STRATEGISCHE COMMUNICATIE
Table of Contents
H1 & 2: INTRODUCTIE VAN STRAT COM..................................................................................3
DEFINIERING VAN STRAT COM............................................................................................................................. 3
intro................................................................................................................................................................... 3
cruciale elementen van strategische communicatie.......................................................................................... 4
Specifiek domeingebonden................................................................................................................................ 5
In diverse vormen en via diverse kanalen.......................................................................................................... 6
impact............................................................................................................................................................... 7
strategy............................................................................................................................................................. 7
STRATEGISCHE COMMUNICATIE IN CONTEMPORARY ORGANIZATIONS............................................................................8
Linken met andere disciplines & corporate communicatie................................................................................. 8
4 benaderingen v strategische communicatie................................................................................................. 10
evolutie van strat com..................................................................................................................................... 11
belang van en kritiek op lineaire modellen...................................................................................................... 16
5 axiomas........................................................................................................................................................ 18
3 effecten v strat comm................................................................................................................................... 18
maatschappelijke trends & strategische communicatie................................................................................... 19
Strategische communicatie binnen netwerk benadering.................................................................................. 20
Nieuwe visie op strategische communicatie.................................................................................................... 21
Model van Grunig & hunt................................................................................................................................. 22
PROPAGANDA - publiciteit................................................................................................................................ 23
spin - publiciteit............................................................................................................................................... 23
publieke informatie.......................................................................................................................................... 24
persuasieve communicatie & promotie - assymetrische two-way communicatie.............................................24
Symmetrische two-way communicatie............................................................................................................. 25
GASTLES: ARBEIDSMARKTCOMMUNICATIE & EMPLOYER BRANDING.......................................25
1/ ARBEIDSMARKTCOMMUNICATIE............................................................................................................ 26
HRM = human relations management............................................................................................................. 26
Employer Branding = bedrijf voorstellen als een grote goede werkgever........................................................29
Jobmarketing (AMC)......................................................................................................................................... 30
Sociale rekrutering (AMC)................................................................................................................................ 30
2/ MEDIARELATIES.................................................................................................................................... 30
Voordelen redactionele zichtbaarheid (geloofwaardigheid & quasi gratis).......................................................31
Nieuwscriteria.................................................................................................................................................. 31
Middelen.......................................................................................................................................................... 31
Persbericht...................................................................................................................................................... 31
Persconferentie................................................................................................................................................ 32
Interview.......................................................................................................................................................... 32
TOEPASSING: REKRUTERING BIJ DEFENSIE........................................................................................................... 33
Middelen AMC.................................................................................................................................................. 33
H3:..................................................................................................................................... 33
VERANDEREND MEDIALANDSCHAP..................................................................................................................... 33
traditionele vs veranderende media omgeving................................................................................................ 34
peso model...................................................................................................................................................... 34
Mogelijkheden verander medialandschap........................................................................................................ 35
uitdagingen veranderend medialandschap...................................................................................................... 35
Integratie van AI in strategische communicatie............................................................................................... 36
H4: STRATEGIE & STAKEHOLDER THEORIE............................................................................40
VERSCHILLENDE PERSPECTIEVEN MBT ORGANISATIESTRATEGIE.................................................................................40
STAKEHOLDER MANAGEMENT............................................................................................................................ 45
, Stakeholder theorie......................................................................................................................................... 45
Van stakeholder management naar engagement............................................................................................ 48
Belang v dialoog & organisatorisch luisteren................................................................................................... 49
stakeholder communicatie............................................................................................................................... 52
van stakeholder identificatie en mapping tot communicatie........................................................................ 52
Belang v publieke participatie...................................................................................................................... 56
H5: CORPORATE REPUTATIE, IDENTITEIT & BRANDING...........................................................60
CORPORATE REPUTATIE................................................................................................................................... 60
CORPORATE IDENTITEIT.................................................................................................................................. 62
