Samenvatting Corporate Communication
Samenvatting Corporate Communication..............................................................................................1
9 februari – Les 1................................................................................................................................6
Hoofdstuk 1: Corporate communication: opkomst van een nieuw vakgebied...............................6
Succes boeken met communicatie.............................................................................................6
Van fragmentatie tot integratie..................................................................................................6
Corporate branding en communicatie........................................................................................6
Wat is er nodig voor effectieve communicatie?.........................................................................7
Verschillende vormen van communicatie...................................................................................8
Managementcommunicatie....................................................................................................8
Marketingcommunicatie.........................................................................................................8
Organisatiecommunicatie.......................................................................................................9
Het perspectief van corporate communicatie............................................................................9
Hoofdtaken van corporate communicatie..............................................................................9
Definitie van corporate communicatie.................................................................................10
Wanneer is corporate communicatie succesvol?......................................................................10
Succes van communicatie blijkt uit veranderingen in kennis, houding en gedrag................10
Succes van communicatie is terug te voeren tot eerlijkheid en symmetrie..........................10
Succes van communicatie betekent accountable zijn...........................................................11
Hoofdstuk 2: Recente inzichten op het gebied van organisatie-identiteit....................................11
Inleiding....................................................................................................................................11
Praktijk: drie belangen, drie uitgangspunten............................................................................12
Designers over identiteit.......................................................................................................12
Verandermanagers over identiteit........................................................................................12
Communicatieadviseurs over identiteit................................................................................12
Onderlinge samenhang.........................................................................................................12
Interpretaties van het begrip ‘organisatie-identiteit’...............................................................12
Herkomst en ontwikkeling van het begrip............................................................................13
De organisatie-identiteitsmix................................................................................................13
Identiteitskenmerken die ertoe doen.......................................................................................14
Organisatie-identiteit in soorten en maten..........................................................................14
Het nut en risico van multiple en hybrid indentities.............................................................15
Van identiteit naar identificatie................................................................................................15
Conclusie..................................................................................................................................16
Hoofdstuk 3: Organisatie-identiteit tastbaar maken door te meten............................................16
1|Pagina
, Inleiding....................................................................................................................................16
Gewenste organisatie-identiteit...............................................................................................16
De spinnenwebmethode.......................................................................................................16
De stermethode....................................................................................................................17
Waargenomen organisatie-identiteit........................................................................................18
Toegepaste organisatie-identiteit.............................................................................................18
Geprojecteerde identiteit meten..............................................................................................18
Corporate identity mix..............................................................................................................19
Gedrag..................................................................................................................................19
Communicatie.......................................................................................................................20
Symbolen..............................................................................................................................21
Hoofdstuk 4: Recente inzichten op het gebied van corporate reputatie......................................21
Inleiding....................................................................................................................................21
Reputaties in de politiek.......................................................................................................22
Is onderzoek echt nodig?......................................................................................................22
Verschillen tussen imago en reputatie......................................................................................22
Begripsbepaling........................................................................................................................23
Reputatieniveaus......................................................................................................................23
Hoe komen reputaties tot stand?.........................................................................................23
Relevantie.................................................................................................................................24
Verschillende visies op reputatie..............................................................................................24
Verklaringen vanuit de psychologie......................................................................................25
Verklaringen vanuit de economie.........................................................................................26
Verklaringen vanuit strategisch management......................................................................27
Verklaringen vanuit de sociologie.........................................................................................27
Verklaringen vanuit de organisatiekunde.............................................................................28
Hoofdstuk 5: Reputatie meten.....................................................................................................28
Inleiding....................................................................................................................................28
Algemene uitgangspunten van reputatieonderzoek.................................................................28
Generieke meetmethoden.......................................................................................................29
Kelly Repertory Grid..............................................................................................................30
Natural Grouping..................................................................................................................30
Q-sorting...............................................................................................................................31
Photo-sorting........................................................................................................................31
Card-sorting..........................................................................................................................32
Attitudemethode..................................................................................................................32
2|Pagina
, Specifieke meetmethoden: toegepast op reputatieonderzoek................................................33
BrandAsset Valuator van Young & Rubicam.........................................................................33
