COMMUNICATIEMANAGEMENT
INHOUDSOPGAVE
1 DE DRIE TECHNIEKEN VAN DE WELSPREKENDHEID ........................................................................................ 7
2 SITUERING: WAT IS COMMUNICATIEMANAGEMENT? ................................................................................... 8
2.1 ENKELE DEFINITIES ...................................................................................................................................... 8
2.2 DUS ............................................................................................................................................................. 9
3 STAKEHOLDERS .............................................................................................................................................. 10
3.1 KENMERKEN STAKEHOLDER .................................................................................................................... 10
3.1.1 3 SOORTEN LATENTE STAKEHOLDERS (LATENT STAKEHOLDERS)................................................... 11
3.1.2 3 SOORTEN STAKEHOLDERS MET VERWACHTINGEN (EXPECTANT STAKEHOLDERS) .................. 11
4 EXCELLENTE COMMUNICATIE ...................................................................................................................... 12
4.1 WAT IS EXCELLENTE COMMUNICATIE BINNEN EEN ORGANISATIE? .................................................... 12
4.2 GRUNIG OVER EXCELLENTE COMMUNICATIE ...................................................................................... 13
4.3 EXCELLENTE COMMUNICATIE IN VLAANDEREN (STUDIE) .................................................................... 13
4.4 EXCELLENTE COMMUNICATIE IN EUROPA (STUDIE) ............................................................................. 15
5 PORTFOLIO VAN DE COMMUNICATIEMANAGER ....................................................................................... 16
5.1 PORTFOLIO: BEROEPSVERENIGINGEN................................................................................................... 17
5.2 PORTFOLIO: ACADEMISCHE VERENIGINGEN....................................................................................... 17
5.3 TYPES COMMUNICATIEMANAGERS ...................................................................................................... 18
5.3.1 4 TYPES .............................................................................................................................................. 18
6 TOEKOMSTIGE TRENDS .................................................................................................................................. 19
6.1 TAALBEWUSTZIJN ..................................................................................................................................... 19
6.2 GESLOTEN COMMUNICATIE................................................................................................................... 19
6.3 GIG ECONOMY ...................................................................................................................................... 20
6.4 SYNTHETISCHE MEDIA ............................................................................................................................. 20
6.5 CYBERVEILIGHEID .................................................................................................................................... 21
7 IDENTITEIT VAN EEN ORGANISATIE ............................................................................................................... 22
7.1 WAT IS IDENTITEIT? ................................................................................................................................... 22
7.2 IDENTITEITSMIX ......................................................................................................................................... 22
7.3 ORGANIZATIONAL IDENTITY ................................................................................................................... 22
7.4 VANUIT VERSCHILLENDE INVALSHOEKEN.............................................................................................. 23
7.4.1 VISIE & MISSIE ................................................................................................................................... 24
7.4.2 KERNCOMPETENTIES ........................................................................................................................ 25
7.4.3 WAARDEN ........................................................................................................................................ 25
7.4.4 WERKELIJKE IDENTITEIT ..................................................................................................................... 26
7.4.5 FYSIEKE IDENTITEIT ............................................................................................................................. 27
, 7.4.6 WAAROM IS DE IDENTITEIT VAN EEN ORGANISATIE ZO BELANGRIJK? ........................................ 28
7.5 CORPORATE BRANDING ........................................................................................................................ 29
7.5.1 OLINS’ TYPOLOGIE........................................................................................................................... 29
7.5.1.1 MONOLITISCHE IDENTITEIT (MONOLITHIC IDENTITY)............................................................... 29
7.5.1.2 ONDERSTEUNDE IDENTITEIT (ENDORSED IDENTITY) ................................................................. 29
7.5.1.3 MERKIDENTITEIT (BRANDED IDENTITY) ...................................................................................... 30
7.5.2 VOORBEELD EXAMENVRAAG ........................................................................................................ 30
7.5.3 BELANG VAN CORPORATE BRANDING BIJ STAKEHOLDERS/KLANTEN ....................................... 31
7.5.4 BELANG VAN CORPORATE BRANDING BIJ WERKNEMERS........................................................... 32
7.6 IDENTITEIT METEN ..................................................................................................................................... 32
7.6.1 SPINNENWEBMETHODE ................................................................................................................... 32
7.6.2 STERMETHODE .................................................................................................................................. 33
7.6.3 LADDERING ...................................................................................................................................... 34
7.6.4 MANNHEIMER CORPORATE IDENTITY TEST ..................................................................................... 34
7.6.5 REPUTATION IMPACT MODEL ......................................................................................................... 35
7.6.6 OKIPO ............................................................................................................................................... 35
7.6.7 COMMUNICATIE-AUDITS ................................................................................................................. 36
8 GASTCOLLEGE: PETER OP DE BEECK ............................................................................................................ 37
8.1 AGENDA .................................................................................................................................................. 37
8.2 RELEVANTIE VAN INTERNE COMMUNICATIE ......................................................................................... 37
8.2.1 EEN VEELVOUD AAN DEFINITIES ..................................................................................................... 37
8.2.2 HET ABC VAN IC .............................................................................................................................. 37
8.2.3 GESCHIEDENIS VAN INTERNE COMMUNICATIE............................................................................. 38
8.2.4 WAT VERWACHTEN DE BESTUURSKAMERS (= DE DIRECTEURS BINNEN EEN BEDRIJF) VAN ONS
VAN COMMUNICATIE?.................................................................................................................................. 39
8.2.5 3 MODELLEN..................................................................................................................................... 39
8.2.6 TOEGEVOEGDE WAARDE VAN INTERNE COMMUNICATIE .......................................................... 40
8.2.7 COVID-19 PANDEMIE ...................................................................................................................... 40
8.3 INTERNE COMMUNICATIE FUNDAMENTEN ........................................................................................... 40
8.3.1 ERVARINGEN & OBSERVATIES ......................................................................................................... 40
8.3.2 UITDAGINGEN & FOCUS ................................................................................................................. 41
8.3.3 NODEN & BEHOEFTEN ..................................................................................................................... 41
