SAMENVATTING COMMUNICATIE HANDBOEK – TESSA
KOOIJMAN
Inhoud
Samenvatting Communicatie Handboek – Tessa Kooijman....................................................................1
Hoofdstuk 1: Communicatie...................................................................................................................5
1.1 Communicatie als vak...................................................................................................................5
1.2 Trends en ontwikkelingen.............................................................................................................5
1.3 Plaats van communicatie in de organisatie...................................................................................6
1.4 Activiteiten van een communicatiemedewerker..........................................................................6
Hoofdstuk 2: Basics over communicatie.................................................................................................7
2.1 Basisbegrippen.............................................................................................................................7
2.2 Soorten communicatie.................................................................................................................7
2.3 Communicatiemodaliteiten..........................................................................................................7
2.4 Interpersoonlijke communicatie en massacommunicatie............................................................8
2.5 Inzichten uit de psychologie.........................................................................................................8
2.6 Communicatietheorieën...............................................................................................................8
Hoofdstuk 4:.........................................................................................................................................10
4.1 Visie op de aanpak van communicatie........................................................................................10
4.2 Elementen Communicatie Canvas..............................................................................................10
4.3 Communicatie Canvas................................................................................................................10
4.4 Analyse.......................................................................................................................................11
4.4.1 Interne analyse....................................................................................................................11
4.4.2 Externe communicatie.........................................................................................................11
4.5 Positionering...............................................................................................................................11
4.6 Stakeholders/doelgroepen.........................................................................................................11
4.7 strategie......................................................................................................................................12
4.7.1 communicatiekruispunt.......................................................................................................12
4.7.2..............................................................................................................................................12
4.7.3..............................................................................................................................................12
4.8 Propositie....................................................................................................................................13
4.9 Concept.......................................................................................................................................13
4.10 Middelen..................................................................................................................................13
4.11 Tijd............................................................................................................................................13
4.12 Budget......................................................................................................................................14
1
,Hoofdstuk 6: Interne communicatie.....................................................................................................15
6.1 Visie op interne communicatie...................................................................................................15
6.1.1 Actie- en interactievisie.......................................................................................................15
6.1.2 Elementen van de visie op interne communicatie...............................................................15
6.2 Doelen interne communicatie....................................................................................................15
6.3 Interne doelgroepen...................................................................................................................16
6.4 Communicatiestromen...............................................................................................................16
6.5 Soorten informatie.....................................................................................................................16
6.6 Communicatie bij veranderingen................................................................................................16
6.6.1 typen veranderingen...........................................................................................................16
6.6.2 echte verandering komt vanuit binnenuit...........................................................................17
6.6.3 Typen medewerkers bij veranderingen...............................................................................17
6.6.4 Aanpak van communicatie bij veranderingen......................................................................17
6.7 Middelen voor interne communicatie........................................................................................17
6.8 Online interne communicatie.....................................................................................................18
6.9 Offline interne communicatie.....................................................................................................18
6.10 Aanpak voor interne communicatie.........................................................................................18
Hoofdstuk 8: Corporate communicatie................................................................................................19
8.1 Identiteit.....................................................................................................................................19
8.1.1 corporate identity mix.........................................................................................................19
8.1.2 identiteitsstructuur..............................................................................................................19
8.2 Imago..........................................................................................................................................19
8.3 Reputatie....................................................................................................................................20
8.4 Huisstijl.......................................................................................................................................20
8.4.1 Naam/logo...........................................................................................................................20
8.4.2 kleurgebruik.........................................................................................................................21
8.4.3 Typografie............................................................................................................................21
8.4.4 Beeldgebruik........................................................................................................................21
8.4.5 Een nieuwe huisstijl invoeren..............................................................................................21
8.4.6 huisstijldragers.....................................................................................................................21
8.5 Aanpak voor corporate communicatie.......................................................................................21
Hoofdstuk 9: Specialismen in corporate communicatie.......................................................................22
9.1 Issuemanagement......................................................................................................................22
9.2 public affairs...............................................................................................................................22
9.3 Crisiscommunicatie.....................................................................................................................23
9.4 financiële communicatie.............................................................................................................23
2
, 9.5 Arbeidsmarktcommunicatie.......................................................................................................24
9.6 Overheidscommunicatie.............................................................................................................24
9.6.1 participatie...........................................................................................................................24
Hoofdstuk 10: marketing communicatie..............................................................................................25
10.2 positioneringsruit......................................................................................................................25
10.2.1 Merk..................................................................................................................................25
10.2.2 Concurrentie......................................................................................................................25
10.2.3 trends.................................................................................................................................26
10.2.4 Doelgroep..........................................................................................................................26
10.3 Positionering en internal branding...........................................................................................26
10.4 productontwikkeling.................................................................................................................26
10.5 Strategische keuzes..................................................................................................................27
10.6 Marketingmix............................................................................................................................27
10.6.1 business-to-business..........................................................................................................27
Hoofdstuk 11: instrumenten voor marketingcommunicatie................................................................28
11.1 overzicht van instrumenten......................................................................................................28
11.2 E-commerce..............................................................................................................................28
11.2.1 online strategie..................................................................................................................28
11.3 Social media..............................................................................................................................29
