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Aktionen als Non-Profit-PR: Eine empirische Untersuchung am Beispiel Greenpeace Österreich

Aktionen als Non-Profit-PR: Eine empirische Untersuchung am Beispiel Greenpeace Österreich

          
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About the Book

Ein riesiges Transparent auf einem AKW-Kühlturm oder aneinandergekettete Aktivisten, die ein Werkstor blockieren - jeder kennt solche Aktionen. Die Medien berichten davon und die Leute reden darüber. Aber: Wie interessant ist die x-te Kletteraktion wirklich noch? Und wie passt das Image des wild entschlossenen Verhinderers zu einer Organisation, deren Experten sich mit Vertretern der Wirtschaft an einen Tisch setzen, um konstruktive Lösungen zu erarbeiten? Dieses Buch geht der Frage nach, wie Aktionen wirken und ob sich die Wirksamkeit dieses von zahlreichen Non-Profit-Organisationen eingesetzten PR-Instruments verändert hat. Gegenstand der Untersuchung sind dabei die Aktionen von Greenpeace, der weltweit bekanntesten "aktionistischen" Umweltschutzorganisation. Anhand von Greenpeace Österreich durchgeführter Aktionen werden die Funktionen, die die Aktion für die veranstaltende Gruppe und für die gesamte Gesellschaft hat, durchleuchtet. Von einem systemtheoretischen Ansatz ausgehend beschreitet die Autorin kommunikationswissenschaftliches Neuland: Erstmalig wird die Aktion als eigenständiges Mittel der Öffentlichkeitsarbeit definiert und systematisch analysiert. Zur theoretischen Fundierung dienen neueste Erkenntnisse aus der PR-Kampagnenforschung. Als Methode kommen mündliche Einzelinterviews mit Vertretern ausgewählter Teilöffentlichkeiten - Repräsentanten der Wirtschaft und von staatlicher Stellen, Mitarbeiter von anderen Umweltschutz-Organisationen und von Greenpeace selbst - zum Einsatz. Die Auswertung erfolgt mittels qualitativer Inhaltsanalyse. Das Ergebnis zeichnet ein differenziertes Bild der Wirkungen der Aktion als PR-Instrument. So erzielen Aktionen zwar gute Medienberichterstattung und erregen Aufmerksamkeit, können Inhalte allerdings nur verkürzt vermitteln. Die Aktionsteilnehmer werden als "Helden" bewundert, ihr Image widerspricht jedoch der Selbstdarstellung der Organisation als sachlich und seriös. Aktionen dienen als Markenzeichen - aber nur, wenn
About the Author: Rosemarie Stöckl-Pexa, Mag., Studium der Publizistik- und Kommunikationswissenschaft an der Universität Wien; 2007 PR-Wissenschaftspreis des Public Relation Verbands Austria. Ehemalige Greenpeace-Mitarbeiterin, derzeit Tätigkeit als freie Journalistin und Autorin.


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Product Details
  • ISBN-13: 9783836660358
  • Publisher: Diplomica Verlag Gmbh
  • Publisher Imprint: Diplomica Verlag Gmbh
  • Height: 254 mm
  • No of Pages: 244
  • Series Title: German
  • Sub Title: Eine empirische Untersuchung am Beispiel Greenpeace Österreich
  • Width: 178 mm
  • ISBN-10: 3836660350
  • Publisher Date: 19 Mar 2008
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 13 mm
  • Weight: 430 gr


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