8.4 STRATEGISCH VERBINDEN ...................................................................................................................... 41
8.4.1 STRATEGISCH LUIK ............................................................................................................................ 41
8.4.2 ZORGEN VOOR STRUCTUUR & HOUVAST ...................................................................................... 42
8.4.3 FUNDAMENTEN: MISSIE – VISIE – WAARDEN .................................................................................. 42
8.4.3.1 ONZE MISSIE .............................................................................................................................. 42
8.4.3.2 ONZE VISIE ................................................................................................................................. 43
8.4.3.3 ONZE WAARDEN....................................................................................................................... 43
8.4.3.4 HOE VERHOUDEN ZE ZICH ONDERLING? ............................................................................... 43
8.4.4 VERBINDEN ....................................................................................................................................... 44
, 8.4.4.1 DRIEDIMENSIONALE COMMUNICATIE .................................................................................... 44
8.4.4.2 STORYTELLING ........................................................................................................................... 44
8.4.5 TIPS & TRICKS .................................................................................................................................... 44
9 IMAGO VAN EEN ORGANISATIE .................................................................................................................. 45
9.1 WAT IS IMAGO? ...................................................................................................................................... 45
9.1.1 IMAGO VOLGENS BIRKIGT & STADLER ........................................................................................... 46
9.2 REPUTATIE ................................................................................................................................................. 47
9.2.1 ENKELE DEFINITIE’S ........................................................................................................................... 47
9.2.2 BELANG VAN REPUTATIE BIJ CONSUMENTENGEDRAG: KEUZES MAKEN .................................... 47
9.2.3 NIVEAU’S........................................................................................................................................... 48
9.2.3.1 VOORBEELDEN ......................................................................................................................... 48
9.2.4 REPUTATIE METEN ............................................................................................................................. 49
9.2.4.1 FORTUNE .................................................................................................................................... 49
9.2.4.2 AXIOS HARRIS 100..................................................................................................................... 50
9.2.4.3 REPUTATION INSTITUTE/REPTRAK .............................................................................................. 51
9.2.4.4 KELLY REPERTORY GRID............................................................................................................ 51
9.2.4.5 NATURAL GROUPING ............................................................................................................... 52
9.2.4.6 ATTITUDESCHALEN .................................................................................................................... 53
9.2.4.7 CONCLUSIE ............................................................................................................................... 55
9.3 NIEUWE MANIEREN OM IMAGO TE MONITOREN ................................................................................. 55
10 RELATIES MET STAKEHOLDERS ....................................................................................................................... 56
10.1 INLEIDING ............................................................................................................................................. 56
10.2 STAKEHOLDERS EN HUN VERWACHTINGEN ...................................................................................... 57
10.3 MAATSCHAPPELIJK VERANTWOORD ONDERNEMEN (MVO).......................................................... 57
10.3.1 DRIE NIVEAUS VAN MVO ............................................................................................................. 58
10.4 EMPLOYER BRANDING EN REKRUTERING .......................................................................................... 59
10.4.1 ACTOREN VAN EMPLOYER BRANDING...................................................................................... 60
10.4.2 VERSCHILLENDE MEDIA DIE JE ALS WERKNEMER KAN GEBRUIKEN OM JE IN DE MARKT TE
ZETTEN 60
10.5 ARTIKEL GÜRHAN-CANLI & BATRA ..................................................................................................... 61
11 ISSUESMANAGEMENT EN RISICOCOMMUNICATIE ..................................................................................... 62
11.1 REPUTATIE, ISSUES, RISICO’S EN CRISES .............................................................................................. 62
11.2 RISICO................................................................................................................................................... 63
11.2.1 RISK SOCIETY (BECK) .................................................................................................................... 63
11.2.2 WELKE SOORT COMMUNICATIE? ............................................................................................... 65
11.3 ISSUES .................................................................................................................................................... 66
11.3.1 CRITERIUM 1: GESCHILPUNTEN DIE WACHTEN OP BESLECHTING ............................................ 66
11.3.2 CRITERIUM 2: VERWACHTINGSKLOVEN...................................................................................... 66
11.3.3 CRITERIUM 3: CONTROVERSES .................................................................................................... 66
11.3.4 CRITERIUM 4: IMPACT OP ORGANISATIE/REPUTATIE ................................................................. 66
, 11.4 ISSUES: CYCLUS .................................................................................................................................... 67
11.4.1 FASE 1: VOORFASE ....................................................................................................................... 67
11.4.2 FASE 2: GEBOORTE ....................................................................................................................... 67
11.4.3 FASE 3: GROEI............................................................................................................................... 67
11.4.4 FASE 4: VOLWASSENHEID ............................................................................................................ 67
11.4.5 FASE 5: CONSOLIDATIE ................................................................................................................ 68
11.4.6 FASE 6: VERVAGING .................................................................................................................... 68
11.5 ISSUESMANAGEMENT .......................................................................................................................... 68
11.5.1 GERELATEERDE DISCIPLINES ........................................................................................................ 68
11.5.1.1 REPUTATIEMANAGEMENT ........................................................................................................ 69
11.5.1.2 STAKEHOLDERSMANAGEMENT................................................................................................ 69
11.5.1.3 PUBLIC AFFAIRS ......................................................................................................................... 69
11.5.1.4 CRISISMANAGEMENT ............................................................................................................... 69
11.5.2 STAPPENPLAN OM ISSUES TE MANAGEN ................................................................................... 69
11.5.2.1 STAP 1: IDENTIFICEREN VAN ISSUES ......................................................................................... 70
11.5.2.2 STAP 2: ARENA-ANALYSE ......................................................................................................... 71
11.5.2.3 STAP 3: STRATEGIE ONTWIKKELEN............................................................................................ 71
11.5.2.4 STAP 4: IMPLEMENTEREN .......................................................................................................... 72
11.5.2.5 STAP 5: EVALUEREN EN BIJSTUREN........................................................................................... 72
