Een volledige samenvatting van het vak corporate communicatie. Bevat alle hoofdstukken, les nota's en gastlessen. Het is op een zeer gestructureerde manier samengevat waardoor het gemakkelijk is om te studeren. Deze samenvatting leren verhoogt zeker en vast je slaagkansen.
Gemaakt semester 2: Ac...
,HO: Introductie .......................................................................................................................................................................................... 11
H1: corporate communication (cc) .................................................................................................................................................. 11
1 Wat is corporate communicatie (cc)? ................................................................................................................................................ 11
1.1 Meer hedendaagse invulling ............................................................................................................................................................ 11
1.2 Trends in corporate communicatie .............................................................................................................................................. 11
H2: CC in contemporary organizations ........................................................................................................................................ 13
1 Marketing en PR ............................................................................................................................................................................................. 13
1.1 Drivers voor geïntegreerde communicatie ............................................................................................................................14
2 The definition, dimensions and domain of PR: ARTIKEL UFORA......................................................................................14
2.1 Definities van pr ......................................................................................................................................................................................14
2.2 Dimensies van PR.................................................................................................................................................................................... 15
2.3 vormen van PR ...................................................................................................................................................................................16
H3: CC in a changing media environment .................................................................................................................................. 18
1 Het nieuwe medialandschap ................................................................................................................................................................ 18
1.1 Soorten media .......................................................................................................................................................................................... 18
1.2 Gevolgen: het nieuwe medialandschap .................................................................................................................................. 18
1.3 Mogelijkheden.......................................................................................................................................................................................... 18
1.4 Uitdagingen ................................................................................................................................................................................................19
H4: Stakeholder management & comm ...................................................................................................................................... 20
1 Input-output model ................................................................................................................................................................................... 20
2 Stakeholder model...................................................................................................................................................................................... 20
3 Definitie.............................................................................................................................................................................................................. 20
4 Soorten stakes ................................................................................................................................................................................................. 21
4.1 Freeman ........................................................................................................................................................................................................ 21
5 Soorten stakeholdergroepen ................................................................................................................................................................. 21
5.1 Clarckson (1995) ...................................................................................................................................................................................... 21
5.2 Charkham (1992) .............................................................................................................................................................................. 21
6 Stakeholdercommunicatie ....................................................................................................................................................................... 21
6.1 Stakeholder salience model............................................................................................................................................................ 22
6.2 Power-interest matrix ................................................................................................................................................................. 23
7 Modellen van stakeholdercommunicatie ..................................................................................................................................... 23
8 Stakeholder engagement ........................................................................................................................................................................24
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,H5: Corporate identity, branding en reputatie ........................................................................................................................ 25
1 Voordelen corporate image ................................................................................................................................................................... 25
2 Corporate image management ........................................................................................................................................................... 25
3 Identiteit, imago en reputatie .............................................................................................................................................................. 25
3.1 Identiteit van sector, corporate strategie, corporate cultuur en corporate structuur (intern) ......... 25
3.2 Identiteit (extern) ...........................................................................................................................................................................26
3.3 Imago (extern) ..................................................................................................................................................................................26
3.4 Reputatie (extern) ..........................................................................................................................................................................26
3.4.1 Reputatie meten .......................................................................................................................................................................26
4 Corporate branding .....................................................................................................................................................................................26
4.1 Identities...................................................................................................................................................................................................... 27
5 Alignment .......................................................................................................................................................................................................... 27
5.1 Gap ................................................................................................................................................................................................................... 27
6 Onderzoek: De rol van bekendheid op de stabiliteit vd reputatie ih licht van nieuwe info ...................... 28
6.1 Hypothesen ............................................................................................................................................................................................... 28
6.2 Studie 1 & 2.......................................................................................................................................................................................... 28
6.3 Resultaten- discussie ...................................................................................................................................................................29
H6: Communicatiestrategie en planning................................................................................................................................... 30
1 Communicatiestrategie ........................................................................................................................................................................... 30
1.1 Analyse ......................................................................................................................................................................................................... 30
1.2 Planning en implementatie ............................................................................................................................................................. 31
1.3 Evaluatie ...................................................................................................................................................................................................... 32
H7: Research and measurement .................................................................................................................................................... 33
