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Öffentlichkeitsarbeit für Medien: PR für Tageszeitungen

Öffentlichkeitsarbeit für Medien: PR für Tageszeitungen

          
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About the Book

Studienarbeit aus dem Jahr 2001 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,7, Universität Leipzig (Institut für Kommunikations- und Medienwissenschaft), Veranstaltung: Public Relations in der Bundesrepublik Deutschland, Sprache: Deutsch, Abstract: Für Tageszeitungen ist Öffentlichkeitsarbeit in Deutschland weitgehend Fehlanzeige. "Wozu brauche ich Öffentlichkeitsarbeit. Ich habe doch eine Zeitung", begründete das vor Jahren schon ein Verleger. So finden sich die wenigen Öffentlichkeitsarbeiter deutscher Verlage häufig "im Niemandsland zwischen Redaktion und Verlag" oder waren eher ein "Mädchen für alles". Nicht ungewöhnlich, denn über sich selbst mögen insbesondere Regionalzeitungsverlage nur ungern reden. Da bleibt den meisten der haupt- oder nebenamtlichen Öffentlichkeitsarbeitern deutscher Zeitungsverlage im Lokalen vor allem die Kontaktpflege zu Institutionen und eine Vielzahl von Promotionsaktionen, die der verbesserten Leser-Blatt-Bindung und der Zielgruppenpflege etwa bei Jugendlichen dient. Die Geschäftsführung wäre schlecht beraten, wenn sie ohne die Vermittlung der Sinnhaftigkeit ihres Tuns Kompetenzen etwa in der Werbe- oder Vertriebsabteilung beschneiden würde und von der Chefredaktion verlangt, dass alle Aktivitäten des redaktionellen Marketings mit einer Stabstelle PR abgestimmt werden müssen. Damit nähme sie doch den Führungskräften in den einzelnen Abteilungen die Möglichkeit einer durchaus gern genutzten Zusatzprofilierung in der Öffentlichkeit. Wie also läßt sich Öffentlichkeitsarbeit von Tageszeitungen und Zeitungsverlagen in der heutigen Zeit umsetzen. Welche Besonderheiten und Charakteristiken zeichnen diesen besonderen Bereich der Medien - PR aus? Zielgruppen und Kommunikationsziele, personelle und finanzielle Ausstattung der PR sowie auftretende Problemfelder sollen nähergebracht und erarbeitet werden. Um genauer auf Ziele und Aufgaben der PR - Abteilung, eingesetzte Instrumente und Met


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Product Details
  • ISBN-13: 9783656620334
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3656620334
  • Publisher Date: 26 Mar 2014
  • Height: 210 mm
  • No of Pages: 28
  • Series Title: German
  • Weight: 50 gr


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