BELANG V ALIGNMENT.................................................................................................................................... 65
CORPORATE BRANDING................................................................................................................................... 67
Belang v merkbekendheid & belang v type merkassociaties........................................................................... 68
Positionering.................................................................................................................................................... 71
Drie benaderingen van corporate branding..................................................................................................... 71
H?: CSR & COMMUNICATIEPLAN........................................................................................... 72
DEFINIERING EN ONTSTAAN V CSR.................................................................................................................... 72
STRATEGISCHE WAARDE V CSR....................................................................................................................... 75
VERSCHILLENDE BENADERINGEN V CSR............................................................................................................. 76
BELANG V CSR RAPPORTERING........................................................................................................................ 78
RELATIE TSSN CSR BELEID & COMMUNICATIE..................................................................................................... 79
6 DIMENSIES VR EFFECTIEVE CSR..................................................................................................................... 80
KADER VR EFFECTIEVE CSR............................................................................................................................ 81
GEVAAR V GREENWASHING.............................................................................................................................. 83
H6: COMMUNICATIEPLAN..................................................................................................... 84
1. SITUATIE-ANALYSE..................................................................................................................................... 84
2. STRATEGIE............................................................................................................................................... 87
Segmentatie & targeting................................................................................................................................. 87
gedragsanalyse............................................................................................................................................ 88
persona........................................................................................................................................................ 89
Positionering & kernboodschap........................................................................................................................ 90
doelstellingen (ifv bugettering)........................................................................................................................ 93
KPI’s............................................................................................................................................................. 94
TACTIEKEN................................................................................................................................................... 95
Creatieve strategie.......................................................................................................................................... 95
Mediastrategie & planning............................................................................................................................... 96
EVALUATIE – MONITORING............................................................................................................................... 97
H7: PERSUASIEVE KRACHT VAN STRATEGISCHE COMMUNICATIE............................................98
RETORIEK EN ATTITUDEN................................................................................................................................. 98
ATTITUDE- & GEDRAGSVERANDERINGSMODELLEN.................................................................................................99
BELANG VAN DE ZENDER VAN DE BOODSCHAP (ETHOS).......................................................................................104
CONSTRUCTIE VAN DE BOODSCHAP (LOGOS)..................................................................................................... 105
Kernelementen vd boodschap............................................................................................................. 105
H9: INTERNE COMMUNICATIE.............................................................................................110
ethische interne communicatie – employee voice...............................................................................115
H10: ISSUE- & CRISISCOMMUNICATIE.................................................................................118
BELANG V CRISISCOMMUNICATIE..................................................................................................................... 118
DEFINIERING CRISIS(-COMMUNICATIE).............................................................................................................. 120
VERLOOP & LIFECYCLE VAN EEN CRISIS............................................................................................................ 122
ISSUE-MANAGEMENT.................................................................................................................................... 124
Entreprise risk management............................................................................................................... 124
, Soorten issues..................................................................................................................................... 125
Ontwikkeling van issues...................................................................................................................... 126
Management van issues...................................................................................................................... 127
Corporate Social Advocacy.................................................................................................................. 129
Definiering van corporate social advocacy................................................................................................. 129
Onderliggende theorieën die succes van CSA verklaren............................................................................. 131
Enkele belangrijke factoren van CSA.......................................................................................................... 133
CRISISCOMMUNICATIE................................................................................................................................... 134
Herkennen van crisistypen.................................................................................................................. 135
Alarm activering.................................................................................................................................. 136
Crisiscommunicatie............................................................................................................................. 137
TIMING........................................................................................................................................................... 137
INHOUD......................................................................................................................................................... 138
Non-verbale aspecten.................................................................................................................................... 145
Sociale media................................................................................................................................................ 147
H12: LEIDERSCHAP EN VERANDERING.................................................................................149
MANAGEMENT EN LEIDERSCHAPTHEORIEËN....................................................................................................... 150
