2022 starts with a refreshed Manifesto

Happy New Year! 

My New Year starts with an updated Manifesto:


My Manifesto tells you how I approach life – and indeed: work – and hasn’t fundamentally changed over the years. Compared to previous editions, this year’s version focuses less on visuals and more on readability. Still, it remains a powerful – and useful – statement.

A Manifesto is, in my experience, more powerful and personal than your average vision, mission statement or corporate story. 

Have you ever considered using your own (unique) Manifesto? Read all about the benefits on this page!

I’m always happy to talk Manifestos as I strongly believe in their added values. Just contact me!

Low Budget? Start Communicating!

Throughout my career – long and varied – I worked for businesses and not-for-profit organisations of all sizes. Literally: from multinationals to local shops. The challenge is the same: how do I reach out to the right people to grow and sustain my business? Of course, all of my customers have different ambition levels and budgets. But at the end of the day, it is about connecting people using the right tools. It’s my job to make it work – whatever you do, wherever you are! 

With all of my experience, I honestly can tell you a low starting budget shouldn’t be an obstacle to create effective communication that will make your business grow, particularly in these times of crisis! That’s why I’m offering special tariffs on an hourly or project basis*. 

Get it right – now!

I provide everything companies need for their day-to-day communication: content written for social media and websites, brochures or presentations, graphic design, photography, and event organisation. My services will give you a lot more than that: I’m specialised in international projects, different cultures and languages, and long-term strategic communication. Internal communication and crisis communication are two of my other high-value specialties. 

If you don’t get the language, the tone, and the style of your communication right from the start, you will not be able to land your business successfully. This becomes even more important when communicating in (or to) customers from different European markets. 

Land your business now!

Communication has different dynamics in different areas. It helps to know the tricks of the trade, like (in my case) the automotive sector, transportation, logistics, ICT, GDPR/Privacy, tourism/hospitality, fashion, healthcare, and social inclusion. In addition to communications services (content and media production), I offer training, events, and presentations with an international approach.

*My special offer extends to these businesses: 
  • Multinational companies and organisations with international operations in Portugal.
  • Portuguese companies with international clients, such as tourism, restaurants/bars, personal transport, logistics, ICT.
  • Portuguese companies with activities (or ambitions) abroad. 
  • Start-ups, investors, governments and communications and marketing agencies looking for multilingual/multicultural connections.
  • Any company looking for quality in communication. 

Let me repeat: a low starting budget should never be an obstacle to grow your business, particularly in times of crisis! I love the challenge. Do you? If so, lets discuss your specific needs and the specific tariffs and conditions I can offer you now

Download the leaflets in Portuguese and English.

A “New Normal” Identity

Thinking of going back to “Normal” always sounds like the safest thing to do, doesn’t it? No, it doesn’t! I don’t intend to, anyway. Most of the existing connections between businesses and customers/consumers have changed, as we all had the time to rethink our lives and priorities, so the first thing to do – while we have time – is to prepare to reconnect, prepare for the “New Normal”. 

It’s time we realign our activities. My method of using the Manifesto process works perfectly for any sort of change (management). I use it for developing a renewed identity, for my clients and for myself (…). If you do your homework, as outlined in the Manifesto concept, developing an identity will get easier while creating a great (re)starting point for all of your communication activities, including branding, marketing and internal communication.

Business changes – now you have time to adapt.

It’s normal to be afraid of change – that’s only human. But as the pandemic forces us to change anyway, better make the best of it. We have the opportunity, right? Below you see the result of my efforts to change. So, what did I want my identity to reflect?

  • Connection
  • Depth
  • Human approach
  • Friendly design
  • Transparency

Let me tell you that the services I offer – (international communication, creative services and photography) haven’t changed. So, there was no need for a complete redesign. The same may apply to you: you can save yourself a lot of trouble (and expense) by building on your existing identity (unless you are a starter or want to create a separate brand, of course). The redesign of my basic logo (below) reflects this approach. You’ll see how the elements I wanted to change, are used:


An identity consists of many more elements, like fonts, colours, icons and wordmarks. These, in turn, translate into all kinds of tools. You’ll find them in the 2021-identity of my company (see my website, for example, which was also redesigned). It’s incorporated in all other online and offline tools, ranging from e-mail footers, photography watermarks, leaflets, templates and presentations.

My new identity is easy to use and adapt to all necessary uses – as it should be.

Remember, this post is all about reconnecting. Yes, my advise is that this is a perfect time to start creating a new identity, prepare to restart your business and stay ahead of your competitors. As your identity is part of your wider communications approach, I’m always happy to guide you through the process and discuss how a new (or renewed) identity is going to work for your business. Below are some examples of logos created.

