Bedrijfscommunicatie
0 Algemene cursusinfo..............................................................................................................................................7
1 Introductie tot bedrijfscommunicatie....................................................................................................................7
1.1 Bedrijfscommunicatie in hedendaagse organisaties.......................................................................................7
1.1.1 Intro..........................................................................................................................................................7
1.1.2 Reikwijdte en definities............................................................................................................................7
1.1.3 Definitie....................................................................................................................................................8
1.1.4 Trends in bedrijfscommunicatie...............................................................................................................8
1.1.5 Evolutie van 2 voornaamste communicatiedisciplines: Marketing & PR................................................8
1.1.6 Geintegreerde communicatie................................................................................................................10
1.2 Definities en dimensies van bedrijfscommunicatie......................................................................................10
1.2.1 Intro........................................................................................................................................................10
1.2.2 Definities................................................................................................................................................11
1.3 Stakeholdermanagement..............................................................................................................................16
1.4 Corporate identity en corporate reputation.................................................................................................19
1.5 Corporate branding.......................................................................................................................................21
1.6 Alignment......................................................................................................................................................22
1.7 Does familiarity breed stability? The role of familiarity in moderating the effects of new information on
reputation judgements.......................................................................................................................................22
2 Introductie tot interne communicatie.................................................................................................................25
2.1 Definiëren van interne communicatie..........................................................................................................25
2.2 Doel van interne communicatie....................................................................................................................25
2.3 Belang van interne communicatie................................................................................................................25
2.4 Rolverdeling voor interne communicatie.....................................................................................................25
2.5 Communicatiestromen (4)............................................................................................................................26
2.5.1 A - Verticale communicatie....................................................................................................................26
2.5.2 B-Horizontale communicatie..................................................................................................................26
2.5.3 C-Diagonale communicatie....................................................................................................................26
2.5.4 D-Parallelle communicatie.....................................................................................................................26
2.6 Soorten informatie (4)...................................................................................................................................27
2.7 Communicatiemiddelen................................................................................................................................27
2.7.1 Mondelinge interne communicatie........................................................................................................27
2.7.2 Schriftelijke interne communicatie........................................................................................................27
2.8 Internal communication, information satisfaction and sense of community: the effect of personal
influence..............................................................................................................................................................28
2.8.1 Doel van het onderzoek.........................................................................................................................28
1
, 2.8.2 Literatuurstudie......................................................................................................................................28
2.8.3 Methode.................................................................................................................................................29
2.8.4 Resultaten..............................................................................................................................................29
2.9 De voornaamste theorieën...........................................................................................................................30
2.9.1 Maslow’s Hierarchy of Needs.................................................................................................................30
2.9.2 The change curve...................................................................................................................................31
2.9.3 Management theories X, Y en Z.............................................................................................................32
3 Internecommunicatieaudit..................................................................................................................................34
3.1 Overzicht methodes......................................................................................................................................34
3.1.1 Critical Incident Technique (CIT)............................................................................................................34
3.1.2 Communication Satisfaction Questionnaire..........................................................................................36
3.2 Waarde van deze methodes.........................................................................................................................39
4 Omgaan met geruchten op de werkvloer............................................................................................................43
4.1 Geruchten – How top PR progessionals handle hearsay..............................................................................43
4.1.1 Introductie..............................................................................................................................................43
4.1.2 Onderzoeksvragen.................................................................................................................................43
4.1.3 Methodologie.........................................................................................................................................43
4.1.4 Soorten geruchten.................................................................................................................................44
4.1.5 Effecten..................................................................................................................................................44
4.1.6 Strategieën.............................................................................................................................................45
4.1.7 Verklarende variabelen..........................................................................................................................45
4.1.8 Implicaties..............................................................................................................................................46
4.1.9 Toepassing..............................................................................................................................................47
4.2 Geruchten – public and private communication of rumours.......................................................................47
4.2.1 Introductie..............................................................................................................................................47