1) X, Y, Z Management Theorie........................................................................................................... 150
2) Hygiene-Motivation theory.............................................................................................................. 151
3) Human Motivation Theory............................................................................................................... 151
4) positieve psychologie...................................................................................................................... 152
5) Overzicht leiderschapstijlen............................................................................................................ 153
ORGANISATIES EN VERANDERING.................................................................................................................... 155
6 VERANDERINGSMODELLEN EN ROL VAN COMMUNICATIE.....................................................................................157
1. Lewin’s change model..................................................................................................................... 157
2. 8 steps model van Kotter................................................................................................................ 158
3. Verandering als persuasief proces.................................................................................................. 158
4. Veranderingsproces & communicatie ifv hoeveelheid info & betrokkenheid...................................158
5. Veranderingsproces & communicatie ifv efficientie & consensus....................................................159
6. Change curve’ van Kübler-Ross....................................................................................................... 160
MISINFORMATIE: HOE KUNNEN ORGANISATIES OMGAAN MET CRISIS MISINFORMATIE?.........162
ALGEMENE INLEIDING................................................................................................................................... 162
HOE MISINFORMATIE BESTRIJDEN?................................................................................................................... 163
HOE MOETEN ORGANISATIES REAGEREN OP CRISIS-MISINFORMATIE?.......................................................................167
Algemene inleiding............................................................................................................................. 167
Belang van mate van detail van weerlegging & ondersteuning door werknemers..............................168
Belang van timing (prebunking vs. debunking)...................................................................................169
H1 & 2: INTRODUCTIE VAN STRAT COM
DEFINIERING VAN STRAT COM
INTRO
Strategische communicatie =/= eufemisme vr manipulatie
o Er kan een manipulatief kantje zijn maar deels
o Kijken nr welke context/intentie
, o Strat com = het hele domein v info
Strat com =/= top-down
o Vroeger wel, nu niet meer
Belang v sociale media = meer actieve stemmen met meningen
Flexibiliteit v ontvanger nodig
Altijd en overal NVC aanwezig
o Axioma "Je kan als org niet niet communiceren"
Belang v ENC/DEC
o Ontvanger beslist welke betekenis eraan w gelinkt
o Belang v monitoren, luisteren, reageren
CRUCIALE ELEMENTEN VAN STRATEGISCHE COMMUNICATIE
Reputatie management
o Nadruk leggen op marketing & promoten v producten
o Begin bij identiteit v organisatie
Wrvoor wil je als organisatie staan, de branding, gebruik v corporate branding
Bij rebranding goed de identiteit vertaling nr reputaite
o Het beeld dat je hebt bij anderen --> afh v ontv (geen contrôle hierover)
B2B
o Businesscommunicaite
o Aandelen, jaarversalgen, contracten met leveranciers,…
o Veel inspanning nr com, relaties onderhouden met B2B partners
Stakeholderscomm & burgerparticipatie
o Verplicht het om dialoog mogelijk te maken
Corporate social responsibility
o Org hebben maatschappelijke verantwoordelijkheid --> EVOLUTIE
o Vroeger = pampers ad
o Nu = patagonia
=> nu verwacht men veel meer v org (niet alleen "simpele donatie", we verwachten dat
org daadwerkelijk in hun productieproces een maatschappelijke verantw opnemen
Issue- & crisiscomm
o Constant paraat zijn vr een crisis
Vb operationele crisissen (werking stillelgen), pseudocrisissen (geruchten, roddels,…)
Als org de zwaarte afwegenv
Table of Contents
H1 & 2: INTRODUCTIE VAN STRAT COM..................................................................................3
DEFINIERING VAN STRAT COM............................................................................................................................. 3
intro................................................................................................................................................................... 3
cruciale elementen van strategische communicatie.......................................................................................... 4
Specifiek domeingebonden................................................................................................................................ 5
In diverse vormen en via diverse kanalen.......................................................................................................... 6
impact............................................................................................................................................................... 7
strategy............................................................................................................................................................. 7
STRATEGISCHE COMMUNICATIE IN CONTEMPORARY ORGANIZATIONS............................................................................8
Linken met andere disciplines & corporate communicatie................................................................................. 8
4 benaderingen v strategische communicatie................................................................................................. 10
evolutie van strat com..................................................................................................................................... 11
belang van en kritiek op lineaire modellen...................................................................................................... 16
5 axiomas........................................................................................................................................................ 18
3 effecten v strat comm................................................................................................................................... 18
maatschappelijke trends & strategische communicatie................................................................................... 19
Strategische communicatie binnen netwerk benadering.................................................................................. 20
Nieuwe visie op strategische communicatie.................................................................................................... 21
Model van Grunig & hunt................................................................................................................................. 22
PROPAGANDA - publiciteit................................................................................................................................ 23
spin - publiciteit............................................................................................................................................... 23
publieke informatie.......................................................................................................................................... 24
persuasieve communicatie & promotie - assymetrische two-way communicatie.............................................24
Symmetrische two-way communicatie............................................................................................................. 25
GASTLES: ARBEIDSMARKTCOMMUNICATIE & EMPLOYER BRANDING.......................................25
1/ ARBEIDSMARKTCOMMUNICATIE............................................................................................................ 26
HRM = human relations management............................................................................................................. 26
Employer Branding = bedrijf voorstellen als een grote goede werkgever........................................................29
Jobmarketing (AMC)......................................................................................................................................... 30
