Public relations & voorlichting
De Vos Margot
1CMB
2021-2022
1
,Inhoudsopgave
DEEL A: INLEIDING TOT DE PR............................................................................................................7
1 DEFINITIE VAN PR...........................................................................................................................7
1.1 DEFINITIES VAN PUBLIC RELATIONS....................................................................................................7
2 PRESENTEREN EN REPRESENTEREN................................................................................................7
3 PAMPEREN VAN RELATIES..............................................................................................................7
4 PROACTIEF REAGEREN....................................................................................................................8
5 PERMANENTE REPUTATIEBEWAKING.............................................................................................8
6 (PROFFESIONELE RECEPTIESCHUIMER)...........................................................................................9
6.1 PR VS MARKETINGCOMMUNICATIE....................................................................................................9
..........................................................................................................................................................9
6.2 BEELDVORMING.............................................................................................................................9
7 STAKEHOLDERS.............................................................................................................................10
7.1 DEFINITIE...................................................................................................................................10
7.2 RELATIENETWERK.........................................................................................................................10
7.3 STAKEHOLDERMAPPING.................................................................................................................11
7.4 DOELGROEPSEGMENTATIE..............................................................................................................12
8 WAT BEWEEGT MENSEN?.............................................................................................................13
9 INTERNE COMMUNICATIE............................................................................................................13
9.1 INLEIDING...................................................................................................................................13
9.2 DOELSTELLINGEN..........................................................................................................................14
9.3 DIVERSE MEDEWERKERS.................................................................................................................14
9.4 IC-FACTOREN..............................................................................................................................17
9.5 INFORMELE COMMUNICATIE............................................................................................................17
9.6 TOPDOWN VS BOTTOM-UP.............................................................................................................17
9.7 MEDIA VOOR INTERNE RELATIES.......................................................................................................18
10 MEDIARELATIES = PERSRELATIES................................................................................................20
2
,10.1 VOORBESCHOUWINGEN...............................................................................................................20
10.2 DE KRACHT VAN PR....................................................................................................................21
10.3 ROL VAN JOURNALISTEN...............................................................................................................22
10.4 BEREID JE GOED VOOR!................................................................................................................23
10.5 GOEDE RELATIES OPBOUWEN........................................................................................................23
10.6 SHOW TIME..............................................................................................................................24
11 FINANCIËLE RELATIES..................................................................................................................25
11.1 FINANCIËLE PR EN IR..................................................................................................................25
11.2 TRANSACTIES.............................................................................................................................28
11.3 DOELGROEPEN...........................................................................................................................28
2 ANALISTEN....................................................................................................................................28
3 INSTITUTIONELE BELEGGERS.........................................................................................................29
4 PARTICULIERE BELEGGERS............................................................................................................29
5 ANDERE STAKEHOLDERS (BIJV. BEURS).........................................................................................29
5.1 JAARVERSLAG EN PERSBERICHTEN.....................................................................................................29
5.2 BIJEENKOMSTEN...........................................................................................................................30
5.3 NIET-GENOTEERDE ONDERNEMINGEN................................................................................................30
5.4 GUIDANCE..................................................................................................................................30
5.5 VERANDERDE DYNAMIEK (ONTWIKKELINGEN EN TRENDS)......................................................................31
6 OMGEVINGSRELATIES...................................................................................................................31
6.1 ACTIEF ZIJN IN DE OMGEVING..........................................................................................................31
6.2 ORGANISATIES ALS DOELGROEP.......................................................................................................32
6.3 INSTRUMENTEN...........................................................................................................................32
6.4 PARTICIPATIE STIMULEREN..............................................................................................................33
6.5 DONATIES EN SPONSORING.............................................................................................................33
6.6 PRESENTATIE EN REPRESENTATIE......................................................................................................34
6.7 PUBLIEKE OPINIE BEÏNVLOEDEN........................................................................................................35
7 POLITIEKE RELATIES = PUBLIC AFFAIRS.........................................................................................35
7.1 INLEIDING...................................................................................................................................35
7.2 PUBLIC AFFAIRS EN LOBBY..............................................................................................................35
7.3 ONTWIKKELING VAN HET VAK..........................................................................................................36