4.2.2 Onderzoeksvragen.................................................................................................................................47
4.2.3 Methodologie.........................................................................................................................................47
4.2.4 Soorten geruchten.................................................................................................................................48
4.2.5 Effecten..................................................................................................................................................48
4.2.6 Strategieën.............................................................................................................................................49
4.2.7 Discussie.................................................................................................................................................49
4.3 Gevoelige bedrijfsinformatie.........................................................................................................................49
4.3.1 Introductie..............................................................................................................................................49
4.3.2 Reden voor geheimhouding...................................................................................................................50
4.3.3 Hindernissen wanneer je verbod wilt opleggen....................................................................................50
4.3.4 Aanbevelingen........................................................................................................................................51
4.3.5 Conclusie................................................................................................................................................51
5 Crisiscommunicatietheorieën..............................................................................................................................52
2
, 5.1 Introductie.....................................................................................................................................................52
5.2 Crisiscommunicatie.......................................................................................................................................52
5.3 Levenscyclus van een crisis...........................................................................................................................52
5.4 Image Repair Theory.....................................................................................................................................52
5.4.1 Voorgangers...........................................................................................................................................52
5.4.2 Image Repair Theory..............................................................................................................................53
5.4.3 Doelstellingen IRT...................................................................................................................................53
5.4.4 Toepassing in casestudies......................................................................................................................53
5.4.5 Beperkingen in IRT.................................................................................................................................54
5.5 Situational Crisis Communication Theory.....................................................................................................54
5.5.1 Uitgangspunt..........................................................................................................................................54
5.5.2 Attributietheorie....................................................................................................................................54
5.5.3 SCCT........................................................................................................................................................54
5.5.4 SCCT praktisch........................................................................................................................................55
6 Onderzoek naar crisiscommunicatie....................................................................................................................59
6.1 Het belang van timing...................................................................................................................................59
6.1.1 Timing.....................................................................................................................................................59
6.1.2 Onderzoek naar stealing thunder..........................................................................................................59
6.2 Commodity theory........................................................................................................................................59
6.2.1 Methode.................................................................................................................................................60
6.2.2 Studie 1...................................................................................................................................................60
6.2.3 Studie 2...................................................................................................................................................61
6.3 Rol van de voorgaande reputatie..................................................................................................................61
6.3.1 Modererende rol van pre-crisisreputatie...............................................................................................61
6.3.2 Studie 1...................................................................................................................................................61
6.3.3 Studie 2...................................................................................................................................................62
6.3.4 Studie 3...................................................................................................................................................62
6.3.5 Conclusie................................................................................................................................................64
6.4 Het belang van non-verbale communicatie..................................................................................................64
6.4.1 Non-verbale crisiscommunicatie............................................................................................................64
6.4.2 Onderzoek naar non-verbale crisiscommunicatie.................................................................................65
6.5 Non-verbale cues van deceptie.....................................................................................................................65
6.5.1 Visuele bias.............................................................................................................................................65
6.5.2 Methode.................................................................................................................................................65
6.5.3 Studie 1...................................................................................................................................................66
6.5.4 Studie 2...................................................................................................................................................66
6.5.5 Conclusie................................................................................................................................................66
7 (Crisis)communicatieplan.....................................................................................................................................67
3
, 7.1 Het communicatieplan..................................................................................................................................67
7.1.1 Introductie..............................................................................................................................................67
7.1.2 Waarom een communicatieplan?..........................................................................................................67
7.1.3 Verschillende niveaus.............................................................................................................................67
7.1.4 7 stappen van een communicatieplan...................................................................................................68
7.2 Het crisiscommunicatieplan..........................................................................................................................70
7.2.1 Introductie..............................................................................................................................................70
7.2.2 De waarde van een crisismanagementplan (CMP)................................................................................70
