PM – ”Från policy till praktik” - Lunds kommun
PM – ”Från policy till praktik” - Lunds kommun
PM – ”Från policy till praktik” - Lunds kommun
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1. Inledning................................................................................................................................1<br />
1.1 Bakgrund ...................................................................................................................................... 1<br />
1.1.1 Marknadsförandet av en plats............................................................................................................. 1<br />
1.1.2 <strong>Lunds</strong> <strong>kommun</strong> ................................................................................................................................... 2<br />
1.2 Teoretiskt ramverk....................................................................................................................... 2<br />
1.2.1 Kommunikation.................................................................................................................................. 2<br />
1.2.2 Värdegrund.......................................................................................................................................... 3<br />
1.2.3 Implementering................................................................................................................................... 4<br />
1.2.4 Teoretisk syntes................................................................................................................................... 6<br />
1.3 Problem och syfte......................................................................................................................... 8<br />
1.4 Metod ........................................................................................................................................... 8<br />
1.4.1 Textanalys............................................................................................................................................ 9<br />
1.4.2 Intervjumetod...................................................................................................................................... 9<br />
1.4.3 Kvalitativ innehållanalys ................................................................................................................... 10<br />
1.4.4 Abduktion.......................................................................................................................................... 11<br />
1.4.5 Normativ metod................................................................................................................................11<br />
1.4.6 Reliabilitet och validitet.................................................................................................................... 12<br />
1.5 Avgränsningar ............................................................................................................................ 13<br />
1.6 Disposition................................................................................................................................. 14<br />
2. Presentation av källmaterial................................................................................................ 15<br />
2.1 Kommunikationsplattform för <strong>Lunds</strong> <strong>kommun</strong>....................................................................... 15<br />
2.1.1 Kommunikationsplattform för <strong>Lunds</strong> <strong>kommun</strong>. Del 1 Kommunikations<strong>policy</strong> för <strong>Lunds</strong><br />
<strong>kommun</strong> med värdegrund för arbete och relationer.................................................................................. 15<br />
2.1.2 Kommunikationsplattform för <strong>Lunds</strong> <strong>kommun</strong>. Del 2 Varumärkesstrategi för <strong>Lunds</strong> <strong>kommun</strong> .17<br />
2.1.3 Massmedierelationer för <strong>Lunds</strong> <strong>kommun</strong>......................................................................................... 18<br />
2.1.4 Massmediahandledning för medarbetare i <strong>Lunds</strong> <strong>kommun</strong> ............................................................ 19<br />
2.2 Utvärdering av Kommunikationsplattform för <strong>Lunds</strong> <strong>kommun</strong> ............................................. 20<br />
2.3 Intervjuer.................................................................................................................................... 22<br />
2.3.1 Intervju 1........................................................................................................................................... 22<br />
2.3.2 Intervju 2........................................................................................................................................... 23<br />
2.3.3 Intervju 3........................................................................................................................................... 24<br />
2.4 Sammanfattning av resultat....................................................................................................... 24<br />
3. Nulägesanalys ...................................................................................................................... 25<br />
3.1 Vad har gjorts hit<strong>till</strong>s i arbetet med <strong>kommun</strong>ikationsplattformen i <strong>Lunds</strong> <strong>kommun</strong>?........... 25<br />
3.1.1 Förändrad styrning............................................................................................................................ 25<br />
3.1.2 Arbetet med <strong>kommun</strong>ens varumärke................................................................................................ 26<br />
3.1.3 Resursfördelning................................................................................................................................27<br />
3.2 Hur har detta arbete mottagits? ................................................................................................ 28<br />
3.2.1 Utveckling genom utbildning........................................................................................................... 28<br />
3.2.2 Kommunikationsplattformen som en naturlig del av arbetet.......................................................... 30<br />
3.2.3 En enhetlig <strong>kommun</strong>......................................................................................................................... 30<br />
3.3 Hur kan detta arbete förbättras? ............................................................................................... 31<br />
3.3.1 Organisatorisk samordning............................................................................................................... 31<br />
3.3.2 Hanterandet av information ............................................................................................................. 32<br />
3.3.3 Uppföljning ....................................................................................................................................... 33