In the meantime: stay safe and stay connected!



COVID-19 Update

The COVID-19 crisis clearly has affected my activities. However, I’m happy to report that my international communications projects in both Portugal and The Netherlands continue as planned.

These projects involve: (1) organizing industrial safety and health communication, (2) communication and online identity support for a national diversity organization, and (3) identity development and communication production for a newly started premium personal transport company.

Photography projects continue as well, though restricted out of an abundance of caution (a wonderful phrase). Don’t forget to check my Instagram page (link at the bottom of this page).

Due to the COVID-19 restrictions, the TakeOff (International Enterprise Support) Program has postponed its main activities. However, the program is still offered on an individual basis for entrepreneurs/startups that require coaching on international matters.

The same applies to my Be One (Inclusion) Program. Here, I’m also happy to continue to offer support and advise on an individual basis.

Please contact me for anything. In the meantime, please feel free to read my article “Communicating in a Crisis”, which I’m sure will inspire you to improve your communication during these times of uncertainty.

Stay safe!

Be prepared – Communicating in a Crisis

Checklist for responsible Crisis Communication

How do you, as a company, communicate during a crisis? This question is, of course, a sensitive topic with the new Coronavirus, COVID-19 hitting all of us pretty hard right now. Most crises are more limited in their reach, but can be damaging if not handled responsibly. As no one knows exactly what kind of crisis we may face at any given moment, I’ll give you some general tips which will help you deal with any type of crisis.

The bigger companies that act responsibility towards their employees, customers, other stakeholders and even society in general, already will have a crisis communication plan at hand. Today’s reality shows us that most companies don’t and deal with crises as they come. Why? Investing in a crisis communications plan may save you a lot of money on the long run. If you’re not prepared, a failed response to a crisis may damage your internal and external relationships, your reputation and market position more than the crisis itself.

Experience required!

I’ve been active in various capacities in corporate communication and dealt with may crisis situations and complex issues. Let me start by saying that crisis communication is about people: their trust, their loyalty and their anxieties. I’ve dealt with issues like environmental issues (spillage of oils and chemicals), stock market issues (investor relations), viral health issues (HIV policies) and issues confronting mental health institutes, as well as recent cases concerning privacy issues (GDPR).

“Be prepared, be open and be professional.”

Based on my experience in the field of crisis communication, I created an easy-to-use checklist* for crisis communication, which I’m happy to share (link at the end of this post). I hope it will not only help you deal with the current crisis, but also the next ones. Because they will come, though no one knows when, where and how big.

1. Be prepared and informed

Pre-organise your crisis communication now!

  • List the types of crises that may affect your business (internally and externally).
  • Create basic scenarios and timelines for the above.
  • Create a list of people who are and should be involved.
  • Determine in advance who’s in charge during a crisis (crisis manager) and who’s responsible for the communication (spokesperson).
  • Make a list of trustworthy information sources on issues that may affect your business (trade and governmental organisations, media etc.).
  • List of contacts to be informed (all relevant stakeholders, obviously including relevant media).
  • Always act according to your company’s corporate guidelines for communication, press, identity and values. Even during a crisis.
2. Start internally

You’re facing a crisis. First communicate internally.

  • Always share relevant information of the situation (after verification) first to your colleagues. So, start your communication inside your own organisation. If available, you’ll work together with your company’s internal communications specialists and HR department.
  • Use e-mail and if possible/necessary SMS/WhatsApp for an internal statement.
  • Make sure that colleagues are informed how to handle external questions and provide contact details of your company’s spokesperson.
  • Use social media wisely and update your intranet accordingly.
  • Provide regular updates, keep colleagues informed at all times.

“A failed response to a crisis may damage you more than the crisis itself.”

3. React responsibly

How, when and where to communicate?

  • React as soon as you can to a crisis situation (don’t forget to provide contact details of the spokesperson).
  • Create a list of possible FAQs (Frequently Asked Questions) and a release for the media, concerning the issue. Keep it update as the crisis evolves.
  • If you don’t have all information concerning the issue yet, create a first response stating what you know and that as soon you know more, you’ll provide more information. Provide timely regular updates.
  • Write a press/media release and post on social media.
  • Use social media wisely and refer for updates to your website (which you’ll need to keep updated as you go).
  • Avoid rumours, monitor social media responses.
  • Do not overcommunicate!
  • Don’t tell more than you need, and certainly not more than you can.
  • If available, provide visuals to the issue (you want to be in control of what is published as much as possible).
  • In all communication, refer to the designated spokesperson (if that’s not you), not to the crisis manager of management team. The spokesperson will coordinate interviews and update both the crisis manager and the management team.
  • Make sure the spokesperson is always fully informed, trained, experienced and with authority.
4. Be consistent and clear

Shape, target and time your communication.

