Example of a topdown approach

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Example of a top-down approach
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Strategic Communication

• The process in which members and units of an
  organization act and manage meaning whithin a
  changing (long term) context of policy, structure
  and culture strongly influenced by the
  (perceived) environment
• Become a communication expert, Van Gemert
  Woudstra 2008

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TOCOM

• Organizations enact their own environment
• Door interactie ontstaat een sociaal kader dat
  als referentie dient voor uitwisseling van
  informatie
• Weick, 1972, The social psychology of
  organizations
• Organizationconversationtext Dialoog/discourse/l
  anguage
• Organizational communication, Taylor, 1999

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Soorten interne informatie
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From N.Slangen (2006), Modellen van C. Den Haag,
SDU
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Corporate ID en corporate Imago
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From N. Slangen (2006) Modellen van C. Den Haag,
SDU
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Mission statements

• Over 90 of companies have a mission
• Essential factor contributing to an
  organizations enduring success
• (Bart, Tabone, 1998)
• A broadly defined but enduring statement of
  purpose that distinguishes the organization from
  others of its type and identifies the scope of
  its operation in product (service) and market
  terms (Pearce, 18215)

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Research mission statements

• Companies that expressed a sense of community
  responsibility performed well over a sustained
  period of time.
• Performance based empirical evidence is very thin
• Smith et al, Do missions accomplish their
  missions?, zj

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From BoerCroon, in VGW,2008
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Content mission statement

• Purpose
• Strategy
• Values
• Standards of behavior

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Functies missie (intern, extern)

• Definition
• Differentiation
• Evaluation
• Motivation
• Culture creation
• Renewal
• Support
• Communication
• Van Gemert, Woudstra, Proceedings International
  Business Practice, 1996

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Visie en Strategie
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Developing a communication vision (Lewis 1997, in
VGW, 2008)
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Communication goals

• Kennis, attitude en gedragsdoelen
• Beoogde verandering en effecten (kort/lange
  termijn effecten toe te schrijven aan
  communicatie)
• Consequenties veranderingen voor stakeholders
• Realiseerbaar, uitvoerbaar, acceptabel, coherent,
  consistent, legitiem
• Smart

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Culture/Climate
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Culture/Climate
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Het Competing Values Model (Quinn)
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Positioning
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Scores on values Banking example
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What kind of (communication) processes take place
within this structure?
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Communicatiekanalen en -richtingen
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From VanGemertWoudstra (1998),
TSCommunicatiewetenschap, 26,4
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VanGemertWoudstra (1998), TSvCommunicatiewetensch
ap 26,4
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VanGemertWoudstra (1998), TSvCommunicatiewetensch
ap 26,4
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Stakeholders in the Environment
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Corporate reputatie
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