Communicatiemanagement
Schakeljaar 2023 bedrijfscommunicatie
Linn Rademaekers
,Inhoudstafel
Inhoudstafel ........................................................................................................................................1
Opzet van de cursus ............................................................................................................................. 6
Relatie tussen theorie en praktijk: 3 modellen (Cornelissen) .............................................................. 7
Hoofdstuk 1: begripsafbakening ...........................................................................................................8
De afbakening tussen public relations en marketingcommunicatie.....................................................9
De opkomst van communicatiemanagement................................................................................... 10
Basisbegrippen .............................................................................................................................. 11
Stakeholder............................................................................................................................................ 11
Identiteit (corporate identity)................................................................................................................ 14
Imago (corporate image) ....................................................................................................................... 14
Reputatie (corporate reputation) .......................................................................................................... 17
Het meten van imago, identiteit en reputatie .................................................................................. 17
Imagometingen ..................................................................................................................................... 17
Identiteitsmetingen ............................................................................................................................... 19
Reputatiemetingen ................................................................................................................................ 20
Uitsmijter: living the brand............................................................................................................. 21
Corporate identity versus corporate brand ........................................................................................... 21
Relatie identiteitsstructuur en merkenportfolio ................................................................................... 21
Joyce en Juliet principe.......................................................................................................................... 22
Corporate re-branding ........................................................................................................................... 23
Universiteiten als een merk................................................................................................................... 24
Werkcollege hoofdstuk 1 ................................................................................................................ 27
1
,Hoofdstuk 2: perceptie, positionering en professionalisering ............................................................... 29
Perceptie ....................................................................................................................................... 29
Onderzoek Callison (2004) .................................................................................................................... 29
Replicatieonderzoek Callison................................................................................................................. 30
Positionering ................................................................................................................................. 31
Positionering van communicatieafdelingen in organisaties .................................................................. 32
Positie van communicatie en PR in België ............................................................................................. 33
Professionalisering ......................................................................................................................... 34
3 vraagstukken over de professionalisering van de communicatie verantwoordelijke ......................... 34
De dubbele rol van communicatie professionals (Dozier & Broom, 1995) ........................................... 35
Beeld managers over rollen van communicatieprofessionals ............................................................... 35
Social media expert: wiens rol? (Lee, Sha, Dozier, Sargent) .................................................................. 36
Two-way symmetrical public relations (Grunig) .................................................................................... 36
Contingency theory (Cancel) ................................................................................................................. 37
Inspiratie vanuit de speltheorie (Murphy) ............................................................................................ 38
Mixed-motive model ............................................................................................................................. 40
Uitsmijter: maatschappelijk verantwoord ondernemen ................................................................... 41
Case: Shell.............................................................................................................................................. 41
Greenwashing: MVO als strategische keuze .......................................................................................... 42
4 segmenten van CSR voor een organisatie (Carroll) ............................................................................ 43
The triple bottom line: people, profit, planet ....................................................................................... 44
Criteria voor Corporate Sustainability (Dyllick & Hockerts) ................................................................... 44
Case: Cradle-to-cradle (HNST-jeans) ...................................................................................................... 45
Cases: Triodos Bank, Whole Foods, Coca-Cola ...................................................................................... 45
Case: Colruyt ......................................................................................................................................... 46
Environmental advertising..................................................................................................................... 46
Werkcollege hoofdstuk 2 ................................................................................................................ 47
2
, Hoofdstuk 3: public relations.............................................................................................................. 48
Relatie met medewerkers............................................................................................................... 48
Auto-communication............................................................................................................................. 48
Intern effect van externe communicatie ............................................................................................... 49
De relatie met medewerkerstevredenheid ........................................................................................... 50
Organisatiecultuur ................................................................................................................................. 50
Organisatieverandering ......................................................................................................................... 50
Case: heibel in Disneyland ..................................................................................................................... 51
Mediarelaties ................................................................................................................................ 51
Het belang van aandacht voor mediarelaties ........................................................................................ 51
Het wederzijdse wantrouwen tussen PR-mensen en journalisten........................................................ 52
Draagt journalistieke achtergrond bij aan geloofwaardigheid communicatiemedewerkers? ............... 52
Hoeveel journalistiek zit er in brand journalism? .................................................................................. 52
Het nieuws moet nieuwswaardig zijn.................................................................................................... 53
Mediarelaties meetbaar maken ............................................................................................................ 54
De harde cijfers...................................................................................................................................... 54
Case: de komkommercrisis van 2011 .................................................................................................... 55
Best practices ........................................................................................................................................ 56
Woordvoerder ....................................................................................................................................... 56
Financiële relaties .......................................................................................................................... 57
Case: beurskoers Enron ......................................................................................................................... 57
Terminologie .......................................................................................................................................... 57
Hoofdtaken investor relations ............................................................................................................... 58
Best practices ........................................................................................................................................ 58
Omgevingsrelaties ................................................................................................................................. 59
Public affairs .................................................................................................................................. 60
Lobbying ................................................................................................................................................ 61
Uitsmijter: rekruteren voor defensie ............................................................................................... 64
Probleemanalyse ................................................................................................................................... 64
Arbeidsmarktcommunicatie in België ................................................................................................... 64
Rekruteren van vrouwen tijdens Wereldoorlog II ................................................................................. 65
Self-to-prototype matching theory........................................................................................................ 65
De inzet van war games in de VS ........................................................................................................... 66
Inzet van sociale media ......................................................................................................................... 66
3
