Strategische communicatie
1
,Inhoudsopgave
1 Intro (Week 1) ................................................................................................................................... 8
1.1 Soorten strategische communicatie ...................................................................................................... 8
2 Inleiding tot strategische communicatie – Inhoud (week 1&2) .................................................... 10
2.1 Definiëring van strategische communicatie .................................................................................... 10
2.1.1 Diverse concepten ........................................................................................................................ 10
2.1.2 In order to accomplish its mission .............................................................................................. 11
2.1.3 Sterke link met corporate communicatie ................................................................................... 11
2.1.4 Wat is een stakeholder? ............................................................................................................... 12
2.1.5 Vier benaderingen van strategische communicatie .................................................................. 13
2.1.6 Trends in strategische – Corporate communicatie .................................................................... 15
2.2 Geïntegreerde communicatie ........................................................................................................... 16
2.2.1 Marketing en PR als aparte externe communicatie disciplines ................................................ 17
2.2.2 Integrated marketing communication (IMC) & corporate communication ............................. 18
2.2.3 Waarom geïntegreerde communicatie ....................................................................................... 19
2.3 Belang van lineaire communicatiemodellen ................................................................................... 20
2.3.1 Lineaire communicatiemodellen ................................................................................................ 20
2.3.2 Transmissie model van communicatie – shannon en weaver (1949) ....................................... 21
2.3.3 Lasswel formule (1948) ................................................................................................................ 22
2.3.4 Impact van strategische communicatie ..................................................................................... 23
2.3.5 Kritiek op lineaire communicatiemodellen ................................................................................ 25
2.4 Maatschappelijke trends ................................................................................................................... 25
2.4.1 Paradigma shift? ........................................................................................................................... 25
2.4.2 Het nieuwe medialandschap ....................................................................................................... 26
2.4.3 Peso model .................................................................................................................................... 26
2.4.4 Mogelijkheden via nieuwe media................................................................................................. 27
2.4.5 Mogelijkheden: social media monitoring/listening .................................................................... 28
2.4.6 Uitdagingen nieuwe media ........................................................................................................... 28
2.4.7 Belang van de ontvanger .............................................................................................................. 29
2.4.8 Strategische communicatie binnen netwerk benadering ......................................................... 29
2.5 Model van Grunig & Hunt (1984) ....................................................................................................... 29
2
, 2.5.1 Publiciteit – propaganda ............................................................................................................... 30
2.5.2 Publiciteit – spin ............................................................................................................................ 30
2.5.3 Publieke informatie ....................................................................................................................... 31
2.5.4 Asymetrische two-way communicatie ....................................................................................... 31
2.5.5 Asymetrische two-way communicatie – persuasieve communicatie & promotie .............. 31
2.5.6 Two-way symmetrische communicatie ...................................................................................... 32
2.5.7 Strategische en ethische communicatie .................................................................................... 33
3 Strategie & stakeholder theorie (week 2) .......................................................................................... 35
3.1 Strategie & stakeholder management – Inhoud .............................................................................. 35
3.2 Verschillende perspectieven m.b.t. organisatiestrategie ............................................................... 35
3.2.1 Strategische communicatie binnen netwerk benadering ......................................................... 35
3.2.2 Organisatiestrategie...................................................................................................................... 35
3.2.3 Mintzberg 5 p’s benadering mbt organisatiestrategie ................................................................ 36
3.2.4 4 benaderingen van organisatiestrategie .................................................................................... 37
3.2.5 Integratie van strategische benaderingen ................................................................................... 41
3.2.6 Strategische communicatie & corporate strategie .................................................................... 41
3.3 Strategische communicatie binnen netwerk benadering .............................................................. 41
3.4 Strategische communicatie & stakeholder theory ......................................................................... 42
3.4.1 Stakeholder identificatie (Mapping) ............................................................................................ 43
3.4.2 Inzicht in stakeholders.................................................................................................................. 43
3.4.3 Communicatiestrategieën ........................................................................................................... 46
4 Gastles Colruyt (week 4) .................................................................................................................. 54
5 Corporate reputatie, identiteit & branding (les3) (week 3 en 5) ......................................................... 55
5.1 Corporate reputatie ............................................................................................................................. 55
5.2 Identiteit en imago .............................................................................................................................. 57
5.3 Corporate identiteit ............................................................................................................................. 59
5.3.1 Design & symbolen ......................................................................................................................... 59
5.3.2 Missie ............................................................................................................................................. 59
5.3.3 Waarden ......................................................................................................................................... 60
5.3.4 Visie ................................................................................................................................................ 60
5.4 Identiteit: corporate strategie ........................................................................................................... 60
3
, 5.5 Identeit: gedrag & organisatiecultuur ............................................................................................... 61