Sociale rekrutering (AMC)................................................................................................................................ 30
2/ MEDIARELATIES.................................................................................................................................... 30
Voordelen redactionele zichtbaarheid (geloofwaardigheid & quasi gratis).......................................................31
Nieuwscriteria.................................................................................................................................................. 31
Middelen.......................................................................................................................................................... 31
Persbericht...................................................................................................................................................... 31
Persconferentie................................................................................................................................................ 32
Interview.......................................................................................................................................................... 32
TOEPASSING: REKRUTERING BIJ DEFENSIE........................................................................................................... 33
Middelen AMC.................................................................................................................................................. 33
H3:..................................................................................................................................... 33
VERANDEREND MEDIALANDSCHAP..................................................................................................................... 33
traditionele vs veranderende media omgeving................................................................................................ 34
peso model...................................................................................................................................................... 34
Mogelijkheden verander medialandschap........................................................................................................ 35
uitdagingen veranderend medialandschap...................................................................................................... 35
Integratie van AI in strategische communicatie............................................................................................... 36
H4: STRATEGIE & STAKEHOLDER THEORIE............................................................................40
VERSCHILLENDE PERSPECTIEVEN MBT ORGANISATIESTRATEGIE.................................................................................40
STAKEHOLDER MANAGEMENT............................................................................................................................ 45
, Stakeholder theorie......................................................................................................................................... 45
Van stakeholder management naar engagement............................................................................................ 48
Belang v dialoog & organisatorisch luisteren................................................................................................... 49
stakeholder communicatie............................................................................................................................... 52
van stakeholder identificatie en mapping tot communicatie........................................................................ 52
Belang v publieke participatie...................................................................................................................... 56
H5: CORPORATE REPUTATIE, IDENTITEIT & BRANDING...........................................................60
CORPORATE REPUTATIE................................................................................................................................... 60
CORPORATE IDENTITEIT.................................................................................................................................. 62
BELANG V ALIGNMENT.................................................................................................................................... 65
CORPORATE BRANDING................................................................................................................................... 67
Belang v merkbekendheid & belang v type merkassociaties........................................................................... 68
Positionering.................................................................................................................................................... 71
Drie benaderingen van corporate branding..................................................................................................... 71
H?: CSR & COMMUNICATIEPLAN........................................................................................... 72
DEFINIERING EN ONTSTAAN V CSR.................................................................................................................... 72
STRATEGISCHE WAARDE V CSR....................................................................................................................... 75
VERSCHILLENDE BENADERINGEN V CSR............................................................................................................. 76
BELANG V CSR RAPPORTERING........................................................................................................................ 78
RELATIE TSSN CSR BELEID & COMMUNICATIE..................................................................................................... 79
6 DIMENSIES VR EFFECTIEVE CSR..................................................................................................................... 80
KADER VR EFFECTIEVE CSR............................................................................................................................ 81
GEVAAR V GREENWASHING.............................................................................................................................. 83
H6: COMMUNICATIEPLAN..................................................................................................... 84
1. SITUATIE-ANALYSE..................................................................................................................................... 84
2. STRATEGIE............................................................................................................................................... 87
Segmentatie & targeting................................................................................................................................. 87
gedragsanalyse............................................................................................................................................ 88
persona........................................................................................................................................................ 89
Positionering & kernboodschap........................................................................................................................ 90
doelstellingen (ifv bugettering)........................................................................................................................ 93
KPI’s............................................................................................................................................................. 94
TACTIEKEN................................................................................................................................................... 95
Creatieve strategie.......................................................................................................................................... 95
Mediastrategie & planning............................................................................................................................... 96
EVALUATIE – MONITORING............................................................................................................................... 97
H7: PERSUASIEVE KRACHT VAN STRATEGISCHE COMMUNICATIE............................................98
RETORIEK EN ATTITUDEN................................................................................................................................. 98
