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Unternehmenskommunikation

Unternehmenskommunikation


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About the Book

Die Meinungen uber die Offentlichkeitsarbeit sind geteilt. Das Image der Mitarbeiter im Bereich der Offentlichkeitsarbeit liegt im unteren Drittel der Berufsfeld-Skala, und viele Menschen beurtei- len schlechthin Offentlichkeitsarbeit als ein wirkungsvolles Instru- ment zur Beeinflussung und Manipulation. Andere verweisen auf das hiiufig demonstrierte Unvermogen im Kommunikationsverhal- ten mit den bekannten, zum Teil dramatischen Folgen filr die be- troffenen Untemehmen. Nicht nur Untemehmen, sondem auch BehOrden, Verbiinde, Insti- tutionen und Organisationen jeder Art sehen sich heute einer zu- nehmend kritischeren Offentlichkeit konfrontiert. Sie selbst, ihr Zweck und ihr Handeln werden zur Diskussion gestellt und mus- sen sich der gesellschaftspolitischen Diskussion stellen. Die Zeiten einer "splendid isolation" sind vorbei. Relativ kleine, jedoch sehr aktive und lautstarke Gruppierungen - denen die Massenmedien zu groBer PubliziUit verhelfen - stellen seit Mitte der siebziger Jah- re Industrialisierung und technischen Fortschritt, aber auch jede Form von staatlichem Handeln immer wieder in Frage. Als eine Foige dieser Entwicklungen ging die Akzeptanz der Un- temehmen in der BevOlkerung deutlich zuruck. Sorgen und Be- filrchtungen, die sich auf schnell verandemde Technologien und ihre Folgen beziehen, nehmen auch heute noch zu. Dieses Phano- men wurde yom Soziologen Helmut Schelsky als "vagabun- dierende Angste" bezeichnet. Meist nur fur eine begrenzte Zeit konzentrieren sich diese Angste auf die verschiedensten gerade ak- tuellen Themen: zunachst auf den Datenschutz, dann die Nato- Nachrustung, darauf folgend die Chemie, Pharma-Industrie oder die Gentechnologie. Denn jeder kann ja schlieBIich ganz plOtzlich und unerwartet von solchen Angstvorstellungen betroffen werden.


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Product Details
  • ISBN-13: 9783322900050
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Edition: Softcover Reprint of the Origi ed.
  • Language: German
  • Returnable: Y
  • Spine Width: 22 mm
  • Weight: 535 gr
  • ISBN-10: 3322900053
  • Publisher Date: 11 Apr 2014
  • Binding: Paperback
  • Height: 216 mm
  • No of Pages: 416
  • Series Title: Faz - Gabler Edition
  • Sub Title: Grundlagen - Strategien Instrumente
  • Width: 140 mm


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