Examen SBC - inhoudsopgave
1. Introductiecollege ............................................................................................................................................... 4
Case | Walls........................................................................................................................................................ 4
De communicatiekwadranten | Van Driessche (Vonk) ....................................................................................... 4
Case | Tweet Jan Jambon over regeerakkoord .................................................................................................. 5
Communicatieschema ........................................................................................................................................ 5
Volledig communicatieschema ......................................................................................................................... 10
2. Information Mapping & tekstopmaak .............................................................................................................. 11
Introductie ........................................................................................................................................................ 11
Document design .............................................................................................................................................. 11
Rapporten | Soorten......................................................................................................................................... 12
Rapporteren | schrijfproces .............................................................................................................................. 13
Rapporteren | Information Mapping ............................................................................................................... 13
Rapporteren | 7 basisprincipes ........................................................................................................................ 14
Rapporteren | Tips ........................................................................................................................................... 17
2. Information Mapping – feedbackcollege .......................................................................................................... 19
Do’s & Dont’s rapport ....................................................................................................................................... 19
Tekstopmaak .................................................................................................................................................... 22
3. Socialemediastrategie ....................................................................................................................................... 23
Introductie ........................................................................................................................................................ 23
Professioneel gebruik van sociale media .......................................................................................................... 24
Do’s of dont’s op de sociale media ................................................................................................................... 26
4. Portfolio | feedback & ccc-model | tekstperspectief ....................................................................................... 31
Het ccc-model ................................................................................................................................................... 31
Tekstperspectief ............................................................................................................................................... 32
5. Persuasieve communicatie ............................................................................................................................... 34
Inzichten over overtuigen ................................................................................................................................. 34
De directe structuur .......................................................................................................................................... 37
5. Persuasieve communicatie – feedbackcollege ................................................................................................. 42
Sollicitatietips ................................................................................................................................................... 42
Do’s & Dont’s sollicitatiebrief ........................................................................................................................... 43
6. Curriculum Vitae ............................................................................................................................................... 48
het curriculum vitae | 5 tips ............................................................................................................................. 48
het curriculum vitae | soorten .......................................................................................................................... 49
het curriculum vitae | inhoud ........................................................................................................................... 49
1
, het curriculum vitae | functies ......................................................................................................................... 49
Do’s & dont’s CV ............................................................................................................................................... 50
het curriculum vitae | competenties ................................................................................................................ 51
het curriculum vitae | koppeling aan sollicitatiegesprek ................................................................................. 51
7. Communicatieplan – Inleiding communicatieplan ............................................................................................ 52
Voordelen? ....................................................................................................................................................... 52
Verschillende soorten plannen ......................................................................................................................... 52
Strategie ........................................................................................................................................................... 52
Plan inhoud....................................................................................................................................................... 53
7. Communicatieplan – communicatie meten ...................................................................................................... 56
Waarom meten? .............................................................................................................................................. 56
Economische impact van communicatie wordt zelden onderzocht / aangetoond ........................................... 56
Stappenplan ..................................................................................................................................................... 57
7. Communicatieplan – Duurzame communicatie ................................................................................................ 60
Communiceren over duurzaamheid ................................................................................................................. 60
Duurzaam communiceren ................................................................................................................................ 64
8. Slechtnieuwsbrieven – feedbackcollege ........................................................................................................... 68
Tips om zelf aan je teksten te sleutelen ............................................................................................................ 81
Onderzoek naar effect beleefdheidsstrategieën .............................................................................................. 81
Feedback slechtnieuwsbrief.............................................................................................................................. 82
Do’s and dont’s van slechtnieuwsbrieven ......................................................................................................... 85
9. Visuele communicatie ....................................................................................................................................... 89
Inleiding ............................................................................................................................................................ 89
Kleur ................................................................................................................................................................. 90
Grafieken .......................................................................................................................................................... 93
Infografieken .................................................................................................................................................... 96
10. Crisis communication & issue management ................................................................................................. 100
1. Definition of a crisis .................................................................................................................................... 101
2. Evolution of a crisis ..................................................................................................................................... 104
3. Crisis communication.................................................................................................................................. 109
4. Eficient Crisis communication ..................................................................................................................... 111
5. One final case: Case Debra ......................................................................................................................... 113
6. Wrap-up ..................................................................................................................................................... 114
10. Crisiscommunicatie feedbackcollege ............................................................................................................ 115
Throwback Thursday (gastcollege Whyte) ..................................................................................................... 115
Expect the unexpected ................................................................................................................................... 116
2
, Feedback bij KitKatcase .................................................................................................................................. 119
Crisiscommunicatieplan in 7 stappen ............................................................................................................. 126
1. ....................................................................................................... Functioneringsgesprekken
............................................................................................................................................................................ 132
Gespreksvormen ............................................................................................................................................. 132
Neutraal luisteren ........................................................................................................................................... 132
Cyclus professionele tweegesprekken ............................................................................................................ 133
Onderzoek ...................................................................................................................................................... 134
Doel ................................................................................................................................................................ 134
Verschil evaluatiegesprek (slides + artikel reader SERV) ................................................................................ 134
Structuur ......................................................................................................................................................... 135
Beoordelingsfouten ........................................................................................................................................ 137
Do’s and dont’s functioneringsgesprekken .................................................................................................... 138
2. ......................................................................................................... Slechtnieuwsgesprekken
............................................................................................................................................................................ 141
Structuur ......................................................................................................................................................... 141
3
, Schriftelijke communicatie
1. Introductiecollege
Case | Walls
Kiest voor ‘proficiat’ i.p.v. verkocht. Wat doet deze boodschap extra?
