CORPORATE
COMMUNICATIE
SAMENVATTING
1
,HO: Introductie .......................................................................................................................................................................................... 11
H1: corporate communication (cc) .................................................................................................................................................. 11
1 Wat is corporate communicatie (cc)? ................................................................................................................................................ 11
1.1 Meer hedendaagse invulling ............................................................................................................................................................ 11
1.2 Trends in corporate communicatie .............................................................................................................................................. 11
H2: CC in contemporary organizations ........................................................................................................................................ 13
1 Marketing en PR ............................................................................................................................................................................................. 13
1.1 Drivers voor geïntegreerde communicatie ............................................................................................................................14
2 The definition, dimensions and domain of PR: ARTIKEL UFORA......................................................................................14
2.1 Definities van pr ......................................................................................................................................................................................14
2.2 Dimensies van PR.................................................................................................................................................................................... 15
2.3 vormen van PR ...................................................................................................................................................................................16
H3: CC in a changing media environment .................................................................................................................................. 18
1 Het nieuwe medialandschap ................................................................................................................................................................ 18
1.1 Soorten media .......................................................................................................................................................................................... 18
1.2 Gevolgen: het nieuwe medialandschap .................................................................................................................................. 18
1.3 Mogelijkheden.......................................................................................................................................................................................... 18
1.4 Uitdagingen ................................................................................................................................................................................................19
H4: Stakeholder management & comm ...................................................................................................................................... 20
1 Input-output model ................................................................................................................................................................................... 20
2 Stakeholder model...................................................................................................................................................................................... 20
3 Definitie.............................................................................................................................................................................................................. 20
4 Soorten stakes ................................................................................................................................................................................................. 21
4.1 Freeman ........................................................................................................................................................................................................ 21
5 Soorten stakeholdergroepen ................................................................................................................................................................. 21
5.1 Clarckson (1995) ...................................................................................................................................................................................... 21
5.2 Charkham (1992) .............................................................................................................................................................................. 21
6 Stakeholdercommunicatie ....................................................................................................................................................................... 21
6.1 Stakeholder salience model............................................................................................................................................................ 22
6.2 Power-interest matrix ................................................................................................................................................................. 23
7 Modellen van stakeholdercommunicatie ..................................................................................................................................... 23
8 Stakeholder engagement ........................................................................................................................................................................24
2
,H5: Corporate identity, branding en reputatie ........................................................................................................................ 25
1 Voordelen corporate image ................................................................................................................................................................... 25
2 Corporate image management ........................................................................................................................................................... 25
3 Identiteit, imago en reputatie .............................................................................................................................................................. 25
3.1 Identiteit van sector, corporate strategie, corporate cultuur en corporate structuur (intern) ......... 25
3.2 Identiteit (extern) ...........................................................................................................................................................................26
3.3 Imago (extern) ..................................................................................................................................................................................26
3.4 Reputatie (extern) ..........................................................................................................................................................................26
3.4.1 Reputatie meten .......................................................................................................................................................................26
4 Corporate branding .....................................................................................................................................................................................26
4.1 Identities...................................................................................................................................................................................................... 27
5 Alignment .......................................................................................................................................................................................................... 27
5.1 Gap ................................................................................................................................................................................................................... 27
6 Onderzoek: De rol van bekendheid op de stabiliteit vd reputatie ih licht van nieuwe info ...................... 28
6.1 Hypothesen ............................................................................................................................................................................................... 28
6.2 Studie 1 & 2.......................................................................................................................................................................................... 28
6.3 Resultaten- discussie ...................................................................................................................................................................29
H6: Communicatiestrategie en planning................................................................................................................................... 30
1 Communicatiestrategie ........................................................................................................................................................................... 30
1.1 Analyse ......................................................................................................................................................................................................... 30
1.2 Planning en implementatie ............................................................................................................................................................. 31
1.3 Evaluatie ...................................................................................................................................................................................................... 32
H7: Research and measurement .................................................................................................................................................... 33
1 Onderzoek in corporate communicatie .......................................................................................................................................... 33
1.1 Onderzoeksmethoden ......................................................................................................................................................................... 33
1.1.1 Formele onderzoeksmethoden ....................................................................................................................................... 33
1.2 Wat meten? ................................................................................................................................................................................................34
1.3 Hierarchy of effects model ..............................................................................................................................................................34
H8: mediarelaties ...................................................................................................................................................................................35
1 Journalistiek en nieuwsorganisaties ............................................................................................................................................... 35
2 Effecten van nieuwsverslaggeving op corporate reputatie ............................................................................................. 35
2.1 visie: media hebben een grote invloed ................................................................................................................................... 35
3
, 2.2 visie: media hebben een matige invloed ...............................................................................................................................36
