Samenvatting
BEDRIJFS-
COMMUNICATIE
Fien Gilias
1
,Inhoudstafel
bedrijfscommunicatie in hedendaagse organisaties......................................................................................5
Reikwijdte en definities......................................................................................................................................................5
Trends in bedrijfscommunicatie.........................................................................................................................................5
Marketing vs pr...................................................................................................................................................................6
definities en dimensies van bedrijfscommunicatie.......................................................................................7
Introductie..........................................................................................................................................................................7
Definities.............................................................................................................................................................................7
Dimensies van PR...............................................................................................................................................................8
stakeholdermanagement............................................................................................................................11
Soorten stakes..................................................................................................................................................................11
Soorten stakeholdergroepen............................................................................................................................................13
Stakeholdercommunicatie................................................................................................................................................13
Corporate identity en corporate reputation................................................................................................15
Identiteit...........................................................................................................................................................................16
Imago................................................................................................................................................................................16
Reputatie..........................................................................................................................................................................16
Corporate branding..........................................................................................................................................................16
definiëren van interne communicatie.........................................................................................................17
doel van interne communicatie..................................................................................................................17
belang van interne communicatie...............................................................................................................17
Negatieve spiraal van interne communicatie...................................................................................................................19
rolverdeling................................................................................................................................................20
communicatiestromen................................................................................................................................20
soorten informatie......................................................................................................................................21
communicatiemiddelen..............................................................................................................................23
mondelinge interne communicatie..................................................................................................................................23
Schriftelijke interne communicatie...................................................................................................................................25
hoe ervaren werknemers interne communicatie?.......................................................................................26
de voornaamste theorieën.........................................................................................................................29
Maslow’s Hierarchy of Needs...........................................................................................................................................29
The change curve.............................................................................................................................................................30
inleiding......................................................................................................................................................33
geruchten...................................................................................................................................................33
Introductie........................................................................................................................................................................33
Soorten geruchten............................................................................................................................................................35
Effecten.............................................................................................................................................................................35
Strategieën.......................................................................................................................................................................36
Verklarende variabelen....................................................................................................................................................36
gevoelige bedrijfsinformatie.......................................................................................................................39
Introductie........................................................................................................................................................................39
2
, Hindernissen.....................................................................................................................................................................39
Aanbevelingen..................................................................................................................................................................41
culturele diversiteit en interne communicatie............................................................................................43
Models of diversity...........................................................................................................................................................43
Introductie........................................................................................................................................................................43
Literatuuroverzicht...........................................................................................................................................................43
Conclusie..........................................................................................................................................................................46
haar parcours..............................................................................................................................................47
achtergrond Brussels Airport Company.......................................................................................................47
Strategie...........................................................................................................................................................................47
Brussels Airport press office........................................................................................................................48
case: Stargate Launch..................................................................................................................................48
Crisiscommunicatie.....................................................................................................................................49
introductie..................................................................................................................................................50
de levenscyclus van een crisis.....................................................................................................................51
Pre-crisis...........................................................................................................................................................................51
Crisis.................................................................................................................................................................................51
Post-crisis..........................................................................................................................................................................51
situational Crisis Communication Theory....................................................................................................52
Uitgangspunt....................................................................................................................................................................52
Attributietheorie...............................................................................................................................................................52
SCCT..................................................................................................................................................................................52
SCCT praktisch..................................................................................................................................................................52
zeven stappen van een communicatieplan..................................................................................................55
het crisiscommunicatieplan........................................................................................................................58
Introductie........................................................................................................................................................................58
Componenten van een CMP.............................................................................................................................................58
Crisis appendix..................................................................................................................................................................59
Introductie..................................................................................................................................................60
Geschiedenis....................................................................................................................................................................60
CSR gedefinieerd..............................................................................................................................................................62