7.4 INTERNET EN SOCIALE MEDIA...........................................................................................................37
7.5 PUBLIC AFFAIRS IN BREDER KADER...................................................................................................37
7.6 EUROPA.....................................................................................................................................38
7.7 UITVOERING VAN PUBLIC AFFAIRS....................................................................................................38
2 BELANGENORGANISATIES.............................................................................................................39
3
, 3 VOLKSVERTEGENWOORDIGERS....................................................................................................39
4 POLITIEKE PARTIJEN......................................................................................................................39
5 MASSAMEDIA...............................................................................................................................39
6 ACTIEGROEPEN.............................................................................................................................40
7 ARBEIDSMARKTRELATIES..............................................................................................................41
7.1 INLEIDING...................................................................................................................................41
7.2 WAT IS ARBEIDSMARKTCOMMUNICATIE?...........................................................................................42
7.3 HOE ZET JE ARBEIDSMARKTCOMMUNICATIE (= AMC) IN?.....................................................................43
2 PROFESSIONELE BEMIDDELAARS..................................................................................................43
3 KLASSIEKE COMMUNICATIE-INSTRUMENTEN...............................................................................43
4 NIEUWE VINDINGRIJKE TOOLS......................................................................................................44
4.1 TOEKOMST.................................................................................................................................44
5 OVERZICHT VAN DE COMMUNICATIEMEDIA................................................................................44
5.1 COMMUNICATIEVERMOGEN EN MIX..................................................................................................44
5.2 PERSOON ALS MEDIUM..................................................................................................................46
2 OVERLEG.......................................................................................................................................46
3 INFORMELE WERKBIJEENKOMST..................................................................................................46
4 OPEN HUIS....................................................................................................................................47
5 BEURS...........................................................................................................................................47
6 EVENEMENTEN.............................................................................................................................47
6.1 GEDRUKTE MEDIA.........................................................................................................................47
2 BROCHURE....................................................................................................................................48
3 MEDEDELINGENBORD...................................................................................................................48
4 POSTERS.......................................................................................................................................48
4
De Vos Margot
1CMB
2021-2022
1
,Inhoudsopgave
DEEL A: INLEIDING TOT DE PR............................................................................................................7
1 DEFINITIE VAN PR...........................................................................................................................7
1.1 DEFINITIES VAN PUBLIC RELATIONS....................................................................................................7
2 PRESENTEREN EN REPRESENTEREN................................................................................................7
3 PAMPEREN VAN RELATIES..............................................................................................................7
4 PROACTIEF REAGEREN....................................................................................................................8
5 PERMANENTE REPUTATIEBEWAKING.............................................................................................8
6 (PROFFESIONELE RECEPTIESCHUIMER)...........................................................................................9
6.1 PR VS MARKETINGCOMMUNICATIE....................................................................................................9
..........................................................................................................................................................9
6.2 BEELDVORMING.............................................................................................................................9
7 STAKEHOLDERS.............................................................................................................................10
7.1 DEFINITIE...................................................................................................................................10
7.2 RELATIENETWERK.........................................................................................................................10
7.3 STAKEHOLDERMAPPING.................................................................................................................11
7.4 DOELGROEPSEGMENTATIE..............................................................................................................12
8 WAT BEWEEGT MENSEN?.............................................................................................................13
9 INTERNE COMMUNICATIE............................................................................................................13
9.1 INLEIDING...................................................................................................................................13
9.2 DOELSTELLINGEN..........................................................................................................................14
9.3 DIVERSE MEDEWERKERS.................................................................................................................14
9.4 IC-FACTOREN..............................................................................................................................17
9.5 INFORMELE COMMUNICATIE............................................................................................................17
9.6 TOPDOWN VS BOTTOM-UP.............................................................................................................17
9.7 MEDIA VOOR INTERNE RELATIES.......................................................................................................18
10 MEDIARELATIES = PERSRELATIES................................................................................................20
2
,10.1 VOORBESCHOUWINGEN...............................................................................................................20
10.2 DE KRACHT VAN PR....................................................................................................................21
