PRRM – Hoorcolleges
HOORCOLLEGE 1 – INTRODUCTION AND STAKEHOLDER COMMUNICATION – (2
april 2024)..................................................................................................... 4
Objectives of the course................................................................................................. 4
A little history of public relations....................................................................................5
Strategic management: two views..................................................................................8
The stakeholder salience model: attributes....................................................................9
HOORCOLLEGE 2 – CRISIS COMMUNICATION – (4 april 2024)............................10
Characteristics of a crisis:.............................................................................................11
Situational Crisis Communication Theoy (SCCT) (Coombs & Holladay, 2002)...............12
Attribution theory......................................................................................................... 13
The formation of impressions:......................................................................................14
Steps for crisis management........................................................................................15
Contingency plans........................................................................................................ 15
Crisis communication strategy......................................................................................16
HOORCOLLEGE 3 – COMMUNICATION STRATEGY - (9 april 2024)......................18
Corporate communication strategy..............................................................................20
HOORCOLLEGE 4 – ISSUE MANAGEMENT AND NON-COMMERCIAL
COMMUNICATION - (11 april 2024).................................................................26
How do issues become crises?......................................................................................26
Different ways of responding to a crisis........................................................................27
What is lobbying?......................................................................................................... 28
HOORCOLLEGE 5 – MEDIA EFFECTS AND RELATIONS – (16 april 2024)..............29
Introducing Media Effects.............................................................................................29
Agenda setting theory:.............................................................................................. 29
Effective Agenda Building............................................................................................. 31
Framing..................................................................................................................... 32
Basics of Media Relations............................................................................................. 32
Tools to establish media relations:............................................................................33
HOORCOLLEGE 6 – GUEST LECTURE – (18 April 2024)......................................34
HOORCOLLEGE 7 – IDENTITY, IMAGE AND REPUTATION– (23 April 2024)...........36
Concepts and definitions..............................................................................................36
Identity structures..................................................................................................... 38
Corporate identity, image and reputation.................................................................41
Why alignment matters................................................................................................41
Vision, culture and image.......................................................................................... 41
1
, Belangrijke messages volgens docent:.........................................................................43
HOORCOLLEGE 8 –INTERNAL COMMUNICATION– (25 April 2024)......................43
Types of employee communication...............................................................................44
Defining leadership:...................................................................................................... 47
Leadership during change............................................................................................ 48
HOORCOLLEGE 9 – CSR COMMUNICATION – (7 mei 2024).................................50
What is CSR and why is it important?...........................................................................51
Tripple Bottom Line................................................................................................... 52
CSR Common domains/issues.......................................................................................52
Communication and CSR activities...............................................................................53
Three standard communication strategies:...............................................................53
HOORCOLLEGE 10 – SOCIAL MEDIA – (8 mei 2024)..........................................57
Oude versus nieuw media.............................................................................................57
Crisis Communication en CSR Communication.............................................................59
Credibility (geloofwaardigheid).....................................................................................60
Dialogue strategies....................................................................................................... 60
HOORCOLLEGE 11 – TOWNHALL MEETING – (17 mei 2024)...............................61
HOORCOLLEGE 12 – FINAL Q&A – (21 mei 2024)..............................................61
2
,3
, HOORCOLLEGE 1 – INTRODUCTION AND
STAKEHOLDER COMMUNICATION – (2 april
2024)
Objectives of the course
After completion of the course, you should know more about the theories, strategies,
instruments, and effects of OR & Reputation Management.
This course is about: Public + Relations
The public are the groups of people that have interest in de organization of the other way
round.
Some definitions of public relations:
- Management of communication of the organization; negotiation of points of view &
bridging interests (Grunig)
- Management of a mutual understanding between an organization and its publics
(Cutlip)
- The development of relationships to help communicate about an organization, an
issue, a person, or a product (Gordon).
