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Samenvatting context 1: communicatieprofessional
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ArteveldehogeschoolCONTEXT 1: DE
COMMUNICATIEPROFESSIONAL
Communicatiemanagement 1
Louise Goesaert 202229247
SEM 1
,Inhoud
Inleiding.................................................................................................................................................................................................1
De communicatieprofessional en communicatie.............................................................................................................................2
Communicatie als vaardigheid vs. Professie.................................................................................................................................2
Link tussen communicatie en andere wetenschappen.................................................................................................................2
de 5 normatieve scholen van denken (van ruler).........................................................................................................................2
beoordeling communicatieprofessional.......................................................................................................................................3
het communicatielandschap.........................................................................................................................................................3
DEEL 1: Hoe werkt een organisatie?.....................................................................................................................................................5
Wat is een organisatie?.....................................................................................................................................................................5
hoe komen we tot een effectieve organisatie?................................................................................................................................5
7S-MODEL (Mc Kinsey)......................................................................................................................................................................5
Harde factoren..............................................................................................................................................................................5
zachte factoren..............................................................................................................................................................................5
strategy..............................................................................................................................................................................................6
Structure............................................................................................................................................................................................7
shared values...................................................................................................................................................................................10
Systems...........................................................................................................................................................................................10
DEEL 2: De plaats van communicatie in de organisatie......................................................................................................................16
2.1 Corporate vs marketingcommunicatie.....................................................................................................................................16
2.2 De kerntaken van de communicatieprofessional.....................................................................................................................17
6 kerntaken.................................................................................................................................................................................17
2.3 Stafdienst of lijndienst?.............................................................................................................................................................18
2.4 Grondhoudingen van de communicatiemanager.....................................................................................................................22
6 grondhoudingen van de chief communication officer.............................................................................................................22
2.5 De organisatie van de communicatie-afdeling.........................................................................................................................23
DEEL 3: Jouw plaats als communicatieprofessional in de sector........................................................................................................24
3.1 De adverteerder: werken voor profit, social profit of overheid?.............................................................................................24
3.1.1 Profit...................................................................................................................................................................................24
3.1.2 Social profit........................................................................................................................................................................24
3.1.3 Overheid.............................................................................................................................................................................25
DEEL 3 Continued: De communicatiebureaus....................................................................................................................................26
3.1 Soorten bureaus........................................................................................................................................................................26
3.2 Bureauwerk...............................................................................................................................................................................27
3.3 De pitch.....................................................................................................................................................................................28
INLEIDING
1
, DE COMMUNICATIEPROFESSIONAL EN COMMUNICATIE
Communicatieprofessional = iemand die zich bezighoudt met het initiëren, sturen en ondersteunen van
communicatie- en informatieprocessen
Talenten:
o Onderzoek en analyse
o Inzicht en strategie
o Concept en creatie
o Projectdesign en planning
Verwachtingen van organisatie:
o Strategisch niveau: bouwen en beschermen van reputatie
o Analyse en communicatiestrategie: juiste toon en timing
o Realisatie van programma’s en activiteiten
COMMUNICATIE ALS VAARDIGHEID VS. PROFESSIE
o Relaties verbinding met en steun van stakeholders
o Reputatie bouwen aan vertrouwen en maatschappelijke legitimatie
o Interactie het faciliteren van de interne en externe dialoog
o Crisis en issues het beschermen van de beeldvorming
o Rol van change agent en het leren faciliteren van anderen in de organisatie om beter te
communiceren
“Communicatieprofessionals ondersteunen verandering, verbetering en vernieuwing. En zorgen voor
verbinding, voorkeur en vertrouwen”
LINK TUSSEN COMMUNICATIE EN ANDERE WETENSCHAPPEN
o Economie het overtuigen van mensen om een product of dienst aan te kopen
o Sociologie
o Bedrijfskunde
o Psychologie mensen overtuigen van de boodschap
o Antropologie
o Sociale geografie
o Politicologie
DE 5 NORMATIEVE SCHOLEN VAN DENKEN (VAN RULER)
2
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