Verkocht is neutraal en zakelijk, het is een mededeling. Hier speelt
men in op de gevoelens van de koper, maar ook alle andere mensen,
voorbijgangers zien dit. Mensen zien dat dit bedrijf degene die het
huis gekocht heeft, proficiat wenst. Zo tonen ze als bedrijf dat ze
klantvriendelijk zijn. “Wij helpen de verkoper niet alleen, we gaan
ook mee in het verhaal van de koper door hem proficiat te wensen.”
Communicatieschema:
A–Z–B–O-D
A: aanleiding; kan zowel gewild als ongewild zijn
Z: zender vd boodschap
B: boodschap
O: ontvanger
D= doel
Z-B: coderen; zender is actief
O-B: decoderen; ontvanger is actief omdat hij/zij beslist om al dan niet te reageren op de boodschap
Aanleiding: huis is verkocht dus wat doe ik als makerlaar?
o ‘Verkocht’
o ‘Proficiat’
o ‘Binnen de 2 weken’
o ‘Pech t’is weg’
o ‘Te laat’
De communicatiekwadranten | Van Driessche (Vonk)
De as operationeel – strategisch
> Focus SBC: Hoe ga je je communicatie strategisch in een bepaalde situatie opleggen
> Bij Taal in Bedrijf zal vooral de nadruk liggen op het operationele
De as korte termijn – lange termijn
> Focus SBC: Wij gaan ons vooral richten op de communicatie op strategische LT
4
1. Introductiecollege ............................................................................................................................................... 4
Case | Walls........................................................................................................................................................ 4
De communicatiekwadranten | Van Driessche (Vonk) ....................................................................................... 4
Case | Tweet Jan Jambon over regeerakkoord .................................................................................................. 5
Communicatieschema ........................................................................................................................................ 5
Volledig communicatieschema ......................................................................................................................... 10
2. Information Mapping & tekstopmaak .............................................................................................................. 11
Introductie ........................................................................................................................................................ 11
Document design .............................................................................................................................................. 11
Rapporten | Soorten......................................................................................................................................... 12
Rapporteren | schrijfproces .............................................................................................................................. 13
Rapporteren | Information Mapping ............................................................................................................... 13
Rapporteren | 7 basisprincipes ........................................................................................................................ 14
Rapporteren | Tips ........................................................................................................................................... 17
2. Information Mapping – feedbackcollege .......................................................................................................... 19
Do’s & Dont’s rapport ....................................................................................................................................... 19
Tekstopmaak .................................................................................................................................................... 22
3. Socialemediastrategie ....................................................................................................................................... 23
Introductie ........................................................................................................................................................ 23
Professioneel gebruik van sociale media .......................................................................................................... 24
Do’s of dont’s op de sociale media ................................................................................................................... 26
4. Portfolio | feedback & ccc-model | tekstperspectief ....................................................................................... 31
Het ccc-model ................................................................................................................................................... 31
Tekstperspectief ............................................................................................................................................... 32
5. Persuasieve communicatie ............................................................................................................................... 34
Inzichten over overtuigen ................................................................................................................................. 34
De directe structuur .......................................................................................................................................... 37
5. Persuasieve communicatie – feedbackcollege ................................................................................................. 42
Sollicitatietips ................................................................................................................................................... 42
Do’s & Dont’s sollicitatiebrief ........................................................................................................................... 43
6. Curriculum Vitae ............................................................................................................................................... 48
het curriculum vitae | 5 tips ............................................................................................................................. 48
het curriculum vitae | soorten .......................................................................................................................... 49
het curriculum vitae | inhoud ........................................................................................................................... 49
1
, het curriculum vitae | functies ......................................................................................................................... 49
Do’s & dont’s CV ............................................................................................................................................... 50
het curriculum vitae | competenties ................................................................................................................ 51
het curriculum vitae | koppeling aan sollicitatiegesprek ................................................................................. 51
7. Communicatieplan – Inleiding communicatieplan ............................................................................................ 52
Voordelen? ....................................................................................................................................................... 52
Verschillende soorten plannen ......................................................................................................................... 52
Strategie ........................................................................................................................................................... 52
Plan inhoud....................................................................................................................................................... 53