7.2.3 Voornaamste voordelen.........................................................................................................................71
7.2.4 Componenten van een CMP..................................................................................................................71
7.2.5 Crisis appendix.......................................................................................................................................72
7.2.6 Een CMP alleen is niet genoeg...............................................................................................................72
8 Interne communicatie in tijden van crisis............................................................................................................73
8.1 Hoe communiceren bedrijven intern bij een crisis?.....................................................................................73
8.1.1 Introductie..............................................................................................................................................73
8.1.2 Crisiscommunicatieplan (onderdelen)...................................................................................................73
8.1.3 Onderzoeksvragen.................................................................................................................................73
8.1.4 Methodologie.........................................................................................................................................74
8.1.5 Waargenomen reacties personeel.........................................................................................................74
8.1.6 Interne communicatie............................................................................................................................74
8.1.7 Voorbereiding.........................................................................................................................................74
8.1.8 Impact van de grootte van de organisatie.............................................................................................74
8.1.9 Conclusie................................................................................................................................................74
8.2 Interne communicatie AA meteen na de aanslagen van 9/11......................................................................75
8.2.1 Externe communicatie American Airlines 9/11.....................................................................................75
8.2.2 Wat met werknemers?...........................................................................................................................75
8.2.3 Introductie..............................................................................................................................................75
8.2.4 Onderzoeksvragen.................................................................................................................................75
8.2.5 Methodologie.........................................................................................................................................75
8.2.6 Interne communicatiekanalen AA..........................................................................................................75
8.2.7 Doelstellingen AA (tijdens de crisis).......................................................................................................75
8.2.8 Kort na aanvallen....................................................................................................................................75
8.2.9 Na eerste 24 uur.....................................................................................................................................76
8.2.10 Weken volgend op aanval....................................................................................................................76
8.2.11 Conclusie..............................................................................................................................................76
8.3 Het herstellen van de moraal bij AA na de aanslagen van 9/11...................................................................76
8.3.1 Crisisresponsstrategieën........................................................................................................................76
8.3.2 Organisational identification theory......................................................................................................76
4
0 Algemene cursusinfo..............................................................................................................................................7
1 Introductie tot bedrijfscommunicatie....................................................................................................................7
1.1 Bedrijfscommunicatie in hedendaagse organisaties.......................................................................................7
1.1.1 Intro..........................................................................................................................................................7
1.1.2 Reikwijdte en definities............................................................................................................................7
1.1.3 Definitie....................................................................................................................................................8
1.1.4 Trends in bedrijfscommunicatie...............................................................................................................8
1.1.5 Evolutie van 2 voornaamste communicatiedisciplines: Marketing & PR................................................8
1.1.6 Geintegreerde communicatie................................................................................................................10
1.2 Definities en dimensies van bedrijfscommunicatie......................................................................................10
1.2.1 Intro........................................................................................................................................................10
1.2.2 Definities................................................................................................................................................11
1.3 Stakeholdermanagement..............................................................................................................................16
1.4 Corporate identity en corporate reputation.................................................................................................19
1.5 Corporate branding.......................................................................................................................................21
1.6 Alignment......................................................................................................................................................22
1.7 Does familiarity breed stability? The role of familiarity in moderating the effects of new information on
reputation judgements.......................................................................................................................................22
2 Introductie tot interne communicatie.................................................................................................................25
2.1 Definiëren van interne communicatie..........................................................................................................25
2.2 Doel van interne communicatie....................................................................................................................25
2.3 Belang van interne communicatie................................................................................................................25
2.4 Rolverdeling voor interne communicatie.....................................................................................................25
2.5 Communicatiestromen (4)............................................................................................................................26
2.5.1 A - Verticale communicatie....................................................................................................................26
2.5.2 B-Horizontale communicatie..................................................................................................................26
2.5.3 C-Diagonale communicatie....................................................................................................................26
2.5.4 D-Parallelle communicatie.....................................................................................................................26
2.6 Soorten informatie (4)...................................................................................................................................27
2.7 Communicatiemiddelen................................................................................................................................27
