Een samenvatting van de colleges en explore more van het vak Media, Relatie & Reputatie. Let op! Dit bevat niet het onderdeel Media. Zie daarvoor mijn andere samenvatting. Dit bevat wél het onderdeel stakeholdersmanagement, interne communicatie & gedrag en crisis.
LESWEEK 3.1 .................................................................................................................................................. 4
BELANGRIJKE BEGRIPPEN .......................................................................................................................................... 4
HET STRATEGISCHE ELEMENT ..................................................................................................................................... 5
ISSUES .................................................................................................................................................................. 5
TRENDS / ISSUES / HYPES (GEBASEERD OP KÖRVER & HELMANN, 2014, 25) ...................................................................... 6
PUBLIEKE OPINIE (KÖRVER & HELMANN, 2014, 28, 48) ................................................................................................ 8
MEDIA: CANVAS, PLATFORM, KATALYSATOR, WAAKHOND ............................................................................................... 8
AGENDASETTING (KÖRVER & HELMANN, 2014 59/60)................................................................................................. 8
FRAMING & LABELING ............................................................................................................................................. 9
DE DIMENSIES VAN REPUTATIE (REPTRAK) ................................................................................................................... 9
CONTEXTANALYSE – IDENTITEIT ............................................................................................................................... 11
CONTEXTANALYSE – STAKEHOLDERS ......................................................................................................................... 12
LESWEEK 3.2 – REPUTATIE & RELATIE: STAKEHOLDERSMANAGEMENT ......................................................... 15
STRATEGISCH DILEMMA GEFORMULEERD ................................................................................................................... 15
PERSPECTIEVENMODEL (STAMSNIJDER., 2016,47) ..................................................................................................... 15
PARTICIPATIESPECTRUM: WIE EN HOE? ...................................................................................................................... 16
VAN STRATEGIE NAAR CONCEPT: DE KERNBELOFTE ....................................................................................................... 16
EXPLORE MORE 3.2 - VERMENSELIJKING STRATEGIE ..................................................................................... 18
5 VERMENSELIJKING STRATEGIEËN: ........................................................................................................................... 19
LESWEEK 3.3 - HET SPEELVELD VAN COMMUNICATIE ................................................................................... 21
THEORIE HERHALING – LESWEEK 3.2 ......................................................................................................................... 21
KERNBOODSCHAP ................................................................................................................................................. 21
10 MOGELIJKE INTERVENTIES .................................................................................................................................. 23
ACCOUNTABILITY .................................................................................................................................................. 25
LESWEEK 3.5 - INTERNE COMMUNICATIE ..................................................................................................... 26
ALIGNMENT ......................................................................................................................................................... 26
6 STAPPEN VAN ALIGNMENT: .................................................................................................................................. 26
GEDRAG OVER HOE ONS BREIN WERKT ....................................................................................................................... 30
3 BIASES EN HEURISTIEKEN ..................................................................................................................................... 30
JE EIGEN GEDRAG VERANDEREN ................................................................................................................................ 30
C.J. WIEKENS OVER HOE JE JE SUCCESKANS VERGROOT: ................................................................................................ 31
LESWEEK 3.5 - BJ FOGG BEHAVIOR MODEL (FBM)......................................................................................... 32
3 TYPE TRIGGERS ................................................................................................................................................... 33
PROMPTSTRATEGIEËN ............................................................................................................................................ 33
3 KERNMOTIVATIE ................................................................................................................................................. 34
ABILITY ............................................................................................................................................................... 34
LESWEEK 3.6 – GEDRAG VERANDEREN ......................................................................................................... 36
VORMEN VAN WEERSTAND ..................................................................................................................................... 36
HERMSEN & RENES, 2014 ..................................................................................................................................... 37
SCIENCE OF PERSUSASION: CIALDINI ......................................................................................................................... 39
LESWEEK 3.7 – INTERNE COMMUNICATIE ..................................................................................................... 40
COMMUNICATIE DOOR DE JAREN HEEN ...................................................................................................................... 40
IC-FUNCTIES (KOELEMAN) ...................................................................................................................................... 41
INTERNE COMMUNICATIE BELEIDSPLAN ...................................................................................................................... 41
VISIE OP IC (KOELEMAN) ........................................................................................................................................ 42
EEN VISIE ONTWIKKELEN 4 STAPPEN .......................................................................................................................... 42
2
, TRENDS IN INTERNE COMMUNICATIE 2022 (FRANKWACHTING) ..................................................................................... 43