Halo-effect van CSR..........................................................................................................................................................62
Negatieve ontwikkelingen................................................................................................................................................62
Dimensies en gradaties van CSR..................................................................................................................64
Resultaten.........................................................................................................................................................................66
Conclusies.........................................................................................................................................................................69
Dimensies van effectieve CSR-communicatie..............................................................................................70
Zes dimensies van effectieve CSR-communicatie.............................................................................................................70
Conclusie..........................................................................................................................................................................72
Inleiding......................................................................................................................................................73
Verschillende definities en paradigma’s...........................................................................................................................73
Product vs merk..........................................................................................................................................75
3
, Merk als mentaal construct..............................................................................................................................................75
Brand equity...............................................................................................................................................76
Een sterk merk = the ‘golden middle’...............................................................................................................................76
Brand stretching (merkuitbreiding).............................................................................................................77
Redenen voor merkuitbreiding........................................................................................................................................77
Nieuwe mediaomgeving.............................................................................................................................80
Wat zijn de risisco’s?...................................................................................................................................81
Sociale media in handen van de werknemer: opportuniteit of risico?........................................................85
Introductie........................................................................................................................................................................85
De impact van sociale media............................................................................................................................................85
Employee voice.................................................................................................................................................................85
Rol van de organisatiecontext..........................................................................................................................................86
Het ultieme doel...............................................................................................................................................................86
Hoe?.................................................................................................................................................................................86
Conclusie..........................................................................................................................................................................87
Introductie tot digitale technologieën.........................................................................................................87
Hoe werken chatbots?......................................................................................................................................................87
De strategische opportuniteiten......................................................................................................................................89
Wanneer zijn chatbots effectieve tools voor bedrijven?..............................................................................89
Introductie........................................................................................................................................................................89
Resultaten.........................................................................................................................................................................91
introductie tot algoritmes...........................................................................................................................93
Algoritmische categorieën................................................................................................................................................93
Facebook’s DeepFace algorithm.......................................................................................................................................93
Algoritmische beïnvloeding........................................................................................................................94
4
BEDRIJFS-
COMMUNICATIE
Fien Gilias
1
,Inhoudstafel
bedrijfscommunicatie in hedendaagse organisaties......................................................................................5
Reikwijdte en definities......................................................................................................................................................5
Trends in bedrijfscommunicatie.........................................................................................................................................5
Marketing vs pr...................................................................................................................................................................6
definities en dimensies van bedrijfscommunicatie.......................................................................................7
Introductie..........................................................................................................................................................................7
Definities.............................................................................................................................................................................7
Dimensies van PR...............................................................................................................................................................8
stakeholdermanagement............................................................................................................................11
Soorten stakes..................................................................................................................................................................11
Soorten stakeholdergroepen............................................................................................................................................13
Stakeholdercommunicatie................................................................................................................................................13
Corporate identity en corporate reputation................................................................................................15
Identiteit...........................................................................................................................................................................16
Imago................................................................................................................................................................................16
Reputatie..........................................................................................................................................................................16
Corporate branding..........................................................................................................................................................16
definiëren van interne communicatie.........................................................................................................17
doel van interne communicatie..................................................................................................................17
belang van interne communicatie...............................................................................................................17
Negatieve spiraal van interne communicatie...................................................................................................................19
rolverdeling................................................................................................................................................20
communicatiestromen................................................................................................................................20
soorten informatie......................................................................................................................................21
communicatiemiddelen..............................................................................................................................23
mondelinge interne communicatie..................................................................................................................................23
Schriftelijke interne communicatie...................................................................................................................................25
hoe ervaren werknemers interne communicatie?.......................................................................................26
de voornaamste theorieën.........................................................................................................................29
Maslow’s Hierarchy of Needs...........................................................................................................................................29
The change curve.............................................................................................................................................................30
inleiding......................................................................................................................................................33
geruchten...................................................................................................................................................33
Introductie........................................................................................................................................................................33
Soorten geruchten............................................................................................................................................................35
Effecten.............................................................................................................................................................................35
