Corporate communicatie –
Communicatiewetenschappen
Inhoud
H1: Defining corporate communication.................................................................................................3
H2: Corporate communication in contemporary organizations.............................................................5
2.1. Marketing en PR..........................................................................................................................5
2.2. Drivers voor geïntegreerde communicatie..................................................................................6
2.3. De organisatie van corporate communicatie...............................................................................7
2.4. The definition, dimensions, and domain of public relations (Hutton, 1999)................................8
2.4.1. Definitie................................................................................................................................8
2.4.2. Dimensies van PR tekst lezen................................................................................................9
H3: Corporate communication in a changing media environment.......................................................11
3.1. Introductie.................................................................................................................................11
3.2. Nieuw medialandschap.............................................................................................................11
H4: Stakeholder management and communication.............................................................................13
4.1. Introductie.................................................................................................................................13
4.2. Stakeholder management.........................................................................................................13
4.3. The nature of stakes and shareholders.....................................................................................14
4.4. Stakeholder communication......................................................................................................15
4.4.1. Modellen van stakeholdercommunicatie...........................................................................16
4.5. Stakeholder engagement...........................................................................................................18
H5: Corporate identity, branding and corporate reputation................................................................19
5.1. Corporate identity, image and reputation.................................................................................19
5.2. Corporate branding...................................................................................................................20
5.3. Aligning identity, image and reputation....................................................................................21
H6: Communication strategy and strategic planning............................................................................24
6.1. Communicatiestrategie ontwikkelen.........................................................................................24
H7: Research and measurment............................................................................................................29
7.1. Meten van corporate reputatie.................................................................................................30
7.2. Theorieën over effecten van communicatie..............................................................................32
H8: Mediarelaties.................................................................................................................................33
8.1. Journalistiek en nieuwsorganisaties..........................................................................................33
8.2. Effecten van nieuwsverslaggeving op corporate communicatie................................................33
H9: Interne communicatie....................................................................................................................36
9.1. Organizational identification.....................................................................................................39
9.2. Voice..........................................................................................................................................42
9.3. Social media...............................................................................................................................43
9.3.1. Interne sociale media.........................................................................................................43
,1
, 9.3.2. Externe sociale media.........................................................................................................43
9.4. Geheimhouding.........................................................................................................................44
H10: Issuemanagement........................................................................................................................47
10.1. Wat zijn Issues?.......................................................................................................................47
10.2. Management van Issues..........................................................................................................48
10.3. Beïnvloeden van public policy.................................................................................................50
10.4. Activisme.................................................................................................................................50
H11: Crisiscommunicatie......................................................................................................................51
11.1. Wat is crisis(communicatie).....................................................................................................51
11.2. Inhoud crisiscommunicatie......................................................................................................51
11.3. Timing crisiscommunicatie......................................................................................................55
11.4. Non-verbale crisiscommunicatie.............................................................................................61
11.5. Sociale media in crisiscommunicatie.......................................................................................63
H12: Leadership and change................................................................................................................65
12.1. Communicatie tijdens verandering..........................................................................................66
H13: Corporate social responisibility....................................................................................................68
13.1. Defining corporate social responsibility...................................................................................68
13.2. Geschiedenis van CSR..............................................................................................................68
H: Arbeidsmartkt-communicatie..........................................................................................................78
H: Overheidscommunicatie..................................................................................................................82
Communicating during a worldwide crisis: COVID 19...........................................................................85
Corporate communicatie =
- Communicatie van een organisatie met alle stakeholders
- Interne communicatie
Interne-communicatiekanalen en -stromen, interne-communicatietheorieën,
geruchten op de werkvloer, sociale media, …
- Externe communicatie
Mediarelaties, crisiscommunicatie, communicatieplan, corporate social
responsibility, sociale media, …
2
, H1: Defining corporate communication
1.1 Wat is corporate communicatie
- Tot jaren ’70 was communicatie in bedrijven vooral gericht op communicatie met de pers
- Public relations als term om communicatie met stakeholders te beschrijven
- Steeds meer andere stakeholders vroegen informatie aan organisaties communicatie
werd stilaan gezien als méér dan public relations
- Ontstaan van de huidige invulling van corporate communicatie
Meer hedendaagse invulling
- Focus op de hele organisatie
- Gaat over hoe de organisatie zich presenteert aan alle key stakeholders, zowel intern als
extern
- Managementfunctie die verschillende subdisciplines overziet zoals mediarelaties, interne
communicatie, crisiscommunicatie, veranderingscommunicatie, …
“Corporate communication is a management function that offers a framework for the effective
coordination of all internal and external communication with the overall purpose of establishing and
maintaining favourable reputations with stakeholder groups upon which the organization is
dependent”
1.1.1 Trends in corporate communicatie
- Voor de jaren ‘80
Vooral ondersteunend voor andere functies (bv. finance en marketing)
Fragmentatie in verschillende disciplines
- Vanaf de jaren ‘80
Communicatie steeds meer geïntegreerd
Communicatie organisatiebreed gecoördineerd
- Jaren ‘90
Focus op strategisch gebruik van communicatie om de organisatie te positioneren in
de hoofden van de stakeholders
Opkomst van termen zoals corporate identity, reputation, branding
Nadeel:
- Communicatie werd beschouwd als een lineair proces waarbij een bepaalde
communicatiestrategie rechtstreeks leidt tot een effect bij de stakeholders
- Stakeholders beschouwd als passief
- Effect van corporate communicatie beschouwd als voorspelbaar
Meer recent:
- Stakeholders beschouwd als actief
- Communicatie wordt dialogischer en interactiever
- Shift naar meer interactieve modellen
- Belang van stakeholder engagement
