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Samenvatting toegepaste communicatie principes
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Samenvatting met info van het boek en info uit de les, vakjargon,
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,Inhoud1. introductie..........................................................................................................................................5
1.1 Wat is communicatie....................................................................................................................5
1.2 Trends en ontwikkelingen.............................................................................................................5
1.2.1 7 trends..................................................................................................................................5
2. Visie op communicatie........................................................................................................................6
2.1 Taken
Artevelde Hogeschool
van een
TOEGEPASTE
team
COMMUNICATIE
PRINCIPES
Samenvatting 2023
communicatie.....................................................................................................................................6
2.2 Activiteiten van een communicatiemedewerker (3 kerntaken).....................................................6
2.2.1 Tijdbesteding en waardering..................................................................................................7
2.3 Taken van communicatieprofessional...........................................................................................7
2.4 Beroepsprofielen..........................................................................................................................8
2.5 Communicatie versus marketing...................................................................................................9
2.6 Communicatie en Human Resources............................................................................................9
2.6.1 Kernbegrippen.....................................................................................................................10
3. Basics over communicatie................................................................................................................10
3.1.1 Basisbegrippen.....................................................................................................................11
3.2 ZBMO-model..............................................................................................................................11
3.3 Communicatie.............................................................................................................................12
3.3.1 Soorten communicatie.........................................................................................................12
3.3.2 Vormen van communicatie..................................................................................................13
3.4 Communicatietheorieën.............................................................................................................13
Annemoon Biddelo
1
, 3.5 Communicatiemodaliteit............................................................................................................14
3.5.1 kernbegrippen.....................................................................................................................15
4. Communicatiecanvas........................................................................................................................18
4.1 Visie op de aanpak van communicatie........................................................................................18
4.1.1 Stoppen met het communicatieplan?..................................................................................18
4.1.2 Hoe maak je een communicatieplan?..................................................................................18
4.1.3 Kwaliteitscirkel van Deming.................................................................................................18
4.1.4 Voorbereidend werk communicatieaanpak (zoek de vraag achter de vraag)......................19
4.2 Communicatiecanvas..................................................................................................................20
4.3 Elementen communicatiecanvas................................................................................................21
4.4 Organisatie- en communicatievraag...........................................................................................22
4.5 Interne analyse...........................................................................................................................22
4.6 Stakeholders...............................................................................................................................22
4.6.1 Stakeholderanalyse..............................................................................................................23
4.6.2 stakeholdermanagement.....................................................................................................23
4.6.3 De organisatie is een stakeholder in het netwerk................................................................24
4.7 Doelgroepen...............................................................................................................................25
4.7.1 Doelgroepen selecteren.......................................................................................................25
4.7.2 Communicatiedoelgroep en marketingdoelgroep...............................................................25
4.8 Externe analyse...........................................................................................................................25
4.9 Communicatiedoelen..................................................................................................................25
4.10 communicatiedoelstellingen.....................................................................................................27
4.10.1 Formuleren van doelstellingen..........................................................................................27
4.11 Strategie....................................................................................................................................29
4.12 Communicatiestrategie.............................................................................................................29
4.12.1 Proces communicatiestrategie...........................................................................................29
4.13 Communicatiekruispunt............................................................................................................30
4.13.1 strategie bepalen is keuzes maken.....................................................................................31
4.14 Positionering.............................................................................................................................32
4.15 Propositie..................................................................................................................................32
4.15.1 Iets aan iemand vertellen..................................................................................................32
4.15.2 Een propositie maken........................................................................................................32
4.16 Creatief concept........................................................................................................................33
4.16.1 Soorten concepten.............................................................................................................33
4.16.2 4 soorten conceptontwikkeling..........................................................................................33
4.17 Content.....................................................................................................................................34
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, 4.18 Middelen..................................................................................................................................34
4.19 Tijd............................................................................................................................................35
4.20 Budget......................................................................................................................................35
4.20.1 Kernbegrippen...................................................................................................................35
5. Corporate communicatie..................................................................................................................36
5.1 Identiteit.....................................................................................................................................37
6. Corporate identity mix......................................................................................................................37
6.1 Persoonlijkheid en kernwaarden.................................................................................................38
6.1.1 Kernwaarden en merkwaarden............................................................................................39
6.1.2 communicatie......................................................................................................................39
6.1.3 gedrag..................................................................................................................................39
6.1.4 Symboliek............................................................................................................................39
6.1.5 identiteit structuur...............................................................................................................39
6.2 Imago..........................................................................................................................................40
6.3 Reputatie....................................................................................................................................41
6.3.1 Reputatiemanagement........................................................................................................41
6.3.2 Reputatiester van van riel....................................................................................................42
6.3.3 net promotor score..............................................................................................................42
6.4 huisstijl........................................................................................................................................43
6.4.1 Krachtige huisstijl.................................................................................................................43
6.4.2 Een nieuwe huisstijl.............................................................................................................44
6.4.3 Briefing nieuwe huisstijl.......................................................................................................44
6.4.4 Centrale bewaking van een huisstijl.....................................................................................44
6.4.5 Huisstijldragers.....................................................................................................................44
6.5 GAP-analyse................................................................................................................................45
6.6 kernbergrippen...........................................................................................................................46
7. Specialismen in corporate communicatie.........................................................................................47
7.1 Issuemanagement......................................................................................................................47
7.1.1 Issues...................................................................................................................................47
7.1.2 De kernboodschap bepalen.................................................................................................48
7.1.3 Defensief of assertief issuemanagement.............................................................................48
7.1.4 tactisch of strategisch issuemanagement............................................................................48
7.1.5 Maatschappelijk verantwoord ondernemen........................................................................49
7.1.6 Ethiek...................................................................................................................................49
7.2 Public Affairs...............................................................................................................................50
7.2.1 Strategie bij public affairs.....................................................................................................50
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