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Samenvatting/Notities PPTS Bedrijfscommunicatie
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Dit is een samenvatting van de PPTs van Bedrijfscommunicatie met notities erbij geschreven
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BedrijfscommunicatieTable of Contents
Wat is bedrijfscommunicatie? ................................................................................................ 5
Bedrijfscommunicatie in hedendaagse organisaties ............................................................... 5
Reikwijdte en definities ............................................................................................................................. 5
Trends in bedrijfscommunicatie................................................................................................................ 6
Bedrijfscommunicatie in hedendaagse organisaties ................................................................................ 6
Overlapping tussen marketing en PR/Bedrijfscommunicatie ................................................................... 7
Geïntegreerde communicatie ................................................................................................................... 7
Definities en dimensies van bedrijfscommunicatie ................................................................. 8
Artikel: Hutton J.G. (1999) ........................................................................................................................ 8
Drie dimensies (interest, initiative en image) en 6 vormen. ................................................................... 10
Dimensies van PR .................................................................................................................................... 12
Stakeholdermanagement .................................................................................................... 12
Stakeholdermodel ................................................................................................................................... 12
Soorten stakes ........................................................................................................................................ 12
Soorten stakeholder groepen ................................................................................................................. 13
Stakeholdercommunicatie ...................................................................................................................... 13
Power-interest-matrix............................................................................................................................. 13
Modellen van stakeholdercommunicatie ............................................................................................... 14
Corporate identity en corporate reputation ......................................................................... 14
Bedrijfscommunicatie ............................................................................................................................. 14
Identiteit, imago en reputatie................................................................................................................. 14
Factoren van identiteit ....................................................................................................................................... 15
Identiteit en Imago ............................................................................................................................................. 17
Reputatie ............................................................................................................................................................ 17
Corporate branding ................................................................................................................................ 17
Alignment ........................................................................................................................................................... 18
Artikel: Mariconda & Lurati (2015) ......................................................................................................... 19
Algemene introductie tot het domein van interne communicatie.......................................... 21
Definiëren van interne communicatie .................................................................................................... 21
Doel van interne communicatie .............................................................................................................. 21
Belang van interne communicatie .......................................................................................................... 21
1
, Rolverdeling ............................................................................................................................................ 22
Communicatiestromen ........................................................................................................................... 22
Soorten informatie .................................................................................................................................. 23
Communicatiemiddelen .......................................................................................................................... 23
Artikel: White C., Vanc A. Stafford G. (2010) .......................................................................................... 24
Doel van het onderzoek: .................................................................................................................................... 24
Literatuurstudie ................................................................................................................................................. 24
Methode ............................................................................................................................................................ 25
Resultaten .......................................................................................................................................................... 25
Artikel: Robertson F. (2009) .................................................................................................................... 26
Maslow Matrix ................................................................................................................................................... 26
The change curve ............................................................................................................................................... 27
Management theories X, Y en Z ......................................................................................................................... 28
Interne Communicatie Audit ................................................................................................ 30
Introductie .............................................................................................................................................. 30
Belang voor een communicatiemedewerker .......................................................................................... 30
Overzicht ................................................................................................................................................. 30
Artikel: Flanagan J.C. (1954) ................................................................................................................... 30
Critical Incident Technique................................................................................................................................. 30
Artikel Downs C.W. & Hazen M.D. (1977) .............................................................................................. 33
Communication Satisfaction Questionnaire ...................................................................................................... 33
Artikel: Zwijze-Koning K. & De Jong M. (2007) ....................................................................................... 36
Waarde van deze methoden .............................................................................................................................. 36
Discussie ............................................................................................................................................................. 39
Conclusie ............................................................................................................................................................ 39
Omgaan met geruchten op de werkvloer ............................................................................. 39
Artikel: DiFonzo N. & Bordia P. (2000) .................................................................................................... 39
Geruchten .......................................................................................................................................................... 39
Artikel: Aertsen T. & Gelders D. (2011) ................................................................................................... 42
Geruchten .......................................................................................................................................................... 42
Artikel: Sussman L. (2008) ...................................................................................................................... 44
Gevoelige bedrijfscommunicatie ....................................................................................................................... 44
Crisiscommunicatietheorieën ............................................................................................... 47
Introductie .............................................................................................................................................. 47
Levenscyclus van een crisis ..................................................................................................................... 48
Artikel: Benoit W.L. (1997)...................................................................................................................... 49
Image Repair Theory .......................................................................................................................................... 49
Artikel: Coombs W.T. (2007) ................................................................................................................... 51
Situational Crisis Communication Theory .......................................................................................................... 51
2
,Actueel onderzoek naar crisiscommunicatie ......................................................................... 55
Artikel: Claeys A.-S. & Cauberghe V. & Pandelaere M. (2016) & Fennis B.M. & Stroebe W. (2014) ...... 55
Belang van timing ............................................................................................................................................... 55
Commodity theory ............................................................................................................................................. 56
Rol van de voorgaande reputatie ....................................................................................................................... 58
Modererende rol van pre-crisisreputatie........................................................................................................... 58
Artikel: De Waele A. & Claeys A.-S. & Cauberghe, V. & Fannes, G. (2018) ............................................. 62
Het belang van non-verbale communicatie ....................................................................................................... 62
Conclusie ............................................................................................................................................................ 66
Crisiscommunicatieplan ....................................................................................................... 66
Het communicatieplan............................................................................................................................ 66
Waarom een communicatieplan? .......................................................................................................... 67
Verschillende niveaus.............................................................................................................. 67
7 stappen van een communicatieplan .................................................................................................... 67
Formuleren van de doelstelling ......................................................................................................................... 67
Analyseren van de uitgangssituatie/context ...................................................................................................... 68
De doelgroepanalyse.......................................................................................................................................... 69
De boodschappen formuleren ........................................................................................................................... 69
Plannen en organiseren ..................................................................................................................................... 70
Rapporteren en bijsturen ................................................................................................................................... 70
Evaluatie en debriefing ...................................................................................................................................... 70
Het crisiscommunicatieplan.................................................................................................................... 70
Introductie ......................................................................................................................................................... 70
De waarde van een crisismanagementplan (CMP) ............................................................................................ 71
Voornaamste voordelen .................................................................................................................................... 71
Componenten van een CMP .............................................................................................................................. 71
Crisis appendix ........................................................................................................................................ 73
Een CMP alleen is niet genoeg ................................................................................................................ 73
Interne communicatie in tijden van crisis en conflict ............................................................. 74
Hoe communiceren bedrijven intern bij een crisis? ................................................................................ 74
Interne communicatie AA meteen na de aanslagen van 9/11 ............................................................... 77
Het herstellen van de moraal bij AA na de aanslagen van 9/11 ............................................................ 80
Sociale media en bedrijfscommunicatie ............................................................................... 83
Wat is de meerwaarde?.......................................................................................................................... 83
Wat zijn de risico’s? ................................................................................................................................ 87
Sociale media in handen van de werknemer: Opportuniteit of risico? ................................................... 89
Het opstellen van concrete socialemediarichtlijnen ............................................................................... 91
Corporate Social Responsibility ............................................................................................ 91
Dimensies en gradaties van CSR ............................................................................................................. 94
3
, Dimensies van effectieve CSR-communicatie ......................................................................................... 98
Het halo-effect van CSR ........................................................................................................................ 100
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