2.3 3) visie: media hebben een kleine invloed .....................................................................................................................36
2.4 Conclusie ............................................................................................................................................................................................... 37
3 Tools om boodschap over te brengen naar pers ..................................................................................................................... 37
H9: Interne communicatie (IC) ....................................................................................................................................................... 38
1 Defining employee communication ................................................................................................................................................ 38
1.1 Definitie ....................................................................................................................................................................................................... 38
1.2 Terminologie ............................................................................................................................................................................................ 38
1.3 Doel van interne communicatie .................................................................................................................................................. 38
1.4 Belang van interne communicatie ............................................................................................................................................ 38
1.5 soorten interne communicatie .................................................................................................................................................... 38
1.5.1 Managementcommunicatie .............................................................................................................................................. 38
1.5.2 Corporate informatie en communicatiesystemen..............................................................................................39
1.6 Communicatiestromen .......................................................................................................................................................................39
1.7 communicatiemiddelen .....................................................................................................................................................................39
1.8 Onderzoek: internal communication, information satisfaction & sense of community: personal
influence (white, Vanc & Stafford, 2010) ............................................................................................................................................ 40
1.8.1 doel van het onderzoek ....................................................................................................................................................... 40
1.8.2 literatuurstudie......................................................................................................................................................................... 40
1.8.3 Methode ......................................................................................................................................................................................... 40
1.8.4 Resultaten .................................................................................................................................................................................... 40
2 Organizational identification en internal branding................................................................................................................41
2.1 organizational identification ..........................................................................................................................................................41
2.2 onderzoek: internal branding: social identity and social exhange perspectives on turning
employees into brand champions (Löhndorf & Diamantopoulos, 2014) .........................................................................41
2.2.1 literatuurstudie...........................................................................................................................................................................41
2.2.2 getest model................................................................................................................................................................................42
2.2.3 methode..........................................................................................................................................................................................42
2.2.4 resultaten ......................................................................................................................................................................................43
2.2.5 implicaties .....................................................................................................................................................................................43
2.3 onderzoek: Employees as a second audience: the effect of external communication on internal
brand management outcomes (Piehler, Schade & Burmann, 2019) ..................................................................................44
2.3.1 literatuutstudie..........................................................................................................................................................................44
4
, 2.3.2 methode..........................................................................................................................................................................................44
2.3.3 Resultaten .....................................................................................................................................................................................45
2.3.4 implicaties .....................................................................................................................................................................................45
3 Psychologische processen en theorieën (niet op de slides) ............................................................................................45
3.1 Maslow’s hierarchy of needs ..........................................................................................................................................................45
3.2 Change curve ......................................................................................................................................................................................45
3.3 Management theories X, Y, Z .................................................................................................................................................. 46
3.4 Johari window ................................................................................................................................................................................... 47
4 voice....................................................................................................................................................................................................................... 47
4.1 employee voice........................................................................................................................................................................................ 47
4.2 onderzoek: employee voice: untapped resource or social media time bomb? (Miles &
Maangold, 2014) .................................................................................................................................................................................................. 48
4.2.1 social media en emloyee voice ...................................................................................................................................... 48
4.2.2 employee voice managen .................................................................................................................................................. 48
4.2.3 luister en antwoord ............................................................................................................................................................... 48
4.2.4 Employee voice als organizational resource ........................................................................................................ 48
4.2.5 employee voice als tikkende tijdbom ........................................................................................................................ 48
5 sociale media.................................................................................................................................................................................................. 48
5.1 interne sociale media......................................................................................................................................................................... 48
5.2 onderzoek: hoe gaan werkgevers om met gebruik van sociale media bij werknemers?
(Opgenhaffen & Claeys, 2017) .................................................................................................................................................................... 49
6 geheimhouding ............................................................................................................................................................................................. 49
6.1 onderzoek: Disclosure, leaks, and slips: Issues and strategies for prohibiting employee
communication (Sussman, 2008) ........................................................................................................................................................... 49
6.2 Hindernissen...................................................................................................................................................................................... 50
6.3 Hindernissen overwinnen ........................................................................................................................................................... 51
7 Geruchten (niet in slides)......................................................................................................................................................................... 51
7.1 Types geruchten....................................................................................................................................................................................... 51
7.2 Effecten ......................................................................................................................................................................................................... 51
7.3 Strategieën ................................................................................................................................................................................................. 52
7.4 Implicaties ........................................................................................................................................................................................... 52
H10: Crisiscommunicatie- handboek niet te kennen ............................................................................................................53
1 Crisis ...................................................................................................................................................................................................................... 53
5
,2 Crisiscommunicatie ..................................................................................................................................................................................... 53
2.1 inhoud crisiscommunicatie.............................................................................................................................................................. 53
2.1.1 theorieën ........................................................................................................................................................................................ 53
Image Repair Theory (IRT) ...................................................................................................................................................................... 53
