Multimedia News Release by Karolin Hoppe at Bookstore UAE
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Multimedia News Release

Multimedia News Release


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About the Book

Ausgangspunkt der vorliegenden Untersuchung ist die zunehmende Verbreitung und Nutzung des Internets als Informationsmedium im Wettbewerb zu den herkömmlichen Print-, Hörfunk- und TV-Medien. Diese Konkurrenz der Medien untereinander macht es erforderlich, die spezifischen Modalitäten des Internets auch bei der Presse- und Medienarbeit zu berücksichtigen. Die Autorin untersucht daher, inwieweit die Online-Medien Einfluss auf die Funktion, Gestaltung und Inhalte klassischer Pressemeldung als Kernelement von PR haben. Ausgangspunkt sind dabei die Wechselwirkungen zwischen Online-Journalismus und PR. Die Untersuchung möchte herausfinden, welche Erwartungen und Anforderungen (Online-)Journalisten an Pressemitteilungen im digitalen Multimedia-Zeitalter stellen und welche Funktionen auf das Internet zugeschnittene Pressemitteilungen - hier für den Marktführer "news aktuell GmbH" - erfüllen müssen. Basierend auf neun Experteninterviews mit Online-Journalisten und -Experten sowie Spezialisten der dpa-Tochter entwickelt die Autorin ein Muster für Multimedia News Releases von news aktuell. Die Untersuchung ordnet das Thema zunächst in die bestehenden Ansätze zum Verhältnis von PR und Journalismus ein, beschreibt neue Formen der Internetveröffentlichungen, definiert die klassische Pressemitteilung, um darauf aufbauend schließlich Übereinstimmungen und Unterschiede zwischen klassischen und Online-Pressemitteilungen herauszuarbeiten und diese abschließend in ihrer Funktionalität bzw. ihrem Potenzial für PR zu würdigen. Dies mündet in Vorschlägen für die Gestaltung, Umsetzung und Vermarktung der Multimedia News Releases.
About the Author: Karolin Hoppe, Jahrgang 1986, ist Diplom-Absolventin der Hochschule Osnabrück im Studiengang Kommunikationsmanagement und arbeitet als Social Media Beraterin seit August 2009 bei der Hamburger Kommunikationsagentur FAKTOR 3. Sie betreut Social Media Kampagnen für Marken und Unternehmen sowohl strategisch als auch operativ. Die Themen Web 2.0 sowie Online-Kommunikation haben die Autorin bereits während ihres Studiums fasziniert. Zusammen mit Kommilitonen gründete sie u.a. im Jahr 2008 das Podcastportal "pr on air" - ein studentischer Podcast zu den Themen Public Relations (PR), Marketing, Journalismus und Medien. Für die vorliegende Untersuchung wurde Karolin Hoppe im Jahr 2010 mit dem Förderpreis für hervorragende Abschlussarbeiten der Hochschule Osnabrück ausgezeichnet.


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Product Details
  • ISBN-13: 9783842861879
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 204 gr
  • ISBN-10: 3842861877
  • Publisher Date: 02 Sep 2011
  • Height: 210 mm
  • No of Pages: 120
  • Series Title: German
  • Sub Title: Die Pressemitteilung im Internetzeitalter
  • Width: 148 mm


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