Public Relations & Reputation Management
Volledige samenvatting
Sessies 1, 2, 4, 5, 7, 8 & 9
Inhoudsopgave
Sessie 1 — Introduction & Stakeholder Communication.......................................................................5
Wat is Public Relations?....................................................................................................................5
Drie definities..............................................................................................................................5
Reputatie..........................................................................................................................................5
Corporate Communication...............................................................................................................5
Geschiedenis van Public Relations....................................................................................................5
Edward Bernays...........................................................................................................................5
PR door de decennia heen................................................................................................................6
PR in de jaren '80 — Restructuring..............................................................................................6
PR in de jaren '90 — Strategic Positioning...................................................................................6
PR in de jaren 2000 — Stakeholder Engagement........................................................................6
PR vandaag..................................................................................................................................6
Stakeholders identificeren................................................................................................................6
Strategisch management: twee visies..............................................................................................6
4 elementen achter het input-output model...............................................................................7
4 elementen achter het stakeholder model................................................................................7
Uitdagingen in het benaderen van stakeholders..............................................................................7
Sessie 2 — Crisis Communication..........................................................................................................8
Wat is een crisis?..............................................................................................................................8
Kenmerken van een crisis.................................................................................................................8
Vier types van crisis (Coombs, 1995)................................................................................................8
Situational Crisis Communication Theory (SCCT)..............................................................................9
Drie clusters van crisistypes.........................................................................................................9
Andere factoren die perceptie van verantwoordelijkheid beïnvloeden......................................9
Attribution Theory............................................................................................................................9
Reputational Capital....................................................................................................................9
Vorming van impressies.............................................................................................................10
PRRM — Samenvatting | Pagina 1 van 33
, Moraliteit versus competentie bij crisis..........................................................................................10
Attributies van crisisverantwoordelijkheid.....................................................................................10
Stappen voor crisis management...................................................................................................10
Contingency plans.....................................................................................................................10
Five-stage framework................................................................................................................11
Crisis communication strategieën...................................................................................................11
Bij lage perceptie van verantwoordelijkheid.............................................................................11
Bij hoge perceptie van verantwoordelijkheid............................................................................11
Sessie 4 — Communication Strategy...................................................................................................12
Wat is strategie?.............................................................................................................................12
Corporate communication strategy................................................................................................12
Definitie van communication strategy............................................................................................12
Tools van Communication Strategy................................................................................................12
Hoe bouw je een campagne? (7 stappen)......................................................................................12
Criteria voor een mediastrategie....................................................................................................13
Sessie 5 — Media Effects & Relations..................................................................................................14
Media effects..................................................................................................................................14
Agenda setting theory....................................................................................................................14
Twee niveaus van agenda setting..............................................................................................14
Drie proposities rond agenda setting.........................................................................................14
Agenda priming..............................................................................................................................14
Voorbeeld — positieve priming.................................................................................................15
Voorbeeld — negatieve priming................................................................................................15
Agenda building..............................................................................................................................15
Effectieve boodschappen construeren...........................................................................................15
De funnel: van exposure naar gedragsverandering...................................................................15
Twee routes van informatieverwerking (ELM)................................................................................16
Framing...........................................................................................................................................16
Drie stappen om effectief te framen.........................................................................................16
De rol van media.............................................................................................................................16
Doel en kerntaken van media relations..........................................................................................17
Verschil in doelen tussen PR en journalistiek............................................................................17
Tools voor media relations.............................................................................................................17
Sessie 7 — Identity..............................................................................................................................18
Social Identity Theory.....................................................................................................................18
Organizational Identity als Social Identity.......................................................................................18
Corporate Identity..........................................................................................................................18
Organizational vs. Corporate Identity........................................................................................18
Kenmerken van een succesvolle corporate identity.......................................................................18
Drie identiteitsconstructen — overzicht.........................................................................................19
Types of Identity Structure.............................................................................................................19
Identity in relatie tot image en reputatie........................................................................................19
Wat corporate identity doet......................................................................................................19
Voordelen van investeren in corporate image..........................................................................20
Reputatie en identiteit....................................................................................................................20
Het Birkigt en Stadler model van corporate identity......................................................................20
Identity, image en reputatie — overzicht.......................................................................................20
Waarom alignment?.......................................................................................................................20
Drie elementen voor alignment.................................................................................................20
Model van Hatch & Schultz (2000).................................................................................................21
Drie kerncomponenten.............................................................................................................21
PRRM — Samenvatting | Pagina 2 van 33
, Drie mogelijke gaps...................................................................................................................21
Take-aways.....................................................................................................................................21
Sessie 8 — Internal Communication....................................................................................................22
Types of Employee Communication...............................................................................................22
Management Communication........................................................................................................22
Corporate Information & Communication Systems (CICS)..............................................................22
Nieuwe technologie........................................................................................................................22
Online platforms voor open interne communicatie........................................................................22
Organizational Identification..........................................................................................................22