Situational Crisis Communication Theory (SCCT) ..................................................................................................................... 53
2.2 onderzoek: Protecting organization reputations during a crisis: The development and application
of Situational Crisis Communication Theory (Coombs, 2007) ...............................................................................................54
2.2.1 SCCT ....................................................................................................................................................................................................54
2.2.2 SCCT: uitgangspunt ..................................................................................................................................................................54
2.2.3 SCCT: praktisch ............................................................................................................................................................................54
3 Timing crisiscommunicatie.....................................................................................................................................................................56
3.1 Stealing thunder .....................................................................................................................................................................................56
3.1.1 ONderzoek naar stealing thunder .................................................................................................................................56
3.1.2 Stealing thunder: Mogelijke hindernissen ............................................................................................................... 57
3.2 onderzoek: softening the blow: company self-disclosure of negative information damaging
effects on consumer judgement and decision making (Fennis & Stroebe, 2014) -slides.................................... 57
3.2.1 Stealing thunder (ST) en pre-crisisreputatie.......................................................................................................... 57
3.3 onderzoek: Why practitioners do (not) apply crisis communication theory in practice (Claeys &
Opgenhaffen, 2016)........................................................................................................................................................................................... 58
3.3.1 Scholar-practitioner divide ............................................................................................................................................... 58
3.3.2 onderzoeksvragen................................................................................................................................................................... 58
3.3.3 methode......................................................................................................................................................................................... 58
3.3.4 resultaten ..................................................................................................................................................................................... 58
3.3.5 oplossing om scholar-practitioner divide te verkleinen ................................................................................59
4 Non-verbale crisiscommunicatie ...................................................................................................................................................... 60
4.1.1 Visueel............................................................................................................................................................................................. 60
4.1.2 Vocaal .............................................................................................................................................................................................. 60
4.2 onderzoek: spokepersons’ nonverbal behavior in times of crisis: the relative importance of
visual and vocal cues (De Waele, Claeys, Cauberghe, & Fannes, 2018) ........................................................................... 60
4.2.1 visuele en vocale cues in tijden van crisis .............................................................................................................. 60
4.2.2 non verbale cues van deceptie .........................................................................................................................................61
4.2.3 visuele bias ....................................................................................................................................................................................61
4.2.4 methode...........................................................................................................................................................................................61
6
, 4.2.5 conclusie ..........................................................................................................................................................................................61
5 Sociale media en crisiscommunicatie .............................................................................................................................................62
5.1 onderzoek: Crisis communication, learning and responding: Best practices in social media (Lin,
Spence, Sellnow, & Lachlan, 2016) ............................................................................................................................................................62
5.1.1 Best practices voor crisiscommunicatie via sociale media ..........................................................................62
H11: Issues management .................................................................................................................................................................... 63
1 wat zijn Issues? ..............................................................................................................................................................................................63
2 Ontwikkeling van issues: fases ............................................................................................................................................................63
3 Management van issues...........................................................................................................................................................................63
3.1 Scanning vd omgeving........................................................................................................................................................................63
3.2 Issue-identificatie en analyse................................................................................................................................................ 64
3.3 Issue-specifieke responsstrategieën ................................................................................................................................ 64
3.4 Evaluatie ...............................................................................................................................................................................................65
4 Beïnvloeden van public policy .............................................................................................................................................................65
5 Activisme ............................................................................................................................................................................................................65
H12: Leadership en veranderings-management .................................................................................................................... 66
1 Veranderingsclassificaties ..................................................................................................................................................................... 66
2 Veranderingsproces ................................................................................................................................................................................... 66
2.1 Lewin’s Model .......................................................................................................................................................................................... 66
2.2 Verandering managen: model kotter ...................................................................................................................................... 66
2.3 Derde model ....................................................................................................................................................................................... 67
3 Communicatie tijdens verandering................................................................................................................................................... 67
H13: Corporate social responsibility (CSR) ............................................................................................................................... 69
1 Introductie ........................................................................................................................................................................................................ 69
2 Defining corporate social responsibility ...................................................................................................................................... 69
2.1 corporate citizenship .......................................................................................................................................................................... 69
2.2 corporate social responsibilities- definities ....................................................................................................................... 69
3 Termen en definities- samengevat...................................................................................................................................................70
4 Geschiedenis van CSR.................................................................................................................................................................................. 71
4.1 Piramide van Carroll ............................................................................................................................................................................. 71
4.2 3 P’s (john elkington) .................................................................................................................................................................... 71
5 CSR Gedefinieerd ........................................................................................................................................................................................... 72
5.1 Negatieve benaderingen van CSR ............................................................................................................................................... 72
7
, 6 5 benaderingen van csr ............................................................................................................................................................................ 72
7 hoe communiceren over csr .................................................................................................................................................................. 73
7.1 CSR-communicatie: richtlijnen ...................................................................................................................................................... 74
7.2 ONDERZOEK: dimensions of effective csr communication based on public expectations (Kim &
Fergusion, 2018) ................................................................................................................................................................................................... 74
7.2.1 6 dimensies van effectieve CSR communicatie: ................................................................................................... 74
7.3 Onderzoek: CSR practices and consumer perceptions (Oberseder, schledelmilch & murphy, 2013)
75
7.3.1 literatuur ........................................................................................................................................................................................ 75
