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Samenvatting Communicatiemanagement (S0F86a)
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INLEIDING ....................................................................................................................................... 11 OPZET VAN DE CURSUS ................................................................................................................... 1
2 DOELSTELLINGEN........................................................................................................................... 2
H1 BEGRIPSAFBAKENING ............................................................................................................. 3
1 ENKELE BEGRIPPEN ........................................................................................................................ 3
2 DE OPKOMST VAN COMMUNICATIEMANAGEMENT ................................................................................ 5
2.1 CASE: TORCHES OF FREEDOM .............................................................................................................. 5
2.2 PR IN BELGIË .................................................................................................................................... 6
3 BASISBEGRIPPEN ........................................................................................................................... 6
2.1 STAKEHOLDERS.................................................................................................................................. 6
2.1.1 Bindingen- of linkage model (Grunig en Hunt)........................................................................... 7
2.1.2 Stakeholderscommunicatie (Model 2) ....................................................................................... 8
2.1.3 Stakeholdermapping via Mendelow Matrix (Model 3) .............................................................. 9
2.2 IDENTITEIT EN IMAGO ......................................................................................................................... 9
2.2.1 Imago ......................................................................................................................................... 9
2.2.2 Identiteit..................................................................................................................................... 9
2.2.3 identiteitsmix van Birkight en Stadler ...................................................................................... 10
2.3 CASE: STARBUCKS ............................................................................................................................ 10
2.4 DENKRICHTINGEN ............................................................................................................................ 11
2.5 REPUTATIE...................................................................................................................................... 11
2.6 HET METEN VAN IMAGO, IDENTITEIT EN REPUTATIE ................................................................................ 12
2.6.1 Imago ....................................................................................................................................... 12
2.6.2 Methodes ................................................................................................................................. 12
2.6.3 Identiteit................................................................................................................................... 14
2.6.4 Corporate reputation/Reputatie .............................................................................................. 14
3 UITSMIJTER: LIVING THE BRAND...................................................................................................... 15
3.1 CORPORATE BRANDS ........................................................................................................................ 15
3.2 RELATIE IDENTITEITSSTRUCTUUR EN MERKENPORTFOLIO ......................................................................... 15
3.3 TYPOLOGIE ..................................................................................................................................... 16
3.4 CASE: MARTEN TALENS & ROYAL TALENS ............................................................................................ 16
3.5 VORMGEVING ................................................................................................................................. 16
3.5.1 Case: Côte d’Or......................................................................................................................... 17
3.5.2 Case: Adidas ............................................................................................................................. 17
3.6 CORPORATE RE-BRANDING ................................................................................................................ 17
3.6.1 Case: Dexia > Belfius................................................................................................................. 17
3.7 UNIVERSITEITEN ALS EEN MERK .......................................................................................................... 18
3.8 CORPORATE LOGO AND CORPORATE IDENTITY ....................................................................................... 18
3.8.1 Case study: Aalto University ..................................................................................................... 18
3.8.2 Case: wervingscampagnes Vlaamse universiteiten .................................................................. 18
,4 OEFENINGEN .............................................................................................................................. 19
4.1 VRAAG 1 ........................................................................................................................................ 19
4.2 VRAAG 2 ........................................................................................................................................ 19
4.3 VRAAG 3 ........................................................................................................................................ 19
5 OPLOSSINGEN OEFENINGEN ........................................................................................................... 20
5.1 OPLOSSING 1 .................................................................................................................................. 20
5.2 OPLOSSING 2 .................................................................................................................................. 20
5.3 OPLOSSING 3 .................................................................................................................................. 21
H2 PERCEPTIE, POSITIONERING EN PROFESSIONALISERING........................................................ 22
1 PERCEPTIE ................................................................................................................................. 22
1.1 METHODE ...................................................................................................................................... 22
2 POSITIONERING .......................................................................................................................... 23
2.1 POSITIONERING VAN COMMUNICATIEAFDELINGEN IN ORGANISATIES ......................................................... 24
2.2 POSITIE VAN COMMUNICATIE EN PR IN BELGIË...................................................................................... 25
2.2.1 Glass ceiling (glazen plafond) ................................................................................................... 25
2.2.2 Encroachment .......................................................................................................................... 25
3 PROFESSIONALISERING ................................................................................................................. 25
3.1 POSITIONERING TOV MANAGEMENT .................................................................................................... 26
3.2 COMMUNICATIEPROFESSIONAL........................................................................................................... 26