Strategieën.......................................................................................................................................................................36
Verklarende variabelen....................................................................................................................................................36
gevoelige bedrijfsinformatie.......................................................................................................................39
Introductie........................................................................................................................................................................39
2
, Hindernissen.....................................................................................................................................................................39
Aanbevelingen..................................................................................................................................................................41
culturele diversiteit en interne communicatie............................................................................................43
Models of diversity...........................................................................................................................................................43
Introductie........................................................................................................................................................................43
Literatuuroverzicht...........................................................................................................................................................43
Conclusie..........................................................................................................................................................................46
haar parcours..............................................................................................................................................47
achtergrond Brussels Airport Company.......................................................................................................47
Strategie...........................................................................................................................................................................47
Brussels Airport press office........................................................................................................................48
case: Stargate Launch..................................................................................................................................48
Crisiscommunicatie.....................................................................................................................................49
introductie..................................................................................................................................................50
de levenscyclus van een crisis.....................................................................................................................51
Pre-crisis...........................................................................................................................................................................51
Crisis.................................................................................................................................................................................51
Post-crisis..........................................................................................................................................................................51
situational Crisis Communication Theory....................................................................................................52
Uitgangspunt....................................................................................................................................................................52
Attributietheorie...............................................................................................................................................................52
SCCT..................................................................................................................................................................................52
SCCT praktisch..................................................................................................................................................................52
zeven stappen van een communicatieplan..................................................................................................55
het crisiscommunicatieplan........................................................................................................................58
Introductie........................................................................................................................................................................58
Componenten van een CMP.............................................................................................................................................58
Crisis appendix..................................................................................................................................................................59
Introductie..................................................................................................................................................60
Geschiedenis....................................................................................................................................................................60
CSR gedefinieerd..............................................................................................................................................................62
Halo-effect van CSR..........................................................................................................................................................62
Negatieve ontwikkelingen................................................................................................................................................62
Dimensies en gradaties van CSR..................................................................................................................64
Resultaten.........................................................................................................................................................................66
Conclusies.........................................................................................................................................................................69
Dimensies van effectieve CSR-communicatie..............................................................................................70
Zes dimensies van effectieve CSR-communicatie.............................................................................................................70
Conclusie..........................................................................................................................................................................72
Inleiding......................................................................................................................................................73
Verschillende definities en paradigma’s...........................................................................................................................73
Product vs merk..........................................................................................................................................75
3
, Merk als mentaal construct..............................................................................................................................................75
Brand equity...............................................................................................................................................76
Een sterk merk = the ‘golden middle’...............................................................................................................................76
Brand stretching (merkuitbreiding).............................................................................................................77
Redenen voor merkuitbreiding........................................................................................................................................77
Nieuwe mediaomgeving.............................................................................................................................80
Wat zijn de risisco’s?...................................................................................................................................81
Sociale media in handen van de werknemer: opportuniteit of risico?........................................................85
Introductie........................................................................................................................................................................85
De impact van sociale media............................................................................................................................................85
Employee voice.................................................................................................................................................................85
Rol van de organisatiecontext..........................................................................................................................................86
Het ultieme doel...............................................................................................................................................................86
Hoe?.................................................................................................................................................................................86
Conclusie..........................................................................................................................................................................87
Introductie tot digitale technologieën.........................................................................................................87
Hoe werken chatbots?......................................................................................................................................................87
De strategische opportuniteiten......................................................................................................................................89
Wanneer zijn chatbots effectieve tools voor bedrijven?..............................................................................89
Introductie........................................................................................................................................................................89
Resultaten.........................................................................................................................................................................91
introductie tot algoritmes...........................................................................................................................93
Algoritmische categorieën................................................................................................................................................93
Facebook’s DeepFace algorithm.......................................................................................................................................93
Algoritmische beïnvloeding........................................................................................................................94
4