12 CRISISCOMMUNICATIE ................................................................................................................................. 73
12.1 INLEIDING ............................................................................................................................................. 73
12.1.1 DE GETROFFENCIRCKEL ............................................................................................................... 74
12.1.2 CRISIS VERSUS RAMPEN ............................................................................................................... 75
12.1.3 CRISISMANAGEMENT ................................................................................................................... 76
12.1.4 CRISISCOMMUNICATIE ................................................................................................................ 77
12.1.5 PUBLIC RELATIONS........................................................................................................................ 77
12.2 PRECRISIS.............................................................................................................................................. 78
12.2.1 WAARSCHUWINGSSIGNALEN ..................................................................................................... 78
12.2.2 INFORMATIE INWINNEN ............................................................................................................... 79
12.2.3 INFORMATIE ANALYSEREN ........................................................................................................... 79
12.2.4 CRISIS VOORKOMEN → COMMUNICATIE ................................................................................. 79
12.2.5 VOORBEREIDEN ............................................................................................................................ 80
12.2.6 CRISISTEAM ................................................................................................................................... 80
12.2.7 WOORDVOERDER ........................................................................................................................ 81
12.3 CRISIS .................................................................................................................................................... 81
12.3.1 SOORTEN CRISES .......................................................................................................................... 81
12.3.2 WAT MOET JE COMMUNICEREN? .............................................................................................. 83
12.3.2.1 MEDIA ........................................................................................................................................ 83
12.3.2.2 EFFECT SOCIALE MEDIA TIJDENS PRE-CRISIS .......................................................................... 84
12.3.2.3 REACTIE OP CRISIS VIA SOCIALE MEDIA ................................................................................ 84
12.3.2.4 POSTCRISIS à HIER IS NIETS OVER VERMELD .......................................................................... 84
, 12.3.2.5 REAGEREN: VORM ................................................................................................................... 84
12.3.2.6 REAGEREN: INHOUD................................................................................................................. 85
12.4 CRISISCOMMUNICATIESTRATEGIE ...................................................................................................... 86
12.4.1 SITUATIONAL CRISIS COMMUNICATION THEORY ...................................................................... 86
12.4.1.1 CRISIS RESPONSE STRATEGY .................................................................................................... 86
12.5 VOORBEELD CASE EXAMEN ............................................................................................................... 89
13 GASTCOLLEGE: WOORDVOERDER ............................................................................................................... 90
13.1 HET ‘GEZICHT’ VAN DE ORGANISATIE ............................................................................................... 90
13.1.1 HOE EEN WOORDVOERDER SELECTEREN? ................................................................................ 90
13.2 COVID-19 ............................................................................................................................................. 91
13.2.1 DOELSTELLING COMMUNICATIE ................................................................................................. 91
13.2.2 DÉ WOORDVOERDER .................................................................................................................. 91
13.2.3 COÖRDINATIE .............................................................................................................................. 91
13.2.4 (MEDIA)DRUK, STRESS EN… NEGATIEVE COMMENTAREN ........................................................ 91
13.3 PERSCONFERENTIE............................................................................................................................... 92
13.3.1 OF PERSBRIEFING? ....................................................................................................................... 92
13.3.2 COVID-19 ...................................................................................................................................... 92
13.3.3 WANNEER WEL/NIET? ................................................................................................................... 92
13.3.4 LOCATIE ........................................................................................................................................ 92
13.4 OMGAAN MET DE MEDIA: OPPORTUNITEIT OF BEDREIGING? ........................................................ 93
13.4.1 HOE OMGAAN MET DE MEDIA? ................................................................................................. 93
13.5 INTERVIEWS .......................................................................................................................................... 93
13.5.1 VOOR HET INTERVIEW .................................................................................................................. 93
13.5.1.1 DE JOURNALIST BELT… ............................................................................................................. 93
13.5.2 BRIDGING ..................................................................................................................................... 93
13.5.3 VOORBEREIDING IS ALLES ........................................................................................................... 94
13.5.4 BASISPRINCIPES ............................................................................................................................ 94
13.5.5 VALKUILEN..................................................................................................................................... 94
14 MEDIARELATIES .............................................................................................................................................. 95
14.1 GOEDE COMMUNICATIE ................................................................................................................... 95
14.2 WAT MAAKT NIEUWS? ......................................................................................................................... 95
14.2.1 WAT VINDT HET PUBLIEK BOEIEND?............................................................................................. 95
14.2.2 VOOR ELKE ORGANISATIE AANDACHTSPUNTEN ...................................................................... 96
14.2.3 WIN-WIN ........................................................................................................................................ 96
14.3 HET WOORD VOEREN ......................................................................................................................... 96
14.3.1 VOORBEELD VAN AFSPRAKEN ROND SOCIALE MEDIAGEBRUIK ............................................. 97
14.3.2 AANRADERS INTERN ..................................................................................................................... 97
14.3.3 AANRADERS EXTERN .................................................................................................................... 97
14.3.4 ALS SPECIALIST AAN TE RADEN ................................................................................................... 97
14.3.5 ALS SPECIALIST AF TE RADEN ....................................................................................................... 97
14.4 MEDIA EN JOURNALISTEN ................................................................................................................... 98
, 14.4.1 KWALITEITSKRANTEN/TIJDSCHRIFTEN? ........................................................................................ 99
14.4.2 WAAR MOET JE IN EEN INTERVIEW MET EEN JOURNALIST OP LETTEN? .................................... 99
