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Question 1

Uit welke twee stappen bestaat een communication strategy

Answer 1

Bringing stakeholders’ perception in line with the vision of the organization
○ Reinforcing existing reputations of stakeholders if broadly in line with how the organization wants itself to be seen

Question 2

Wat zijn de drie key points van een communication strategy

Answer 2

● Strategy formation = a combination of planned and emergent processes
○ Pre-structured and annually planned programmes + ad hoc, reactive responses that
emerge
● Strategy involves a general direction, not simply plans or tactics
○ More than plans and tactics, it concerns positioning for a longer period of time
● Strategy is about the organization and its environment
○ Try to find the best fit between organization and its external environment

Question 3

Wat moet een corporate communication practitionor kunnen

Answer 3

Understands the business and its strategy
● Needs to have a strategic view of how communication can contribute to corporate and market strategies

Question 4

Hoe zijn de corporate strategy en de communication strategy aan elkaar gelinkt

Answer 4

● Strategic vision for entire organization → Vision: how the company wants to be seen
● Try to achieve that vision and to support the corporate objectives in corporate strategy needs to be translated in the communication strategy
● Stakeholder and reputation issues could affect the corporate strategy

Question 5

Wat is de content van een communication strategy (strategic messaging)

Answer 5

An assesment of the organization reputation and vision
Reputation-vision gap forms the basis for the formulation of a strategic intent

Question 6

Wat zijn de verschillende stages in formulating content

Answer 6

Strategic intent- themed messages- message style
Strategic intent: gap between the reputation and vision that needs to be fixed
Themed messages are direct translations of strategic intent: they emphasize anaspect (an achievement, a capability or value) that the organization wants to
become associated with in the minds of important stakeholder groups

Question 7

Wat is een communication program

Answer 7

Various activities towards targeted internal and external audiences, no pre-set endpoint

Question 8

Welke verschillende message styles zijn er

Answer 8

● Functional orientation: Tangible, physical or concrete capabilities or resources
● Symbolic orientation: Psychosocial needs, preferences, experiences stakeholders
● Industry orientation: Achieve an advantage over competitors in same industry

Question 9

Uit welke message styles bestaat symbolic orientation

Answer 9

Symbolic association message style
■ Psychological differentiation
■ Identifying a set of symbols and values that may come to be associated with
the organization
Emotional message style
■ Use emotional appeals
■ Displaying positive or negative emotions
■ Must be seen authentic

Question 10

Uit welke message styles bestaat industry orientation

Answer 10

Generic message style
■ Claim that does not differentiate from competitors
■ Based on market dominance
Pre-emptive message style
■ Generic-type claim with a suggestion of superiority
■ Differentiation from the nearest competitors

Question 11

Uit welke message style bestaat de functional orientation

Answer 11

Rational message style
■ Superiority claim based upon actual accomplishments
■ Rational argumentation structure

Question 12

Wat is een communication campaign

Answer 12

Events or activities directed towards specific stakeholders, restricted to a single point in time

Question 13

Waaruit het process of planning communication

Answer 13

1: strategic intent
2: define communication objectives
3: identify and prioritize target audiences
4: identify themed messages
5: develop message style
6: develop media strategies styles
7: prepare budget

Question 14

Waaruit bestaat stap 1: strategic intent

Answer 14

• Formulates a change or consolidation of stakeholder reputations of the organization
• Based upon the communication gap

Question 15

Waaruit bestaat stap 2: define communication objectives

Answer 15

• Appeal to stakeholders with a particular message so that they react favourably to it
• Should be as tightly defined as possible
  “SMART” (Specific, measurable, actionable, realistic, timely)

Question 16

Waaruit bestaat stap 3: Identify and prioritize target audiences

Answer 16

• Stakeholder salience model (Ch 3) to identify the most important stakeholder groups.
• Segment those groups into more specific target audiences that are prioritized for a particular program or campaign

Question 17

Waaruit bestaat stap 4: identify themed messages

Answer 17

Decide upon a core message that can be translated into a specific campaign format and message style.
* Themed messages: about organization as a whole or specific areas (products and services, CSR or financial performance)

Question 18

Waaruit bestaat stap 5: develop message style

Answer 18

One of the five message styles
* Different target audiences: use multiple message styles simultaneously
* Organizations often use the same message style to communicate about certain
specific areas

Question 19

Waaruit bestaat stap 6: develop media strategies styles

Answer 19

Identify the most effective and efficient means of reaching the target audiences within the given budgetary constraints.
* Decide upon the right mix of media

Question 20

Waaruit bestaat stap 7: prepare budget

Answer 20

Most of the budget will be spent on (traditional) media buying
Budget determines often a different mix of media than planned