2.7.1 Mondelinge interne communicatie........................................................................................................27
2.7.2 Schriftelijke interne communicatie........................................................................................................27
2.8 Internal communication, information satisfaction and sense of community: the effect of personal
influence..............................................................................................................................................................28
2.8.1 Doel van het onderzoek.........................................................................................................................28
1
, 2.8.2 Literatuurstudie......................................................................................................................................28
2.8.3 Methode.................................................................................................................................................29
2.8.4 Resultaten..............................................................................................................................................29
2.9 De voornaamste theorieën...........................................................................................................................30
2.9.1 Maslow’s Hierarchy of Needs.................................................................................................................30
2.9.2 The change curve...................................................................................................................................31
2.9.3 Management theories X, Y en Z.............................................................................................................32
3 Internecommunicatieaudit..................................................................................................................................34
3.1 Overzicht methodes......................................................................................................................................34
3.1.1 Critical Incident Technique (CIT)............................................................................................................34
3.1.2 Communication Satisfaction Questionnaire..........................................................................................36
3.2 Waarde van deze methodes.........................................................................................................................39
4 Omgaan met geruchten op de werkvloer............................................................................................................43
4.1 Geruchten – How top PR progessionals handle hearsay..............................................................................43
4.1.1 Introductie..............................................................................................................................................43
4.1.2 Onderzoeksvragen.................................................................................................................................43
4.1.3 Methodologie.........................................................................................................................................43
4.1.4 Soorten geruchten.................................................................................................................................44
4.1.5 Effecten..................................................................................................................................................44
4.1.6 Strategieën.............................................................................................................................................45
4.1.7 Verklarende variabelen..........................................................................................................................45
4.1.8 Implicaties..............................................................................................................................................46
4.1.9 Toepassing..............................................................................................................................................47
4.2 Geruchten – public and private communication of rumours.......................................................................47
4.2.1 Introductie..............................................................................................................................................47
4.2.2 Onderzoeksvragen.................................................................................................................................47
4.2.3 Methodologie.........................................................................................................................................47
4.2.4 Soorten geruchten.................................................................................................................................48
4.2.5 Effecten..................................................................................................................................................48
4.2.6 Strategieën.............................................................................................................................................49
4.2.7 Discussie.................................................................................................................................................49
4.3 Gevoelige bedrijfsinformatie.........................................................................................................................49
4.3.1 Introductie..............................................................................................................................................49
4.3.2 Reden voor geheimhouding...................................................................................................................50
4.3.3 Hindernissen wanneer je verbod wilt opleggen....................................................................................50
4.3.4 Aanbevelingen........................................................................................................................................51
4.3.5 Conclusie................................................................................................................................................51
5 Crisiscommunicatietheorieën..............................................................................................................................52
2
, 5.1 Introductie.....................................................................................................................................................52
5.2 Crisiscommunicatie.......................................................................................................................................52
5.3 Levenscyclus van een crisis...........................................................................................................................52
5.4 Image Repair Theory.....................................................................................................................................52
5.4.1 Voorgangers...........................................................................................................................................52
5.4.2 Image Repair Theory..............................................................................................................................53
5.4.3 Doelstellingen IRT...................................................................................................................................53
5.4.4 Toepassing in casestudies......................................................................................................................53
5.4.5 Beperkingen in IRT.................................................................................................................................54
5.5 Situational Crisis Communication Theory.....................................................................................................54
5.5.1 Uitgangspunt..........................................................................................................................................54
5.5.2 Attributietheorie....................................................................................................................................54
5.5.3 SCCT........................................................................................................................................................54
5.5.4 SCCT praktisch........................................................................................................................................55
6 Onderzoek naar crisiscommunicatie....................................................................................................................59
6.1 Het belang van timing...................................................................................................................................59