1 Onderzoek in corporate communicatie .......................................................................................................................................... 33
1.1 Onderzoeksmethoden ......................................................................................................................................................................... 33
1.1.1 Formele onderzoeksmethoden ....................................................................................................................................... 33
1.2 Wat meten? ................................................................................................................................................................................................34
1.3 Hierarchy of effects model ..............................................................................................................................................................34
H8: mediarelaties ...................................................................................................................................................................................35
1 Journalistiek en nieuwsorganisaties ............................................................................................................................................... 35
2 Effecten van nieuwsverslaggeving op corporate reputatie ............................................................................................. 35
2.1 visie: media hebben een grote invloed ................................................................................................................................... 35
3
, 2.2 visie: media hebben een matige invloed ...............................................................................................................................36
2.3 3) visie: media hebben een kleine invloed .....................................................................................................................36
2.4 Conclusie ............................................................................................................................................................................................... 37
3 Tools om boodschap over te brengen naar pers ..................................................................................................................... 37
H9: Interne communicatie (IC) ....................................................................................................................................................... 38
1 Defining employee communication ................................................................................................................................................ 38
1.1 Definitie ....................................................................................................................................................................................................... 38
1.2 Terminologie ............................................................................................................................................................................................ 38
1.3 Doel van interne communicatie .................................................................................................................................................. 38
1.4 Belang van interne communicatie ............................................................................................................................................ 38
1.5 soorten interne communicatie .................................................................................................................................................... 38
1.5.1 Managementcommunicatie .............................................................................................................................................. 38
1.5.2 Corporate informatie en communicatiesystemen..............................................................................................39
1.6 Communicatiestromen .......................................................................................................................................................................39
1.7 communicatiemiddelen .....................................................................................................................................................................39
1.8 Onderzoek: internal communication, information satisfaction & sense of community: personal
influence (white, Vanc & Stafford, 2010) ............................................................................................................................................ 40
1.8.1 doel van het onderzoek ....................................................................................................................................................... 40
1.8.2 literatuurstudie......................................................................................................................................................................... 40
1.8.3 Methode ......................................................................................................................................................................................... 40
1.8.4 Resultaten .................................................................................................................................................................................... 40
2 Organizational identification en internal branding................................................................................................................41
2.1 organizational identification ..........................................................................................................................................................41
2.2 onderzoek: internal branding: social identity and social exhange perspectives on turning
employees into brand champions (Löhndorf & Diamantopoulos, 2014) .........................................................................41
2.2.1 literatuurstudie...........................................................................................................................................................................41
2.2.2 getest model................................................................................................................................................................................42
2.2.3 methode..........................................................................................................................................................................................42
2.2.4 resultaten ......................................................................................................................................................................................43
2.2.5 implicaties .....................................................................................................................................................................................43
2.3 onderzoek: Employees as a second audience: the effect of external communication on internal
brand management outcomes (Piehler, Schade & Burmann, 2019) ..................................................................................44
2.3.1 literatuutstudie..........................................................................................................................................................................44
4
, 2.3.2 methode..........................................................................................................................................................................................44
2.3.3 Resultaten .....................................................................................................................................................................................45
2.3.4 implicaties .....................................................................................................................................................................................45
3 Psychologische processen en theorieën (niet op de slides) ............................................................................................45
3.1 Maslow’s hierarchy of needs ..........................................................................................................................................................45
3.2 Change curve ......................................................................................................................................................................................45
3.3 Management theories X, Y, Z .................................................................................................................................................. 46
3.4 Johari window ................................................................................................................................................................................... 47
4 voice....................................................................................................................................................................................................................... 47
4.1 employee voice........................................................................................................................................................................................ 47
4.2 onderzoek: employee voice: untapped resource or social media time bomb? (Miles &
Maangold, 2014) .................................................................................................................................................................................................. 48
4.2.1 social media en emloyee voice ...................................................................................................................................... 48
4.2.2 employee voice managen .................................................................................................................................................. 48
4.2.3 luister en antwoord ............................................................................................................................................................... 48
4.2.4 Employee voice als organizational resource ........................................................................................................ 48
4.2.5 employee voice als tikkende tijdbom ........................................................................................................................ 48
5 sociale media.................................................................................................................................................................................................. 48
5.1 interne sociale media......................................................................................................................................................................... 48
5.2 onderzoek: hoe gaan werkgevers om met gebruik van sociale media bij werknemers?