3.3 TWO-WAY SYMMETRICAL PR ............................................................................................................. 27
3.4 CONTINGENCY THEORY (CANCEL) ....................................................................................................... 28
3.4.1 Respons Grunig ........................................................................................................................ 29
3.5 INSPIRATIE VANUIT DE SPELTHEORIE (GRUNIG) ...................................................................................... 29
3.5.1 Competitieve, niet-coöperatieve spellen ................................................................................. 29
3.5.2 Coöperatieve spellen, non-zero-sum games, onderhandelen à symmetrische PR ................ 30
3.6 MIXED-MOTIVE MODEL (KUNNEN TEKENEN) ......................................................................................... 30
3.7 KRITIEK OP SYMMETRISCH MODEL ....................................................................................................... 31
4 UITSMIJTER: MAATSCHAPPELIJK VERANTWOORD ONDERNEMEN ............................................................ 31
4.1 4 SEGMENTEN VAN CSR VOOR EEN ORGANISATIE .................................................................................. 32
4.1.1 Criteria voor Corporate Sustainability (CS)............................................................................... 33
4.2 ZEVEN SUSTAINABILITY REVOLUTIONS .................................................................................................. 34
4.3 CASE: TRIODOS BANK ....................................................................................................................... 34
4.4 CASE: COLRUYT ............................................................................................................................... 35
4.5 GREENWASHING: MVO ALS STRATEGISCHE KEUZE ................................................................................. 35
,H3 PUBLIC RELATIONS ............................................................................................................... 37
1 RELATIE MET MEDEWERKERS.......................................................................................................... 37
1.1 DE RELATIE MET MEDEWERKERSTEVREDENHEID ..................................................................................... 37
1.2 ORGANISATIECULTUUR ..................................................................................................................... 38
1.3 ORGANISATIEVERANDERING............................................................................................................... 38
1.4 CASE: HEIBEL IN DISNEYLAND ............................................................................................................ 39
2 MADIARELATIES .......................................................................................................................... 39
2.1 BELANG VAN AANDACHT VOOR MEDIARELATIES ..................................................................................... 39
2.2 WEDERZIJDSE WANTROUWEN TUSSEN PR-MENSEN EN JOURNALISTEN ...................................................... 39
2.2.1 Onderzoek: Draagt een journalistieke achtergrond bij aan geloofwaardigheid
communicatiemedewerkers? ............................................................................................................... 40
2.2.2 Onderzoek: Hoeveel journalistiek zit er in brand journalism? ................................................. 40
2.3 HET NIEUWS MOET NIEUWSWAARDIG ZIJN ........................................................................................... 41
2.4 MEDIARELATIES MEERBAAR MAKEN .................................................................................................... 42
2.4.1 Harde cijfers ............................................................................................................................. 43
2.5 CASE: DE KOMKOMMERCRISIS VAN 2011 ............................................................................................ 43
2.6 BEST PRACTICES ............................................................................................................................... 44
2.7 KWALITEITEN VAN EEN GOEDE WOORDVOERDER ................................................................................... 45
2.7.1 Vanuit het perspectief van de media: ...................................................................................... 45
2.7.2 Vanuit het perspectief van de organisatie ............................................................................... 45
3 FINANCIËLE RELATIES.................................................................................................................... 45
3.1 TERMINOLOGIE ............................................................................................................................... 46
3.2 HOOFDTAKEN IR.............................................................................................................................. 46
3.2.1 Best practices ........................................................................................................................... 46
4 OMGEVINGSRELATIES ................................................................................................................... 46
4.1 NIMBY BIJ NIEUWE VESTIGING DAKLOZEN IN BOULDER, COLORADO (GENT, 2022) .................................... 47
4.2 AANGEPAST TAALNIVEAU .................................................................................................................. 47
4.3 SPECIFIEKE BEGRIPPEN ...................................................................................................................... 47
5 PUBLIC AFFAIRS .......................................................................................................................... 48
5.1 TYPES LOBBYISTEN IN BELGIË ............................................................................................................. 48
5.2 DEFENSIEVE EN OFFENSIEVE LOBBYING ................................................................................................ 49
5.3 LOBBYING STRATEGIEËN EN HUN SUCCES .............................................................................................. 49
5.4 STAPPENPLAN ................................................................................................................................. 49
5.5 CASE: ASTROTURFING....................................................................................................................... 50
5.5.1 Shared Strategic Communication als antwoord op Astroturfing ............................................. 50
,6 UITSMIJTER: REKRUTEREN VOOR DEFENSIE ....................................................................................... 50
6.1 PROBLEEMANALYSE .......................................................................................................................... 50
6.2 ARBEIDSMARKTCOMMUNICATIE IN BELGIË ........................................................................................... 51
6.3 “I WANT YOU FOR US ARMY” ............................................................................................................ 51
6.4 REKRUTEREN VAN VROUWEN TIJDENS WOII ......................................................................................... 51
6.5 SELF-TO-PROTOTYPE MATCHING THEORY ............................................................................................. 52
6.6 INZET VAN VAR GAMES IN DE VS ......................................................................................................... 52
6.7 INZET VAN SOCIALE MEDIA ................................................................................................................. 52
7 OEFENINGEN H2 & H3 ................................................................................................................. 53
7.1 VRAAG 1 ........................................................................................................................................ 53
7.2 VRAAG 2 ........................................................................................................................................ 53