7.3.2 methode.......................................................................................................................................................................................... 75
7.3.3 Resultaten ..................................................................................................................................................................................... 76
8 conclusies...........................................................................................................................................................................................................78
8.1 Onderzoek: doing well by doing good: the benevolent halo of corporate social responsibility
(cherney & blair, 2015) .....................................................................................................................................................................................78
8.1.1 introductie .....................................................................................................................................................................................78
8.1.2 impact van csr op financiële performantie en imago van organisatie ................................................78
8.1.3 impact van csr op productievalutie ..............................................................................................................................78
8.1.4 halo-effect van csr................................................................................................................................................................... 79
8.1.5 experimenten (zie slides) ................................................................................................................................................... 79
8.1.6 discussie &Conclusie ............................................................................................................................................................... 79
8.1.7 bv samsung................................................................................................................................................................................... 79
Arbeidsmarktcommunicatie (AMC)- Dominiek Saelens ....................................................................................................... 81
1 communicatiestructuur ............................................................................................................................................................................ 81
1.1 algemene structuur .............................................................................................................................................................................. 81
1.2 organisatie van de communicatie .............................................................................................................................................. 81
1.3 communicatiebeleid ............................................................................................................................................................................ 81
2 communicatiestrategie (LT) communicatie plan (KT).......................................................................................................... 81
3 Arbeidscommunicatie (AMC) ................................................................................................................................................................ 82
3.1 Human resources management (HRM) .................................................................................................................................. 82
3.2 Kerntaken ............................................................................................................................................................................................ 82
3.2.1 Onderdelen .................................................................................................................................................................................. 82
3.2.2 4 stappen van rekrutering (instroom)....................................................................................................................... 82
3.2.3 Hoofdthema’s binnen HRM ............................................................................................................................................... 83
8
, 3.2.4 functies van AMC ...................................................................................................................................................................... 83
3.2.5 EmployeR brand ....................................................................................................................................................................... 83
3.2.6 Jobmarketing ............................................................................................................................................................................. 84
3.3 Soorten rekrutering ...................................................................................................................................................................... 84
3.3.1 Sociale rekrutering: zie slides ......................................................................................................................................... 84
4 Advertenties .................................................................................................................................................................................................... 84
5 Link tss AMC en marketingcommunicatie ................................................................................................................................... 84
6 Communicatiestrategie ........................................................................................................................................................................... 85
7 Tendensen binnen AMC ............................................................................................................................................................................ 85
Overheidscommunicatie- Tom De Smedt .................................................................................................................................. 86
vroeger en nu (zie slides schema) .......................................................................................................................................................... 86
1 Overheidscommunicatie vs commerciële marketing en Coporate Com.................................................................. 86
2 Overheidcommunicatie vs politieke communicatie.............................................................................................................. 86
3 Domeinen van overheidscommunicatie ........................................................................................................................................87
3.1 Communicatie ondersteunt organisatieontwikkeling...................................................................................................87
3.2 Communicatie ondersteunt beleidsproces- 6 functies ........................................................................................87
4 Place branding (zie 5)............................................................................................................................................................................... 89
4.1.1 Place brand hexagon............................................................................................................................................................. 89
4.2 Place branding slaagt indien … ............................................................................................................................................. 89
4.3 Place branding mislukt indien … .......................................................................................................................................... 89
5 Trends en evoluties overheidscommunicatie ........................................................................................................................... 90
6 Communiceren met overheden .......................................................................................................................................................... 90
7 Communiceren voor overheden ......................................................................................................................................................... 90
Communicating during a worldwide crisis - Julien Radart .............................................................................................. 91
1 Akkanto.................................................................................................................................................................................................................91
2 introduction .......................................................................................................................................................................................................91
2.1 setting the scene: corona ..................................................................................................................................................................91
2.2 Not an analysis of action of government – too early not scope of this speech ..........................................92
3 crisis management & crisis communication- inseperable companions ...................................................................92
4 importance of leadership- walk the talk ......................................................................................................................................92
4.1 how to be(come) a leader during a crisis?............................................................................................................................92
5 and communication in this context? – main challenges? .................................................................................................93
9
, 5.1 key challenges during a crisis .......................................................................................................................................................93
6 keeping your employees engaged in these challenging times- speak to their hearts & minds .............93
6.1 tailor your your communication to your audience ..........................................................................................................93
6.2 some principles apply to all .....................................................................................................................................................93
6.2.1 finding the right balance.....................................................................................................................................................93
6.3 a few observations ........................................................................................................................................................................ 94
7 purpose externaal communication-when?how? .................................................................................................................... 94
7.1 a few observations............................................................................................................................................................................... 94
7.1.1 listen before you act ............................................................................................................................................................. 94
7.1.2 take symbolic actions ........................................................................................................................................................... 94
7.1.3 show empathy through your decisions..................................................................................................................... 94
7.1.4 give purpose ............................................................................................................................................................................... 94
8 defend your interests – industry by industry ........................................................................................................................... 94
8.1 social and economic consequences .......................................................................................................................................... 94
10
COMMUNICATIE
SAMENVATTING
