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Samenvatting volledige cursus Reputatie & Relatie jaar 2 | Semester 2 Communicatie HR $7.30
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Samenvatting volledige cursus Reputatie & Relatie jaar 2 | Semester 2 Communicatie HR

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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...

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Document information

  • August 30, 2022
  • October 26, 2023
  • 105
  • 2021/2022
  • Lecture notes
  • Ron van den berg
  • All classes

Subjects

  • reputatie
  • relatie
  • stakeholdermanagement
  • crisismanagement
  • license to operate
  • reptrak
  • issues
  • alignment
  • participatiespectrum
  • perspectievenmodel
  • kernbelofte
  • logline
  • vermenselijking
  • interventies
  • dialoog
  • ge

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  • Hogeschool Rotterdam (HR)
  • Communicatie
  • Major Relatie & Reputatie
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1

,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




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