5.5.1 Belang van reputatie CEO voor performance ............................................................................. 62
5.5.2 Belang van CEO image voor reclame effecten ........................................................................... 62
5.6 Identiteit – gedrag ............................................................................................................................... 62
5.6.1 Alignment – afstemming ............................................................................................................... 63
5.7 Visie – cultuur GAP overbruggen → identificatie ............................................................................ 64
5.7.1 Corporate brand signalling-functie ............................................................................................. 65
5.7.2 Corporate branding → value creation......................................................................................... 65
5.7.3 Bekendheid van organisatie en reputatie.................................................................................... 69
5.8 Identiteit – branding – positionering ................................................................................................. 70
5.8.1 3 benaderingen van corporate branding ..................................................................................... 71
5.8.2 Monitoring van reputatie............................................................................................................... 72
5.9 BOEK: ................................................................................................................................................... 72
5.9.1 Corporate brand as a company-centered asset : ............................................................................ 73
6 Gastles CSR (lesweek 5) .................................................................................................................... 74
7 Corporate social responsibility (lesweek 5 & 6) ................................................................................. 75
7.1 Diverse termen ................................................................................................................................... 75
7.1.1 CSR .................................................................................................................................................. 75
7.1.2 Tripple bottom line – 3P’S............................................................................................................... 79
7.1.3 Theoretische omkadering CSR ........................................................................................................ 80
7.1.4 Strategische waarde van CSR .......................................................................................................... 80
7.1.5 Link CSR en reputatie ...................................................................................................................... 82
7.1.6 Benaderingen van CSR .................................................................................................................... 83
7.1.7 Belang van CSR rapportering .......................................................................................................... 85
7.1.8 Mogelijke ongewenste effecten van CSR communicatie ................................................................ 86
7.1.9 Catch 22 van CSR ............................................................................................................................ 87
7.1.10 6 dimensies voor effectieve CSR communicatie ........................................................................ 88
7.1.11 Kader voor effectieve CSR communicatie .................................................................................. 90
8 Communciatieplan (lesweek 6 en 7) ................................................................................................. 93
8.1 Situatieanalyse .................................................................................................................................... 95
8.1.1 Situatieanalyse → DESTEP → macro-omgevingsanalyse = EXTERN............................................... 95
4
1
,Inhoudsopgave
1 Intro (Week 1) ................................................................................................................................... 8
1.1 Soorten strategische communicatie ...................................................................................................... 8
2 Inleiding tot strategische communicatie – Inhoud (week 1&2) .................................................... 10
2.1 Definiëring van strategische communicatie .................................................................................... 10
2.1.1 Diverse concepten ........................................................................................................................ 10
2.1.2 In order to accomplish its mission .............................................................................................. 11
2.1.3 Sterke link met corporate communicatie ................................................................................... 11
2.1.4 Wat is een stakeholder? ............................................................................................................... 12
2.1.5 Vier benaderingen van strategische communicatie .................................................................. 13
2.1.6 Trends in strategische – Corporate communicatie .................................................................... 15
2.2 Geïntegreerde communicatie ........................................................................................................... 16
2.2.1 Marketing en PR als aparte externe communicatie disciplines ................................................ 17
2.2.2 Integrated marketing communication (IMC) & corporate communication ............................. 18
2.2.3 Waarom geïntegreerde communicatie ....................................................................................... 19
2.3 Belang van lineaire communicatiemodellen ................................................................................... 20
2.3.1 Lineaire communicatiemodellen ................................................................................................ 20
2.3.2 Transmissie model van communicatie – shannon en weaver (1949) ....................................... 21
2.3.3 Lasswel formule (1948) ................................................................................................................ 22
2.3.4 Impact van strategische communicatie ..................................................................................... 23
2.3.5 Kritiek op lineaire communicatiemodellen ................................................................................ 25
2.4 Maatschappelijke trends ................................................................................................................... 25
2.4.1 Paradigma shift? ........................................................................................................................... 25
2.4.2 Het nieuwe medialandschap ....................................................................................................... 26
2.4.3 Peso model .................................................................................................................................... 26
2.4.4 Mogelijkheden via nieuwe media................................................................................................. 27
2.4.5 Mogelijkheden: social media monitoring/listening .................................................................... 28
2.4.6 Uitdagingen nieuwe media ........................................................................................................... 28
2.4.7 Belang van de ontvanger .............................................................................................................. 29
2.4.8 Strategische communicatie binnen netwerk benadering ......................................................... 29
2.5 Model van Grunig & Hunt (1984) ....................................................................................................... 29
2
, 2.5.1 Publiciteit – propaganda ............................................................................................................... 30