(Opgenhaffen & Claeys, 2017) .................................................................................................................................................................... 49
6 geheimhouding ............................................................................................................................................................................................. 49
6.1 onderzoek: Disclosure, leaks, and slips: Issues and strategies for prohibiting employee
communication (Sussman, 2008) ........................................................................................................................................................... 49
6.2 Hindernissen...................................................................................................................................................................................... 50
6.3 Hindernissen overwinnen ........................................................................................................................................................... 51
7 Geruchten (niet in slides)......................................................................................................................................................................... 51
7.1 Types geruchten....................................................................................................................................................................................... 51
7.2 Effecten ......................................................................................................................................................................................................... 51
7.3 Strategieën ................................................................................................................................................................................................. 52
7.4 Implicaties ........................................................................................................................................................................................... 52
H10: Crisiscommunicatie- handboek niet te kennen ............................................................................................................53
1 Crisis ...................................................................................................................................................................................................................... 53
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,2 Crisiscommunicatie ..................................................................................................................................................................................... 53
2.1 inhoud crisiscommunicatie.............................................................................................................................................................. 53
2.1.1 theorieën ........................................................................................................................................................................................ 53
Image Repair Theory (IRT) ...................................................................................................................................................................... 53
Situational Crisis Communication Theory (SCCT) ..................................................................................................................... 53
2.2 onderzoek: Protecting organization reputations during a crisis: The development and application
of Situational Crisis Communication Theory (Coombs, 2007) ...............................................................................................54
2.2.1 SCCT ....................................................................................................................................................................................................54
2.2.2 SCCT: uitgangspunt ..................................................................................................................................................................54
2.2.3 SCCT: praktisch ............................................................................................................................................................................54
3 Timing crisiscommunicatie.....................................................................................................................................................................56
3.1 Stealing thunder .....................................................................................................................................................................................56
3.1.1 ONderzoek naar stealing thunder .................................................................................................................................56
3.1.2 Stealing thunder: Mogelijke hindernissen ............................................................................................................... 57
3.2 onderzoek: softening the blow: company self-disclosure of negative information damaging
effects on consumer judgement and decision making (Fennis & Stroebe, 2014) -slides.................................... 57
3.2.1 Stealing thunder (ST) en pre-crisisreputatie.......................................................................................................... 57
3.3 onderzoek: Why practitioners do (not) apply crisis communication theory in practice (Claeys &
Opgenhaffen, 2016)........................................................................................................................................................................................... 58
3.3.1 Scholar-practitioner divide ............................................................................................................................................... 58
3.3.2 onderzoeksvragen................................................................................................................................................................... 58
3.3.3 methode......................................................................................................................................................................................... 58
3.3.4 resultaten ..................................................................................................................................................................................... 58
3.3.5 oplossing om scholar-practitioner divide te verkleinen ................................................................................59
4 Non-verbale crisiscommunicatie ...................................................................................................................................................... 60
4.1.1 Visueel............................................................................................................................................................................................. 60
4.1.2 Vocaal .............................................................................................................................................................................................. 60
4.2 onderzoek: spokepersons’ nonverbal behavior in times of crisis: the relative importance of
visual and vocal cues (De Waele, Claeys, Cauberghe, & Fannes, 2018) ........................................................................... 60
4.2.1 visuele en vocale cues in tijden van crisis .............................................................................................................. 60
4.2.2 non verbale cues van deceptie .........................................................................................................................................61
4.2.3 visuele bias ....................................................................................................................................................................................61
4.2.4 methode...........................................................................................................................................................................................61
6
, 4.2.5 conclusie ..........................................................................................................................................................................................61
5 Sociale media en crisiscommunicatie .............................................................................................................................................62
5.1 onderzoek: Crisis communication, learning and responding: Best practices in social media (Lin,
Spence, Sellnow, & Lachlan, 2016) ............................................................................................................................................................62
5.1.1 Best practices voor crisiscommunicatie via sociale media ..........................................................................62
H11: Issues management .................................................................................................................................................................... 63
1 wat zijn Issues? ..............................................................................................................................................................................................63