KLEURENTHEORIE DE CALUWÉ EN VERMAAK, MET AANVULLING DOOR KOELEMAN ............................................................ 43
7 VERANDERKLEUREN............................................................................................................................................. 43
STRATEGIE BEPALEN: ERIK REIJNDERS (GEBASEERD OP QUIRKE) ...................................................................................... 44
INTERVENTIES EN MIDDELEN KIEZEN .......................................................................................................................... 44
WENSEN EN INFORMATIEBEHOEFTEN VAN DE DOELGROEPEN ......................................................................................... 45
VOORBEELD OM INTERNE COMMUNICATIE TE VERANDEREN .......................................................................................... 45
MEDIARIJKHEID .................................................................................................................................................... 46
9 VEEL VOORKOMENDE INTERNE COMMUNICATIEMIDDELEN .......................................................................................... 46
LESWEEK 3.7 - ETHISCHE IMPLICATIES EN IMPLEMENTATIE - ETHIEK............................................................. 47
SOORTEN OVERTUIGERS ......................................................................................................................................... 47
LESWEEK 3.9 – CRISIS ................................................................................................................................... 48
CRISISCOMMUNICATIE: DE STAPPEN .......................................................................................................................... 48
TYPEN CRISES ....................................................................................................................................................... 49
OUTLINE VAN CRISISCOMMUNICATIEPLAN .................................................................................................................. 49
BOB METHODE .................................................................................................................................................... 50
OMGEVINGSANALYSE ............................................................................................................................................. 50
RESPONS STRATEGIEËN (STAMSNIJDER) ..................................................................................................................... 51
CRISISMANAGEMENTTEAM...................................................................................................................................... 51
VUISTREGELS ........................................................................................................................................................ 51
MEDIATRAINING – OMGAAN MET DE PERS .................................................................................................. 52
KOUDE EN WARME FASE VAN HET ISSUEMANAGEMENT ................................................................................................. 52
ABABA .............................................................................................................................................................. 52
STRATEGIE EN MIDDELEN ........................................................................................................................................ 52
10 GEBODEN – OMGAAN MET DE PERS ...................................................................................................................... 54
GASTCOLLEGE – CRISIS LUKAS BURGERING................................................................................................... 56
4 TYPEN CRISIS:..................................................................................................................................................... 56
ACUTE CRISISRESPONS & INDIRECTE CRISISRESPONS ..................................................................................................... 57
HET RITME VAN EEN CRISIS ...................................................................................................................................... 57
PERSVERKLARING EN STATEMENT ................................................................................................................ 60
PERSCONFERENTIE COMMUNICEREN - ROLVERDELING ................................................................................................... 60
INHOUD PERSSTATEMENT ....................................................................................................................................... 62
PERSSTATEMENT OPBOUW EN FORMULERING ............................................................................................................. 62
WERKBLADEN – GEDRAGSFRAME................................................................................................................. 63
GEDRAGSANALYSE ................................................................................................................................................. 63
INTERVENTIE ........................................................................................................................................................ 70
ADVIES ............................................................................................................................................................... 76
3
, Lesweek 3.1
Trends – Logeion
Communicatietrends. In wat voor spanningsveld gaan we aan de slag?
Alles is zichtbaar. Alle handelingen die je maakt zijn zichtbaar voor je klanten en
stakeholders. Daarnaast is maatschappij flink verdeeld. We staan tegenover elkaar. Wat kan
je, als communicatieproffesional, doen om in te spelen op beide partijen. Er is veel
wantrouwen. Het enige wat je kan doen is hyper transparant zijn. Dit resulteert er wel in dat
je je kwetsbaar moet opstellen. Tegenwoordig verandert de communicatie steeds meer door
technologische ontwikkelingen. Er kan makkelijk nep nieuws worden verspreid. Kortom: 4
trends die een rol spelen en rekening mee gehouden moeten worden.
Interventie à alle middelen en kanalen die je inzet om die (menselijke) relatie tot stand te
laten komen
Belangrijke begrippen
Reputatie= de totaalindruk die alle stakeholders - bijvoorbeeld medewerkers, klanten,
leveranciers, pers, politiek en de omgeving - hebben van een organisatie. Het is NIET
hetzelfde als imago (=1 partij). Het is op basis van eigen ervaring en feitelijke informatie.
Kernwoorden: multi-stakeholdersperspectief, organisatie als geheel, lange termijn,
totaalindruk.
Relatie= "Iedereen weet dat een robuuste reputatie afhankelijk is van de mate waarin
organisaties de belangen van al hun stakeholders dienen. Maar dat is makkelijker gezegd
dan gedaan. We hebben nu eenmaal moeite om ons in te leven in de ander. [...]
Stakeholders zijn geen doelgroepen, maar gewoon mensen van wie je kunt leren." (Van
Ruler, 2021, 143)
Alignment= “Een wederzijds lonende relatie tussen de onderneming en haar belangrijkste
stakeholders, waarmee het bedrijf zijn doelstellingen kan realiseren en zijn bestaanswaarde
toont” (Van Riel, 2012)
De smart connector= onmisbaar
4
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