  • Be clear, to the point, consistent, respectful and honest. Use professional writing and language skills, provide professional photography and visuals. You want to be taken seriously, right?
  • Be media savvy. Make sure your communication fits the needs of those you reach out to, be it internally or externally. Understand what journalists and bloggers need from you.
  • If you’re not sure how to deal with content professionally, contact a PR or crisis communications specialist**.
  • Never say “No comment”, but say “I’ll come back to your question as soon as possible”. And do it!
  • Also, don’t try to cover up the issue. It will always backfire badly.
  • Be human and compassionate. Realise that, in most cases, people and their families are affected personally and are looking for your company’s reassurance. If you do that well, you will improve your reputation. If not, you may suffer long-term damage.
  • Don’t get personal and respect privacy guidelines (in Europe: GDPR).
  • Be visible, available and accessible. If you or your company is not available, the public, the media and other stakeholders will get the information elsewhere (social media). That is in no one’s interest.
  • Do what you promise and adhere to deadlines. Remember, in times of crisis, your trustworthiness is even more at stake than it normally is.

“Crisis communication is about people: their trust, their loyalty and their anxieties.”

Use the best skills

Above I’ve listed some vital points to consider before and during a crisis situation. In short: be prepared, be open and be professional. As for specific communications skills, I would advise you to get in touch with a specialist. They can help you develop a crisis communication plan, provide media training or provide practical support while facing any type of crisis.

Crisis communication is one of the more challenging (and rewarding) areas of my business, and I would gladly give you some more guidance. Please feel free to get in touch with me!

*You can download the checklist as a pdf here

Finally and on a personal note: please follow the official guidelines provided by your government to keep yourself and all those around you safe and healthy!

Obtenha resultados na Praça das Comunicações!

Você está fazendo as escolhas certas em quem, como e quando você organiza suas atividades de comunicação? Alfred Jansen lidou com vários projetos com sucesso (consulte o Portfólio) usando uma abordagem baseada nos quatro pilares da Praça das Comunicações – a ‘Communications Square’ (©).



A comunicação começa com uma visão, refletindo todos os aspetos relevantes da organização, projeto e / ou produto, com um foco claro nas etapas que você precisa fazer para seguir em frente. Para desenvolver essa visão para sua abordagem de comunicação, Alfred Jansen usa uma ferramenta comprovada e prática: o Manifesto.

Um Manifesto abrange todo o escopo das atividades de comunicação corporativa, mas com a mesma facilidade pode ser usado para cobrir partes menores das atividades de qualquer organização, até os níveis de projeto ou mesmo de desenvolvimento pessoal.


Próximo passo: a tradução da visão (Manifesto) em um plano de comunicação direcionado – interno, externo e social. O plano de comunicação está diretamente vinculado à estratégia geral de negócios ou aos objetivos que já estão em vigor – portanto, não há necessidade de reinventar tudo. Nesta etapa, o plano já é prático: abrange não apenas os resultados, movimentos e conexões necessários para desenvolver e executar sua comunicação, mas também seus resultados, planeamento e orçamento. Nesta fase, sua estratégia se torna um plano de comunicação exclusivo.


Igualmente importante na Communications Square (©) é uma identidade organizada e consistente. Você estará familiarizado com os termos “marca” e “identidade corporativa”. Bem, o Manifesto também fornecerá os blocos de construção para criá-los e, ao mesmo tempo, aumentar o envolvimento, a motivação e a eficácia dentro da sua organização, quaisquer que sejam seus objetivos de comunicação. O uso do Manifesto como ponto de partida para sua identidade também é econômico, pois os conceitos básicos de design resultantes são fáceis de usar e autênticos, e podem ser implementados e aplicados de maneira rápida e consistente. Este é o ponto de partida para a produção de todas as suas atividades e conteúdos de comunicação.


Você quer resultados a curto e longo prazo. Se você seguir as etapas acima, a produção de ferramentas e conteúdo de comunicação eficazes para qualquer finalidade será muito mais fácil. Lembre-se de que você já definiu o que fará (o plano) e como (o design). Agora é a hora de reuni-las e começar a produzir. Alfred Jansen desenvolve, cria e produz ferramentas e conteúdo que atendem aos seus objetivos. Leia mais na página Serviços criativos.

Em suma, a Communications Square (©) é o caminho a seguir. Ele foi usado, testado e apresentou resultados em dezenas de projetos muito diferentes. Como isso tudo funciona para você? Confira a página Portfólio!

