In dit document vind je aantekeningen van het vak Reputatie & Relatie (R&R) dat gegeven wordt in het tweede semester van het tweede studiejaar van de opleiding Communicatie aan de Hogeschool Rotterdam.
De aantekeningen gaan over kennisclips (Story Behinds en Explore Mores) uit de Sways met de l...
,Inhoudsopgave
INHOUDSOPGAVE ............................................................................................................................................ 1
SWAY WEEK 3.9 | REPUTATIE & RELATIE (2021-2022) | CONTEXT:
IDENTITEIT/DIMENSIES/STAKEHOLDERS/ISSUES .............................................................................................. 5
INHOUD VAN DEZE LESWEEK EN VAN DEZE SWAY ............................................................................................................ 5
De eerste C - Context ...................................................................................................................................... 5
Inhoud van de Sway........................................................................................................................................ 5
THE STORY BEHIND | KENNISCLIP 1 – STAKEHOLDERMANAGEMENT: TER INLEIDING (THEORETISCHE FUNDAMENTEN) ................. 5
Reputatie: definitie en toelichting voorbeelden ............................................................................................. 5
Relatie: definitie en toelichting voorbeelden .................................................................................................. 6
License to operate: definitie en toelichting voorbeelden (Van Riel, 2012) ..................................................... 7
Het strategisch element: definitie en toelichting voorbeelden ....................................................................... 8
Learnings ........................................................................................................................................................ 8
THE STORY BEHIND | KENNISCLIP 2 – STAKEHOLDERMANAGEMENT: CONTEXTANALYSE (THEORETISCHE FUNDAMENTEN) ............ 8
Identiteit ......................................................................................................................................................... 8
RepTrak-dimensies ....................................................................................................................................... 10
Issues ............................................................................................................................................................ 12
Stakeholders ................................................................................................................................................. 12
To do’s voor het onderzoeken van de elementen voor de opdrachtgever: centrale vragen ........................ 14
SWAY WEEK 3.10 | REPUTATIE & RELATIE (2021-2022) | STRATEGIE & CONCEPT: STRATEGISCHE MODELLEN
EN KERNBELOFTE ........................................................................................................................................... 16
INHOUD VAN DEZE LESWEEK EN VAN DEZE SWAY .......................................................................................................... 16
Inhoud van de Sway...................................................................................................................................... 16
THE STORY BEHIND | KENNISCLIP 1 – INTRODUCTIE OP DE THEMA’S VAN DEZE WEEK.......................................................... 16
To do van deze lesweek (concept) ................................................................................................................ 17
THE STORY BEHIND | KENNISCLIP 2 – PERSPECTIEVENMODEL ........................................................................................ 17
Twee perspectieven: systeem- en leefperspectief ........................................................................................ 17
Elementen van de perspectieven .................................................................................................................. 17
Opdracht bij deze kennisclip ......................................................................................................................... 18
THE STORY BEHIND | KENNISCLIP 3 – PARTICIPATIESPECTRUM ....................................................................................... 18
Hoe kan het participatiespectrum model worden toegepast? ..................................................................... 18
Opdracht bij deze kennisclip ......................................................................................................................... 19
THE STORY BEHIND | KENNISCLIP 4 – MISSIEMOTORMODEL ........................................................................................ 19
Hoe het model werkt: de vier factoren ......................................................................................................... 20
Hoe zijn de vier factoren te realiseren en te bevorderen? ............................................................................ 20
Verschil begrippen missie, visie en purpose.................................................................................................. 21
Opdracht bij deze kennisclip ......................................................................................................................... 21
THE STORY BEHIND | KENNISCLIP 5 – ALIGNMENT ....................................................................................................... 22
Wat is alignment? ........................................................................................................................................ 22
Alignment: hoe doe je dat in zes stappen van Aarnoutse ............................................................................ 22
Opdracht bij deze kennisclip ......................................................................................................................... 24
THE STORY BEHIND | KENNISCLIP 6 – KERNBELOFTE .................................................................................................... 24
Definitie kernbelofte (Stamsnijder) en voorbeeld ......................................................................................... 24
Kenmerken van een sterke kernbelofte ........................................................................................................ 25
Logline .......................................................................................................................................................... 25
To do naar aanleiding van deze kennisclip ................................................................................................... 25
EXPLORE MORE WEEK 3.10 | VERMENSELIJKINGSSTRATEGIEËN (VS) ............................................................. 26
MERK ALS MENS .................................................................................................................................................... 26
Veranderende kijk op interactie tussen merk en klant (mens) ..................................................................... 26