BrandZ van WPP...................................................................................................................34
EquiTrend van Harris Interactive..........................................................................................35
Brand Power van CoreBrand.................................................................................................35
Most Admired Companies van Fortune................................................................................35
Het ‘RepTrak-systeem’ van het Reputation Institute............................................................36
23 februari – Les 2............................................................................................................................37
Wanneer is communicatie succesvol?..........................................................................................37
Het vertalen van Sustainable Corporate Story naar doelgroepen................................................38
2 maart – Les 3.................................................................................................................................38
Het vakgebied...............................................................................................................................39
De discretionaire macht van managers........................................................................................39
Corporate Social Responsibility....................................................................................................40
Corporate communicatie en CSR..............................................................................................40
CSR vanuit stakeholdersperspectief..........................................................................................41
9 maart – Les 4.................................................................................................................................41
Corporate Social Responsibility....................................................................................................41
CSR: een problematisch concept..............................................................................................41
Piramide van CSR......................................................................................................................41
“Catch 22” van CSR-communicatie...........................................................................................42
Twee processen van CSR-communicatie...................................................................................42
16 maart – Les 5...............................................................................................................................43
Identiteit.......................................................................................................................................43
Organisatie-identiteitmix..............................................................................................................43
Identiteitskenmerken die ertoe doen.......................................................................................43
AC2ID-model van Balmer..............................................................................................................44
Vier visies op identiteit volgens van Riel.......................................................................................44
Het nut en risico van hybride en multiple identiteiten.................................................................44
Van identiteit naar identificatie....................................................................................................45
Organisatie-identiteit meten........................................................................................................45
Meetmethoden gelinkt aan de corporate identity-mix gedrag.................................................45
Meetmethoden gelinkt aan de corporate identity-mix communicatie.....................................45
Meetmethoden gelinkt aan corporate identity-mix symbolen.................................................46
23 maart – Les 6...............................................................................................................................46
Reputatie......................................................................................................................................46
3|Pagina
, Verschillen tussen reputatie en imago......................................................................................46
Reputatieniveaus......................................................................................................................47
Hoe komen reputaties tot stand?.............................................................................................47
Relevantie.................................................................................................................................47
Visies op reputatie........................................................................................................................47
Verklaringen vanuit de psychologie..........................................................................................48
Verklaringen vanuit de economie.............................................................................................49
Verklaringen vanuit strategisch management..........................................................................49
Verklaringen vanuit de sociologie.............................................................................................49
Verklaringen vanuit de organisatiekunde.................................................................................50
Reputatie meten...........................................................................................................................50
30 maart – Les 7: Gastcollege Eveline de Ridder..............................................................................50
The Iceberg Theory.......................................................................................................................50
Definition of a crisis......................................................................................................................52
Evolution of a crisis.......................................................................................................................52
Crisis Handling and stand-by.....................................................................................................54
Crisis communicatie......................................................................................................................54
Biggest mistakes.......................................................................................................................54
Wrap-up........................................................................................................................................55
Whyte’s 10 golden rules for crisis communication...................................................................55
27 april – Les 8: Gastcollege Luc Suykens.........................................................................................55
Het ecosysteem van commerciële communicatie........................................................................55
De 7 hoofdzonden in reclame.......................................................................................................58
Brands for good............................................................................................................................58
4 mei – Les 9: Gastcollege Ann Caluwaerts.......................................................................................59
People & Brand.............................................................................................................................59
Wie zijn wij?..................................................................................................................................59
Reputatiemanagement: Telenet’s aanpak....................................................................................60
Waar wordt een mening gevormd?..........................................................................................60
Meten is weten.........................................................................................................................60
wat is er veranderd voor merken tijdens en na COVID-19?......................................................61
Reputatiemanagement tips......................................................................................................62
11 mei – Les 10: Gastcollege Bob Vermeir........................................................................................62
Introductie....................................................................................................................................62
VRT Communicatie...............................................................................................................63
Missie en visie...............................................................................................................................63
