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Rolle der Kommunikation bei der Lösung von Unternehmenskrisen

Rolle der Kommunikation bei der Lösung von Unternehmenskrisen

          
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About the Book

Inhaltsangabe: Zusammenfassung: Die Bandbreite der Krisensituationen, in die Unternehmen heute geraten können, ist vielfältig und nimmt angesichts einer immer sensibler werdenden Öffentlichkeit in der modernen Informationsgesellschaft zu. Genannt werden können hier exemplarisch Störfälle in den Betriebsanlagen des Unternehmens, Konstruktionsfehler der Produkte, wie der „Umfaller" der A-Klasse beim Elchtest, der zu einem kostspieligen Imageverlust für Daimler-Benz führte oder Konflikte mit den Stakeholdern des Unternehmens. Für den letztgenannten Bereich ist Brent Spar immer noch ein geflügeltes Wort, selbst nach fast zehn Jahren. Shell musste erhebliche Investitionen in Kampagnen stecken, um den Vertrauensverlust wieder wett zu machen. Denn wenn sich ein Unternehmen in einer Krise befindet, die meist auf multikausale interne und externe Ursachen zurückzuführen ist, so geht damit immer auch eine Vertrauenskrise einher. Hier muss das Krisenmanagement als eine besondere Form des Managements eingreifen, mit der Aufgabe, akute Krisen zu bewältigen, aber auch latente Krisenphasen frühzeitig zu erkennen und damit wenn möglich eine Krise schon zu vermeiden. Eine wesentliche Rolle im Rahmen dieses Krisenmanagements kommt der Kommunikationspolitik des Unternehmens, insbesondere der Public Relations, in der Krise zu. Deren Aufgabe ist es, das in solchen Fällen verloren gegangene Vertrauen der Anspruchs- und Interessengruppen in das Unternehmen wieder zu gewinnen. Die Public Relations dienen damit vor allem in krisenbetroffenen Unternehmen der Existenzsicherung. Denn meistens sind die Ursachen einer Krise schnell erkannt und behoben, die Negativschlagzeilen bleiben aber lange im Gedächtnis der Öffentlichkeit, abhängig von der Qualität der PR-Arbeit in der Krise. Eine schlechte Kommunikation kann ein Unternehmen somit teuer zu stehen kommen. Ziel dieser Arbeit ist es daher, die Aufgaben und die Bedeutung der Public Relations bei der Lösung von Unternehmenskrisen aufzuzeigen


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Product Details
  • ISBN-13: 9783838680552
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3838680553
  • Publisher Date: 09 Jun 2004
  • Height: 210 mm
  • No of Pages: 88
  • Series Title: German
  • Weight: 127 gr


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Rolle der Kommunikation bei der Lösung von Unternehmenskrisen
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