1
,HO: Introductie .......................................................................................................................................................................................... 11
H1: corporate communication (cc) .................................................................................................................................................. 11
1 Wat is corporate communicatie (cc)? ................................................................................................................................................ 11
1.1 Meer hedendaagse invulling ............................................................................................................................................................ 11
1.2 Trends in corporate communicatie .............................................................................................................................................. 11
H2: CC in contemporary organizations ........................................................................................................................................ 13
1 Marketing en PR ............................................................................................................................................................................................. 13
1.1 Drivers voor geïntegreerde communicatie ............................................................................................................................14
2 The definition, dimensions and domain of PR: ARTIKEL UFORA......................................................................................14
2.1 Definities van pr ......................................................................................................................................................................................14
2.2 Dimensies van PR.................................................................................................................................................................................... 15
2.3 vormen van PR ...................................................................................................................................................................................16
H3: CC in a changing media environment .................................................................................................................................. 18
1 Het nieuwe medialandschap ................................................................................................................................................................ 18
1.1 Soorten media .......................................................................................................................................................................................... 18
1.2 Gevolgen: het nieuwe medialandschap .................................................................................................................................. 18
1.3 Mogelijkheden.......................................................................................................................................................................................... 18
1.4 Uitdagingen ................................................................................................................................................................................................19
H4: Stakeholder management & comm ...................................................................................................................................... 20
1 Input-output model ................................................................................................................................................................................... 20
2 Stakeholder model...................................................................................................................................................................................... 20
3 Definitie.............................................................................................................................................................................................................. 20
4 Soorten stakes ................................................................................................................................................................................................. 21
4.1 Freeman ........................................................................................................................................................................................................ 21
5 Soorten stakeholdergroepen ................................................................................................................................................................. 21
5.1 Clarckson (1995) ...................................................................................................................................................................................... 21
5.2 Charkham (1992) .............................................................................................................................................................................. 21
6 Stakeholdercommunicatie ....................................................................................................................................................................... 21
6.1 Stakeholder salience model............................................................................................................................................................ 22
6.2 Power-interest matrix ................................................................................................................................................................. 23
7 Modellen van stakeholdercommunicatie ..................................................................................................................................... 23
8 Stakeholder engagement ........................................................................................................................................................................24
2
,H5: Corporate identity, branding en reputatie ........................................................................................................................ 25
1 Voordelen corporate image ................................................................................................................................................................... 25
2 Corporate image management ........................................................................................................................................................... 25
3 Identiteit, imago en reputatie .............................................................................................................................................................. 25
3.1 Identiteit van sector, corporate strategie, corporate cultuur en corporate structuur (intern) ......... 25
3.2 Identiteit (extern) ...........................................................................................................................................................................26
3.3 Imago (extern) ..................................................................................................................................................................................26
3.4 Reputatie (extern) ..........................................................................................................................................................................26
3.4.1 Reputatie meten .......................................................................................................................................................................26
4 Corporate branding .....................................................................................................................................................................................26
4.1 Identities...................................................................................................................................................................................................... 27
5 Alignment .......................................................................................................................................................................................................... 27
5.1 Gap ................................................................................................................................................................................................................... 27
6 Onderzoek: De rol van bekendheid op de stabiliteit vd reputatie ih licht van nieuwe info ...................... 28
6.1 Hypothesen ............................................................................................................................................................................................... 28
6.2 Studie 1 & 2.......................................................................................................................................................................................... 28
6.3 Resultaten- discussie ...................................................................................................................................................................29
H6: Communicatiestrategie en planning................................................................................................................................... 30
1 Communicatiestrategie ........................................................................................................................................................................... 30
1.1 Analyse ......................................................................................................................................................................................................... 30
1.2 Planning en implementatie ............................................................................................................................................................. 31
1.3 Evaluatie ...................................................................................................................................................................................................... 32
H7: Research and measurement .................................................................................................................................................... 33
1 Onderzoek in corporate communicatie .......................................................................................................................................... 33
1.1 Onderzoeksmethoden ......................................................................................................................................................................... 33
1.1.1 Formele onderzoeksmethoden ....................................................................................................................................... 33
1.2 Wat meten? ................................................................................................................................................................................................34
1.3 Hierarchy of effects model ..............................................................................................................................................................34
H8: mediarelaties ...................................................................................................................................................................................35
1 Journalistiek en nieuwsorganisaties ............................................................................................................................................... 35
2 Effecten van nieuwsverslaggeving op corporate reputatie ............................................................................................. 35
2.1 visie: media hebben een grote invloed ................................................................................................................................... 35
3
, 2.2 visie: media hebben een matige invloed ...............................................................................................................................36
2.3 3) visie: media hebben een kleine invloed .....................................................................................................................36
