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Was leistet Public Relations? Wie kann man ihren Erfolg messen?: Eine sozialwissenschaftliche Untersuchung in Deutschland und USA

Was leistet Public Relations? Wie kann man ihren Erfolg messen?: Eine sozialwissenschaftliche Untersuchung in Deutschland und USA

          
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About the Book

Inhaltsangabe: Einleitung: Public Relations ist im wachsenden Medienzeitalter, in dem Kommunikation und Information eine immer wichtiger werdende Rolle spielen, zu einem wesentlichen Bestandteil der öffentlichen Beziehungen herangewachsen. Nicht nur namhafte Großunternehmen bedienen sich der Möglichkeiten und Herausforderungen gezielter Kommunikation, auch klein- und mittelständische Unternehmen suchen nach Aufmerksamkeit mit Hilfe durchdachter Öffentlichkeitsarbeit. Meinungsvielfalt und problemorientiertes Denken der breiten Öffentlichkeit machen ebenso für Organisationen und Institutionen, wie für politische Interessensträger eine kontinuierliche Öffentlichkeitsarbeit unverzichtbar. Obwohl Vorzüge und Chancen einer strategischen Kommunikation zumeist erkannt werden, hat der Bereich Öffentlichkeitsarbeit in der Praxis noch häufig das Nachsehen gegenüber tradierten Unternehmensbereichen. Betriebswirtschaftliche Entscheidungen verlangen seit jeher Leistungsnachweise. Wer sein Tun betriebswirtschaftlich, d.h. aufgrund von Zahlenmaterial und Analysedaten, begründen kann, hat Anspruch auf ein angemessenes Budget. Leistungsnachweise als Grundlage für eine effiziente Ressourcenverteilung sind gerade in unternehmerischen Bereichen, bei denen bisher der Erfolg als schwer oder sogar als nicht nachweisbar galt, in die aktuelle Diskussion gerückt. Dies ist auch der Ansatzpunkt, an dem die gesamte Bedeutung der Evaluierungsthematik von Public Relations deutlich wird. Für PR-Abteilungen, ebenso wie für (externe) Agenturen, wird es in Zukunft von immer wichtigerer Bedeutung sein, ihre Leistung zu beweisen, das heißt, exakt dokumentieren zu können. Nur so kann sich die Öffentlichkeitsarbeit vor "internen Konkurrenten" (Bsp. Werbung) bei der Ressourcenverteilung behaupten. Ferner stellt ein von beiden Seiten anerkannter Leistungsnachweis einen wichtigen Stellenwert für das Verhältnis von Agenturen zu ihren Kunden dar. Auf diesem Weg lassen sich langfristige Kundenbeziehungen her


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Product Details
  • ISBN-13: 9783838606903
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 10 mm
  • Weight: 245 gr
  • ISBN-10: 3838606906
  • Publisher Date: 26 Feb 1998
  • Height: 210 mm
  • No of Pages: 180
  • Series Title: German
  • Sub Title: Eine sozialwissenschaftliche Untersuchung in Deutschland und USA
  • Width: 148 mm


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Was leistet Public Relations? Wie kann man ihren Erfolg messen?: Eine sozialwissenschaftliche Untersuchung in Deutschland und USA
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