Samenvatting van de inhoud van de slides van de docent én gastsprekers, aangevuld met eigen aantekeningen. Ook de samenvatting van de vijf hoofdstukken uit het boek zit hierbij.
Samenvatting Corporate Communication
Samenvatting Corporate Communication..............................................................................................1
9 februari – Les 1................................................................................................................................6
Hoofdstuk 1: Corporate communication: opkomst van een nieuw vakgebied...............................6
Succes boeken met communicatie.............................................................................................6
Van fragmentatie tot integratie..................................................................................................6
Corporate branding en communicatie........................................................................................6
Wat is er nodig voor effectieve communicatie?.........................................................................7
Verschillende vormen van communicatie...................................................................................8
Managementcommunicatie....................................................................................................8
Marketingcommunicatie.........................................................................................................8
Organisatiecommunicatie.......................................................................................................9
Het perspectief van corporate communicatie............................................................................9
Hoofdtaken van corporate communicatie..............................................................................9
Definitie van corporate communicatie.................................................................................10
Wanneer is corporate communicatie succesvol?......................................................................10
Succes van communicatie blijkt uit veranderingen in kennis, houding en gedrag................10
Succes van communicatie is terug te voeren tot eerlijkheid en symmetrie..........................10
Succes van communicatie betekent accountable zijn...........................................................11
Hoofdstuk 2: Recente inzichten op het gebied van organisatie-identiteit....................................11
Inleiding....................................................................................................................................11
Praktijk: drie belangen, drie uitgangspunten............................................................................12
Designers over identiteit.......................................................................................................12
Verandermanagers over identiteit........................................................................................12
Communicatieadviseurs over identiteit................................................................................12
Onderlinge samenhang.........................................................................................................12
Interpretaties van het begrip ‘organisatie-identiteit’...............................................................12
Herkomst en ontwikkeling van het begrip............................................................................13
De organisatie-identiteitsmix................................................................................................13
Identiteitskenmerken die ertoe doen.......................................................................................14
Organisatie-identiteit in soorten en maten..........................................................................14
Het nut en risico van multiple en hybrid indentities.............................................................15
Van identiteit naar identificatie................................................................................................15
Conclusie..................................................................................................................................16
Hoofdstuk 3: Organisatie-identiteit tastbaar maken door te meten............................................16
1|Pagina
, Inleiding....................................................................................................................................16
Gewenste organisatie-identiteit...............................................................................................16
De spinnenwebmethode.......................................................................................................16
De stermethode....................................................................................................................17
Waargenomen organisatie-identiteit........................................................................................18
Toegepaste organisatie-identiteit.............................................................................................18
Geprojecteerde identiteit meten..............................................................................................18
Corporate identity mix..............................................................................................................19
Gedrag..................................................................................................................................19
Communicatie.......................................................................................................................20
Symbolen..............................................................................................................................21
Hoofdstuk 4: Recente inzichten op het gebied van corporate reputatie......................................21
Inleiding....................................................................................................................................21
Reputaties in de politiek.......................................................................................................22
Is onderzoek echt nodig?......................................................................................................22
Verschillen tussen imago en reputatie......................................................................................22
Begripsbepaling........................................................................................................................23
Reputatieniveaus......................................................................................................................23
Hoe komen reputaties tot stand?.........................................................................................23
Relevantie.................................................................................................................................24
Verschillende visies op reputatie..............................................................................................24
Verklaringen vanuit de psychologie......................................................................................25
Verklaringen vanuit de economie.........................................................................................26
Verklaringen vanuit strategisch management......................................................................27
Verklaringen vanuit de sociologie.........................................................................................27
Verklaringen vanuit de organisatiekunde.............................................................................28
Hoofdstuk 5: Reputatie meten.....................................................................................................28
Inleiding....................................................................................................................................28
Algemene uitgangspunten van reputatieonderzoek.................................................................28
Generieke meetmethoden.......................................................................................................29
Kelly Repertory Grid..............................................................................................................30
Natural Grouping..................................................................................................................30
Q-sorting...............................................................................................................................31
Photo-sorting........................................................................................................................31
Card-sorting..........................................................................................................................32
Attitudemethode..................................................................................................................32
2|Pagina
, Specifieke meetmethoden: toegepast op reputatieonderzoek................................................33
BrandAsset Valuator van Young & Rubicam.........................................................................33