Wanneer kennen we menselijke eigenschappen toe aan merken? .............................................................. 26
MODEL ‘DE MENSELIJKE MAAT’ ................................................................................................................................ 26
Merk handelt als merk.................................................................................................................................. 27
2
, Merk behandelt de consument als mens ...................................................................................................... 27
VERMENSELIJKINGSSTRATEGIEËN .............................................................................................................................. 28
Theoretische onderbouwing ......................................................................................................................... 28
Praktische implicaties ................................................................................................................................... 28
Perceptuele vermenselijking | VS1. Menselijk is wat menselijk lijkt ............................................................. 28
Personifiërende vermenselijking | VS 2. Menselijk is wat zich presenteert als een persoon ........................ 29
Bij deze strategie is er sprake van l............................................................................................................... 29
(In)directe vermenselijking | VS. 3 Mensen maken een menselijk merk ...................................................... 29
Gedragsmatige vermenselijking | VS4. Menselijk is wat zich menselijk gedraagt ....................................... 30
Vergelijkende vermenselijking | VS5. Menselijk is wat een gelijkenis toont met de consument.................. 30
SWAY WEEK 4.1 | REPUTATIE & RELATIE (2021-2022) | CONTENT | INTERVENTIES/MEDIA/ DIALOOG ......... 31
INHOUD VAN DEZE LESWEEK EN VAN DEZE SWAY .......................................................................................................... 31
Inhoud van de Sway...................................................................................................................................... 31
KENNISCLIP: BOODSCHAPPEN, CONTENT EN INTERVENTIES ............................................................................................. 31
Aanloop: essentie context & concept ........................................................................................................... 31
Kernboodschappen ....................................................................................................................................... 32
Interventies: voorbeelden en inspiratie ........................................................................................................ 33
Brainstormopdracht ..................................................................................................................................... 35
SWAY WEEK 4.3 | REPUTATIE & RELATIE: LET'S CALL IT A CRISIS .................................................................... 37
INHOUD VAN DE LESWEEK EN DE SWAY ...................................................................................................................... 37
THE STORY BEHIND | CRISISCOMMUNICATIE ............................................................................................................... 37
Inhoud kennisclip .......................................................................................................................................... 37
Crisis: definitie en kenmerken ....................................................................................................................... 38
Crisiscommunicatie en -management: de stappen ...................................................................................... 38
Typen/soorten crises: overheid versus organisaties ..................................................................................... 39
Analyse, Advies, Aanpak en Evaluatie .......................................................................................................... 39
Het crisiscommunicatieplan (outline) ......................................................................................................... 39
Crisis: responsstrategieën (Stamsnijder) ...................................................................................................... 41
Het crisismanagementteam: CMT en OMT .................................................................................................. 43
Vuistregels bij crisiscommunicatie ................................................................................................................ 44
KENNISCLIP TAALKRACHT: PERSVERKLARING/ -STATEMENT BIJ PERSCONFERENTIE IN GEVAL VAN CRISIS ................................... 44
Inhoud van de kennisclip .............................................................................................................................. 44
Waarom is het leren van een perverklaring en -statement relevant? .......................................................... 45
Wat is een persstatement/persverklaring? .................................................................................................. 45
Wie communiceert het persstatement? ....................................................................................................... 45
Persstatement: de inhoud ............................................................................................................................ 46
Concept klaar? Checken! .............................................................................................................................. 47
POWERPOINT: ROL VAN DE MEDIA IN EEN CRISIS (OMGAAN MET DE PERS) ........................................................................ 48
Inhoud van deze PowerPoint ........................................................................................................................ 48
Waarom is correct omgaan met de media belangrijk? ................................................................................ 48
Wat is nieuws? ............................................................................................................................................. 48
Ken je strategie en middelen ........................................................................................................................ 48
10 geboden van omgaan met de pers .......................................................................................................... 50
READER 2.4 - CRISISCOMMUNICATIE ......................................................................................................................... 51
Risico-analyse (Stamsnijder) ......................................................................................................................... 51
Tien criteria voor succesvolle crisisommunicatie (Stamsnijder) ................................................................... 52
GASTCOLLEGE GEMEENTE BODEGRAVEN-REEUWIJK (17/05) ......................................................................... 54