2 Ontwikkeling van issues: fases ............................................................................................................................................................63
3 Management van issues...........................................................................................................................................................................63
3.1 Scanning vd omgeving........................................................................................................................................................................63
3.2 Issue-identificatie en analyse................................................................................................................................................ 64
3.3 Issue-specifieke responsstrategieën ................................................................................................................................ 64
3.4 Evaluatie ...............................................................................................................................................................................................65
4 Beïnvloeden van public policy .............................................................................................................................................................65
5 Activisme ............................................................................................................................................................................................................65
H12: Leadership en veranderings-management .................................................................................................................... 66
1 Veranderingsclassificaties ..................................................................................................................................................................... 66
2 Veranderingsproces ................................................................................................................................................................................... 66
2.1 Lewin’s Model .......................................................................................................................................................................................... 66
2.2 Verandering managen: model kotter ...................................................................................................................................... 66
2.3 Derde model ....................................................................................................................................................................................... 67
3 Communicatie tijdens verandering................................................................................................................................................... 67
H13: Corporate social responsibility (CSR) ............................................................................................................................... 69
1 Introductie ........................................................................................................................................................................................................ 69
2 Defining corporate social responsibility ...................................................................................................................................... 69
2.1 corporate citizenship .......................................................................................................................................................................... 69
2.2 corporate social responsibilities- definities ....................................................................................................................... 69
3 Termen en definities- samengevat...................................................................................................................................................70
4 Geschiedenis van CSR.................................................................................................................................................................................. 71
4.1 Piramide van Carroll ............................................................................................................................................................................. 71
4.2 3 P’s (john elkington) .................................................................................................................................................................... 71
5 CSR Gedefinieerd ........................................................................................................................................................................................... 72
5.1 Negatieve benaderingen van CSR ............................................................................................................................................... 72
7
, 6 5 benaderingen van csr ............................................................................................................................................................................ 72
7 hoe communiceren over csr .................................................................................................................................................................. 73
7.1 CSR-communicatie: richtlijnen ...................................................................................................................................................... 74
7.2 ONDERZOEK: dimensions of effective csr communication based on public expectations (Kim &
Fergusion, 2018) ................................................................................................................................................................................................... 74
7.2.1 6 dimensies van effectieve CSR communicatie: ................................................................................................... 74
7.3 Onderzoek: CSR practices and consumer perceptions (Oberseder, schledelmilch & murphy, 2013)
75
7.3.1 literatuur ........................................................................................................................................................................................ 75
7.3.2 methode.......................................................................................................................................................................................... 75
7.3.3 Resultaten ..................................................................................................................................................................................... 76
8 conclusies...........................................................................................................................................................................................................78
8.1 Onderzoek: doing well by doing good: the benevolent halo of corporate social responsibility
(cherney & blair, 2015) .....................................................................................................................................................................................78
8.1.1 introductie .....................................................................................................................................................................................78
8.1.2 impact van csr op financiële performantie en imago van organisatie ................................................78
8.1.3 impact van csr op productievalutie ..............................................................................................................................78
8.1.4 halo-effect van csr................................................................................................................................................................... 79
8.1.5 experimenten (zie slides) ................................................................................................................................................... 79
8.1.6 discussie &Conclusie ............................................................................................................................................................... 79
8.1.7 bv samsung................................................................................................................................................................................... 79
Arbeidsmarktcommunicatie (AMC)- Dominiek Saelens ....................................................................................................... 81
1 communicatiestructuur ............................................................................................................................................................................ 81
1.1 algemene structuur .............................................................................................................................................................................. 81
1.2 organisatie van de communicatie .............................................................................................................................................. 81
1.3 communicatiebeleid ............................................................................................................................................................................ 81