4|Pagina
Samenvatting Corporate Communication..............................................................................................1
9 februari – Les 1................................................................................................................................6
Hoofdstuk 1: Corporate communication: opkomst van een nieuw vakgebied...............................6
Succes boeken met communicatie.............................................................................................6
Van fragmentatie tot integratie..................................................................................................6
Corporate branding en communicatie........................................................................................6
Wat is er nodig voor effectieve communicatie?.........................................................................7
Verschillende vormen van communicatie...................................................................................8
Managementcommunicatie....................................................................................................8
Marketingcommunicatie.........................................................................................................8
Organisatiecommunicatie.......................................................................................................9
Het perspectief van corporate communicatie............................................................................9
Hoofdtaken van corporate communicatie..............................................................................9
Definitie van corporate communicatie.................................................................................10
Wanneer is corporate communicatie succesvol?......................................................................10
Succes van communicatie blijkt uit veranderingen in kennis, houding en gedrag................10
Succes van communicatie is terug te voeren tot eerlijkheid en symmetrie..........................10
Succes van communicatie betekent accountable zijn...........................................................11
Hoofdstuk 2: Recente inzichten op het gebied van organisatie-identiteit....................................11
Inleiding....................................................................................................................................11
Praktijk: drie belangen, drie uitgangspunten............................................................................12
Designers over identiteit.......................................................................................................12
Verandermanagers over identiteit........................................................................................12
Communicatieadviseurs over identiteit................................................................................12
Onderlinge samenhang.........................................................................................................12
Interpretaties van het begrip ‘organisatie-identiteit’...............................................................12
Herkomst en ontwikkeling van het begrip............................................................................13
De organisatie-identiteitsmix................................................................................................13
Identiteitskenmerken die ertoe doen.......................................................................................14
Organisatie-identiteit in soorten en maten..........................................................................14
Het nut en risico van multiple en hybrid indentities.............................................................15
Van identiteit naar identificatie................................................................................................15
Conclusie..................................................................................................................................16
Hoofdstuk 3: Organisatie-identiteit tastbaar maken door te meten............................................16
1|Pagina
, Inleiding....................................................................................................................................16
Gewenste organisatie-identiteit...............................................................................................16
De spinnenwebmethode.......................................................................................................16
De stermethode....................................................................................................................17
Waargenomen organisatie-identiteit........................................................................................18
Toegepaste organisatie-identiteit.............................................................................................18
Geprojecteerde identiteit meten..............................................................................................18
Corporate identity mix..............................................................................................................19
Gedrag..................................................................................................................................19
Communicatie.......................................................................................................................20
Symbolen..............................................................................................................................21
Hoofdstuk 4: Recente inzichten op het gebied van corporate reputatie......................................21
Inleiding....................................................................................................................................21
Reputaties in de politiek.......................................................................................................22
Is onderzoek echt nodig?......................................................................................................22
Verschillen tussen imago en reputatie......................................................................................22
Begripsbepaling........................................................................................................................23
Reputatieniveaus......................................................................................................................23
Hoe komen reputaties tot stand?.........................................................................................23
Relevantie.................................................................................................................................24
Verschillende visies op reputatie..............................................................................................24
Verklaringen vanuit de psychologie......................................................................................25
Verklaringen vanuit de economie.........................................................................................26
Verklaringen vanuit strategisch management......................................................................27
Verklaringen vanuit de sociologie.........................................................................................27
Verklaringen vanuit de organisatiekunde.............................................................................28
Hoofdstuk 5: Reputatie meten.....................................................................................................28
Inleiding....................................................................................................................................28
Algemene uitgangspunten van reputatieonderzoek.................................................................28
Generieke meetmethoden.......................................................................................................29
Kelly Repertory Grid..............................................................................................................30
Natural Grouping..................................................................................................................30
Q-sorting...............................................................................................................................31
Photo-sorting........................................................................................................................31
Card-sorting..........................................................................................................................32
Attitudemethode..................................................................................................................32
2|Pagina
, Specifieke meetmethoden: toegepast op reputatieonderzoek................................................33
BrandAsset Valuator van Young & Rubicam.........................................................................33