14.5 EEN SUCCESVOL INTERVIEW............................................................................................................. 100
14.5.1 VOORBEELD ................................................................................................................................ 102
14.6 BESLUIT ................................................................................................................................................ 102
15 COMMUNICATIEPLANNING ....................................................................................................................... 103
15.1 COMMUNICATIEPLAN....................................................................................................................... 103
15.1.1 REFERENTIEKADER ...................................................................................................................... 103
15.1.2 NIVEAUS VAN COMMUNICATIEPLANNING ............................................................................. 103
15.1.2.1 GLOBAAL COMMUNICATIEBELEIDSPLAN ............................................................................. 103
15.1.2.2 COMMUNICATIEPROJECTPLAN ............................................................................................ 103
15.1.2.3 COMMUNICATIEACTIEPLAN .................................................................................................. 103
15.1.3 7 STAPPEN COMMUNICATIEPLAN ............................................................................................ 104
15.1.3.1 1. CONTEXT ANALYSIS ............................................................................................................ 105
15.1.3.2 2. TARGET AUDIENCES............................................................................................................ 105
15.1.3.3 3. OBJECTIVES OF COMMUNICATION .................................................................................. 106
15.1.3.4 4. MESSAGES ........................................................................................................................... 107
15.1.3.5 5. ACTION PLAN ..................................................................................................................... 107
15.1.3.6 6. FOLLOW UP AND CORRECTIONS ...................................................................................... 107
15.1.3.7 7. EVALUATION AND LESSONS LEARNED .............................................................................. 107
15.2 CONCLUSIE ........................................................................................................................................ 108
16 EMPIRISCH ONDERZOEK IN COMMUNICATIEMANAGEMENT .................................................................. 109
16.1 METHODE: EXPERIMENT VERSUS SURVEY ......................................................................................... 109
16.1.1 EXPERIMENT ................................................................................................................................ 109
16.1.2 SURVEY ........................................................................................................................................ 109
16.1.3 OPBOUW EMPIRISCHE STUDIE (EXPERIMENT) ........................................................................... 109
16.1.4 SOORTEN EFFECTEN ................................................................................................................... 109
16.1.5 WAT EN HOE METEN EN MANIPULEREN?.................................................................................. 109
16.2 IDENTITEIT ............................................................................................................................................ 110
16.2.1 VEELVULDIG GEBRUIK VAN CO-PRODUCTS ............................................................................ 110
16.2.1.1 ÉÉN DOEL: AANTREKKEN VAN KLANTEN ............................................................................... 110
16.2.2 WELK TYPE LOGO WERKT HET BEST? ......................................................................................... 111
16.2.3 SCHEMA-INCONGRUENTIETHEORIE .......................................................................................... 111
16.2.4 HYPOTHESES M.B.T. OPLOSSEN VAN INCONGRUENTIE ........................................................... 112
16.2.5 HYPOTHESES M.B.T. GEVOELENS TEGENOVER LOGO’S .......................................................... 112
16.2.6 HYPOTHESES M.B.T. ATTITUDE TEGENOVER CO-PRODUCT ..................................................... 112
16.2.6.1 HYPOTHESES TESTEN IN EXPERIMENTELE STUDIE .................................................................... 112
16.2.6.2 AFHANKELIJKE VARIABELEN................................................................................................... 112
16.2.7 RESULTATEN ................................................................................................................................. 113
16.2.8 CONCLUSIE ................................................................................................................................. 113
,1 DE DRIE TECHNIEKEN VAN DE WELSPREKENDHEID
Hoe overtuig ik mijn publiek? (Aristoteles, Ars Rhetorica)
Ethos = wie jij bent als spreker of organisatie à geloofwaardigheid van de spreker
• Reputatie, waarden, intelligentie, opleiding, kleding, vertrouwen, …
• Bv. spreken over wat je hebt meegemaakt, gezien, gedaan
• Bv. bekende mensen in publiciteit voor je merk
Pathos = vermogen om bij je publiek emoties los te maken (basisniveau van communicatie)
• Kennis van het publiek, kennis van verhaaltechnieken, creatief met taal en beeld
• Voorwaarden
o Je publiek aanvoelen
o Beseffen dat emoties individueel zijn
o Technieken kennen
o Zich empathisch tonen
• Opletten voor evenwicht tussen authenticiteit en overacting
• Taal aanpassen aan publiek
o Bv. jongeren anders aanspreken dan ouderen
• Bv. verhalen vertellen (storytelling), mooie stijlfiguren in je taal, gebruik van beeld
• Bv. Coca-Cola Taste the Feeling
Logos = harde feiten, cijfers, logica
• Argumenten die je gebruikt om je verhaal te onderbouwen
• Kennis van het onderwerp; je weet waar je over spreekt
• Complexe zaken eenvoudig uitleggen; wees kort en duidelijk
• Laat je publiek de conclusie zelf trekken (syllogisme)
® Ze staan niet los van elkaar en verschillen naargelang je doelpubliek
,2 SITUERING: WAT IS COMMUNICATIEMANAGEMENT?
3 traditionele onderzoeksdomeinen
• PR
• Marketing
• Organisatiecommunicatie
® Grenzen zijn in de loop der jaren
steeds vager geworden
® Besef dat grens tussen interne en
externe communicatie niet absoluut is
Marketing = relaties met de klant met het oog op verkopen en vertrouwen
Organisatie = bedrijf, stakeholders, ...
2.1 ENKELE DEFINITIES
• Relationship communication is any type of marketing communication that influences the
receiver's long-term commitment to the sender by facilitating meaning creation through
integration with the receiver's time and situational context. The time context refers to the
receiver's perception of the history and envisioned future of his/her relationship with the sender.
The situational context refers to other elements internal or external to the receiver.
• In modern Europe, the term communication management is becoming the field’s real common
denominator […]. This differs from the situation in the USA, where public relations appear to be
more common. We can, however, equate it with public relations (as many other authors do […]).
• Public relations is the management of communication between an organization and its publics.
• Public relations is a strategic communication process that builds mutually beneficial relationships
between organizations and their publics.
• Strategic communication can be defined as the study of how organizations use communication
purposefully to fulfill their overall missions.
• Corporate communication is a management function that offers a framework for the effective
coordination of all internal and external communication with the overall purpose of establishing
and maintaining favourable reputations with stakeholder groups upon which the organisation is
dependent.
o Communicatie gaat helpen om doelstellingen te bereiken
o Bv. producten verkopen, vertrouwen opbouwen met stakeholders, …
o Zonder stakeholders geen organisatie
,2.2 DUS
• Paraplubegrip
• Interne en externe communicatie
• Belangen van de organisatie en van de stakeholders
• Organisatiemissie vervullen
• Een positieve reputatie bij de stakeholders
® Uitstippelen communicatiebeleid (gebaseerd op organisatiebeleid)
® Coördineren, controleren en evalueren van communicatieactiviteiten
o Coördineren = plannen, uitstippelen, …
o Controleren = worden zaken uitgevoerd zoals gepland?
o Evalueren = hebben de acties het gewenste effect?
® Duurzame positieve positie als doel
Maatschappelijke context
• Transparantie van organisaties is de norm
• Reputatie van een organisatie is kwetsbaar
• Meer stakeholders door kleinere wereld
• Meer mondige stakeholders
• Stakeholders hebben meer hefbomen
Zo goed als iedereen maakt gebruik van bedrijfscommunicatiestrategieën
• Commerciële bedrijven
• Social profits
• Niet gouvernementele organisaties (NGO’s)
• Universiteiten
• Dorp, stad, land
• Politieke partij
• Zelfs individuen
• ...