Get results at the Communications Square!

Are you making the right choices in who, how and when you organise your communications activities? Alfred Jansen has handled numerous projects successfully (see Portfolio) using an approach based on the four pillars of the Communications Square (©). 



Communication begins with a vision, reflecting all relevant aspects of the organisation, project and/or product, with a clear focus on the steps you need to make to move ahead. In order to develop this vision for your communications approach, Alfred Jansen uses a well-proven and practical tool: the Manifesto.

A Manifesto covers the full scope of corporate communications activities, but just as easily it can be used to cover smaller parts of any organisation’s activities, down to project or even personal development levels.


Next step: the translation of the vision (Manifesto) into a targeted communication plan – internal, external and social. The communication plan is directly linked to the overall business strategy or to objectives that are already in place – so there’s no need to reinvent it all. In this stage, the plan is already ‘hands-on’: it covers not only results, movements and connections required to develop and execute your communication, but also its deliverables, planning and budgeting. In this phase your strategy becomes a unique communication plan.


Equally important in the Communications Square (©) is an organised and consistent identity. You will be familiar with the terms ‘branding’ and ‘corporate identity’. Well, the Manifesto will also provide you with the building blocks to create these and, at the same time, increase involvement, motivation and effectiveness within your organisation, whatever your communication goals are. Using the Manifesto as a starting point for your identity is also cost effective, as the resulting design basics are easy to use and authentic, and can be implemented and applied quickly and consistently. This is the starting point for the production of all your communication activities and content.


You want results, short-term and long-term. If you follow the above steps, production of effective communication tools and content for whatever purpose will be a lot easier. Remember, you have already defined what you are going to do (the plan) and how (the design). Now is the time to bring these together and start producing. Alfred Jansen develops, creates and produces tools and content that fit your goals. Read more on the Creative services page.

In short, the Communications Square (©) is the way ahead. It has been used, tested and delivered results in dozens of very different projects. How does this all work out for you? Please check out the Portfolio page!

🇪🇺 One year in Portugal! 🇵🇹

Clique aqui para a versão portuguesa!

My ‘regular’ international communications projects this first year involved complex communications issues: branding, brochures/website communication and strategic communications projects concerning physical safety, health and GPRT/Privacy. As a rule I don’t communicate details concerning my work for clients. If you like to know more, please ask or check out the pages on this web site.  

This Summer I’ll spend some quality time on my special development projects. You could call them my ‘pet projects’, as they are closest to my heart.

They are:

  • the BeOne Inclusion Program
  • and the TakeOff International Enterprise Support Program.

Though the focus of both projects is different – the first program concerns personal development and the second is about business development – both use the same fundamentals.

You’ll find these fundamentals in my international communications projects too. They are:

  • relevance;
  • authenticity;
  • and a long-term approach.

Check this website and click the respective project names in the link above to find out more about them. Or please call me (+351 936 814 043).

Enjoy the Summer!


PS: I forget to tell you about my ongoing photography projects. Ah well, next time!

🇵🇹 Um ano em Portugal! 🇪🇺

Click here for the European – English version!

Os meus projectos de comunicações internacionais “regulares” neste primeiro ano envolveram questões complexas de comunicação: branding, brochuras / comunicação de sites e projectos de comunicações estratégicas relativos à segurança física, saúde e GPRT / Privacidade. Como regra, não forneço detalhes sobre meu trabalho para clientes. Se você gosta de saber mais, por favor, pergunte ou visite

Neste verão, vou dedicar algum tempo de qualidade aos meus projetos especiais. Você poderia chamá-los de meus “projetos favoritos”, pois eles estão mais próximos do meu coração.

Eles são:

  • o programa de inclusão BeOne
  • e o TakeOff International Enterprise Support Program.

Embora o foco de ambos os projetos seja diferente – o primeiro diz respeito ao desenvolvimento pessoal e ao segundo desenvolvimento de negócios – ambos usam os mesmos fundamentos.

Você encontrará esses fundamentos em meus projetos de comunicação também. Eles são:

  • relevância;
  • autenticidade;
  • e uma abordagem de longo prazo.

Verifique este website e clique nos respectivos nomes de projeto “BeOne” ou “TakeOff” para saber mais sobre eles. Ou, por favor, me ligue (+351 936 814 043).

Aproveite o verão!


PS: Eu esqueci de contar sobre meus projetos de fotografia em andamento. Ah bem, da próxima vez!

Portugal 2020: Investing in communication

Part of the focus of the Portugal 2020 investment and development program is ‘internationalisation’. As an international communicator I’ve been following this program, and the organisations involved, closely during the last year here. I’ve seen great developments. Of course there’s still a lot of work to do, in particular in the area of international communication. So, what can we do, you ask?