2 communicatiestrategie (LT) communicatie plan (KT).......................................................................................................... 81
3 Arbeidscommunicatie (AMC) ................................................................................................................................................................ 82
3.1 Human resources management (HRM) .................................................................................................................................. 82
3.2 Kerntaken ............................................................................................................................................................................................ 82
3.2.1 Onderdelen .................................................................................................................................................................................. 82
3.2.2 4 stappen van rekrutering (instroom)....................................................................................................................... 82
3.2.3 Hoofdthema’s binnen HRM ............................................................................................................................................... 83
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, 3.2.4 functies van AMC ...................................................................................................................................................................... 83
3.2.5 EmployeR brand ....................................................................................................................................................................... 83
3.2.6 Jobmarketing ............................................................................................................................................................................. 84
3.3 Soorten rekrutering ...................................................................................................................................................................... 84
3.3.1 Sociale rekrutering: zie slides ......................................................................................................................................... 84
4 Advertenties .................................................................................................................................................................................................... 84
5 Link tss AMC en marketingcommunicatie ................................................................................................................................... 84
6 Communicatiestrategie ........................................................................................................................................................................... 85
7 Tendensen binnen AMC ............................................................................................................................................................................ 85
Overheidscommunicatie- Tom De Smedt .................................................................................................................................. 86
vroeger en nu (zie slides schema) .......................................................................................................................................................... 86
1 Overheidscommunicatie vs commerciële marketing en Coporate Com.................................................................. 86
2 Overheidcommunicatie vs politieke communicatie.............................................................................................................. 86
3 Domeinen van overheidscommunicatie ........................................................................................................................................87
3.1 Communicatie ondersteunt organisatieontwikkeling...................................................................................................87
3.2 Communicatie ondersteunt beleidsproces- 6 functies ........................................................................................87
4 Place branding (zie 5)............................................................................................................................................................................... 89
4.1.1 Place brand hexagon............................................................................................................................................................. 89
4.2 Place branding slaagt indien … ............................................................................................................................................. 89
4.3 Place branding mislukt indien … .......................................................................................................................................... 89
5 Trends en evoluties overheidscommunicatie ........................................................................................................................... 90
6 Communiceren met overheden .......................................................................................................................................................... 90
7 Communiceren voor overheden ......................................................................................................................................................... 90
Communicating during a worldwide crisis - Julien Radart .............................................................................................. 91
1 Akkanto.................................................................................................................................................................................................................91
2 introduction .......................................................................................................................................................................................................91
2.1 setting the scene: corona ..................................................................................................................................................................91
2.2 Not an analysis of action of government – too early not scope of this speech ..........................................92
3 crisis management & crisis communication- inseperable companions ...................................................................92
4 importance of leadership- walk the talk ......................................................................................................................................92
4.1 how to be(come) a leader during a crisis?............................................................................................................................92
5 and communication in this context? – main challenges? .................................................................................................93
9
, 5.1 key challenges during a crisis .......................................................................................................................................................93
6 keeping your employees engaged in these challenging times- speak to their hearts & minds .............93
6.1 tailor your your communication to your audience ..........................................................................................................93
6.2 some principles apply to all .....................................................................................................................................................93
6.2.1 finding the right balance.....................................................................................................................................................93
6.3 a few observations ........................................................................................................................................................................ 94
7 purpose externaal communication-when?how? .................................................................................................................... 94
7.1 a few observations............................................................................................................................................................................... 94
7.1.1 listen before you act ............................................................................................................................................................. 94
7.1.2 take symbolic actions ........................................................................................................................................................... 94
7.1.3 show empathy through your decisions..................................................................................................................... 94
7.1.4 give purpose ............................................................................................................................................................................... 94
8 defend your interests – industry by industry ........................................................................................................................... 94
8.1 social and economic consequences .......................................................................................................................................... 94
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