-
Als je teruggaat naar het boek vind je de volgende definitie:
Public Relations defines the function or activity that aims to establish and protect the
reputation of a company or brand, and to create mutual understanding between the
4
HOORCOLLEGE 1 – INTRODUCTION AND STAKEHOLDER COMMUNICATION – (2
april 2024)..................................................................................................... 4
Objectives of the course................................................................................................. 4
A little history of public relations....................................................................................5
Strategic management: two views..................................................................................8
The stakeholder salience model: attributes....................................................................9
HOORCOLLEGE 2 – CRISIS COMMUNICATION – (4 april 2024)............................10
Characteristics of a crisis:.............................................................................................11
Situational Crisis Communication Theoy (SCCT) (Coombs & Holladay, 2002)...............12
Attribution theory......................................................................................................... 13
The formation of impressions:......................................................................................14
Steps for crisis management........................................................................................15
Contingency plans........................................................................................................ 15
Crisis communication strategy......................................................................................16
HOORCOLLEGE 3 – COMMUNICATION STRATEGY - (9 april 2024)......................18
Corporate communication strategy..............................................................................20
HOORCOLLEGE 4 – ISSUE MANAGEMENT AND NON-COMMERCIAL
COMMUNICATION - (11 april 2024).................................................................26
How do issues become crises?......................................................................................26
Different ways of responding to a crisis........................................................................27
What is lobbying?......................................................................................................... 28
HOORCOLLEGE 5 – MEDIA EFFECTS AND RELATIONS – (16 april 2024)..............29
Introducing Media Effects.............................................................................................29
Agenda setting theory:.............................................................................................. 29
Effective Agenda Building............................................................................................. 31
Framing..................................................................................................................... 32
Basics of Media Relations............................................................................................. 32
Tools to establish media relations:............................................................................33
HOORCOLLEGE 6 – GUEST LECTURE – (18 April 2024)......................................34
HOORCOLLEGE 7 – IDENTITY, IMAGE AND REPUTATION– (23 April 2024)...........36
Concepts and definitions..............................................................................................36
Identity structures..................................................................................................... 38
Corporate identity, image and reputation.................................................................41
Why alignment matters................................................................................................41
Vision, culture and image.......................................................................................... 41
1
, Belangrijke messages volgens docent:.........................................................................43
HOORCOLLEGE 8 –INTERNAL COMMUNICATION– (25 April 2024)......................43
Types of employee communication...............................................................................44
Defining leadership:...................................................................................................... 47
Leadership during change............................................................................................ 48
HOORCOLLEGE 9 – CSR COMMUNICATION – (7 mei 2024).................................50
What is CSR and why is it important?...........................................................................51
Tripple Bottom Line................................................................................................... 52
CSR Common domains/issues.......................................................................................52
Communication and CSR activities...............................................................................53
Three standard communication strategies:...............................................................53
HOORCOLLEGE 10 – SOCIAL MEDIA – (8 mei 2024)..........................................57
Oude versus nieuw media.............................................................................................57
Crisis Communication en CSR Communication.............................................................59
Credibility (geloofwaardigheid).....................................................................................60
Dialogue strategies....................................................................................................... 60
HOORCOLLEGE 11 – TOWNHALL MEETING – (17 mei 2024)...............................61
HOORCOLLEGE 12 – FINAL Q&A – (21 mei 2024)..............................................61
2
,3
, HOORCOLLEGE 1 – INTRODUCTION AND
STAKEHOLDER COMMUNICATION – (2 april
2024)
Objectives of the course
After completion of the course, you should know more about the theories, strategies,
instruments, and effects of OR & Reputation Management.
This course is about: Public + Relations
The public are the groups of people that have interest in de organization of the other way
round.
Some definitions of public relations:
- Management of communication of the organization; negotiation of points of view &
bridging interests (Grunig)
- Management of a mutual understanding between an organization and its publics
(Cutlip)
- The development of relationships to help communicate about an organization, an
issue, a person, or a product (Gordon).
-
Als je teruggaat naar het boek vind je de volgende definitie:
Public Relations defines the function or activity that aims to establish and protect the
reputation of a company or brand, and to create mutual understanding between the
4
