PR 2.0 Book by Fabian Radix UAE-Bookswagon
PR 2.0

PR 2.0


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About the Book

Wer heute aufmerksam die Nachrichtenlage verfolgt, stellt schnell fest, dass zahlreiche Reputationskrisen von Unternehmen ihren Ursprung im Web haben. "Heftige Reaktionen im Internet", so heißt es dann, hätten den Konzern zum Einlenken bewegt. "Kleine" Blogger bringen also "große" Konzerne dazu, auf die Durchsetzung ihres Markenrechts zu verzichten oder ihr Produktportfolio anzupassen. Wie kann es dazu kommen? Und welche Möglichkeiten bieten sich für die Unternehmenskommunikation, auf diese neuen Herausforderungen zu reagieren? Die aktuellen Entwicklungen legen die Vermutung nahe, das Internets hätten eine neue Ebene der Kommunikation geschaffen. Wo eine neue Welt der Kommunikation entsteht, entstehen auch neue Welten der Präsentation und der Selbstdarstellung. Müssen Public Relations im Web anders gehandhabt werden als bisher, gibt es also eine "PR 2.0"? Wo liegen die Chancen, wo die Risiken der für viele Unternehmen immer noch undurchsichtigen neuen Kommunikationsmethoden? Lohnt es sich, sein Unternehmen im Web zu präsentieren? Wo liegt der konkrete, der messbare Nutzen im Sinne einer Wertschöpfung? Gibt es Beispiele für den gelungenen Einstieg eines Unternehmens in die neuen Kommunikationsmöglichkeiten? Dieses Buch gibt einen Einblick in die "Black Box" des Web 2.0 aus der Sicht von Unternehmen. Dabei wird analysiert, ob ein grundsätzlicher Wandlungsprozess von Kommunikation stattfindet, der Auswirkungen auf die PR-Arbeit von Unternehmen hat. Weiterhin werden die Chancen und Risiken der neuen Kommunikationsmöglichkeiten diskutiert und die Frage nach der Notwendigkeit für Unternehmen beantwortet, die neuen Instrumente einzusetzen.
About the Author: Fabian Radix (Jahrgang 1985) studierte Medienwirtschaft mit Schwerpunkt Marketing- und Kommunikationsmanagement an der Rheinischen Fachhochschule Köln. Seit seinem Studienabschluss ist er als freiberuflicher Journalist tätig. Sein besonderes Interesse gilt der PR-Arbeit im Web.


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Product Details
  • ISBN-13: 9783836694001
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 163 gr
  • ISBN-10: 383669400X
  • Publisher Date: 23 Mar 2011
  • Height: 210 mm
  • No of Pages: 88
  • Series Title: German
  • Sub Title: Sieben Thesen zu Public Relations im Mitmach-Web
  • Width: 148 mm


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