11.4 Reclame....................................................................................................................................29
11.5 Winkelcommunicatie................................................................................................................29
11.6 Direct marketing.......................................................................................................................29
11.7 Sponsoring................................................................................................................................30
11.7.1 soorten sponsering............................................................................................................30
11.7.2 aanpak van sponsering......................................................................................................30
11.7.3 sponsorcontract.................................................................................................................30
11.8 Events en beurzen....................................................................................................................30
11.8.1 Events................................................................................................................................30
11.8.2 Beurzen..............................................................................................................................30
11.8.3 Organisatie.........................................................................................................................30
11.9 Brandactivation.........................................................................................................................31
11.10 Aanpak voor marketingcommunicatie....................................................................................31
Hoofdstuk 14: Media............................................................................................................................32
14.1 Medialandschap.......................................................................................................................32
14.2 Owned media...........................................................................................................................32
14.2.1 Website..............................................................................................................................32
3
, 14.2.2 Apps...................................................................................................................................32
14.2.3 Facebook............................................................................................................................32
14.2.4 YouTube.............................................................................................................................32
14.2.5 LinkedIn.............................................................................................................................32
14.2.6 Twitter...............................................................................................................................32
14.2.7 Instagram...........................................................................................................................32
14.2.8 Huisorgaan.........................................................................................................................33
14.2.9 sponsored magazine..........................................................................................................33
14.3 Paid media................................................................................................................................33
14.3.1 Dagbladen en huis-aan-huisbladen....................................................................................33
14.3.2 Tijdschriften en vakbladen.................................................................................................33
14.3.3 Televisie, bioscoop en radio...............................................................................................33
14.3.4 Outdoor.............................................................................................................................33
14.4 Earned media............................................................................................................................33
14.5 Crossmedia...............................................................................................................................33
14.6 Mediaplanning..........................................................................................................................33
14.7 Mediaselectie...........................................................................................................................34
Hoofdstuk 15: omgaan met de pers.....................................................................................................35
15.1 Nieuwswaarde..........................................................................................................................35
15.2 Mediabeleid..............................................................................................................................35
15.3 Social media release.................................................................................................................35
15.4 Persinterview............................................................................................................................35
15.5 Persconferentie en persbezoek................................................................................................35
15.6 Persbericht................................................................................................................................36
15.7 Onjuistheden in de media.........................................................................................................36
4
KOOIJMAN
Inhoud
Samenvatting Communicatie Handboek – Tessa Kooijman....................................................................1
Hoofdstuk 1: Communicatie...................................................................................................................5
1.1 Communicatie als vak...................................................................................................................5
1.2 Trends en ontwikkelingen.............................................................................................................5
1.3 Plaats van communicatie in de organisatie...................................................................................6
1.4 Activiteiten van een communicatiemedewerker..........................................................................6
Hoofdstuk 2: Basics over communicatie.................................................................................................7
2.1 Basisbegrippen.............................................................................................................................7
2.2 Soorten communicatie.................................................................................................................7
2.3 Communicatiemodaliteiten..........................................................................................................7
2.4 Interpersoonlijke communicatie en massacommunicatie............................................................8
2.5 Inzichten uit de psychologie.........................................................................................................8
2.6 Communicatietheorieën...............................................................................................................8
Hoofdstuk 4:.........................................................................................................................................10
4.1 Visie op de aanpak van communicatie........................................................................................10
4.2 Elementen Communicatie Canvas..............................................................................................10
4.3 Communicatie Canvas................................................................................................................10
4.4 Analyse.......................................................................................................................................11
4.4.1 Interne analyse....................................................................................................................11
4.4.2 Externe communicatie.........................................................................................................11
4.5 Positionering...............................................................................................................................11
4.6 Stakeholders/doelgroepen.........................................................................................................11
4.7 strategie......................................................................................................................................12
4.7.1 communicatiekruispunt.......................................................................................................12
4.7.2..............................................................................................................................................12
4.7.3..............................................................................................................................................12
4.8 Propositie....................................................................................................................................13
4.9 Concept.......................................................................................................................................13
4.10 Middelen..................................................................................................................................13
4.11 Tijd............................................................................................................................................13
4.12 Budget......................................................................................................................................14
1
,Hoofdstuk 6: Interne communicatie.....................................................................................................15
6.1 Visie op interne communicatie...................................................................................................15
6.1.1 Actie- en interactievisie.......................................................................................................15
6.1.2 Elementen van de visie op interne communicatie...............................................................15
6.2 Doelen interne communicatie....................................................................................................15
6.3 Interne doelgroepen...................................................................................................................16
6.4 Communicatiestromen...............................................................................................................16
6.5 Soorten informatie.....................................................................................................................16
6.6 Communicatie bij veranderingen................................................................................................16
6.6.1 typen veranderingen...........................................................................................................16
6.6.2 echte verandering komt vanuit binnenuit...........................................................................17
6.6.3 Typen medewerkers bij veranderingen...............................................................................17
