Reputatie & relatie -
samenvatting
2024
,2023 Reputatie Tentamenstof
Inhoudsopgave
Kick-off Reputatie & relatie ................................................................................................................. 4
Reputatiemanagement ................................................................................................................... 4
Business as a force for good ............................................................................................................ 4
Stakeholder management .............................................................................................................. 4
Informeren vs samenwerken ........................................................................................................... 5
Gedragsverandering ........................................................................................................................ 5
Merk als mens .................................................................................................................................... 5
Kenmerken van een crisis ................................................................................................................ 5
RepTrak – De dimensies van reputatie ........................................................................................... 6
Issue .................................................................................................................................................... 7
Media: canvas, platform, katalysator, waakhond ....................................................................... 7
Framing & labeling............................................................................................................................ 7
(Mogelijke) rol organisatie: agendasetting ................................................................................... 8
Trends / issues / hypes ...................................................................................................................... 8
Stakeholdermanagement ............................................................................................................... 8
Stakholdermanagement ..................................................................................................................... 9
Stakeholdermanagement-modellen ........................................................................................... 11
Power-/interest matrix ................................................................................................................ 11
Grunig organizational linkage model ...................................................................................... 11
Stakeholder salience model ..................................................................................................... 12
Typen stakeholders ..................................................................................................................... 12
Overeenstemmingsdiagram ..................................................................................................... 12
Issue .................................................................................................................................................... 13
Strategie aanvallen ........................................................................................................................ 13
Strategie negeren of duiken.......................................................................................................... 13
Issue doorschuiven.......................................................................................................................... 13
Issue omarmen ................................................................................................................................ 13
Perspectievenmodel ......................................................................................................................... 14
Kernbelofte ......................................................................................................................................... 14
Perceptuele vermenselijking ......................................................................................................... 15
Personifierende vermenselijking .................................................................................................... 16
(in)directe vermenselijking ............................................................................................................. 16
Gedragmatige vermenselijking .................................................................................................... 16
Vergelijkende vermenselijking ....................................................................................................... 16
Gedrag & gedragsverandering.......................................................................................................... 2
Dual processing theorie vs. Daniel Kahneman ............................................................................. 2
1
,2023 Reputatie Tentamenstof
Decoy ................................................................................................................................................. 2
effect .................................................................................................................................................. 2
Wet van de kleine getallen ............................................................................................................. 2
Selectieve perceptie ........................................................................................................................ 2
Gedragsverandering ........................................................................................................................... 1
Veranderen (beinvloeden) van gedrag........................................................................................ 1
1. veranderen van eigen gedrag............................................................................................... 1
2. hoe beinvloed je gedrag van stakeholders?........................................................................ 1
Inspelen op automatisch gedrag ................................................................................................... 2
BJ Fogg model .................................................................................................................................. 3
De prompt ..................................................................................................................................... 3
Motivatie en ability ....................................................................................................................... 3
Wisselwerking bij het Fogg Behavior Model ................................................................................... 4
Verandering van gedrag van de organisatie en de mewerkers.................................................... 6
Kernboodschap ................................................................................................................................... 7
Kernboodschap opbouw ................................................................................................................ 7
Samenhang: Kernbelofte en kernboodschap per stakeholder .................................................. 7
Communicatiemiddelen? Interventies? ........................................................................................ 8
Accountability............................................................................................................................... 8
Crisismanagement............................................................................................................................... 9
Crisiscommunicatie: overheid vs bedrijfsleven.............................................................................. 9
Het crisiscommunicatieplan (outline) ........................................................................................... 10
Inschatting van de risicogevoeligheid van het bedrijf: Risico-scan ......................................... 10
Impact van de crisis........................................................................................................................ 10
Omgevingsanalyse ......................................................................................................................... 11
BOB-model ....................................................................................................................................... 11
Communicatieboodschap............................................................................................................ 11
Inzet middelen ................................................................................................................................. 12
Crisismanagementteam ................................................................................................................... 12
Vuistregels crisiscommunicatie ...................................................................................................... 13
Koude en warme fase ....................................................................................................................... 13
Omgaan met de pers: de 10 geboden ........................................................................................... 14
Interne communicatie ....................................................................................................................... 14
Werkinformatie ................................................................................................................................ 14
Kennismanagement ....................................................................................................................... 14
Beleidsinformatie ............................................................................................................................. 15
Engagement ................................................................................................................................... 15
2
, 2023 Reputatie Tentamenstof
Wat levert interne communicatie op? ......................................................................................... 15
Van interne communicatie naar internal branding ................................................................... 15
Wat levert interenal branding op? ........................................................................................... 15
Middelen ............................................................................................................................................. 16
Ethiek en communicatie: waarom is het belangrijk? ................................................................. 17
Bungler (knoeier)......................................................................................................................... 17
Smuggler (smokkelaar) .............................................................................................................. 18
Sleuth (speurneus/detective) .................................................................................................... 18
