.2 Public affairs..............................................................................................................................................39
10.3 Crisiscommunicatie....................................................................................................................................40
10.4 Financiële communicatie...........................................................................................................................42
10.5 Arbeidersmarktcommunicatie....................................................................................................................42
10.6 Overheidscommunicatie.............................................................................................................................42
H11 marketingcommunicatie...............................................................................................................................44
11.5 Marketingmix.............................................................................................................................................44
H13 Contentstrategie............................................................................................................................................45
13.1 content is king............................................................................................................................................45
13.2 content circle..............................................................................................................................................45
13.3 communicatiedoel......................................................................................................................................45
13.4 persona’s....................................................................................................................................................46
13.5 kernthema’s en topics.................................................................................................................................46
13.6 mediaplatform............................................................................................................................................46
13.7 Content kalender........................................................................................................................................47
13.8 interactie....................................................................................................................................................47
13.9 monitoring..................................................................................................................................................47
,H15 Medialab.........................................................................................................................................................48
15.1 medialandschap..........................................................................................................................................48
15.2 Owned media..............................................................................................................................................48
15.3 Paid media.................................................................................................................................................50
15.4 Earned media.............................................................................................................................................51
15.5 Crossmedia.................................................................................................................................................52
15.6 mediaplanning............................................................................................................................................52
, H1 communicatie
1.1 Communicatie als vak
1.2 Trends en ontwikkelingen
6 ontwikkelingen in het vakgebied communicatie
1. Digitalisering en online
2. Date driven en real time
3. Emotie en de sociale omgeving
4. Van tekst naar beeld
5. Transparantie en open communiceren
6. Duurzaamheid en maatschappelijk verantwoord ondernemen
7. Accountability en meetbaar maken
8. Leven in netwerken
Volgens Ron van der Jagt zijn er 3 hoofdtaken voor communicatie.
1. Reputatie
2. Regie
3. Realisatie
Verantwoordelijkheden en het werkterrein van de communicatieprofessional: 6 kerntaken:
1. Analyseren
2. Adviseren
3. Integreren
4. Creëren
5. Begeleiden
6. Organiseren
Human resources= afdeling die actief is met personeelszaken. HR zorgt voor het creëren van
een cultuur van betrokken medewerkers die gestimuleerd worden zich te ontwikkelen.
1.3 Taken van een team Communicatie:
- Taak: om de regie over de communicatie te voeren en medewerkers in staat stellen
optimaal te communiceren met de belangrijkste stakeholders
Medewerkers worden belangrijk in het uitdragen en ondersteunen van de reputatie van
de organisatie
- Taak: ontwikkelen en levend houden van de corporate story in het hele bedrijf
- Elke organisatie is een mediabedrijf
Vragen die voor elk team Communicatie relevant zijn:
- Wat is de meerwaarde van communicatie voor de organisatie?
- Hoe kunnen we deze meerwaarde realiseren?
- Wat is er nodig om dat te kunnen doen?
- Hoe doen we dat in de praktijk?
1.4 activiteiten van een communicatiemedewerker
Reputatie:
- Bouwen en beschermen
- Zodat de organisatie in tune is met haar omgeving
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