7.3 VRAAG 3 ........................................................................................................................................ 53
7.4 VRAAG 4 (OUDE EXAMENVRAAG) ....................................................................................................... 54
7.5 VRAAG 5 (OUDE EXAMENVRAAG) ....................................................................................................... 54
8 OPLOSSINGEN OEFENINGEN ........................................................................................................... 55
8.1 OPLOSSING 1 .................................................................................................................................. 55
8.2 OPLOSSING 2 .................................................................................................................................. 55
8.3 OPLOSSING 3 ................................................................................................................................. 56
8.4 OPLOSSING 4 .................................................................................................................................. 56
8.5 OPLOSSING 5 .................................................................................................................................. 57
H4 STRATEGIC ISSUES MANAGEMENT........................................................................................ 58
1 DE KWESTIE VAN HET ISSUE ........................................................................................................... 58
1.1 ISSUE-ATTENTION CYCLE.................................................................................................................... 58
1.1.1 Pre-problem stage ................................................................................................................... 58
1.1.2 Alarmed discovery and euphoric enthusiasm ........................................................................ 58
1.1.3 Realisations of costs ................................................................................................................ 58
1.1.4 Gradual decline of intense public interest .............................................................................. 58
1.1.5 The post problem stage ........................................................................................................... 58
1.2 ISSUE ATTENTION MODEL .................................................................................................................. 58
1.2.1 Initiation phase ........................................................................................................................ 58
1.2.2 Interpretation phase ............................................................................................................... 58
1.2.3 Implication phase .................................................................................................................... 59
1.2.4 Ignition phase .......................................................................................................................... 59
1.2.5 Influencing phase .................................................................................................................... 59
1.2.6 Imposition phase ..................................................................................................................... 59
1.3 GM MUGGEN IN ONLINE NIEUWS EN OP TWITTER ................................................................................. 59
1.4 SOCIAL ISSUES MANAGEMENT ............................................................................................................ 59
1.4.1 Voorbeeld examenvraag .......................................................................................................... 60
1.4.2 Issue catalyst model ................................................................................................................. 60
1.4.3 Social issues management ....................................................................................................... 61
1.5 SPECIFIEKE KWESTIES ........................................................................................................................ 61
1.5.1 Nucleaire technologie .............................................................................................................. 61
1.5.2 GGO’s ....................................................................................................................................... 61
,1.5.3 Gun control .............................................................................................................................. 61
1.5.4 Mc Donald’s.............................................................................................................................. 61
2 INSTRUMENTARIUM..................................................................................................................... 62
2.1 BETEKENISCONSTRUCTIE ................................................................................................................... 62
2.2 BEGRIPSBEPALING ............................................................................................................................ 62
3 FRAMING EN COUNTERFRAMING..................................................................................................... 62
3.1 FRAMING EN COUNTERFRAMING ........................................................................................................ 63
3.1.1 Basismechanismen ................................................................................................................... 63
3.1.2 Arsenaal aan mogelijke frames om iets uit te leggen .............................................................. 63
3.2 PROBLEMATISCH EN PROBLEMATISEREND............................................................................................. 64
3.2.1 Voorbeeldvragen examen ........................................................................................................ 65
3.2.2 Antwoorden: ............................................................................................................................ 65
3.3 REFRAMING KINDERARMOEDE............................................................................................................ 66
3.3.1 Het Onschuldige Slachtoffer..................................................................................................... 66
3.3.2 Het Blok aan het Been .............................................................................................................. 66
3.3.3 Counterframe: De Kiem ........................................................................................................... 67
3.3.4 Counterframe: Gulliver en de Lilliputters ................................................................................. 67
3.3.5 Counterframe: De Harde Leerschool........................................................................................ 67
3.3.6 De Slechte Ouder(s) ................................................................................................................. 68
3.3.7 Counterframe: Zelfopoffering .................................................................................................. 68
3.3.8 Counterframe: Het Rad van Fortuin ......................................................................................... 68
3.3.9 De Koorts .................................................................................................................................. 69
3.3.10 Counterframe: Het Reveil....................................................................................................... 69
3.3.11 Berekend Altruïsme................................................................................................................ 69
3.3.12 Counterframe: Diogenes van Sinope...................................................................................... 70
3.4 VOORBEELD EXAMEN ........................................................................................................................ 70
4 EN, WERKT DAT? ......................................................................................................................... 70
5 VRAGEN .....................................................................................FOUT! BLADWIJZER NIET GEDEFINIEERD.