, 3 STAKEHOLDERS
® Een stakeholder is een groep of individu die beïnvloed wordt door of invloed kan uitoefenen op
het bereiken van de doelstelling van een organisatie
® Iedereen die dus op de een of andere manier een relatie hebben met de organisatie
3.1 KENMERKEN STAKEHOLDER
INHOUDSOPGAVE
1 DE DRIE TECHNIEKEN VAN DE WELSPREKENDHEID ........................................................................................ 7
2 SITUERING: WAT IS COMMUNICATIEMANAGEMENT? ................................................................................... 8
2.1 ENKELE DEFINITIES ...................................................................................................................................... 8
2.2 DUS ............................................................................................................................................................. 9
3 STAKEHOLDERS .............................................................................................................................................. 10
3.1 KENMERKEN STAKEHOLDER .................................................................................................................... 10
3.1.1 3 SOORTEN LATENTE STAKEHOLDERS (LATENT STAKEHOLDERS)................................................... 11
3.1.2 3 SOORTEN STAKEHOLDERS MET VERWACHTINGEN (EXPECTANT STAKEHOLDERS) .................. 11
4 EXCELLENTE COMMUNICATIE ...................................................................................................................... 12
4.1 WAT IS EXCELLENTE COMMUNICATIE BINNEN EEN ORGANISATIE? .................................................... 12
4.2 GRUNIG OVER EXCELLENTE COMMUNICATIE ...................................................................................... 13
4.3 EXCELLENTE COMMUNICATIE IN VLAANDEREN (STUDIE) .................................................................... 13
4.4 EXCELLENTE COMMUNICATIE IN EUROPA (STUDIE) ............................................................................. 15
5 PORTFOLIO VAN DE COMMUNICATIEMANAGER ....................................................................................... 16
5.1 PORTFOLIO: BEROEPSVERENIGINGEN................................................................................................... 17
5.2 PORTFOLIO: ACADEMISCHE VERENIGINGEN....................................................................................... 17
5.3 TYPES COMMUNICATIEMANAGERS ...................................................................................................... 18
5.3.1 4 TYPES .............................................................................................................................................. 18
6 TOEKOMSTIGE TRENDS .................................................................................................................................. 19
6.1 TAALBEWUSTZIJN ..................................................................................................................................... 19
6.2 GESLOTEN COMMUNICATIE................................................................................................................... 19
6.3 GIG ECONOMY ...................................................................................................................................... 20
6.4 SYNTHETISCHE MEDIA ............................................................................................................................. 20
6.5 CYBERVEILIGHEID .................................................................................................................................... 21
7 IDENTITEIT VAN EEN ORGANISATIE ............................................................................................................... 22
7.1 WAT IS IDENTITEIT? ................................................................................................................................... 22
7.2 IDENTITEITSMIX ......................................................................................................................................... 22
7.3 ORGANIZATIONAL IDENTITY ................................................................................................................... 22
7.4 VANUIT VERSCHILLENDE INVALSHOEKEN.............................................................................................. 23
7.4.1 VISIE & MISSIE ................................................................................................................................... 24
7.4.2 KERNCOMPETENTIES ........................................................................................................................ 25
7.4.3 WAARDEN ........................................................................................................................................ 25
7.4.4 WERKELIJKE IDENTITEIT ..................................................................................................................... 26
7.4.5 FYSIEKE IDENTITEIT ............................................................................................................................. 27
, 7.4.6 WAAROM IS DE IDENTITEIT VAN EEN ORGANISATIE ZO BELANGRIJK? ........................................ 28
7.5 CORPORATE BRANDING ........................................................................................................................ 29
7.5.1 OLINS’ TYPOLOGIE........................................................................................................................... 29
7.5.1.1 MONOLITISCHE IDENTITEIT (MONOLITHIC IDENTITY)............................................................... 29
7.5.1.2 ONDERSTEUNDE IDENTITEIT (ENDORSED IDENTITY) ................................................................. 29
7.5.1.3 MERKIDENTITEIT (BRANDED IDENTITY) ...................................................................................... 30
7.5.2 VOORBEELD EXAMENVRAAG ........................................................................................................ 30
7.5.3 BELANG VAN CORPORATE BRANDING BIJ STAKEHOLDERS/KLANTEN ....................................... 31
7.5.4 BELANG VAN CORPORATE BRANDING BIJ WERKNEMERS........................................................... 32
7.6 IDENTITEIT METEN ..................................................................................................................................... 32
7.6.1 SPINNENWEBMETHODE ................................................................................................................... 32
7.6.2 STERMETHODE .................................................................................................................................. 33
7.6.3 LADDERING ...................................................................................................................................... 34
7.6.4 MANNHEIMER CORPORATE IDENTITY TEST ..................................................................................... 34
7.6.5 REPUTATION IMPACT MODEL ......................................................................................................... 35
7.6.6 OKIPO ............................................................................................................................................... 35
7.6.7 COMMUNICATIE-AUDITS ................................................................................................................. 36
8 GASTCOLLEGE: PETER OP DE BEECK ............................................................................................................ 37
8.1 AGENDA .................................................................................................................................................. 37
8.2 RELEVANTIE VAN INTERNE COMMUNICATIE ......................................................................................... 37
8.2.1 EEN VEELVOUD AAN DEFINITIES ..................................................................................................... 37
8.2.2 HET ABC VAN IC .............................................................................................................................. 37
8.2.3 GESCHIEDENIS VAN INTERNE COMMUNICATIE............................................................................. 38
8.2.4 WAT VERWACHTEN DE BESTUURSKAMERS (= DE DIRECTEURS BINNEN EEN BEDRIJF) VAN ONS
VAN COMMUNICATIE?.................................................................................................................................. 39
8.2.5 3 MODELLEN..................................................................................................................................... 39
8.2.6 TOEGEVOEGDE WAARDE VAN INTERNE COMMUNICATIE .......................................................... 40
8.2.7 COVID-19 PANDEMIE ...................................................................................................................... 40
8.3 INTERNE COMMUNICATIE FUNDAMENTEN ........................................................................................... 40
8.3.1 ERVARINGEN & OBSERVATIES ......................................................................................................... 40
8.3.2 UITDAGINGEN & FOCUS ................................................................................................................. 41
