Lesnotities/samenvatting en examenvragen Bedrijfscommunicatie
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Course
Bedrijfscommunicatie (S0C80B)
Institution
Katholieke Universiteit Leuven (KU Leuven)
In dit document vind je de volledige lesnotities van het vak Bedrijfscommunicatie (S0C80B) gegeven door Aurélie De Waele. Inclusief examenvragen van (januari). Ik studeerde uit dit document voor het examen en heb alle examenvragen kunnen invullen.
Bedrijfscommunicatie
0 Algemene cursusinfo..............................................................................................................................................7
1 Introductie tot bedrijfscommunicatie....................................................................................................................7
1.1 Bedrijfscommunicatie in hedendaagse organisaties.......................................................................................7
1.1.1 Intro..........................................................................................................................................................7
1.1.2 Reikwijdte en definities............................................................................................................................7
1.1.3 Definitie....................................................................................................................................................8
1.1.4 Trends in bedrijfscommunicatie...............................................................................................................8
1.1.5 Evolutie van 2 voornaamste communicatiedisciplines: Marketing & PR................................................8
1.1.6 Geintegreerde communicatie................................................................................................................10
1.2 Definities en dimensies van bedrijfscommunicatie......................................................................................10
1.2.1 Intro........................................................................................................................................................10
1.2.2 Definities................................................................................................................................................11
1.3 Stakeholdermanagement..............................................................................................................................16
1.4 Corporate identity en corporate reputation.................................................................................................19
1.5 Corporate branding.......................................................................................................................................21
1.6 Alignment......................................................................................................................................................22
1.7 Does familiarity breed stability? The role of familiarity in moderating the effects of new information on
reputation judgements.......................................................................................................................................22
2 Introductie tot interne communicatie.................................................................................................................25
2.1 Definiëren van interne communicatie..........................................................................................................25
2.2 Doel van interne communicatie....................................................................................................................25
2.3 Belang van interne communicatie................................................................................................................25
2.4 Rolverdeling voor interne communicatie.....................................................................................................25
2.5 Communicatiestromen (4)............................................................................................................................26
2.5.1 A - Verticale communicatie....................................................................................................................26
2.5.2 B-Horizontale communicatie..................................................................................................................26
2.5.3 C-Diagonale communicatie....................................................................................................................26
2.5.4 D-Parallelle communicatie.....................................................................................................................26
2.6 Soorten informatie (4)...................................................................................................................................27
2.7 Communicatiemiddelen................................................................................................................................27
2.7.1 Mondelinge interne communicatie........................................................................................................27
2.7.2 Schriftelijke interne communicatie........................................................................................................27
2.8 Internal communication, information satisfaction and sense of community: the effect of personal
influence..............................................................................................................................................................28
2.8.1 Doel van het onderzoek.........................................................................................................................28
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, 2.8.2 Literatuurstudie......................................................................................................................................28
2.8.3 Methode.................................................................................................................................................29
2.8.4 Resultaten..............................................................................................................................................29
2.9 De voornaamste theorieën...........................................................................................................................30
2.9.1 Maslow’s Hierarchy of Needs.................................................................................................................30
2.9.2 The change curve...................................................................................................................................31
2.9.3 Management theories X, Y en Z.............................................................................................................32
3 Internecommunicatieaudit..................................................................................................................................34
3.1 Overzicht methodes......................................................................................................................................34
3.1.1 Critical Incident Technique (CIT)............................................................................................................34
3.1.2 Communication Satisfaction Questionnaire..........................................................................................36
3.2 Waarde van deze methodes.........................................................................................................................39
4 Omgaan met geruchten op de werkvloer............................................................................................................43
4.1 Geruchten – How top PR progessionals handle hearsay..............................................................................43
4.1.1 Introductie..............................................................................................................................................43
4.1.2 Onderzoeksvragen.................................................................................................................................43
4.1.3 Methodologie.........................................................................................................................................43
4.1.4 Soorten geruchten.................................................................................................................................44
4.1.5 Effecten..................................................................................................................................................44
4.1.6 Strategieën.............................................................................................................................................45
4.1.7 Verklarende variabelen..........................................................................................................................45
4.1.8 Implicaties..............................................................................................................................................46
4.1.9 Toepassing..............................................................................................................................................47
4.2 Geruchten – public and private communication of rumours.......................................................................47
4.2.1 Introductie..............................................................................................................................................47
4.2.2 Onderzoeksvragen.................................................................................................................................47
4.2.3 Methodologie.........................................................................................................................................47
4.2.4 Soorten geruchten.................................................................................................................................48
4.2.5 Effecten..................................................................................................................................................48
4.2.6 Strategieën.............................................................................................................................................49
4.2.7 Discussie.................................................................................................................................................49
4.3 Gevoelige bedrijfsinformatie.........................................................................................................................49
4.3.1 Introductie..............................................................................................................................................49
4.3.2 Reden voor geheimhouding...................................................................................................................50
4.3.3 Hindernissen wanneer je verbod wilt opleggen....................................................................................50
4.3.4 Aanbevelingen........................................................................................................................................51
4.3.5 Conclusie................................................................................................................................................51
5 Crisiscommunicatietheorieën..............................................................................................................................52