6.6.4 Aanpak van communicatie bij veranderingen......................................................................17
6.7 Middelen voor interne communicatie........................................................................................17
6.8 Online interne communicatie.....................................................................................................18
6.9 Offline interne communicatie.....................................................................................................18
6.10 Aanpak voor interne communicatie.........................................................................................18
Hoofdstuk 8: Corporate communicatie................................................................................................19
8.1 Identiteit.....................................................................................................................................19
8.1.1 corporate identity mix.........................................................................................................19
8.1.2 identiteitsstructuur..............................................................................................................19
8.2 Imago..........................................................................................................................................19
8.3 Reputatie....................................................................................................................................20
8.4 Huisstijl.......................................................................................................................................20
8.4.1 Naam/logo...........................................................................................................................20
8.4.2 kleurgebruik.........................................................................................................................21
8.4.3 Typografie............................................................................................................................21
8.4.4 Beeldgebruik........................................................................................................................21
8.4.5 Een nieuwe huisstijl invoeren..............................................................................................21
8.4.6 huisstijldragers.....................................................................................................................21
8.5 Aanpak voor corporate communicatie.......................................................................................21
Hoofdstuk 9: Specialismen in corporate communicatie.......................................................................22
9.1 Issuemanagement......................................................................................................................22
9.2 public affairs...............................................................................................................................22
9.3 Crisiscommunicatie.....................................................................................................................23
9.4 financiële communicatie.............................................................................................................23
2
, 9.5 Arbeidsmarktcommunicatie.......................................................................................................24
9.6 Overheidscommunicatie.............................................................................................................24
9.6.1 participatie...........................................................................................................................24
Hoofdstuk 10: marketing communicatie..............................................................................................25
10.2 positioneringsruit......................................................................................................................25
10.2.1 Merk..................................................................................................................................25
10.2.2 Concurrentie......................................................................................................................25
10.2.3 trends.................................................................................................................................26
10.2.4 Doelgroep..........................................................................................................................26
10.3 Positionering en internal branding...........................................................................................26
10.4 productontwikkeling.................................................................................................................26
10.5 Strategische keuzes..................................................................................................................27
10.6 Marketingmix............................................................................................................................27
10.6.1 business-to-business..........................................................................................................27
Hoofdstuk 11: instrumenten voor marketingcommunicatie................................................................28
11.1 overzicht van instrumenten......................................................................................................28
11.2 E-commerce..............................................................................................................................28
11.2.1 online strategie..................................................................................................................28
11.3 Social media..............................................................................................................................29
11.4 Reclame....................................................................................................................................29
11.5 Winkelcommunicatie................................................................................................................29
11.6 Direct marketing.......................................................................................................................29
11.7 Sponsoring................................................................................................................................30
11.7.1 soorten sponsering............................................................................................................30
11.7.2 aanpak van sponsering......................................................................................................30
11.7.3 sponsorcontract.................................................................................................................30
11.8 Events en beurzen....................................................................................................................30
11.8.1 Events................................................................................................................................30
11.8.2 Beurzen..............................................................................................................................30
11.8.3 Organisatie.........................................................................................................................30
11.9 Brandactivation.........................................................................................................................31
11.10 Aanpak voor marketingcommunicatie....................................................................................31
Hoofdstuk 14: Media............................................................................................................................32
14.1 Medialandschap.......................................................................................................................32
14.2 Owned media...........................................................................................................................32
14.2.1 Website..............................................................................................................................32
3
, 14.2.2 Apps...................................................................................................................................32
14.2.3 Facebook............................................................................................................................32
14.2.4 YouTube.............................................................................................................................32
14.2.5 LinkedIn.............................................................................................................................32
14.2.6 Twitter...............................................................................................................................32
14.2.7 Instagram...........................................................................................................................32
14.2.8 Huisorgaan.........................................................................................................................33
14.2.9 sponsored magazine..........................................................................................................33
14.3 Paid media................................................................................................................................33
14.3.1 Dagbladen en huis-aan-huisbladen....................................................................................33
14.3.2 Tijdschriften en vakbladen.................................................................................................33
14.3.3 Televisie, bioscoop en radio...............................................................................................33
14.3.4 Outdoor.............................................................................................................................33
14.4 Earned media............................................................................................................................33
14.5 Crossmedia...............................................................................................................................33
14.6 Mediaplanning..........................................................................................................................33
14.7 Mediaselectie...........................................................................................................................34
Hoofdstuk 15: omgaan met de pers.....................................................................................................35
15.1 Nieuwswaarde..........................................................................................................................35
15.2 Mediabeleid..............................................................................................................................35
15.3 Social media release.................................................................................................................35
15.4 Persinterview............................................................................................................................35
15.5 Persconferentie en persbezoek................................................................................................35
15.6 Persbericht................................................................................................................................36
15.7 Onjuistheden in de media.........................................................................................................36
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