REPUTATIE EN RELATIE
De wijze waarop een organisatie zich verhoudt tot tal van maatschappelijke onderwerpen is van
wezenlijk belang. Het heeft effect op de relatie die de stakeholders met je aan willen gaan. Van
organisaties wordt meer en meer verwacht dat ze zich uitspreken en hiermee gedrag beïnvloeden.
1
,INHOUDSOPGAVE
Reputatiemanagement ................................................................................................................................... 6
De dimensies van reputatie: RepTrak ....................................................................................................... 6
Issuesmanagement ........................................................................................................................................ 9
Het issue / maatschappelijke kwestie ....................................................................................................... 9
Issue-omschrijving ................................................................................................................................. 9
Issue-checklist ....................................................................................................................................... 9
Issues vs Hypes en trends .................................................................................................................... 9
Start vanuit trend: GLIMPROEF ........................................................................................................... 9
Trends/issues/hypes ........................................................................................................................... 10
Aandacht in de media: Agendasetting ................................................................................................ 11
Fases issue-ontwikkeling .................................................................................................................... 11
Strategie m.b.t. issue ............................................................................................................................... 11
4 strategieën van Keep & van Keep ................................................................................................... 11
Strategie: Issue Aanvallen .................................................................................................................. 11
Strategie: Issue Negeren of duiken .................................................................................................... 12
Strategie: Issue doorschuiven............................................................................................................. 12
Strategie: Issue Omarmen .................................................................................................................. 12
Stakeholders ................................................................................................................................................. 13
Stakeholdermanagement......................................................................................................................... 13
De stappen van Stakeholder management ........................................................................................ 13
Wat voor type stakeholders zijn er? ................................................................................................... 14
Stakeholderbrainstorm ........................................................................................................................ 15
Stappen van de Stakeholderanalyse ...................................................................................................... 15
Stap 1: brainstorm en stakeholderbepaling ........................................................................................ 15
Stap 2: De stakeholdersanalyse/ Analyseer de (belangrijkste) stakeholders................................... 16
Interne Stakeholders ................................................................................................................................ 17
Strategie m.b.t. stakeholders ................................................................................................................... 18
Hoe omgaan met stakeholders? Participatiespectrum (Stamsnijder) ............................................... 18
Interne stakeholder, draagvlak creëren .................................................................................................. 19
Vermenselijking ............................................................................................................................................ 20
Mind Perception ....................................................................................................................................... 20
Human mind......................................................................................................................................... 20
2
, Antropomorfisme ...................................................................................................................................... 20
Merk als mens .......................................................................................................................................... 21
Model merk als mens .......................................................................................................................... 21
Vermenselijkingsstrategieën.................................................................................................................... 22
VS.1: Perceptuele vermenselijking ..................................................................................................... 22
VS.2: PersonifiËrende vermenselijking .............................................................................................. 22
VS.3: (in)directe vermenselijking ........................................................................................................ 23
VS.4: Gedragsmatige vermenselijking ............................................................................................... 24
VS.5: Vergelijkende vermenselijking .................................................................................................. 25
Gedragsverandering interventies ................................................................................................................. 26
Gedrag en gedragsverandering .............................................................................................................. 26
Veranderen (beïnvloeden) van gedrag ............................................................................................... 26
Intentie-gedrag kloof............................................................................................................................ 26
Intentie niet omgezet naar gedrag ...................................................................................................... 26
Gedragsverandering: een paar mogelijkheden. ................................................................................. 27
Gedragsveranderingsmodel Cialdini .................................................................................................. 28
(Online) communicatie ........................................................................................................................ 29
Dual processing theorie ........................................................................................................................... 30
Gedragsverandering door nudging ......................................................................................................... 31
Bewust versus onbewust gedrag ........................................................................................................ 31
Cognitieve biases ..................................................................................................................................... 31
Dagelijks sturing op biasen ................................................................................................................. 32
Gedragsveranderingsmodel B.J. Fogg Behavior ............................................................................... 32
Samenvattend .......................................................................................................................................... 34
Communicatiemiddelen / Interventies ..................................................................................................... 34
10 mogelijk interventies en middelen ...................................................................................................... 34
1. Dialoog ........................................................................................................................................ 34
2. Strategische alliantie .................................................................................................................. 36
3. Contentplatform .......................................................................................................................... 37
4. Pressroom................................................................................................................................... 37
5. Storytelling .................................................................................................................................. 38
6. Leiderschap ................................................................................................................................ 38
7. Thought leadership..................................................................................................................... 39