8.3.3 NODEN & BEHOEFTEN ..................................................................................................................... 41
8.4 STRATEGISCH VERBINDEN ...................................................................................................................... 41
8.4.1 STRATEGISCH LUIK ............................................................................................................................ 41
8.4.2 ZORGEN VOOR STRUCTUUR & HOUVAST ...................................................................................... 42
8.4.3 FUNDAMENTEN: MISSIE – VISIE – WAARDEN .................................................................................. 42
8.4.3.1 ONZE MISSIE .............................................................................................................................. 42
8.4.3.2 ONZE VISIE ................................................................................................................................. 43
8.4.3.3 ONZE WAARDEN....................................................................................................................... 43
8.4.3.4 HOE VERHOUDEN ZE ZICH ONDERLING? ............................................................................... 43
8.4.4 VERBINDEN ....................................................................................................................................... 44
, 8.4.4.1 DRIEDIMENSIONALE COMMUNICATIE .................................................................................... 44
8.4.4.2 STORYTELLING ........................................................................................................................... 44
8.4.5 TIPS & TRICKS .................................................................................................................................... 44
9 IMAGO VAN EEN ORGANISATIE .................................................................................................................. 45
9.1 WAT IS IMAGO? ...................................................................................................................................... 45
9.1.1 IMAGO VOLGENS BIRKIGT & STADLER ........................................................................................... 46
9.2 REPUTATIE ................................................................................................................................................. 47
9.2.1 ENKELE DEFINITIE’S ........................................................................................................................... 47
9.2.2 BELANG VAN REPUTATIE BIJ CONSUMENTENGEDRAG: KEUZES MAKEN .................................... 47
9.2.3 NIVEAU’S........................................................................................................................................... 48
9.2.3.1 VOORBEELDEN ......................................................................................................................... 48
9.2.4 REPUTATIE METEN ............................................................................................................................. 49
9.2.4.1 FORTUNE .................................................................................................................................... 49
9.2.4.2 AXIOS HARRIS 100..................................................................................................................... 50
9.2.4.3 REPUTATION INSTITUTE/REPTRAK .............................................................................................. 51
9.2.4.4 KELLY REPERTORY GRID............................................................................................................ 51
9.2.4.5 NATURAL GROUPING ............................................................................................................... 52
9.2.4.6 ATTITUDESCHALEN .................................................................................................................... 53
9.2.4.7 CONCLUSIE ............................................................................................................................... 55
9.3 NIEUWE MANIEREN OM IMAGO TE MONITOREN ................................................................................. 55
10 RELATIES MET STAKEHOLDERS ....................................................................................................................... 56
10.1 INLEIDING ............................................................................................................................................. 56
10.2 STAKEHOLDERS EN HUN VERWACHTINGEN ...................................................................................... 57
10.3 MAATSCHAPPELIJK VERANTWOORD ONDERNEMEN (MVO).......................................................... 57
10.3.1 DRIE NIVEAUS VAN MVO ............................................................................................................. 58
10.4 EMPLOYER BRANDING EN REKRUTERING .......................................................................................... 59
10.4.1 ACTOREN VAN EMPLOYER BRANDING...................................................................................... 60
10.4.2 VERSCHILLENDE MEDIA DIE JE ALS WERKNEMER KAN GEBRUIKEN OM JE IN DE MARKT TE
ZETTEN 60
10.5 ARTIKEL GÜRHAN-CANLI & BATRA ..................................................................................................... 61
11 ISSUESMANAGEMENT EN RISICOCOMMUNICATIE ..................................................................................... 62
11.1 REPUTATIE, ISSUES, RISICO’S EN CRISES .............................................................................................. 62
11.2 RISICO................................................................................................................................................... 63
11.2.1 RISK SOCIETY (BECK) .................................................................................................................... 63
11.2.2 WELKE SOORT COMMUNICATIE? ............................................................................................... 65
11.3 ISSUES .................................................................................................................................................... 66
11.3.1 CRITERIUM 1: GESCHILPUNTEN DIE WACHTEN OP BESLECHTING ............................................ 66
11.3.2 CRITERIUM 2: VERWACHTINGSKLOVEN...................................................................................... 66
11.3.3 CRITERIUM 3: CONTROVERSES .................................................................................................... 66
11.3.4 CRITERIUM 4: IMPACT OP ORGANISATIE/REPUTATIE ................................................................. 66
, 11.4 ISSUES: CYCLUS .................................................................................................................................... 67
11.4.1 FASE 1: VOORFASE ....................................................................................................................... 67
11.4.2 FASE 2: GEBOORTE ....................................................................................................................... 67
11.4.3 FASE 3: GROEI............................................................................................................................... 67
11.4.4 FASE 4: VOLWASSENHEID ............................................................................................................ 67
11.4.5 FASE 5: CONSOLIDATIE ................................................................................................................ 68
11.4.6 FASE 6: VERVAGING .................................................................................................................... 68
11.5 ISSUESMANAGEMENT .......................................................................................................................... 68
11.5.1 GERELATEERDE DISCIPLINES ........................................................................................................ 68
11.5.1.1 REPUTATIEMANAGEMENT ........................................................................................................ 69
11.5.1.2 STAKEHOLDERSMANAGEMENT................................................................................................ 69
11.5.1.3 PUBLIC AFFAIRS ......................................................................................................................... 69
11.5.1.4 CRISISMANAGEMENT ............................................................................................................... 69
11.5.2 STAPPENPLAN OM ISSUES TE MANAGEN ................................................................................... 69
11.5.2.1 STAP 1: IDENTIFICEREN VAN ISSUES ......................................................................................... 70
11.5.2.2 STAP 2: ARENA-ANALYSE ......................................................................................................... 71
11.5.2.3 STAP 3: STRATEGIE ONTWIKKELEN............................................................................................ 71
11.5.2.4 STAP 4: IMPLEMENTEREN .......................................................................................................... 72
11.5.2.5 STAP 5: EVALUEREN EN BIJSTUREN........................................................................................... 72