2.4 Conclusie ............................................................................................................................................................................................... 37
3 Tools om boodschap over te brengen naar pers ..................................................................................................................... 37
H9: Interne communicatie (IC) ....................................................................................................................................................... 38
1 Defining employee communication ................................................................................................................................................ 38
1.1 Definitie ....................................................................................................................................................................................................... 38
1.2 Terminologie ............................................................................................................................................................................................ 38
1.3 Doel van interne communicatie .................................................................................................................................................. 38
1.4 Belang van interne communicatie ............................................................................................................................................ 38
1.5 soorten interne communicatie .................................................................................................................................................... 38
1.5.1 Managementcommunicatie .............................................................................................................................................. 38
1.5.2 Corporate informatie en communicatiesystemen..............................................................................................39
1.6 Communicatiestromen .......................................................................................................................................................................39
1.7 communicatiemiddelen .....................................................................................................................................................................39
1.8 Onderzoek: internal communication, information satisfaction & sense of community: personal
influence (white, Vanc & Stafford, 2010) ............................................................................................................................................ 40
1.8.1 doel van het onderzoek ....................................................................................................................................................... 40
1.8.2 literatuurstudie......................................................................................................................................................................... 40
1.8.3 Methode ......................................................................................................................................................................................... 40
1.8.4 Resultaten .................................................................................................................................................................................... 40
2 Organizational identification en internal branding................................................................................................................41
2.1 organizational identification ..........................................................................................................................................................41
2.2 onderzoek: internal branding: social identity and social exhange perspectives on turning
employees into brand champions (Löhndorf & Diamantopoulos, 2014) .........................................................................41
2.2.1 literatuurstudie...........................................................................................................................................................................41
2.2.2 getest model................................................................................................................................................................................42
2.2.3 methode..........................................................................................................................................................................................42
2.2.4 resultaten ......................................................................................................................................................................................43
2.2.5 implicaties .....................................................................................................................................................................................43
2.3 onderzoek: Employees as a second audience: the effect of external communication on internal
brand management outcomes (Piehler, Schade & Burmann, 2019) ..................................................................................44
2.3.1 literatuutstudie..........................................................................................................................................................................44
4
, 2.3.2 methode..........................................................................................................................................................................................44
2.3.3 Resultaten .....................................................................................................................................................................................45
2.3.4 implicaties .....................................................................................................................................................................................45
3 Psychologische processen en theorieën (niet op de slides) ............................................................................................45
3.1 Maslow’s hierarchy of needs ..........................................................................................................................................................45
3.2 Change curve ......................................................................................................................................................................................45
3.3 Management theories X, Y, Z .................................................................................................................................................. 46
3.4 Johari window ................................................................................................................................................................................... 47
4 voice....................................................................................................................................................................................................................... 47
4.1 employee voice........................................................................................................................................................................................ 47
4.2 onderzoek: employee voice: untapped resource or social media time bomb? (Miles &
Maangold, 2014) .................................................................................................................................................................................................. 48
4.2.1 social media en emloyee voice ...................................................................................................................................... 48
4.2.2 employee voice managen .................................................................................................................................................. 48
4.2.3 luister en antwoord ............................................................................................................................................................... 48
4.2.4 Employee voice als organizational resource ........................................................................................................ 48
4.2.5 employee voice als tikkende tijdbom ........................................................................................................................ 48
5 sociale media.................................................................................................................................................................................................. 48
5.1 interne sociale media......................................................................................................................................................................... 48
5.2 onderzoek: hoe gaan werkgevers om met gebruik van sociale media bij werknemers?
(Opgenhaffen & Claeys, 2017) .................................................................................................................................................................... 49
6 geheimhouding ............................................................................................................................................................................................. 49
6.1 onderzoek: Disclosure, leaks, and slips: Issues and strategies for prohibiting employee
communication (Sussman, 2008) ........................................................................................................................................................... 49
6.2 Hindernissen...................................................................................................................................................................................... 50
6.3 Hindernissen overwinnen ........................................................................................................................................................... 51
7 Geruchten (niet in slides)......................................................................................................................................................................... 51
7.1 Types geruchten....................................................................................................................................................................................... 51
7.2 Effecten ......................................................................................................................................................................................................... 51
7.3 Strategieën ................................................................................................................................................................................................. 52
7.4 Implicaties ........................................................................................................................................................................................... 52
H10: Crisiscommunicatie- handboek niet te kennen ............................................................................................................53
1 Crisis ...................................................................................................................................................................................................................... 53
5
,2 Crisiscommunicatie ..................................................................................................................................................................................... 53
2.1 inhoud crisiscommunicatie.............................................................................................................................................................. 53
2.1.1 theorieën ........................................................................................................................................................................................ 53
Image Repair Theory (IRT) ...................................................................................................................................................................... 53