3
samenvatting
2024
,2023 Reputatie Tentamenstof
Inhoudsopgave
Kick-off Reputatie & relatie ................................................................................................................. 4
Reputatiemanagement ................................................................................................................... 4
Business as a force for good ............................................................................................................ 4
Stakeholder management .............................................................................................................. 4
Informeren vs samenwerken ........................................................................................................... 5
Gedragsverandering ........................................................................................................................ 5
Merk als mens .................................................................................................................................... 5
Kenmerken van een crisis ................................................................................................................ 5
RepTrak – De dimensies van reputatie ........................................................................................... 6
Issue .................................................................................................................................................... 7
Media: canvas, platform, katalysator, waakhond ....................................................................... 7
Framing & labeling............................................................................................................................ 7
(Mogelijke) rol organisatie: agendasetting ................................................................................... 8
Trends / issues / hypes ...................................................................................................................... 8
Stakeholdermanagement ............................................................................................................... 8
Stakholdermanagement ..................................................................................................................... 9
Stakeholdermanagement-modellen ........................................................................................... 11
Power-/interest matrix ................................................................................................................ 11
Grunig organizational linkage model ...................................................................................... 11
Stakeholder salience model ..................................................................................................... 12
Typen stakeholders ..................................................................................................................... 12
Overeenstemmingsdiagram ..................................................................................................... 12
Issue .................................................................................................................................................... 13
Strategie aanvallen ........................................................................................................................ 13
Strategie negeren of duiken.......................................................................................................... 13
Issue doorschuiven.......................................................................................................................... 13
Issue omarmen ................................................................................................................................ 13
Perspectievenmodel ......................................................................................................................... 14
Kernbelofte ......................................................................................................................................... 14
Perceptuele vermenselijking ......................................................................................................... 15
Personifierende vermenselijking .................................................................................................... 16
(in)directe vermenselijking ............................................................................................................. 16
Gedragmatige vermenselijking .................................................................................................... 16
Vergelijkende vermenselijking ....................................................................................................... 16
Gedrag & gedragsverandering.......................................................................................................... 2
Dual processing theorie vs. Daniel Kahneman ............................................................................. 2
1
,2023 Reputatie Tentamenstof
Decoy ................................................................................................................................................. 2
effect .................................................................................................................................................. 2
Wet van de kleine getallen ............................................................................................................. 2
Selectieve perceptie ........................................................................................................................ 2
Gedragsverandering ........................................................................................................................... 1
Veranderen (beinvloeden) van gedrag........................................................................................ 1
1. veranderen van eigen gedrag............................................................................................... 1
2. hoe beinvloed je gedrag van stakeholders?........................................................................ 1
Inspelen op automatisch gedrag ................................................................................................... 2
BJ Fogg model .................................................................................................................................. 3
De prompt ..................................................................................................................................... 3
Motivatie en ability ....................................................................................................................... 3
Wisselwerking bij het Fogg Behavior Model ................................................................................... 4
Verandering van gedrag van de organisatie en de mewerkers.................................................... 6
Kernboodschap ................................................................................................................................... 7
Kernboodschap opbouw ................................................................................................................ 7
Samenhang: Kernbelofte en kernboodschap per stakeholder .................................................. 7
Communicatiemiddelen? Interventies? ........................................................................................ 8
Accountability............................................................................................................................... 8
Crisismanagement............................................................................................................................... 9
Crisiscommunicatie: overheid vs bedrijfsleven.............................................................................. 9
Het crisiscommunicatieplan (outline) ........................................................................................... 10
Inschatting van de risicogevoeligheid van het bedrijf: Risico-scan ......................................... 10
Impact van de crisis........................................................................................................................ 10
Omgevingsanalyse ......................................................................................................................... 11
BOB-model ....................................................................................................................................... 11
Communicatieboodschap............................................................................................................ 11
Inzet middelen ................................................................................................................................. 12
Crisismanagementteam ................................................................................................................... 12
Vuistregels crisiscommunicatie ...................................................................................................... 13
Koude en warme fase ....................................................................................................................... 13
Omgaan met de pers: de 10 geboden ........................................................................................... 14
Interne communicatie ....................................................................................................................... 14
Werkinformatie ................................................................................................................................ 14
Kennismanagement ....................................................................................................................... 14
Beleidsinformatie ............................................................................................................................. 15
Engagement ................................................................................................................................... 15
2
, 2023 Reputatie Tentamenstof
Wat levert interne communicatie op? ......................................................................................... 15
Van interne communicatie naar internal branding ................................................................... 15
Wat levert interenal branding op? ........................................................................................... 15
Middelen ............................................................................................................................................. 16
Ethiek en communicatie: waarom is het belangrijk? ................................................................. 17
Bungler (knoeier)......................................................................................................................... 17
Smuggler (smokkelaar) .............................................................................................................. 18
Sleuth (speurneus/detective) .................................................................................................... 18
3
