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Evaluierung von Kommunikationsprozessen zwischen Bürger und Verwaltung: Die Corporate Communications Scorecard als Evaluierungsinstrument

Evaluierung von Kommunikationsprozessen zwischen Bürger und Verwaltung: Die Corporate Communications Scorecard als Evaluierungsinstrument

          
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About the Book

Masterarbeit aus dem Jahr 2008 im Fachbereich Medien / Kommunikation - Interpersonale Kommunikation, Note: gut, Donau-Universität Krems - Universität für Weiterbildung (Internationales Journalismus Zentrum), Sprache: Deutsch, Abstract: Viele Städte und Gemeinden präsentieren sich heute als transparente und kundenfreundliche Dienstleister. Der Wandel vom "Amt" zu einer leistungsstarken und kundenorientierten Organisation ist dabei vom Stichwort "Public Management" gekennzeichnet. Neben Managementtechniken aus der Privatwirtschaft spielt aus Sicht des Verfassers aber vor allem die Kommunikation eine große Rolle in dieser Modernisierung und Professionalisierung. Ausgehend von "Public Management" beleuchtet diese Arbeit die Kommunikation von Städten und Gemeinden mit ihren Bürgerinnen und Bürgern. Dabei wird untersucht, ob die Evaluierung der Kommunikation in der öffentlichen Verwaltung einen relevanten Stellenwert für die Entscheidungsträger hat und ob sich die Corporate Communications Scorecard als Evaluierungsmodell eignet. Ausgangspunkt ist dabei das Modell der Balanced Scorecard nach Kaplan und Norton, welches im kommunalen Bereich inzwischen praxiserprobt ist. Das Forschungsdesign umfasst neben einer Literaturanalyse, welche die theoretischen Grundlagen liefert, leitfadengeführte Interviews mit Bürgermeistern, Amtsleitern und Kommunikationsverantwortlichen, um sowohl die Relevanz einer Evaluierung, als auch die notwendigen Einflussfaktoren für eine Evaluierung festzustellen. In Ergänzung dazu liefert eine quantitative Erhebung Daten über die Wichtigkeit dieser Einflussfaktoren.


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Product Details
  • ISBN-13: 9783656089322
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Weight: 204 gr
  • ISBN-10: 3656089329
  • Publisher Date: 23 Dec 2011
  • Height: 210 mm
  • No of Pages: 150
  • Series Title: German
  • Sub Title: Die Corporate Communications Scorecard als Evaluierungsinstrument
  • Width: 148 mm


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