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PR-Strategien im Mittelstand

PR-Strategien im Mittelstand

          
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About the Book

Studienarbeit aus dem Jahr 2005 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,0, Universität Hohenheim (Sozialwissenschaften), Veranstaltung: Kommunikationsstrategien und -instrumente, Sprache: Deutsch, Abstract: In vielen mittelständischen Unternehmen wird PR als Nebensache betrachtet und ebenso behandelt. Eine Umfrage des Meinungsforschungsinstituts Ipsos belegt, dass nur 15 Prozent der Unternehmen eine eigene Pressestelle besitzen, 8 Prozent beschäftigen eine PR-Agentur (zitiert nach Bergmeier 2005). 91 Prozent der Unternehmen ohne PR-Funktionen sind Unternehmen mit weniger als 500 Beschäftigten (Röttger 2000, S.207). Ähnliches findet man bei der Betrachtung ihres Gesamtumsatzes. Anfallende Aufgaben der Öffentlichkeitsarbeit sind oft 'Chefsache', wo sie bei dessen Vielfalt an Verantwortung und Zuständigkeiten schnell vernachlässigt werden, oder werden von Mitarbeitern eher nebenher erledigt, da bei beiden Fällen häufig sowohl Zeit als auch Know-How fehlen. Mit einer solchen Einstellung bleiben jedoch viele Potentiale der PR ungenutzt. Denn Öffentlichkeitsarbeit ist langfristig ausgerichtet und sollte folglich auch langfristig geplant werden, um nachhaltige Erfolge zu erzielen. Zur Zielerreichung genügt es nicht, ab und zu je nach Zeit-, Finanz- und Personalbudget einzelne Maßnahmen durchzuführen und ohne Integration in einen größeren Rahmen aneinander zu reihen. So beispielsweise jüngstens auch bei dem Potential der Online-PR: "Ohne eine tragfähige PR Strategie und eine professionelle inhaltliche Umsetzung verpuffen die Chancen, die das Internet mittelständischen Unternehmen bietet"(Schlosser 1999).Daher beschäftigt sich diese Arbeit mit PR-Strategien im Mittelstand. Sie untersucht zunächst, welche verschiedenen Strategien verfolgt werden können. Dabei werden die wichtigsten Strategiekategorien und -typen vorgestellt: PR- oder Kommunikationsstrategien i.e.S., Strategien zur Zielgruppenauswahl und Themenstrateg


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Product Details
  • ISBN-13: 9783656659457
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3656659451
  • Publisher Date: 05 Jun 2014
  • Height: 210 mm
  • No of Pages: 24
  • Series Title: German
  • Weight: 45 gr


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