7. Communicatieplan – communicatie meten ...................................................................................................... 56
Waarom meten? .............................................................................................................................................. 56
Economische impact van communicatie wordt zelden onderzocht / aangetoond ........................................... 56
Stappenplan ..................................................................................................................................................... 57
7. Communicatieplan – Duurzame communicatie ................................................................................................ 60
Communiceren over duurzaamheid ................................................................................................................. 60
Duurzaam communiceren ................................................................................................................................ 64
8. Slechtnieuwsbrieven – feedbackcollege ........................................................................................................... 68
Tips om zelf aan je teksten te sleutelen ............................................................................................................ 81
Onderzoek naar effect beleefdheidsstrategieën .............................................................................................. 81
Feedback slechtnieuwsbrief.............................................................................................................................. 82
Do’s and dont’s van slechtnieuwsbrieven ......................................................................................................... 85
9. Visuele communicatie ....................................................................................................................................... 89
Inleiding ............................................................................................................................................................ 89
Kleur ................................................................................................................................................................. 90
Grafieken .......................................................................................................................................................... 93
Infografieken .................................................................................................................................................... 96
10. Crisis communication & issue management ................................................................................................. 100
1. Definition of a crisis .................................................................................................................................... 101
2. Evolution of a crisis ..................................................................................................................................... 104
3. Crisis communication.................................................................................................................................. 109
4. Eficient Crisis communication ..................................................................................................................... 111
5. One final case: Case Debra ......................................................................................................................... 113
6. Wrap-up ..................................................................................................................................................... 114
10. Crisiscommunicatie feedbackcollege ............................................................................................................ 115
Throwback Thursday (gastcollege Whyte) ..................................................................................................... 115
Expect the unexpected ................................................................................................................................... 116
2
, Feedback bij KitKatcase .................................................................................................................................. 119
Crisiscommunicatieplan in 7 stappen ............................................................................................................. 126
1. ....................................................................................................... Functioneringsgesprekken
............................................................................................................................................................................ 132
Gespreksvormen ............................................................................................................................................. 132
Neutraal luisteren ........................................................................................................................................... 132
Cyclus professionele tweegesprekken ............................................................................................................ 133
Onderzoek ...................................................................................................................................................... 134
Doel ................................................................................................................................................................ 134
Verschil evaluatiegesprek (slides + artikel reader SERV) ................................................................................ 134
Structuur ......................................................................................................................................................... 135
Beoordelingsfouten ........................................................................................................................................ 137
Do’s and dont’s functioneringsgesprekken .................................................................................................... 138
2. ......................................................................................................... Slechtnieuwsgesprekken
............................................................................................................................................................................ 141
Structuur ......................................................................................................................................................... 141
3
, Schriftelijke communicatie
1. Introductiecollege
Case | Walls
Kiest voor ‘proficiat’ i.p.v. verkocht. Wat doet deze boodschap extra?
Verkocht is neutraal en zakelijk, het is een mededeling. Hier speelt
men in op de gevoelens van de koper, maar ook alle andere mensen,
voorbijgangers zien dit. Mensen zien dat dit bedrijf degene die het
huis gekocht heeft, proficiat wenst. Zo tonen ze als bedrijf dat ze
klantvriendelijk zijn. “Wij helpen de verkoper niet alleen, we gaan
ook mee in het verhaal van de koper door hem proficiat te wensen.”
Communicatieschema:
A–Z–B–O-D
A: aanleiding; kan zowel gewild als ongewild zijn
Z: zender vd boodschap
B: boodschap
O: ontvanger
D= doel
Z-B: coderen; zender is actief
O-B: decoderen; ontvanger is actief omdat hij/zij beslist om al dan niet te reageren op de boodschap
Aanleiding: huis is verkocht dus wat doe ik als makerlaar?
o ‘Verkocht’
o ‘Proficiat’
o ‘Binnen de 2 weken’
o ‘Pech t’is weg’
o ‘Te laat’
De communicatiekwadranten | Van Driessche (Vonk)
De as operationeel – strategisch
> Focus SBC: Hoe ga je je communicatie strategisch in een bepaalde situatie opleggen
> Bij Taal in Bedrijf zal vooral de nadruk liggen op het operationele
De as korte termijn – lange termijn
> Focus SBC: Wij gaan ons vooral richten op de communicatie op strategische LT
4