3
, 8. Governance ................................................................................................................................ 39
9. Medewerkers als ambassadeurs ............................................................................................... 40
10. Issues en nieuwe diensten .................................................................................................... 40
Interne communicatie ................................................................................................................................... 41
Wat is interne communicatie? ............................................................................................................. 41
Huib Koeleman ......................................................................................................................................... 41
Interne communicatie: visie door de jaren heen ..................................................................................... 42
Informatiemodel (jaren 50) .................................................................................................................. 42
Overredingsmodel (jaren 80) .............................................................................................................. 43
Intermediair model (jaren 90) .............................................................................................................. 43
Reflectief model (anno nu) .................................................................................................................. 43
Functies van interne communicatie......................................................................................................... 43
Werkinformatie..................................................................................................................................... 43
Kennismanagement ............................................................................................................................ 43
Beleidsinformatie ................................................................................................................................. 44
Engagement......................................................................................................................................... 44
Internal branding ...................................................................................................................................... 44
Wat levert internal branding op? ......................................................................................................... 44
Van betrokken medewerkers naar aligned medewerkers ................................................................. 44
Hoe krijg je aligned medewerkers? .................................................................................................... 45
Strategie m.b.t organisatie (intern) .......................................................................................................... 45
5 kleuren van verandering / Intern. Het kleurenmodel ....................................................................... 45
Crisiscommunicatie ...................................................................................................................................... 48
Wat is een crisis? ..................................................................................................................................... 48
Kenmerken van een crisis ....................................................................................................................... 48
Verschillende type crisis .......................................................................................................................... 49
Overheid vs. Bedrijfsleven ....................................................................................................................... 49
Het crisiscommunicatieplan (outline) ...................................................................................................... 49
Stap 1: Analyse.................................................................................................................................... 50
Stap 2: Advies: Responsestrategie Crisis .......................................................................................... 51
Stap 3: Aanpak .................................................................................................................................... 52
Vuistregels crisiscommunicatie ............................................................................................................... 53
Ken je strategie en je middelen .......................................................................................................... 53
4
De wijze waarop een organisatie zich verhoudt tot tal van maatschappelijke onderwerpen is van
wezenlijk belang. Het heeft effect op de relatie die de stakeholders met je aan willen gaan. Van
organisaties wordt meer en meer verwacht dat ze zich uitspreken en hiermee gedrag beïnvloeden.
1
,INHOUDSOPGAVE
Reputatiemanagement ................................................................................................................................... 6
De dimensies van reputatie: RepTrak ....................................................................................................... 6
Issuesmanagement ........................................................................................................................................ 9
Het issue / maatschappelijke kwestie ....................................................................................................... 9
Issue-omschrijving ................................................................................................................................. 9
Issue-checklist ....................................................................................................................................... 9
Issues vs Hypes en trends .................................................................................................................... 9
Start vanuit trend: GLIMPROEF ........................................................................................................... 9
Trends/issues/hypes ........................................................................................................................... 10
Aandacht in de media: Agendasetting ................................................................................................ 11
Fases issue-ontwikkeling .................................................................................................................... 11
Strategie m.b.t. issue ............................................................................................................................... 11
4 strategieën van Keep & van Keep ................................................................................................... 11
Strategie: Issue Aanvallen .................................................................................................................. 11
Strategie: Issue Negeren of duiken .................................................................................................... 12
Strategie: Issue doorschuiven............................................................................................................. 12
Strategie: Issue Omarmen .................................................................................................................. 12
Stakeholders ................................................................................................................................................. 13
Stakeholdermanagement......................................................................................................................... 13
De stappen van Stakeholder management ........................................................................................ 13
Wat voor type stakeholders zijn er? ................................................................................................... 14
Stakeholderbrainstorm ........................................................................................................................ 15
Stappen van de Stakeholderanalyse ...................................................................................................... 15
Stap 1: brainstorm en stakeholderbepaling ........................................................................................ 15
Stap 2: De stakeholdersanalyse/ Analyseer de (belangrijkste) stakeholders................................... 16
Interne Stakeholders ................................................................................................................................ 17
Strategie m.b.t. stakeholders ................................................................................................................... 18
Hoe omgaan met stakeholders? Participatiespectrum (Stamsnijder) ............................................... 18
Interne stakeholder, draagvlak creëren .................................................................................................. 19
Vermenselijking ............................................................................................................................................ 20
Mind Perception ....................................................................................................................................... 20