Situational Crisis Communication Theory (SCCT) ..................................................................................................................... 53
2.2 onderzoek: Protecting organization reputations during a crisis: The development and application
of Situational Crisis Communication Theory (Coombs, 2007) ...............................................................................................54
2.2.1 SCCT ....................................................................................................................................................................................................54
2.2.2 SCCT: uitgangspunt ..................................................................................................................................................................54
2.2.3 SCCT: praktisch ............................................................................................................................................................................54
3 Timing crisiscommunicatie.....................................................................................................................................................................56
3.1 Stealing thunder .....................................................................................................................................................................................56
3.1.1 ONderzoek naar stealing thunder .................................................................................................................................56
3.1.2 Stealing thunder: Mogelijke hindernissen ............................................................................................................... 57
3.2 onderzoek: softening the blow: company self-disclosure of negative information damaging
effects on consumer judgement and decision making (Fennis & Stroebe, 2014) -slides.................................... 57
3.2.1 Stealing thunder (ST) en pre-crisisreputatie.......................................................................................................... 57
3.3 onderzoek: Why practitioners do (not) apply crisis communication theory in practice (Claeys &
Opgenhaffen, 2016)........................................................................................................................................................................................... 58
3.3.1 Scholar-practitioner divide ............................................................................................................................................... 58
3.3.2 onderzoeksvragen................................................................................................................................................................... 58
3.3.3 methode......................................................................................................................................................................................... 58
3.3.4 resultaten ..................................................................................................................................................................................... 58
3.3.5 oplossing om scholar-practitioner divide te verkleinen ................................................................................59
4 Non-verbale crisiscommunicatie ...................................................................................................................................................... 60
4.1.1 Visueel............................................................................................................................................................................................. 60
4.1.2 Vocaal .............................................................................................................................................................................................. 60
4.2 onderzoek: spokepersons’ nonverbal behavior in times of crisis: the relative importance of
visual and vocal cues (De Waele, Claeys, Cauberghe, & Fannes, 2018) ........................................................................... 60
4.2.1 visuele en vocale cues in tijden van crisis .............................................................................................................. 60
4.2.2 non verbale cues van deceptie .........................................................................................................................................61
4.2.3 visuele bias ....................................................................................................................................................................................61
4.2.4 methode...........................................................................................................................................................................................61
6
, 4.2.5 conclusie ..........................................................................................................................................................................................61
5 Sociale media en crisiscommunicatie .............................................................................................................................................62
5.1 onderzoek: Crisis communication, learning and responding: Best practices in social media (Lin,
Spence, Sellnow, & Lachlan, 2016) ............................................................................................................................................................62
5.1.1 Best practices voor crisiscommunicatie via sociale media ..........................................................................62
H11: Issues management .................................................................................................................................................................... 63
1 wat zijn Issues? ..............................................................................................................................................................................................63
2 Ontwikkeling van issues: fases ............................................................................................................................................................63
3 Management van issues...........................................................................................................................................................................63
3.1 Scanning vd omgeving........................................................................................................................................................................63
3.2 Issue-identificatie en analyse................................................................................................................................................ 64
3.3 Issue-specifieke responsstrategieën ................................................................................................................................ 64
3.4 Evaluatie ...............................................................................................................................................................................................65
4 Beïnvloeden van public policy .............................................................................................................................................................65
5 Activisme ............................................................................................................................................................................................................65
H12: Leadership en veranderings-management .................................................................................................................... 66
1 Veranderingsclassificaties ..................................................................................................................................................................... 66
2 Veranderingsproces ................................................................................................................................................................................... 66
2.1 Lewin’s Model .......................................................................................................................................................................................... 66
2.2 Verandering managen: model kotter ...................................................................................................................................... 66
2.3 Derde model ....................................................................................................................................................................................... 67
3 Communicatie tijdens verandering................................................................................................................................................... 67
H13: Corporate social responsibility (CSR) ............................................................................................................................... 69
1 Introductie ........................................................................................................................................................................................................ 69
2 Defining corporate social responsibility ...................................................................................................................................... 69
2.1 corporate citizenship .......................................................................................................................................................................... 69
2.2 corporate social responsibilities- definities ....................................................................................................................... 69
3 Termen en definities- samengevat...................................................................................................................................................70
4 Geschiedenis van CSR.................................................................................................................................................................................. 71
4.1 Piramide van Carroll ............................................................................................................................................................................. 71
4.2 3 P’s (john elkington) .................................................................................................................................................................... 71
5 CSR Gedefinieerd ........................................................................................................................................................................................... 72
5.1 Negatieve benaderingen van CSR ............................................................................................................................................... 72
7
, 6 5 benaderingen van csr ............................................................................................................................................................................ 72
7 hoe communiceren over csr .................................................................................................................................................................. 73
7.1 CSR-communicatie: richtlijnen ...................................................................................................................................................... 74
7.2 ONDERZOEK: dimensions of effective csr communication based on public expectations (Kim &
Fergusion, 2018) ................................................................................................................................................................................................... 74
7.2.1 6 dimensies van effectieve CSR communicatie: ................................................................................................... 74
7.3 Onderzoek: CSR practices and consumer perceptions (Oberseder, schledelmilch & murphy, 2013)
75
7.3.1 literatuur ........................................................................................................................................................................................ 75