“You can invest however much you like on product or technology, without a communication strategy you won’t succeed in the long-term.”

Before I show you a case from my portfolio, let’s consider the relevant elements of international communication. First of all, what does ‘international’ mean for business? Basically, it means: a situation where people, groups or organisations interact with other people, groups or organisations from a different country or culture. I add the dimension ‘culture’ because you need to realise that you’re also dealing with different cultures within a country.

Communication covers every interaction, so awareness of regional or cultural differences is crucial for international success. If you are a Portuguese company or start-up with cross-border ambitions, you need to prepare your communications strategy with this in mind if you want to succeed in the long term. Developing a communications strategy is a challenge, but the effort will pay off. On the other hand, I’ve seen really great initiatives fail because of the lack of a vision (strategy) on communication. You can invest however much you like, without communication you won’t succeed in the long-term.


International communication in Portugal

Let me start with a recent case*. Trying to attract more foreign quality visitors, this Portuguese restaurant realised it was time to change its marketing communication. In addition to offering a Portuguese menu, it stages differently themed events in the evening. They wanted to capture a new clientele, and the subsequent brief was to sell their Portuguese ambiance to foreign guests, both tourists and business visitors.

“Make sure that all your activities are aligned.”

What kind of actions were necessary? Now I’m not going into detail here, but we worked through these steps:

  • Define the current and future profile of your business?
  • Decide what you want to change. No need to change what’s okay!
  • Profile your current and future customer.
  • Create a realistic planning, based on an equally realistic budget.

From this exercise we took these tag words as a starting point for the development of our new communications approach: Portuguese, international, quality. In fact, we are not just working on creating a communications plan, we’re actually at the level of a business plan! Why? Because we have to make sure that all activities are aligned. Most communicators, I’m sorry to say, stick to a one-side approach. In my projects, cooperation on more levels is needed in order to make the communication effort as effective and durable as possible.

Consistent communication

Right, back to this business. The three key words are still ‘Portuguese, international, quality’, remember? These add up to a vision, a corporate story or whatever you want to call it. I use the concept of the Manifesto. This covers all aspects of the business, including the restaurant, the staff, the products and the services. And, of course, it covers the communication.

Time to start communicating! In cooperation with the owner, a project developer (investor) and a marketing support agency, I’ve developed the following tools in the communications plan:

  • Redesign of the identity based on the current design but more appealing to an international audience;
  • Brand guidelines in line with the freshly developed identity;
  • Online tools (website) and a social media content strategy;
  • Offline tools: from menus to flags and vouchers (print);
  • And, not to forget: the language options (in this case the focus is on English, French and German) for all relevant tools.

Production of communications tools and a list of actions during the year is subject to the plan/planning/budget we decided on. Of course, communication activities need to be flexible (active and reactive), so I’ll update  the customer regularly (in this case monthly) on progress, changes and challenges. Without getting into results yet, the change of direction quickly started paying off, as we wasted no time before the season’s start.


What do you need as a start-up?

Each project I do is different. Very. I don’t do standard solutions. Because of the many variables a communications professional deals with, they should offer wide-ranging and flexible services on many levels. However, the essence of my services is always the same: getting to know the customer’s needs, their audience and using the best (read: most effective and efficient) tools available for communication, within planning and available budget. No blabla, just plan-do-check-act.

“In my experience, start-ups require an approach that is fast and effective.”

The Portugal 2020 program has resulted in start-ups with mostly international ambitions. Let’s take a look at their communications approach. What does a start-up need? Often, the technical (IT) capabilities are present, as well as a social media foundation. In my experience however, their online activities are not yet fully market-driven.

In my experience, supporting start-ups require an approach that is fast and effective, in line with their high ambitions. Often, we start with a basic training to the team on (international) marketing and communication, followed by hands-on support on creating what is most needed in the start:

  • A short-term communications plan
  • Website – online
  • Social Media strategy and plan
  • Trade fairs and personal contacts
  • Presentations
  • Brochures, hand-outs and other print and display material

The nature of start-ups requires less long-term strategy, but more hands-on approach. Weekly meetings or videoconferences are used to keep up to (full) speed with their quickly changing dynamics. It’s great to be part of it all, pushing future entrepreneurs literally across borders!

Finally: contrary to what many believe, communication is not just about communicating. Because of my international background, for me it’s very much about making communication work, about crossing borders. That’s the challenge! Are you prepared?


For more information, please visit the website, contact me via e-mail at, connect on social media, or simply call me: +351 936 814 043.

*I’ve adapted the case in order to protect my client.