5.1 VRAAG 1 ........................................................................................................................................ 72
5.2 VRAAG 2 ........................................................................................................................................ 73
6 OPLOSSINGEN OEFENINGEN ........................................................................................................... 74
6.1 OPLOSSING 1 .................................................................................................................................. 74
6.2 OPLOSSING 2 .................................................................................................................................. 75
H5 CRISISCOMMUNICATIE ......................................................................................................... 76
1 BEGRIPSBEPALING ....................................................................................................................... 76
1.1 PR VAN DE TITANIC .......................................................................................................................... 76
1.2 BELANG VAN ADEQUATE CRISISCOMMUNICATIE..................................................................................... 76
1.2.1 Case: BP .................................................................................................................................... 77
1.3 CASE: COCA-COLA SCARE .................................................................................................................. 77
1.3.1 Lessons learned ........................................................................................................................ 78
, 1.4 DEFINITIE ‘CRISIS’ ............................................................................................................................ 78
1.4.1 Kenmerken van crisissen .......................................................................................................... 78
1.5 TYPOLOGIE VAN OORZAKEN ............................................................................................................... 79
2 CRISISMANAGEMENT: EEN OVERZICHT ............................................................................................. 80
2.1 MODEL VAN CRISISMANAGEMENT ...................................................................................................... 80
2.1.1 Voor de crisis: het crisiscommunicatieplan .............................................................................. 80
2.1.2 Tijdens de crisis ........................................................................................................................ 80
2.1.3 Na de crisis ............................................................................................................................... 81
3 STRATEGIEËN ............................................................................................................................. 81
3.1 HEEFT EEN PRO-ACTIEVE HOUDING ALTIJD DE VOORKEUR (= STEALING THUNDER)?...................................... 82
3.1.1 Case studies.............................................................................................................................. 83
3.2 SPANNING TUSSEN PR EN LUISTEREN NAAR ADVOCATEN ......................................................................... 83
3.2.1 PR: zich kwetsbaar opstellen à symptahie ............................................................................. 83
3.2.2 Juridisch advies: zich in stilzwijgen hullen à veroordeling vermijden .................................... 83
3.2.3 Onderzoeken ............................................................................................................................ 84
3.2.4 Dilemma: ‘No comment’ of toch reageren?............................................................................. 84
3.3 IMAGE REPAIR STRATEGIES................................................................................................................. 85
3.3.1 Eenvoudig ontkennen (denial) ................................................................................................. 85
3.3.2 Verantwoordelijkheid uit de weg gaan (evading of responsibility) .......................................... 85
3.3.3 De aanval afslaan (reducing offensiveness) ............................................................................. 85
3.3.4 Het goed maken (corrective action) ......................................................................................... 85
3.3.5 Schuld op zich nemen, om vergeving vragen (mortification) ................................................... 85
3.3.6 Oefening 1 ................................................................................................................................ 86
3.3.7 Oefening 2: het snoepje ........................................................................................................... 86
3.4 CASE: HUGH GRANTS ‘MUG SHOT’ ..................................................................................................... 87
4 BEST PRACTICES .......................................................................................................................... 88
4.1 LESSEN UIT DE PRAKTIJK: ‘OIL SPILLS’ ................................................................................................... 88
4.1.1 Stappenplan: maak een statement/speech ............................................................................. 88
4.1.2 Vijf C’s van crisiscommunicatie ................................................................................................ 89
5 PERSBERICHTEN .......................................................................................................................... 89
5.1 STRUCTUUR VAN PERSBERICHTEN ....................................................................................................... 89
5.2 VALKUILEN BIJ PERSBERICHTEN ........................................................................................................... 90
5.3 CASE: POL VAN DEN DRIESSCHE ......................................................................................................... 90
H6 OVERHEIDSCOMMUNICATIE ................................................................................................. 92
1 BEGRIPSBEPALING ....................................................................................................................... 92
1.1 CASE: FEDERALTRUCK....................................................................................................................... 94
1.2 CASE: “ER LEEFT WAT IN ZEE…” ......................................................................................................... 94
1.3 BEGRIPSBEPALING ............................................................................................................................ 94
1.3.1 Van overheid naar publiek ....................................................................................................... 95
1.3.2 Van publiek naar overheid ....................................................................................................... 95
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