7.3.2 methode.......................................................................................................................................................................................... 75
7.3.3 Resultaten ..................................................................................................................................................................................... 76
8 conclusies...........................................................................................................................................................................................................78
8.1 Onderzoek: doing well by doing good: the benevolent halo of corporate social responsibility
(cherney & blair, 2015) .....................................................................................................................................................................................78
8.1.1 introductie .....................................................................................................................................................................................78
8.1.2 impact van csr op financiële performantie en imago van organisatie ................................................78
8.1.3 impact van csr op productievalutie ..............................................................................................................................78
8.1.4 halo-effect van csr................................................................................................................................................................... 79
8.1.5 experimenten (zie slides) ................................................................................................................................................... 79
8.1.6 discussie &Conclusie ............................................................................................................................................................... 79
8.1.7 bv samsung................................................................................................................................................................................... 79
Arbeidsmarktcommunicatie (AMC)- Dominiek Saelens ....................................................................................................... 81
1 communicatiestructuur ............................................................................................................................................................................ 81
1.1 algemene structuur .............................................................................................................................................................................. 81
1.2 organisatie van de communicatie .............................................................................................................................................. 81
1.3 communicatiebeleid ............................................................................................................................................................................ 81
2 communicatiestrategie (LT) communicatie plan (KT).......................................................................................................... 81
3 Arbeidscommunicatie (AMC) ................................................................................................................................................................ 82
3.1 Human resources management (HRM) .................................................................................................................................. 82
3.2 Kerntaken ............................................................................................................................................................................................ 82
3.2.1 Onderdelen .................................................................................................................................................................................. 82
3.2.2 4 stappen van rekrutering (instroom)....................................................................................................................... 82
3.2.3 Hoofdthema’s binnen HRM ............................................................................................................................................... 83
8
, 3.2.4 functies van AMC ...................................................................................................................................................................... 83
3.2.5 EmployeR brand ....................................................................................................................................................................... 83
3.2.6 Jobmarketing ............................................................................................................................................................................. 84
3.3 Soorten rekrutering ...................................................................................................................................................................... 84
3.3.1 Sociale rekrutering: zie slides ......................................................................................................................................... 84
4 Advertenties .................................................................................................................................................................................................... 84
5 Link tss AMC en marketingcommunicatie ................................................................................................................................... 84
6 Communicatiestrategie ........................................................................................................................................................................... 85
7 Tendensen binnen AMC ............................................................................................................................................................................ 85
Overheidscommunicatie- Tom De Smedt .................................................................................................................................. 86
vroeger en nu (zie slides schema) .......................................................................................................................................................... 86
1 Overheidscommunicatie vs commerciële marketing en Coporate Com.................................................................. 86
2 Overheidcommunicatie vs politieke communicatie.............................................................................................................. 86
3 Domeinen van overheidscommunicatie ........................................................................................................................................87
3.1 Communicatie ondersteunt organisatieontwikkeling...................................................................................................87
3.2 Communicatie ondersteunt beleidsproces- 6 functies ........................................................................................87
4 Place branding (zie 5)............................................................................................................................................................................... 89
4.1.1 Place brand hexagon............................................................................................................................................................. 89
4.2 Place branding slaagt indien … ............................................................................................................................................. 89
4.3 Place branding mislukt indien … .......................................................................................................................................... 89
5 Trends en evoluties overheidscommunicatie ........................................................................................................................... 90
6 Communiceren met overheden .......................................................................................................................................................... 90
7 Communiceren voor overheden ......................................................................................................................................................... 90
Communicating during a worldwide crisis - Julien Radart .............................................................................................. 91
1 Akkanto.................................................................................................................................................................................................................91
2 introduction .......................................................................................................................................................................................................91
2.1 setting the scene: corona ..................................................................................................................................................................91
2.2 Not an analysis of action of government – too early not scope of this speech ..........................................92
3 crisis management & crisis communication- inseperable companions ...................................................................92
4 importance of leadership- walk the talk ......................................................................................................................................92
4.1 how to be(come) a leader during a crisis?............................................................................................................................92
5 and communication in this context? – main challenges? .................................................................................................93
9
, 5.1 key challenges during a crisis .......................................................................................................................................................93
6 keeping your employees engaged in these challenging times- speak to their hearts & minds .............93
6.1 tailor your your communication to your audience ..........................................................................................................93
6.2 some principles apply to all .....................................................................................................................................................93
6.2.1 finding the right balance.....................................................................................................................................................93
6.3 a few observations ........................................................................................................................................................................ 94
7 purpose externaal communication-when?how? .................................................................................................................... 94
7.1 a few observations............................................................................................................................................................................... 94
7.1.1 listen before you act ............................................................................................................................................................. 94
7.1.2 take symbolic actions ........................................................................................................................................................... 94
7.1.3 show empathy through your decisions..................................................................................................................... 94
7.1.4 give purpose ............................................................................................................................................................................... 94
8 defend your interests – industry by industry ........................................................................................................................... 94
8.1 social and economic consequences .......................................................................................................................................... 94
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