Human mind......................................................................................................................................... 20
2
, Antropomorfisme ...................................................................................................................................... 20
Merk als mens .......................................................................................................................................... 21
Model merk als mens .......................................................................................................................... 21
Vermenselijkingsstrategieën.................................................................................................................... 22
VS.1: Perceptuele vermenselijking ..................................................................................................... 22
VS.2: PersonifiËrende vermenselijking .............................................................................................. 22
VS.3: (in)directe vermenselijking ........................................................................................................ 23
VS.4: Gedragsmatige vermenselijking ............................................................................................... 24
VS.5: Vergelijkende vermenselijking .................................................................................................. 25
Gedragsverandering interventies ................................................................................................................. 26
Gedrag en gedragsverandering .............................................................................................................. 26
Veranderen (beïnvloeden) van gedrag ............................................................................................... 26
Intentie-gedrag kloof............................................................................................................................ 26
Intentie niet omgezet naar gedrag ...................................................................................................... 26
Gedragsverandering: een paar mogelijkheden. ................................................................................. 27
Gedragsveranderingsmodel Cialdini .................................................................................................. 28
(Online) communicatie ........................................................................................................................ 29
Dual processing theorie ........................................................................................................................... 30
Gedragsverandering door nudging ......................................................................................................... 31
Bewust versus onbewust gedrag ........................................................................................................ 31
Cognitieve biases ..................................................................................................................................... 31
Dagelijks sturing op biasen ................................................................................................................. 32
Gedragsveranderingsmodel B.J. Fogg Behavior ............................................................................... 32
Samenvattend .......................................................................................................................................... 34
Communicatiemiddelen / Interventies ..................................................................................................... 34
10 mogelijk interventies en middelen ...................................................................................................... 34
1. Dialoog ........................................................................................................................................ 34
2. Strategische alliantie .................................................................................................................. 36
3. Contentplatform .......................................................................................................................... 37
4. Pressroom................................................................................................................................... 37
5. Storytelling .................................................................................................................................. 38
6. Leiderschap ................................................................................................................................ 38
7. Thought leadership..................................................................................................................... 39
3
, 8. Governance ................................................................................................................................ 39
9. Medewerkers als ambassadeurs ............................................................................................... 40
10. Issues en nieuwe diensten .................................................................................................... 40
Interne communicatie ................................................................................................................................... 41
Wat is interne communicatie? ............................................................................................................. 41
Huib Koeleman ......................................................................................................................................... 41
Interne communicatie: visie door de jaren heen ..................................................................................... 42
Informatiemodel (jaren 50) .................................................................................................................. 42
Overredingsmodel (jaren 80) .............................................................................................................. 43
Intermediair model (jaren 90) .............................................................................................................. 43
Reflectief model (anno nu) .................................................................................................................. 43
Functies van interne communicatie......................................................................................................... 43
Werkinformatie..................................................................................................................................... 43
Kennismanagement ............................................................................................................................ 43
Beleidsinformatie ................................................................................................................................. 44
Engagement......................................................................................................................................... 44
Internal branding ...................................................................................................................................... 44
Wat levert internal branding op? ......................................................................................................... 44
Van betrokken medewerkers naar aligned medewerkers ................................................................. 44
Hoe krijg je aligned medewerkers? .................................................................................................... 45
Strategie m.b.t organisatie (intern) .......................................................................................................... 45
5 kleuren van verandering / Intern. Het kleurenmodel ....................................................................... 45
Crisiscommunicatie ...................................................................................................................................... 48
Wat is een crisis? ..................................................................................................................................... 48
Kenmerken van een crisis ....................................................................................................................... 48
Verschillende type crisis .......................................................................................................................... 49
Overheid vs. Bedrijfsleven ....................................................................................................................... 49
Het crisiscommunicatieplan (outline) ...................................................................................................... 49
Stap 1: Analyse.................................................................................................................................... 50
Stap 2: Advies: Responsestrategie Crisis .......................................................................................... 51
Stap 3: Aanpak .................................................................................................................................... 52
Vuistregels crisiscommunicatie ............................................................................................................... 53
Ken je strategie en je middelen .......................................................................................................... 53
4