12 CRISISCOMMUNICATIE ................................................................................................................................. 73
12.1 INLEIDING ............................................................................................................................................. 73
12.1.1 DE GETROFFENCIRCKEL ............................................................................................................... 74
12.1.2 CRISIS VERSUS RAMPEN ............................................................................................................... 75
12.1.3 CRISISMANAGEMENT ................................................................................................................... 76
12.1.4 CRISISCOMMUNICATIE ................................................................................................................ 77
12.1.5 PUBLIC RELATIONS........................................................................................................................ 77
12.2 PRECRISIS.............................................................................................................................................. 78
12.2.1 WAARSCHUWINGSSIGNALEN ..................................................................................................... 78
12.2.2 INFORMATIE INWINNEN ............................................................................................................... 79
12.2.3 INFORMATIE ANALYSEREN ........................................................................................................... 79
12.2.4 CRISIS VOORKOMEN → COMMUNICATIE ................................................................................. 79
12.2.5 VOORBEREIDEN ............................................................................................................................ 80
12.2.6 CRISISTEAM ................................................................................................................................... 80
12.2.7 WOORDVOERDER ........................................................................................................................ 81
12.3 CRISIS .................................................................................................................................................... 81
12.3.1 SOORTEN CRISES .......................................................................................................................... 81
12.3.2 WAT MOET JE COMMUNICEREN? .............................................................................................. 83
12.3.2.1 MEDIA ........................................................................................................................................ 83
12.3.2.2 EFFECT SOCIALE MEDIA TIJDENS PRE-CRISIS .......................................................................... 84
12.3.2.3 REACTIE OP CRISIS VIA SOCIALE MEDIA ................................................................................ 84
12.3.2.4 POSTCRISIS à HIER IS NIETS OVER VERMELD .......................................................................... 84
, 12.3.2.5 REAGEREN: VORM ................................................................................................................... 84
12.3.2.6 REAGEREN: INHOUD................................................................................................................. 85
12.4 CRISISCOMMUNICATIESTRATEGIE ...................................................................................................... 86
12.4.1 SITUATIONAL CRISIS COMMUNICATION THEORY ...................................................................... 86
12.4.1.1 CRISIS RESPONSE STRATEGY .................................................................................................... 86
12.5 VOORBEELD CASE EXAMEN ............................................................................................................... 89
13 GASTCOLLEGE: WOORDVOERDER ............................................................................................................... 90
13.1 HET ‘GEZICHT’ VAN DE ORGANISATIE ............................................................................................... 90
13.1.1 HOE EEN WOORDVOERDER SELECTEREN? ................................................................................ 90
13.2 COVID-19 ............................................................................................................................................. 91
13.2.1 DOELSTELLING COMMUNICATIE ................................................................................................. 91
13.2.2 DÉ WOORDVOERDER .................................................................................................................. 91
13.2.3 COÖRDINATIE .............................................................................................................................. 91
13.2.4 (MEDIA)DRUK, STRESS EN… NEGATIEVE COMMENTAREN ........................................................ 91
13.3 PERSCONFERENTIE............................................................................................................................... 92
13.3.1 OF PERSBRIEFING? ....................................................................................................................... 92
13.3.2 COVID-19 ...................................................................................................................................... 92
13.3.3 WANNEER WEL/NIET? ................................................................................................................... 92
13.3.4 LOCATIE ........................................................................................................................................ 92
13.4 OMGAAN MET DE MEDIA: OPPORTUNITEIT OF BEDREIGING? ........................................................ 93
13.4.1 HOE OMGAAN MET DE MEDIA? ................................................................................................. 93
13.5 INTERVIEWS .......................................................................................................................................... 93
13.5.1 VOOR HET INTERVIEW .................................................................................................................. 93
13.5.1.1 DE JOURNALIST BELT… ............................................................................................................. 93
13.5.2 BRIDGING ..................................................................................................................................... 93
13.5.3 VOORBEREIDING IS ALLES ........................................................................................................... 94
13.5.4 BASISPRINCIPES ............................................................................................................................ 94
13.5.5 VALKUILEN..................................................................................................................................... 94
14 MEDIARELATIES .............................................................................................................................................. 95
14.1 GOEDE COMMUNICATIE ................................................................................................................... 95
14.2 WAT MAAKT NIEUWS? ......................................................................................................................... 95
14.2.1 WAT VINDT HET PUBLIEK BOEIEND?............................................................................................. 95
14.2.2 VOOR ELKE ORGANISATIE AANDACHTSPUNTEN ...................................................................... 96
14.2.3 WIN-WIN ........................................................................................................................................ 96
14.3 HET WOORD VOEREN ......................................................................................................................... 96
14.3.1 VOORBEELD VAN AFSPRAKEN ROND SOCIALE MEDIAGEBRUIK ............................................. 97
14.3.2 AANRADERS INTERN ..................................................................................................................... 97
14.3.3 AANRADERS EXTERN .................................................................................................................... 97
14.3.4 ALS SPECIALIST AAN TE RADEN ................................................................................................... 97
14.3.5 ALS SPECIALIST AF TE RADEN ....................................................................................................... 97
14.4 MEDIA EN JOURNALISTEN ................................................................................................................... 98
, 14.4.1 KWALITEITSKRANTEN/TIJDSCHRIFTEN? ........................................................................................ 99
14.4.2 WAAR MOET JE IN EEN INTERVIEW MET EEN JOURNALIST OP LETTEN? .................................... 99
14.5 EEN SUCCESVOL INTERVIEW............................................................................................................. 100