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, 5.1 Introductie.....................................................................................................................................................52
5.2 Crisiscommunicatie.......................................................................................................................................52
5.3 Levenscyclus van een crisis...........................................................................................................................52
5.4 Image Repair Theory.....................................................................................................................................52
5.4.1 Voorgangers...........................................................................................................................................52
5.4.2 Image Repair Theory..............................................................................................................................53
5.4.3 Doelstellingen IRT...................................................................................................................................53
5.4.4 Toepassing in casestudies......................................................................................................................53
5.4.5 Beperkingen in IRT.................................................................................................................................54
5.5 Situational Crisis Communication Theory.....................................................................................................54
5.5.1 Uitgangspunt..........................................................................................................................................54
5.5.2 Attributietheorie....................................................................................................................................54
5.5.3 SCCT........................................................................................................................................................54
5.5.4 SCCT praktisch........................................................................................................................................55
6 Onderzoek naar crisiscommunicatie....................................................................................................................59
6.1 Het belang van timing...................................................................................................................................59
6.1.1 Timing.....................................................................................................................................................59
6.1.2 Onderzoek naar stealing thunder..........................................................................................................59
6.2 Commodity theory........................................................................................................................................59
6.2.1 Methode.................................................................................................................................................60
6.2.2 Studie 1...................................................................................................................................................60
6.2.3 Studie 2...................................................................................................................................................61
6.3 Rol van de voorgaande reputatie..................................................................................................................61
6.3.1 Modererende rol van pre-crisisreputatie...............................................................................................61
6.3.2 Studie 1...................................................................................................................................................61
6.3.3 Studie 2...................................................................................................................................................62
6.3.4 Studie 3...................................................................................................................................................62
6.3.5 Conclusie................................................................................................................................................64
6.4 Het belang van non-verbale communicatie..................................................................................................64
6.4.1 Non-verbale crisiscommunicatie............................................................................................................64
6.4.2 Onderzoek naar non-verbale crisiscommunicatie.................................................................................65
6.5 Non-verbale cues van deceptie.....................................................................................................................65
6.5.1 Visuele bias.............................................................................................................................................65
6.5.2 Methode.................................................................................................................................................65
6.5.3 Studie 1...................................................................................................................................................66
6.5.4 Studie 2...................................................................................................................................................66
6.5.5 Conclusie................................................................................................................................................66
7 (Crisis)communicatieplan.....................................................................................................................................67
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, 7.1 Het communicatieplan..................................................................................................................................67
7.1.1 Introductie..............................................................................................................................................67
7.1.2 Waarom een communicatieplan?..........................................................................................................67
7.1.3 Verschillende niveaus.............................................................................................................................67
7.1.4 7 stappen van een communicatieplan...................................................................................................68
7.2 Het crisiscommunicatieplan..........................................................................................................................70
7.2.1 Introductie..............................................................................................................................................70
7.2.2 De waarde van een crisismanagementplan (CMP)................................................................................70
7.2.3 Voornaamste voordelen.........................................................................................................................71
7.2.4 Componenten van een CMP..................................................................................................................71
7.2.5 Crisis appendix.......................................................................................................................................72
7.2.6 Een CMP alleen is niet genoeg...............................................................................................................72
8 Interne communicatie in tijden van crisis............................................................................................................73
8.1 Hoe communiceren bedrijven intern bij een crisis?.....................................................................................73
8.1.1 Introductie..............................................................................................................................................73
8.1.2 Crisiscommunicatieplan (onderdelen)...................................................................................................73
8.1.3 Onderzoeksvragen.................................................................................................................................73
8.1.4 Methodologie.........................................................................................................................................74
8.1.5 Waargenomen reacties personeel.........................................................................................................74
8.1.6 Interne communicatie............................................................................................................................74
8.1.7 Voorbereiding.........................................................................................................................................74
8.1.8 Impact van de grootte van de organisatie.............................................................................................74
8.1.9 Conclusie................................................................................................................................................74
8.2 Interne communicatie AA meteen na de aanslagen van 9/11......................................................................75
8.2.1 Externe communicatie American Airlines 9/11.....................................................................................75
8.2.2 Wat met werknemers?...........................................................................................................................75
8.2.3 Introductie..............................................................................................................................................75
8.2.4 Onderzoeksvragen.................................................................................................................................75
8.2.5 Methodologie.........................................................................................................................................75
8.2.6 Interne communicatiekanalen AA..........................................................................................................75
8.2.7 Doelstellingen AA (tijdens de crisis).......................................................................................................75
8.2.8 Kort na aanvallen....................................................................................................................................75
8.2.9 Na eerste 24 uur.....................................................................................................................................76
8.2.10 Weken volgend op aanval....................................................................................................................76
8.2.11 Conclusie..............................................................................................................................................76
8.3 Het herstellen van de moraal bij AA na de aanslagen van 9/11...................................................................76
8.3.1 Crisisresponsstrategieën........................................................................................................................76
8.3.2 Organisational identification theory......................................................................................................76
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