Dossier Meet the Press voor de opleiding AD Crossmediale Communicatie aan hogeschool Inholland periode 4 leerjaar 1. Bevat press kit, persmap, mediastrategie en analyses. Cijfer: 8. Docent: Peter 't Lam
Namen: Valysia Fraenk 642043, Kiki de Vries 641631
Eline Jellema 643325, Joan Griffioen 614298
Klas: AD1F
Opleiding: Crossmediale Communicatie
Docent: Peter ‘t Lam
Titel: Dossier project Meet the Press
Datum: 12-01-2020
,Inleiding
Dit dossier is samengesteld voor het project Meet the Press. In dit dossier worden de issue-,
organisatie-, stakeholder- en media analyse behandeld. Op basis van de analyses is er een
mediastrategie opgesteld. Het merk dat wij gaan analyseren is het kledingmerk ZARA.
,Inhoudsopgave
1. Issue analyse……………………………………………………………………………………………………………………….……4
1.1 Wat is Maatschappelijk Verantwoord Ondernemen?.............................................................4
1.2 Wat speelt er rondom het thema Schone Kleding?................................................................4
1.2.1 Wat is Schone Kleding?............................................................................................4
1.2.2 Wat speelt er nu?.....................................................................................................4
1.2.3 Welke organisaties zijn actief op het gebied van Schone Kleding?........................5
1.3 Welke codes/afspraken bestaan er op het gebied van Schone kleding?................................5
1.4 Welke internationale kleding, mode en sport bedrijven zijn de afgelopen 2 jaar in het……..6
nieuws geweest als het gaat om Schone kleding?
2. Organisatie analyse
2.1 Algemeen…………………………………………………………………………………………………………………………..7
` 2.1.1 Geschiedenis………………………………………………………………………………………………………7
2.1.2 Visie, missie, strategie, waarden…………………………………………………………………………7
2.1.3 Voornaamste producten/diensten…………………………………..…………………………………8
2.1.4 Hoe presenteert de organisatie zich…………………………………..……………………………...8
2.2 Specifiek (MVO/Schone Kleding…………………………………………………………….…………………………..9
2.2.1 Visie en beleid ten aanzien van MVO/ Schone Kleding……………………………………….9
2.2.2 Waar en hoe worden de producten van de organisatie gemaakt……………………….9
2.2.3 Wat zijn sterke en zwakke punten in het MVO-beleid………………………………………10
2.2.4 Wat en hoe communiceert de organisatie over het eigen MVO/Schone………….10
Kleren beleid
3. Stakeholder analyse……………………………………………………………………………………………………………......12
3.1 Wat zijn de belangrijkste stakeholders van de organisatie……………………………………………………..12
3.2 Wat is de aard van de relatie met de organisatie……………………………………………………………………12
3.3 Hoe groot is hun macht/invloed…………………………………………………………………………………………….13
3.4 Welke stakeholders zijn met name belangrijk voor het issue MVO/schone kleding……………….14
3.5 Visueel overzicht van de organisatie met alle belangrijke MVO-stakeholders………………………..14
3.6 Visueel overzicht van de organisatie met alle belangrijke stakeholders…………………………………15
3.7 Wie is de typische klant van de organisatie…………………………………………………………………………..16
3.7.1.1 Doelgroep Zara…………………………………………………………………………………………………..16
3.7.1.2 Meerdere doelgroepen………………………………………………………………………………………16
3.7.1.3 Ijkpersoon…………………………………………………………………………………………………………..17
4 Media-analyse…………………………………………………………………………………………………………………………..…..19
4.1 De verschillende media………………………………………………………………………………………………………….19
4.2 Aantal artikelen………………………………………………………………………………………………………………………20
4.3 Onderwerpen…………………………………………………………………………………………………………………………21
4.4 Lading/toon……………………………………………………………………………………………………………………………25
4.5 Conclusie……………………………………………………………………………………………………………………………….26
5 Mediastrategie……………………………………………………………………………………………………………………………...27
5.1 Kernboodschap………………………………………………………………………………………………………………………27
5.5.1Doelstelling…………………………………………………………………………………………………………………….27
5.5.2 Voorbereiding……………………………………………………………………………………………………………….27
5.5.3 Nazorg……………………………………………………………………………………………………………………..…….27
5.5 Tien (inter-)nationale media die Zara in ieder geval wil benaderen…………………..………………….27
3
, 5.6 Omgang negatieve berichten internet en social media………………………………………………………..28
5.7 Voorbereiding persconferentie…………………………………………………………………………………………….29
6. Persmap…………………………………………………………………………………………………………………………………………...30
6.1 Contactgegevens bedrijf…………………………………………………………………………………………………………30
6.2 Contactgegevens woordvoerders……………………………………………………………………………………………30
6.3 Bedrijfsinformatie……....……………………………………………………………………………………………...............30
6.2.1 Visie, missie en waarden……………………………………………………………………………………………….30
6.2.2 Beleid mvo………………………………………………………………………………………………………………….….32
6.4 Persbericht……………………………………………………………………………………………………………………………..33
6.5 Q&A………………………………………………………………………………………………………………………………………..34
6.6 List of invited media……………………………………………………………………………………………………………….35
7.Press kit…………………………………………………………………………………………………………………………………………....36
7.1 Contact information company………………………………………………………………………………………………..36
7.2 Contact information..…………….……………………………………………………………………………………………….36
7.3 Company information……………………………………………………………………………………………………………..36
7.3.1 Vision, mission and values……………………………………………………………………………………………..36
7.3.2 CSR Poilicy……………………………………………………………………………………………………………………..37
7.4 Press release…………………………………………………………………………………………………………………………..37
7.5 Q&A……………………………………………………………………………………………………………………………………..….38
7.6 List of invited media…………………………………………………………………………………………………………….…39
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