6.1.1 Timing.....................................................................................................................................................59
6.1.2 Onderzoek naar stealing thunder..........................................................................................................59
6.2 Commodity theory........................................................................................................................................59
6.2.1 Methode.................................................................................................................................................60
6.2.2 Studie 1...................................................................................................................................................60
6.2.3 Studie 2...................................................................................................................................................61
6.3 Rol van de voorgaande reputatie..................................................................................................................61
6.3.1 Modererende rol van pre-crisisreputatie...............................................................................................61
6.3.2 Studie 1...................................................................................................................................................61
6.3.3 Studie 2...................................................................................................................................................62
6.3.4 Studie 3...................................................................................................................................................62
6.3.5 Conclusie................................................................................................................................................64
6.4 Het belang van non-verbale communicatie..................................................................................................64
6.4.1 Non-verbale crisiscommunicatie............................................................................................................64
6.4.2 Onderzoek naar non-verbale crisiscommunicatie.................................................................................65
6.5 Non-verbale cues van deceptie.....................................................................................................................65
6.5.1 Visuele bias.............................................................................................................................................65
6.5.2 Methode.................................................................................................................................................65
6.5.3 Studie 1...................................................................................................................................................66
6.5.4 Studie 2...................................................................................................................................................66
6.5.5 Conclusie................................................................................................................................................66
7 (Crisis)communicatieplan.....................................................................................................................................67
3
, 7.1 Het communicatieplan..................................................................................................................................67
7.1.1 Introductie..............................................................................................................................................67
7.1.2 Waarom een communicatieplan?..........................................................................................................67
7.1.3 Verschillende niveaus.............................................................................................................................67
7.1.4 7 stappen van een communicatieplan...................................................................................................68
7.2 Het crisiscommunicatieplan..........................................................................................................................70
7.2.1 Introductie..............................................................................................................................................70
7.2.2 De waarde van een crisismanagementplan (CMP)................................................................................70
7.2.3 Voornaamste voordelen.........................................................................................................................71
7.2.4 Componenten van een CMP..................................................................................................................71
7.2.5 Crisis appendix.......................................................................................................................................72
7.2.6 Een CMP alleen is niet genoeg...............................................................................................................72
8 Interne communicatie in tijden van crisis............................................................................................................73
8.1 Hoe communiceren bedrijven intern bij een crisis?.....................................................................................73
8.1.1 Introductie..............................................................................................................................................73
8.1.2 Crisiscommunicatieplan (onderdelen)...................................................................................................73
8.1.3 Onderzoeksvragen.................................................................................................................................73
8.1.4 Methodologie.........................................................................................................................................74
8.1.5 Waargenomen reacties personeel.........................................................................................................74
8.1.6 Interne communicatie............................................................................................................................74
8.1.7 Voorbereiding.........................................................................................................................................74
8.1.8 Impact van de grootte van de organisatie.............................................................................................74
8.1.9 Conclusie................................................................................................................................................74
8.2 Interne communicatie AA meteen na de aanslagen van 9/11......................................................................75
8.2.1 Externe communicatie American Airlines 9/11.....................................................................................75
8.2.2 Wat met werknemers?...........................................................................................................................75
8.2.3 Introductie..............................................................................................................................................75
8.2.4 Onderzoeksvragen.................................................................................................................................75
8.2.5 Methodologie.........................................................................................................................................75
8.2.6 Interne communicatiekanalen AA..........................................................................................................75
8.2.7 Doelstellingen AA (tijdens de crisis).......................................................................................................75
8.2.8 Kort na aanvallen....................................................................................................................................75
8.2.9 Na eerste 24 uur.....................................................................................................................................76
8.2.10 Weken volgend op aanval....................................................................................................................76
8.2.11 Conclusie..............................................................................................................................................76
8.3 Het herstellen van de moraal bij AA na de aanslagen van 9/11...................................................................76
8.3.1 Crisisresponsstrategieën........................................................................................................................76
8.3.2 Organisational identification theory......................................................................................................76
4