BrandZ van WPP...................................................................................................................34
EquiTrend van Harris Interactive..........................................................................................35
Brand Power van CoreBrand.................................................................................................35
Most Admired Companies van Fortune................................................................................35
Het ‘RepTrak-systeem’ van het Reputation Institute............................................................36
23 februari – Les 2............................................................................................................................37
Wanneer is communicatie succesvol?..........................................................................................37
Het vertalen van Sustainable Corporate Story naar doelgroepen................................................38
2 maart – Les 3.................................................................................................................................38
Het vakgebied...............................................................................................................................39
De discretionaire macht van managers........................................................................................39
Corporate Social Responsibility....................................................................................................40
Corporate communicatie en CSR..............................................................................................40
CSR vanuit stakeholdersperspectief..........................................................................................41
9 maart – Les 4.................................................................................................................................41
Corporate Social Responsibility....................................................................................................41
CSR: een problematisch concept..............................................................................................41
Piramide van CSR......................................................................................................................41
“Catch 22” van CSR-communicatie...........................................................................................42
Twee processen van CSR-communicatie...................................................................................42
16 maart – Les 5...............................................................................................................................43
Identiteit.......................................................................................................................................43
Organisatie-identiteitmix..............................................................................................................43
Identiteitskenmerken die ertoe doen.......................................................................................43
AC2ID-model van Balmer..............................................................................................................44
Vier visies op identiteit volgens van Riel.......................................................................................44
Het nut en risico van hybride en multiple identiteiten.................................................................44
Van identiteit naar identificatie....................................................................................................45
Organisatie-identiteit meten........................................................................................................45
Meetmethoden gelinkt aan de corporate identity-mix gedrag.................................................45
Meetmethoden gelinkt aan de corporate identity-mix communicatie.....................................45
Meetmethoden gelinkt aan corporate identity-mix symbolen.................................................46
23 maart – Les 6...............................................................................................................................46
Reputatie......................................................................................................................................46
3|Pagina
, Verschillen tussen reputatie en imago......................................................................................46
Reputatieniveaus......................................................................................................................47
Hoe komen reputaties tot stand?.............................................................................................47
Relevantie.................................................................................................................................47
Visies op reputatie........................................................................................................................47
Verklaringen vanuit de psychologie..........................................................................................48
Verklaringen vanuit de economie.............................................................................................49
Verklaringen vanuit strategisch management..........................................................................49
Verklaringen vanuit de sociologie.............................................................................................49
Verklaringen vanuit de organisatiekunde.................................................................................50
Reputatie meten...........................................................................................................................50
30 maart – Les 7: Gastcollege Eveline de Ridder..............................................................................50
The Iceberg Theory.......................................................................................................................50
Definition of a crisis......................................................................................................................52
Evolution of a crisis.......................................................................................................................52
Crisis Handling and stand-by.....................................................................................................54
Crisis communicatie......................................................................................................................54
Biggest mistakes.......................................................................................................................54
Wrap-up........................................................................................................................................55
Whyte’s 10 golden rules for crisis communication...................................................................55
27 april – Les 8: Gastcollege Luc Suykens.........................................................................................55
Het ecosysteem van commerciële communicatie........................................................................55
De 7 hoofdzonden in reclame.......................................................................................................58
Brands for good............................................................................................................................58
4 mei – Les 9: Gastcollege Ann Caluwaerts.......................................................................................59
People & Brand.............................................................................................................................59
Wie zijn wij?..................................................................................................................................59
Reputatiemanagement: Telenet’s aanpak....................................................................................60
Waar wordt een mening gevormd?..........................................................................................60
Meten is weten.........................................................................................................................60
wat is er veranderd voor merken tijdens en na COVID-19?......................................................61
Reputatiemanagement tips......................................................................................................62
11 mei – Les 10: Gastcollege Bob Vermeir........................................................................................62
Introductie....................................................................................................................................62
VRT Communicatie...............................................................................................................63
Missie en visie...............................................................................................................................63
4|Pagina