Schakeljaar 2023 bedrijfscommunicatie
Linn Rademaekers
,Inhoudstafel
Inhoudstafel ........................................................................................................................................1
Opzet van de cursus ............................................................................................................................. 6
Relatie tussen theorie en praktijk: 3 modellen (Cornelissen) .............................................................. 7
Hoofdstuk 1: begripsafbakening ...........................................................................................................8
De afbakening tussen public relations en marketingcommunicatie.....................................................9
De opkomst van communicatiemanagement................................................................................... 10
Basisbegrippen .............................................................................................................................. 11
Stakeholder............................................................................................................................................ 11
Identiteit (corporate identity)................................................................................................................ 14
Imago (corporate image) ....................................................................................................................... 14
Reputatie (corporate reputation) .......................................................................................................... 17
Het meten van imago, identiteit en reputatie .................................................................................. 17
Imagometingen ..................................................................................................................................... 17
Identiteitsmetingen ............................................................................................................................... 19
Reputatiemetingen ................................................................................................................................ 20
Uitsmijter: living the brand............................................................................................................. 21
Corporate identity versus corporate brand ........................................................................................... 21
Relatie identiteitsstructuur en merkenportfolio ................................................................................... 21
Joyce en Juliet principe.......................................................................................................................... 22
Corporate re-branding ........................................................................................................................... 23
Universiteiten als een merk................................................................................................................... 24
Werkcollege hoofdstuk 1 ................................................................................................................ 27
1
,Hoofdstuk 2: perceptie, positionering en professionalisering ............................................................... 29
Perceptie ....................................................................................................................................... 29
Onderzoek Callison (2004) .................................................................................................................... 29
Replicatieonderzoek Callison................................................................................................................. 30
Positionering ................................................................................................................................. 31
Positionering van communicatieafdelingen in organisaties .................................................................. 32
Positie van communicatie en PR in België ............................................................................................. 33
Professionalisering ......................................................................................................................... 34
3 vraagstukken over de professionalisering van de communicatie verantwoordelijke ......................... 34
De dubbele rol van communicatie professionals (Dozier & Broom, 1995) ........................................... 35
Beeld managers over rollen van communicatieprofessionals ............................................................... 35
Social media expert: wiens rol? (Lee, Sha, Dozier, Sargent) .................................................................. 36
Two-way symmetrical public relations (Grunig) .................................................................................... 36
Contingency theory (Cancel) ................................................................................................................. 37
Inspiratie vanuit de speltheorie (Murphy) ............................................................................................ 38
Mixed-motive model ............................................................................................................................. 40
Uitsmijter: maatschappelijk verantwoord ondernemen ................................................................... 41
Case: Shell.............................................................................................................................................. 41
Greenwashing: MVO als strategische keuze .......................................................................................... 42
4 segmenten van CSR voor een organisatie (Carroll) ............................................................................ 43
The triple bottom line: people, profit, planet ....................................................................................... 44
Criteria voor Corporate Sustainability (Dyllick & Hockerts) ................................................................... 44
Case: Cradle-to-cradle (HNST-jeans) ...................................................................................................... 45
Cases: Triodos Bank, Whole Foods, Coca-Cola ...................................................................................... 45
Case: Colruyt ......................................................................................................................................... 46
Environmental advertising..................................................................................................................... 46
Werkcollege hoofdstuk 2 ................................................................................................................ 47
2
, Hoofdstuk 3: public relations.............................................................................................................. 48
Relatie met medewerkers............................................................................................................... 48
Auto-communication............................................................................................................................. 48
Intern effect van externe communicatie ............................................................................................... 49
De relatie met medewerkerstevredenheid ........................................................................................... 50
Organisatiecultuur ................................................................................................................................. 50
Organisatieverandering ......................................................................................................................... 50
Case: heibel in Disneyland ..................................................................................................................... 51
Mediarelaties ................................................................................................................................ 51
Het belang van aandacht voor mediarelaties ........................................................................................ 51
Het wederzijdse wantrouwen tussen PR-mensen en journalisten........................................................ 52
Draagt journalistieke achtergrond bij aan geloofwaardigheid communicatiemedewerkers? ............... 52
Hoeveel journalistiek zit er in brand journalism? .................................................................................. 52
Het nieuws moet nieuwswaardig zijn.................................................................................................... 53
Mediarelaties meetbaar maken ............................................................................................................ 54
De harde cijfers...................................................................................................................................... 54
Case: de komkommercrisis van 2011 .................................................................................................... 55
Best practices ........................................................................................................................................ 56
Woordvoerder ....................................................................................................................................... 56
Financiële relaties .......................................................................................................................... 57
Case: beurskoers Enron ......................................................................................................................... 57
Terminologie .......................................................................................................................................... 57
Hoofdtaken investor relations ............................................................................................................... 58
Best practices ........................................................................................................................................ 58
Omgevingsrelaties ................................................................................................................................. 59
Public affairs .................................................................................................................................. 60
Lobbying ................................................................................................................................................ 61
Uitsmijter: rekruteren voor defensie ............................................................................................... 64
Probleemanalyse ................................................................................................................................... 64
Arbeidsmarktcommunicatie in België ................................................................................................... 64
Rekruteren van vrouwen tijdens Wereldoorlog II ................................................................................. 65
Self-to-prototype matching theory........................................................................................................ 65
De inzet van war games in de VS ........................................................................................................... 66
Inzet van sociale media ......................................................................................................................... 66
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