3
Communicatiewetenschappen
Inhoud
H1: Defining corporate communication.................................................................................................3
H2: Corporate communication in contemporary organizations.............................................................5
2.1. Marketing en PR..........................................................................................................................5
2.2. Drivers voor geïntegreerde communicatie..................................................................................6
2.3. De organisatie van corporate communicatie...............................................................................7
2.4. The definition, dimensions, and domain of public relations (Hutton, 1999)................................8
2.4.1. Definitie................................................................................................................................8
2.4.2. Dimensies van PR tekst lezen................................................................................................9
H3: Corporate communication in a changing media environment.......................................................11
3.1. Introductie.................................................................................................................................11
3.2. Nieuw medialandschap.............................................................................................................11
H4: Stakeholder management and communication.............................................................................13
4.1. Introductie.................................................................................................................................13
4.2. Stakeholder management.........................................................................................................13
4.3. The nature of stakes and shareholders.....................................................................................14
4.4. Stakeholder communication......................................................................................................15
4.4.1. Modellen van stakeholdercommunicatie...........................................................................16
4.5. Stakeholder engagement...........................................................................................................18
H5: Corporate identity, branding and corporate reputation................................................................19
5.1. Corporate identity, image and reputation.................................................................................19
5.2. Corporate branding...................................................................................................................20
5.3. Aligning identity, image and reputation....................................................................................21
H6: Communication strategy and strategic planning............................................................................24
6.1. Communicatiestrategie ontwikkelen.........................................................................................24
H7: Research and measurment............................................................................................................29
7.1. Meten van corporate reputatie.................................................................................................30
7.2. Theorieën over effecten van communicatie..............................................................................32
H8: Mediarelaties.................................................................................................................................33
8.1. Journalistiek en nieuwsorganisaties..........................................................................................33
8.2. Effecten van nieuwsverslaggeving op corporate communicatie................................................33
H9: Interne communicatie....................................................................................................................36
9.1. Organizational identification.....................................................................................................39
9.2. Voice..........................................................................................................................................42
9.3. Social media...............................................................................................................................43
9.3.1. Interne sociale media.........................................................................................................43
,1
, 9.3.2. Externe sociale media.........................................................................................................43
9.4. Geheimhouding.........................................................................................................................44
H10: Issuemanagement........................................................................................................................47
10.1. Wat zijn Issues?.......................................................................................................................47
10.2. Management van Issues..........................................................................................................48
10.3. Beïnvloeden van public policy.................................................................................................50
10.4. Activisme.................................................................................................................................50
H11: Crisiscommunicatie......................................................................................................................51
11.1. Wat is crisis(communicatie).....................................................................................................51
11.2. Inhoud crisiscommunicatie......................................................................................................51
11.3. Timing crisiscommunicatie......................................................................................................55
11.4. Non-verbale crisiscommunicatie.............................................................................................61
11.5. Sociale media in crisiscommunicatie.......................................................................................63
H12: Leadership and change................................................................................................................65
12.1. Communicatie tijdens verandering..........................................................................................66
H13: Corporate social responisibility....................................................................................................68
13.1. Defining corporate social responsibility...................................................................................68
13.2. Geschiedenis van CSR..............................................................................................................68
H: Arbeidsmartkt-communicatie..........................................................................................................78
H: Overheidscommunicatie..................................................................................................................82
Communicating during a worldwide crisis: COVID 19...........................................................................85
Corporate communicatie =
- Communicatie van een organisatie met alle stakeholders
- Interne communicatie
Interne-communicatiekanalen en -stromen, interne-communicatietheorieën,
geruchten op de werkvloer, sociale media, …
- Externe communicatie
Mediarelaties, crisiscommunicatie, communicatieplan, corporate social
responsibility, sociale media, …
2
, H1: Defining corporate communication
1.1 Wat is corporate communicatie
- Tot jaren ’70 was communicatie in bedrijven vooral gericht op communicatie met de pers
- Public relations als term om communicatie met stakeholders te beschrijven
- Steeds meer andere stakeholders vroegen informatie aan organisaties communicatie
werd stilaan gezien als méér dan public relations
- Ontstaan van de huidige invulling van corporate communicatie
Meer hedendaagse invulling
- Focus op de hele organisatie
- Gaat over hoe de organisatie zich presenteert aan alle key stakeholders, zowel intern als
extern
- Managementfunctie die verschillende subdisciplines overziet zoals mediarelaties, interne
communicatie, crisiscommunicatie, veranderingscommunicatie, …
“Corporate communication is a management function that offers a framework for the effective
coordination of all internal and external communication with the overall purpose of establishing and
maintaining favourable reputations with stakeholder groups upon which the organization is
dependent”
1.1.1 Trends in corporate communicatie
- Voor de jaren ‘80
Vooral ondersteunend voor andere functies (bv. finance en marketing)
Fragmentatie in verschillende disciplines
- Vanaf de jaren ‘80
Communicatie steeds meer geïntegreerd
Communicatie organisatiebreed gecoördineerd
- Jaren ‘90
Focus op strategisch gebruik van communicatie om de organisatie te positioneren in
de hoofden van de stakeholders
Opkomst van termen zoals corporate identity, reputation, branding
Nadeel:
- Communicatie werd beschouwd als een lineair proces waarbij een bepaalde
communicatiestrategie rechtstreeks leidt tot een effect bij de stakeholders
- Stakeholders beschouwd als passief
- Effect van corporate communicatie beschouwd als voorspelbaar
Meer recent:
- Stakeholders beschouwd als actief
- Communicatie wordt dialogischer en interactiever
- Shift naar meer interactieve modellen
- Belang van stakeholder engagement
3