Twee determinanten van organizational identification.............................................................23
Employee communication..............................................................................................................23
Balans bevordert sterke identificatie.........................................................................................23
Uitkomsten van goede interne communicatie................................................................................23
Een effectief communicatieklimaat creëren...................................................................................23
Voice, silence en employee participation.......................................................................................24
Oorzaken van organizational silence.........................................................................................24
Leadership......................................................................................................................................24
Transformational vs. Transactional Leadership..............................................................................24
Change............................................................................................................................................24
Leiderschap tijdens verandering................................................................................................25
Types of change.........................................................................................................................25
Communicating change — vijf strategieën.....................................................................................25
Need for efficiency vs. consensus...................................................................................................25
Need for communication efficiency...........................................................................................25
Need for consensus building.....................................................................................................25
Sessie 9 — Corporate Social Responsibility.........................................................................................27
Corporate Citizenship.....................................................................................................................27
Definitie van CSR.............................................................................................................................27
Gemeenschappelijke CSR-domeinen.........................................................................................27
Bottom line.....................................................................................................................................27
Vijf benaderingen van CSR..............................................................................................................28
CSR Codes.......................................................................................................................................28
CSR Communication — drie strategieën.........................................................................................28
CSR Reporting guidelines................................................................................................................28
Community Relations.....................................................................................................................29
CSR Activity vs. CSR Communication...............................................................................................29
Het CSR Promotional Communication Dilemma........................................................................29
Attribution of CSR motives..............................................................................................................29
Studie — hypothesen.....................................................................................................................29
Resultaten.................................................................................................................................29
CSR Fit.............................................................................................................................................29
Corporate channels voor CSR.........................................................................................................30
Externe communicatoren van CSR..................................................................................................30
Third-party endorsements.........................................................................................................30
Communicatiekanaal: werknemers (inside-out approach).............................................................30
Kosten van CSR-communicatie.......................................................................................................30
Voor- en nadelen van low-cost / third-party kanalen................................................................30
Extra — Oefententamen / Issue Management....................................................................................32
Pre-emptive message style.............................................................................................................32
Strategieën rond issues..................................................................................................................32
Reactietiming en ELM.....................................................................................................................32
PRRM — Samenvatting | Pagina 3 van 33
, Geraadpleegde literatuur....................................................................................................................33
PRRM — Samenvatting | Pagina 4 van 33
Volledige samenvatting
Sessies 1, 2, 4, 5, 7, 8 & 9
Inhoudsopgave
Sessie 1 — Introduction & Stakeholder Communication.......................................................................5
Wat is Public Relations?....................................................................................................................5
Drie definities..............................................................................................................................5
Reputatie..........................................................................................................................................5
Corporate Communication...............................................................................................................5
Geschiedenis van Public Relations....................................................................................................5
Edward Bernays...........................................................................................................................5
PR door de decennia heen................................................................................................................6
PR in de jaren '80 — Restructuring..............................................................................................6
PR in de jaren '90 — Strategic Positioning...................................................................................6
PR in de jaren 2000 — Stakeholder Engagement........................................................................6
PR vandaag..................................................................................................................................6
Stakeholders identificeren................................................................................................................6
Strategisch management: twee visies..............................................................................................6
4 elementen achter het input-output model...............................................................................7
4 elementen achter het stakeholder model................................................................................7
Uitdagingen in het benaderen van stakeholders..............................................................................7
Sessie 2 — Crisis Communication..........................................................................................................8
Wat is een crisis?..............................................................................................................................8
Kenmerken van een crisis.................................................................................................................8
Vier types van crisis (Coombs, 1995)................................................................................................8
Situational Crisis Communication Theory (SCCT)..............................................................................9
Drie clusters van crisistypes.........................................................................................................9
Andere factoren die perceptie van verantwoordelijkheid beïnvloeden......................................9
Attribution Theory............................................................................................................................9
Reputational Capital....................................................................................................................9
Vorming van impressies.............................................................................................................10
PRRM — Samenvatting | Pagina 1 van 33
, Moraliteit versus competentie bij crisis..........................................................................................10
Attributies van crisisverantwoordelijkheid.....................................................................................10
Stappen voor crisis management...................................................................................................10
Contingency plans.....................................................................................................................10
Five-stage framework................................................................................................................11
Crisis communication strategieën...................................................................................................11
Bij lage perceptie van verantwoordelijkheid.............................................................................11
Bij hoge perceptie van verantwoordelijkheid............................................................................11
Sessie 4 — Communication Strategy...................................................................................................12
Wat is strategie?.............................................................................................................................12
Corporate communication strategy................................................................................................12
Definitie van communication strategy............................................................................................12
Tools van Communication Strategy................................................................................................12
Hoe bouw je een campagne? (7 stappen)......................................................................................12
Criteria voor een mediastrategie....................................................................................................13
Sessie 5 — Media Effects & Relations..................................................................................................14