2.5.2 Publiciteit – spin ............................................................................................................................ 30
2.5.3 Publieke informatie ....................................................................................................................... 31
2.5.4 Asymetrische two-way communicatie ....................................................................................... 31
2.5.5 Asymetrische two-way communicatie – persuasieve communicatie & promotie .............. 31
2.5.6 Two-way symmetrische communicatie ...................................................................................... 32
2.5.7 Strategische en ethische communicatie .................................................................................... 33
3 Strategie & stakeholder theorie (week 2) .......................................................................................... 35
3.1 Strategie & stakeholder management – Inhoud .............................................................................. 35
3.2 Verschillende perspectieven m.b.t. organisatiestrategie ............................................................... 35
3.2.1 Strategische communicatie binnen netwerk benadering ......................................................... 35
3.2.2 Organisatiestrategie...................................................................................................................... 35
3.2.3 Mintzberg 5 p’s benadering mbt organisatiestrategie ................................................................ 36
3.2.4 4 benaderingen van organisatiestrategie .................................................................................... 37
3.2.5 Integratie van strategische benaderingen ................................................................................... 41
3.2.6 Strategische communicatie & corporate strategie .................................................................... 41
3.3 Strategische communicatie binnen netwerk benadering .............................................................. 41
3.4 Strategische communicatie & stakeholder theory ......................................................................... 42
3.4.1 Stakeholder identificatie (Mapping) ............................................................................................ 43
3.4.2 Inzicht in stakeholders.................................................................................................................. 43
3.4.3 Communicatiestrategieën ........................................................................................................... 46
4 Gastles Colruyt (week 4) .................................................................................................................. 54
5 Corporate reputatie, identiteit & branding (les3) (week 3 en 5) ......................................................... 55
5.1 Corporate reputatie ............................................................................................................................. 55
5.2 Identiteit en imago .............................................................................................................................. 57
5.3 Corporate identiteit ............................................................................................................................. 59
5.3.1 Design & symbolen ......................................................................................................................... 59
5.3.2 Missie ............................................................................................................................................. 59
5.3.3 Waarden ......................................................................................................................................... 60
5.3.4 Visie ................................................................................................................................................ 60
5.4 Identiteit: corporate strategie ........................................................................................................... 60
3
, 5.5 Identeit: gedrag & organisatiecultuur ............................................................................................... 61
5.5.1 Belang van reputatie CEO voor performance ............................................................................. 62
5.5.2 Belang van CEO image voor reclame effecten ........................................................................... 62
5.6 Identiteit – gedrag ............................................................................................................................... 62
5.6.1 Alignment – afstemming ............................................................................................................... 63
5.7 Visie – cultuur GAP overbruggen → identificatie ............................................................................ 64
5.7.1 Corporate brand signalling-functie ............................................................................................. 65
5.7.2 Corporate branding → value creation......................................................................................... 65
5.7.3 Bekendheid van organisatie en reputatie.................................................................................... 69
5.8 Identiteit – branding – positionering ................................................................................................. 70
5.8.1 3 benaderingen van corporate branding ..................................................................................... 71
5.8.2 Monitoring van reputatie............................................................................................................... 72
5.9 BOEK: ................................................................................................................................................... 72
5.9.1 Corporate brand as a company-centered asset : ............................................................................ 73
6 Gastles CSR (lesweek 5) .................................................................................................................... 74
7 Corporate social responsibility (lesweek 5 & 6) ................................................................................. 75
7.1 Diverse termen ................................................................................................................................... 75
7.1.1 CSR .................................................................................................................................................. 75
7.1.2 Tripple bottom line – 3P’S............................................................................................................... 79
7.1.3 Theoretische omkadering CSR ........................................................................................................ 80
7.1.4 Strategische waarde van CSR .......................................................................................................... 80
7.1.5 Link CSR en reputatie ...................................................................................................................... 82
7.1.6 Benaderingen van CSR .................................................................................................................... 83
7.1.7 Belang van CSR rapportering .......................................................................................................... 85
7.1.8 Mogelijke ongewenste effecten van CSR communicatie ................................................................ 86
7.1.9 Catch 22 van CSR ............................................................................................................................ 87
7.1.10 6 dimensies voor effectieve CSR communicatie ........................................................................ 88
7.1.11 Kader voor effectieve CSR communicatie .................................................................................. 90
8 Communciatieplan (lesweek 6 en 7) ................................................................................................. 93
8.1 Situatieanalyse .................................................................................................................................... 95
8.1.1 Situatieanalyse → DESTEP → macro-omgevingsanalyse = EXTERN............................................... 95
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