SWAY WEEK 4.4 | REPUTATIE & RELATIE - GEDRAGSVERANDERING .............................................................. 56
INHOUD VAN DEZE SWAY......................................................................................................................................... 56
THE STORYBEHIND | HOE WERKT ONS BREIN? ............................................................................................................. 56
Programma van deze kennisclip ................................................................................................................... 56
Dual processing theory (Kahneman) ............................................................................................................ 56
Biases en heuristieken .................................................................................................................................. 58
3
, Veranderen van je eigen gedrag (zelfregulatie) ........................................................................................... 59
Zelfregulatie: het proces ............................................................................................................................... 60
Vergroten van de succeskans (Hermsen en Renes) ...................................................................................... 63
EXPLORE MORE | GEDRAG | BJ FOGG BEHAVIOR MODEL ............................................................................................. 64
Gedragsverandering en het ontwerpen van gedrag .................................................................................... 64
Het BJ Fogg Behavior Model (FBM) .............................................................................................................. 64
Type triggers ................................................................................................................................................. 65
Promptstrategieën ....................................................................................................................................... 66
Motivatie ...................................................................................................................................................... 66
Ability............................................................................................................................................................ 66
Aan de slag ................................................................................................................................................... 67
De vier stappen van onze opdracht .............................................................................................................. 68
DE OPDRACHT: GEDRAGSVERANDERING...................................................................................................................... 68
Opdracht ....................................................................................................................................................... 68
De verschillende fases van het onderzoek .................................................................................................... 68
De planning per lesweek............................................................................................................................... 69
SWAY WEEK 4.5 | REPUTATIE & RELATIE – GEDRAGSINTERVENTIES .............................................................. 70
INHOUD VAN DE LESWEEK........................................................................................................................................ 70
Onderdelen Sway .......................................................................................................................................... 70
THE STORY BEHIND | HOE BEÏNVLOED JE HET GEDRAG VAN ANDEREN? ............................................................................ 70
Inhoud Story Behind ..................................................................................................................................... 70
Recap: zeggen is niet (altijd) doen ................................................................................................................ 70
Weerstand: reactance, scepsis & inertia ...................................................................................................... 72
Belonen en straffen ...................................................................................................................................... 73
BJ Fogg: motivatie, ability, triggers & behaviour grid| Het beïnvloeden van gedrag .................................. 73
Hermsen & Renes: automatisch vs. reflectief gedrag | Hoe dan wel? Het beïnvloeden van gedrag ........... 77
Michie: COM-B en gedragsveranderingstechnieken (BCT’s) ........................................................................ 81
Cialdini: de 7 beïnvloedingsprincipes ............................................................................................................ 82
EXPLORE MORE: ETHIEK | HOE ETHISCH IS HET TOEPASSEN VAN OVERTUIGINGSTECHNIEKEN? .............................................. 83
GASTCOLLEGE KIMBERLEY RIEDIJCK (BEHAVIORAL INSIGHTS COMPANY) – VRIJDAG 03/06 .................................................. 85
Gedragsverandering: de oude benadering ................................................................................................... 85
Gedragsverandering: de nieuwe benadering ............................................................................................... 85
Voorbeeld: was app van Loogman. .............................................................................................................. 86
BIJLAGEN ........................................................................................................................................................ 87
BIJLAGE 1. UITGEBREID BJ FOGG MODEL UIT “BJ FOGG: THE BEHAVIOUR GRID” ............................................................... 87
BIJLAGE 2: DOELGEDRAGINGEN VAN FACEBOOK IN KAART GEBRACHT OP HET BEHAVIOR GRID, MET PATRONEN VAN OVERTUIGING
.......................................................................................................................................................................... 87
BIJLAGE 3: AANTEKENINGEN BRAND PERSONALITY & ARCHETYPES CEM .......................................................................... 88
Brand Personality Model .............................................................................................................................. 88
Archetypes .................................................................................................................................................... 89
BIJLAGE 4: READER 2.3 RELATIESTRATEGIEËN ............................................................................................................. 91
BIJLAGE 5: READER 2.1 STAKEHOLDERS ..................................................................................................................... 95
4
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 SophieMnf. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $6.95. You're not tied to anything after your purchase.