BrandZ van WPP...................................................................................................................34
EquiTrend van Harris Interactive..........................................................................................35
Brand Power van CoreBrand.................................................................................................35
Most Admired Companies van Fortune................................................................................35
Het ‘RepTrak-systeem’ van het Reputation Institute............................................................36
23 februari – Les 2............................................................................................................................37
Wanneer is communicatie succesvol?..........................................................................................37
Het vertalen van Sustainable Corporate Story naar doelgroepen................................................38
2 maart – Les 3.................................................................................................................................38
Het vakgebied...............................................................................................................................39
De discretionaire macht van managers........................................................................................39
Corporate Social Responsibility....................................................................................................40
Corporate communicatie en CSR..............................................................................................40
CSR vanuit stakeholdersperspectief..........................................................................................41
9 maart – Les 4.................................................................................................................................41
Corporate Social Responsibility....................................................................................................41
CSR: een problematisch concept..............................................................................................41
Piramide van CSR......................................................................................................................41
“Catch 22” van CSR-communicatie...........................................................................................42
Twee processen van CSR-communicatie...................................................................................42
16 maart – Les 5...............................................................................................................................43
Identiteit.......................................................................................................................................43
Organisatie-identiteitmix..............................................................................................................43
Identiteitskenmerken die ertoe doen.......................................................................................43
AC2ID-model van Balmer..............................................................................................................44
Vier visies op identiteit volgens van Riel.......................................................................................44
Het nut en risico van hybride en multiple identiteiten.................................................................44
Van identiteit naar identificatie....................................................................................................45
Organisatie-identiteit meten........................................................................................................45
Meetmethoden gelinkt aan de corporate identity-mix gedrag.................................................45
Meetmethoden gelinkt aan de corporate identity-mix communicatie.....................................45
Meetmethoden gelinkt aan corporate identity-mix symbolen.................................................46
23 maart – Les 6...............................................................................................................................46
Reputatie......................................................................................................................................46
3|Pagina
, Verschillen tussen reputatie en imago......................................................................................46
Reputatieniveaus......................................................................................................................47
Hoe komen reputaties tot stand?.............................................................................................47
Relevantie.................................................................................................................................47
Visies op reputatie........................................................................................................................47
Verklaringen vanuit de psychologie..........................................................................................48
Verklaringen vanuit de economie.............................................................................................49
Verklaringen vanuit strategisch management..........................................................................49
Verklaringen vanuit de sociologie.............................................................................................49
Verklaringen vanuit de organisatiekunde.................................................................................50
Reputatie meten...........................................................................................................................50
30 maart – Les 7: Gastcollege Eveline de Ridder..............................................................................50
The Iceberg Theory.......................................................................................................................50
Definition of a crisis......................................................................................................................52
Evolution of a crisis.......................................................................................................................52
Crisis Handling and stand-by.....................................................................................................54
Crisis communicatie......................................................................................................................54
Biggest mistakes.......................................................................................................................54
Wrap-up........................................................................................................................................55
Whyte’s 10 golden rules for crisis communication...................................................................55
27 april – Les 8: Gastcollege Luc Suykens.........................................................................................55
Het ecosysteem van commerciële communicatie........................................................................55
De 7 hoofdzonden in reclame.......................................................................................................58
Brands for good............................................................................................................................58
4 mei – Les 9: Gastcollege Ann Caluwaerts.......................................................................................59
People & Brand.............................................................................................................................59
Wie zijn wij?..................................................................................................................................59
Reputatiemanagement: Telenet’s aanpak....................................................................................60
Waar wordt een mening gevormd?..........................................................................................60
Meten is weten.........................................................................................................................60
wat is er veranderd voor merken tijdens en na COVID-19?......................................................61
Reputatiemanagement tips......................................................................................................62
11 mei – Les 10: Gastcollege Bob Vermeir........................................................................................62
Introductie....................................................................................................................................62
VRT Communicatie...............................................................................................................63
Missie en visie...............................................................................................................................63
4|Pagina
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller joymennings. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $6.98. You're not tied to anything after your purchase.