ATTITUDE- & GEDRAGSVERANDERINGSMODELLEN.................................................................................................99
BELANG VAN DE ZENDER VAN DE BOODSCHAP (ETHOS).......................................................................................104
CONSTRUCTIE VAN DE BOODSCHAP (LOGOS)..................................................................................................... 105
Kernelementen vd boodschap............................................................................................................. 105
H9: INTERNE COMMUNICATIE.............................................................................................110
ethische interne communicatie – employee voice...............................................................................115
H10: ISSUE- & CRISISCOMMUNICATIE.................................................................................118
BELANG V CRISISCOMMUNICATIE..................................................................................................................... 118
DEFINIERING CRISIS(-COMMUNICATIE).............................................................................................................. 120
VERLOOP & LIFECYCLE VAN EEN CRISIS............................................................................................................ 122
ISSUE-MANAGEMENT.................................................................................................................................... 124
Entreprise risk management............................................................................................................... 124
, Soorten issues..................................................................................................................................... 125
Ontwikkeling van issues...................................................................................................................... 126
Management van issues...................................................................................................................... 127
Corporate Social Advocacy.................................................................................................................. 129
Definiering van corporate social advocacy................................................................................................. 129
Onderliggende theorieën die succes van CSA verklaren............................................................................. 131
Enkele belangrijke factoren van CSA.......................................................................................................... 133
CRISISCOMMUNICATIE................................................................................................................................... 134
Herkennen van crisistypen.................................................................................................................. 135
Alarm activering.................................................................................................................................. 136
Crisiscommunicatie............................................................................................................................. 137
TIMING........................................................................................................................................................... 137
INHOUD......................................................................................................................................................... 138
Non-verbale aspecten.................................................................................................................................... 145
Sociale media................................................................................................................................................ 147
H12: LEIDERSCHAP EN VERANDERING.................................................................................149
MANAGEMENT EN LEIDERSCHAPTHEORIEËN....................................................................................................... 150
1) X, Y, Z Management Theorie........................................................................................................... 150
2) Hygiene-Motivation theory.............................................................................................................. 151
3) Human Motivation Theory............................................................................................................... 151
4) positieve psychologie...................................................................................................................... 152
5) Overzicht leiderschapstijlen............................................................................................................ 153
ORGANISATIES EN VERANDERING.................................................................................................................... 155
6 VERANDERINGSMODELLEN EN ROL VAN COMMUNICATIE.....................................................................................157
1. Lewin’s change model..................................................................................................................... 157
2. 8 steps model van Kotter................................................................................................................ 158
3. Verandering als persuasief proces.................................................................................................. 158
4. Veranderingsproces & communicatie ifv hoeveelheid info & betrokkenheid...................................158
5. Veranderingsproces & communicatie ifv efficientie & consensus....................................................159
6. Change curve’ van Kübler-Ross....................................................................................................... 160
MISINFORMATIE: HOE KUNNEN ORGANISATIES OMGAAN MET CRISIS MISINFORMATIE?.........162
ALGEMENE INLEIDING................................................................................................................................... 162
HOE MISINFORMATIE BESTRIJDEN?................................................................................................................... 163
HOE MOETEN ORGANISATIES REAGEREN OP CRISIS-MISINFORMATIE?.......................................................................167
Algemene inleiding............................................................................................................................. 167
Belang van mate van detail van weerlegging & ondersteuning door werknemers..............................168
Belang van timing (prebunking vs. debunking)...................................................................................169
H1 & 2: INTRODUCTIE VAN STRAT COM
DEFINIERING VAN STRAT COM
INTRO
Strategische communicatie =/= eufemisme vr manipulatie
o Er kan een manipulatief kantje zijn maar deels
o Kijken nr welke context/intentie
, o Strat com = het hele domein v info
Strat com =/= top-down
o Vroeger wel, nu niet meer
Belang v sociale media = meer actieve stemmen met meningen
Flexibiliteit v ontvanger nodig
Altijd en overal NVC aanwezig
o Axioma "Je kan als org niet niet communiceren"
Belang v ENC/DEC
o Ontvanger beslist welke betekenis eraan w gelinkt
o Belang v monitoren, luisteren, reageren
CRUCIALE ELEMENTEN VAN STRATEGISCHE COMMUNICATIE
Reputatie management
o Nadruk leggen op marketing & promoten v producten
o Begin bij identiteit v organisatie
Wrvoor wil je als organisatie staan, de branding, gebruik v corporate branding
Bij rebranding goed de identiteit vertaling nr reputaite
o Het beeld dat je hebt bij anderen --> afh v ontv (geen contrôle hierover)
B2B
o Businesscommunicaite
o Aandelen, jaarversalgen, contracten met leveranciers,…
o Veel inspanning nr com, relaties onderhouden met B2B partners
Stakeholderscomm & burgerparticipatie
o Verplicht het om dialoog mogelijk te maken
Corporate social responsibility
o Org hebben maatschappelijke verantwoordelijkheid --> EVOLUTIE
o Vroeger = pampers ad
o Nu = patagonia
=> nu verwacht men veel meer v org (niet alleen "simpele donatie", we verwachten dat
org daadwerkelijk in hun productieproces een maatschappelijke verantw opnemen
Issue- & crisiscomm
o Constant paraat zijn vr een crisis
Vb operationele crisissen (werking stillelgen), pseudocrisissen (geruchten, roddels,…)
Als org de zwaarte afwegenv