14.5.1 VOORBEELD ................................................................................................................................ 102
14.6 BESLUIT ................................................................................................................................................ 102
15 COMMUNICATIEPLANNING ....................................................................................................................... 103
15.1 COMMUNICATIEPLAN....................................................................................................................... 103
15.1.1 REFERENTIEKADER ...................................................................................................................... 103
15.1.2 NIVEAUS VAN COMMUNICATIEPLANNING ............................................................................. 103
15.1.2.1 GLOBAAL COMMUNICATIEBELEIDSPLAN ............................................................................. 103
15.1.2.2 COMMUNICATIEPROJECTPLAN ............................................................................................ 103
15.1.2.3 COMMUNICATIEACTIEPLAN .................................................................................................. 103
15.1.3 7 STAPPEN COMMUNICATIEPLAN ............................................................................................ 104
15.1.3.1 1. CONTEXT ANALYSIS ............................................................................................................ 105
15.1.3.2 2. TARGET AUDIENCES............................................................................................................ 105
15.1.3.3 3. OBJECTIVES OF COMMUNICATION .................................................................................. 106
15.1.3.4 4. MESSAGES ........................................................................................................................... 107
15.1.3.5 5. ACTION PLAN ..................................................................................................................... 107
15.1.3.6 6. FOLLOW UP AND CORRECTIONS ...................................................................................... 107
15.1.3.7 7. EVALUATION AND LESSONS LEARNED .............................................................................. 107
15.2 CONCLUSIE ........................................................................................................................................ 108
16 EMPIRISCH ONDERZOEK IN COMMUNICATIEMANAGEMENT .................................................................. 109
16.1 METHODE: EXPERIMENT VERSUS SURVEY ......................................................................................... 109
16.1.1 EXPERIMENT ................................................................................................................................ 109
16.1.2 SURVEY ........................................................................................................................................ 109
16.1.3 OPBOUW EMPIRISCHE STUDIE (EXPERIMENT) ........................................................................... 109
16.1.4 SOORTEN EFFECTEN ................................................................................................................... 109
16.1.5 WAT EN HOE METEN EN MANIPULEREN?.................................................................................. 109
16.2 IDENTITEIT ............................................................................................................................................ 110
16.2.1 VEELVULDIG GEBRUIK VAN CO-PRODUCTS ............................................................................ 110
16.2.1.1 ÉÉN DOEL: AANTREKKEN VAN KLANTEN ............................................................................... 110
16.2.2 WELK TYPE LOGO WERKT HET BEST? ......................................................................................... 111
16.2.3 SCHEMA-INCONGRUENTIETHEORIE .......................................................................................... 111
16.2.4 HYPOTHESES M.B.T. OPLOSSEN VAN INCONGRUENTIE ........................................................... 112
16.2.5 HYPOTHESES M.B.T. GEVOELENS TEGENOVER LOGO’S .......................................................... 112
16.2.6 HYPOTHESES M.B.T. ATTITUDE TEGENOVER CO-PRODUCT ..................................................... 112
16.2.6.1 HYPOTHESES TESTEN IN EXPERIMENTELE STUDIE .................................................................... 112
16.2.6.2 AFHANKELIJKE VARIABELEN................................................................................................... 112
16.2.7 RESULTATEN ................................................................................................................................. 113
16.2.8 CONCLUSIE ................................................................................................................................. 113
,1 DE DRIE TECHNIEKEN VAN DE WELSPREKENDHEID
Hoe overtuig ik mijn publiek? (Aristoteles, Ars Rhetorica)
Ethos = wie jij bent als spreker of organisatie à geloofwaardigheid van de spreker
• Reputatie, waarden, intelligentie, opleiding, kleding, vertrouwen, …
• Bv. spreken over wat je hebt meegemaakt, gezien, gedaan
• Bv. bekende mensen in publiciteit voor je merk
Pathos = vermogen om bij je publiek emoties los te maken (basisniveau van communicatie)
• Kennis van het publiek, kennis van verhaaltechnieken, creatief met taal en beeld
• Voorwaarden
o Je publiek aanvoelen
o Beseffen dat emoties individueel zijn
o Technieken kennen
o Zich empathisch tonen
• Opletten voor evenwicht tussen authenticiteit en overacting
• Taal aanpassen aan publiek
o Bv. jongeren anders aanspreken dan ouderen
• Bv. verhalen vertellen (storytelling), mooie stijlfiguren in je taal, gebruik van beeld
• Bv. Coca-Cola Taste the Feeling
Logos = harde feiten, cijfers, logica
• Argumenten die je gebruikt om je verhaal te onderbouwen
• Kennis van het onderwerp; je weet waar je over spreekt
• Complexe zaken eenvoudig uitleggen; wees kort en duidelijk
• Laat je publiek de conclusie zelf trekken (syllogisme)
® Ze staan niet los van elkaar en verschillen naargelang je doelpubliek
,2 SITUERING: WAT IS COMMUNICATIEMANAGEMENT?
3 traditionele onderzoeksdomeinen
• PR
• Marketing
• Organisatiecommunicatie
® Grenzen zijn in de loop der jaren
steeds vager geworden
® Besef dat grens tussen interne en
externe communicatie niet absoluut is
Marketing = relaties met de klant met het oog op verkopen en vertrouwen
Organisatie = bedrijf, stakeholders, ...
2.1 ENKELE DEFINITIES
• Relationship communication is any type of marketing communication that influences the
receiver's long-term commitment to the sender by facilitating meaning creation through
integration with the receiver's time and situational context. The time context refers to the
receiver's perception of the history and envisioned future of his/her relationship with the sender.
The situational context refers to other elements internal or external to the receiver.
• In modern Europe, the term communication management is becoming the field’s real common
denominator […]. This differs from the situation in the USA, where public relations appear to be
more common. We can, however, equate it with public relations (as many other authors do […]).
• Public relations is the management of communication between an organization and its publics.
• Public relations is a strategic communication process that builds mutually beneficial relationships
between organizations and their publics.
• Strategic communication can be defined as the study of how organizations use communication
purposefully to fulfill their overall missions.
• Corporate communication is a management function that offers a framework for the effective
coordination of all internal and external communication with the overall purpose of establishing
and maintaining favourable reputations with stakeholder groups upon which the organisation is
dependent.
o Communicatie gaat helpen om doelstellingen te bereiken
o Bv. producten verkopen, vertrouwen opbouwen met stakeholders, …
o Zonder stakeholders geen organisatie
,2.2 DUS
• Paraplubegrip
• Interne en externe communicatie
• Belangen van de organisatie en van de stakeholders
• Organisatiemissie vervullen
• Een positieve reputatie bij de stakeholders
® Uitstippelen communicatiebeleid (gebaseerd op organisatiebeleid)
® Coördineren, controleren en evalueren van communicatieactiviteiten
o Coördineren = plannen, uitstippelen, …
o Controleren = worden zaken uitgevoerd zoals gepland?
o Evalueren = hebben de acties het gewenste effect?
® Duurzame positieve positie als doel
Maatschappelijke context
• Transparantie van organisaties is de norm
• Reputatie van een organisatie is kwetsbaar
• Meer stakeholders door kleinere wereld
• Meer mondige stakeholders
• Stakeholders hebben meer hefbomen
Zo goed als iedereen maakt gebruik van bedrijfscommunicatiestrategieën
• Commerciële bedrijven
• Social profits
• Niet gouvernementele organisaties (NGO’s)
• Universiteiten
• Dorp, stad, land
• Politieke partij
• Zelfs individuen
• ...
, 3 STAKEHOLDERS
® Een stakeholder is een groep of individu die beïnvloed wordt door of invloed kan uitoefenen op
het bereiken van de doelstelling van een organisatie
® Iedereen die dus op de een of andere manier een relatie hebben met de organisatie
3.1 KENMERKEN STAKEHOLDER