10.3 ROL VAN JOURNALISTEN...............................................................................................................22
10.4 BEREID JE GOED VOOR!................................................................................................................23
10.5 GOEDE RELATIES OPBOUWEN........................................................................................................23
10.6 SHOW TIME..............................................................................................................................24
11 FINANCIËLE RELATIES..................................................................................................................25
11.1 FINANCIËLE PR EN IR..................................................................................................................25
11.2 TRANSACTIES.............................................................................................................................28
11.3 DOELGROEPEN...........................................................................................................................28
2 ANALISTEN....................................................................................................................................28
3 INSTITUTIONELE BELEGGERS.........................................................................................................29
4 PARTICULIERE BELEGGERS............................................................................................................29
5 ANDERE STAKEHOLDERS (BIJV. BEURS).........................................................................................29
5.1 JAARVERSLAG EN PERSBERICHTEN.....................................................................................................29
5.2 BIJEENKOMSTEN...........................................................................................................................30
5.3 NIET-GENOTEERDE ONDERNEMINGEN................................................................................................30
5.4 GUIDANCE..................................................................................................................................30
5.5 VERANDERDE DYNAMIEK (ONTWIKKELINGEN EN TRENDS)......................................................................31
6 OMGEVINGSRELATIES...................................................................................................................31
6.1 ACTIEF ZIJN IN DE OMGEVING..........................................................................................................31
6.2 ORGANISATIES ALS DOELGROEP.......................................................................................................32
6.3 INSTRUMENTEN...........................................................................................................................32
6.4 PARTICIPATIE STIMULEREN..............................................................................................................33
6.5 DONATIES EN SPONSORING.............................................................................................................33
6.6 PRESENTATIE EN REPRESENTATIE......................................................................................................34
6.7 PUBLIEKE OPINIE BEÏNVLOEDEN........................................................................................................35
7 POLITIEKE RELATIES = PUBLIC AFFAIRS.........................................................................................35
7.1 INLEIDING...................................................................................................................................35
7.2 PUBLIC AFFAIRS EN LOBBY..............................................................................................................35
7.3 ONTWIKKELING VAN HET VAK..........................................................................................................36
7.4 INTERNET EN SOCIALE MEDIA...........................................................................................................37
7.5 PUBLIC AFFAIRS IN BREDER KADER...................................................................................................37
7.6 EUROPA.....................................................................................................................................38
7.7 UITVOERING VAN PUBLIC AFFAIRS....................................................................................................38
2 BELANGENORGANISATIES.............................................................................................................39
3
, 3 VOLKSVERTEGENWOORDIGERS....................................................................................................39
4 POLITIEKE PARTIJEN......................................................................................................................39
5 MASSAMEDIA...............................................................................................................................39
6 ACTIEGROEPEN.............................................................................................................................40
7 ARBEIDSMARKTRELATIES..............................................................................................................41
7.1 INLEIDING...................................................................................................................................41
7.2 WAT IS ARBEIDSMARKTCOMMUNICATIE?...........................................................................................42
7.3 HOE ZET JE ARBEIDSMARKTCOMMUNICATIE (= AMC) IN?.....................................................................43
2 PROFESSIONELE BEMIDDELAARS..................................................................................................43
3 KLASSIEKE COMMUNICATIE-INSTRUMENTEN...............................................................................43
4 NIEUWE VINDINGRIJKE TOOLS......................................................................................................44
4.1 TOEKOMST.................................................................................................................................44
5 OVERZICHT VAN DE COMMUNICATIEMEDIA................................................................................44
5.1 COMMUNICATIEVERMOGEN EN MIX..................................................................................................44
5.2 PERSOON ALS MEDIUM..................................................................................................................46
2 OVERLEG.......................................................................................................................................46
3 INFORMELE WERKBIJEENKOMST..................................................................................................46
4 OPEN HUIS....................................................................................................................................47
5 BEURS...........................................................................................................................................47
6 EVENEMENTEN.............................................................................................................................47
6.1 GEDRUKTE MEDIA.........................................................................................................................47
2 BROCHURE....................................................................................................................................48
3 MEDEDELINGENBORD...................................................................................................................48
4 POSTERS.......................................................................................................................................48
4