Media effects..................................................................................................................................14
Agenda setting theory....................................................................................................................14
Twee niveaus van agenda setting..............................................................................................14
Drie proposities rond agenda setting.........................................................................................14
Agenda priming..............................................................................................................................14
Voorbeeld — positieve priming.................................................................................................15
Voorbeeld — negatieve priming................................................................................................15
Agenda building..............................................................................................................................15
Effectieve boodschappen construeren...........................................................................................15
De funnel: van exposure naar gedragsverandering...................................................................15
Twee routes van informatieverwerking (ELM)................................................................................16
Framing...........................................................................................................................................16
Drie stappen om effectief te framen.........................................................................................16
De rol van media.............................................................................................................................16
Doel en kerntaken van media relations..........................................................................................17
Verschil in doelen tussen PR en journalistiek............................................................................17
Tools voor media relations.............................................................................................................17
Sessie 7 — Identity..............................................................................................................................18
Social Identity Theory.....................................................................................................................18
Organizational Identity als Social Identity.......................................................................................18
Corporate Identity..........................................................................................................................18
Organizational vs. Corporate Identity........................................................................................18
Kenmerken van een succesvolle corporate identity.......................................................................18
Drie identiteitsconstructen — overzicht.........................................................................................19
Types of Identity Structure.............................................................................................................19
Identity in relatie tot image en reputatie........................................................................................19
Wat corporate identity doet......................................................................................................19
Voordelen van investeren in corporate image..........................................................................20
Reputatie en identiteit....................................................................................................................20
Het Birkigt en Stadler model van corporate identity......................................................................20
Identity, image en reputatie — overzicht.......................................................................................20
Waarom alignment?.......................................................................................................................20
Drie elementen voor alignment.................................................................................................20
Model van Hatch & Schultz (2000).................................................................................................21
Drie kerncomponenten.............................................................................................................21
PRRM — Samenvatting | Pagina 2 van 33
, Drie mogelijke gaps...................................................................................................................21
Take-aways.....................................................................................................................................21
Sessie 8 — Internal Communication....................................................................................................22
Types of Employee Communication...............................................................................................22
Management Communication........................................................................................................22
Corporate Information & Communication Systems (CICS)..............................................................22
Nieuwe technologie........................................................................................................................22
Online platforms voor open interne communicatie........................................................................22
Organizational Identification..........................................................................................................22
Twee determinanten van organizational identification.............................................................23
Employee communication..............................................................................................................23
Balans bevordert sterke identificatie.........................................................................................23
Uitkomsten van goede interne communicatie................................................................................23
Een effectief communicatieklimaat creëren...................................................................................23
Voice, silence en employee participation.......................................................................................24
Oorzaken van organizational silence.........................................................................................24
Leadership......................................................................................................................................24
Transformational vs. Transactional Leadership..............................................................................24
Change............................................................................................................................................24
Leiderschap tijdens verandering................................................................................................25
Types of change.........................................................................................................................25
Communicating change — vijf strategieën.....................................................................................25
Need for efficiency vs. consensus...................................................................................................25
Need for communication efficiency...........................................................................................25
Need for consensus building.....................................................................................................25
Sessie 9 — Corporate Social Responsibility.........................................................................................27
Corporate Citizenship.....................................................................................................................27
Definitie van CSR.............................................................................................................................27
Gemeenschappelijke CSR-domeinen.........................................................................................27
Bottom line.....................................................................................................................................27
Vijf benaderingen van CSR..............................................................................................................28
CSR Codes.......................................................................................................................................28
CSR Communication — drie strategieën.........................................................................................28
CSR Reporting guidelines................................................................................................................28
Community Relations.....................................................................................................................29
CSR Activity vs. CSR Communication...............................................................................................29
Het CSR Promotional Communication Dilemma........................................................................29
Attribution of CSR motives..............................................................................................................29
Studie — hypothesen.....................................................................................................................29
Resultaten.................................................................................................................................29
CSR Fit.............................................................................................................................................29
Corporate channels voor CSR.........................................................................................................30
Externe communicatoren van CSR..................................................................................................30
Third-party endorsements.........................................................................................................30
Communicatiekanaal: werknemers (inside-out approach).............................................................30
Kosten van CSR-communicatie.......................................................................................................30
Voor- en nadelen van low-cost / third-party kanalen................................................................30
Extra — Oefententamen / Issue Management....................................................................................32
Pre-emptive message style.............................................................................................................32
Strategieën rond issues..................................................................................................................32
Reactietiming en ELM.....................................................................................................................32
PRRM — Samenvatting | Pagina 3 van 33
, Geraadpleegde literatuur....................................................................................................................33
PRRM — Samenvatting | Pagina 4 van 33
