In diesem Buch erfahren Sie kompakt und auf den Punkt aufbereitet, warum ein professionelles Reputationsmanagement in den unterschiedlichen Phasen eines Boersengangs so wichtig ist und welche Moeglichkeiten es gibt, die Unternehmensreputation in diesem Prozess aktiv zu steuern. Denn Reputation ist gerade bei boersennotierten Unternehmen ein sensibles Thema und ein wesentlicher Erfolgsfaktor, der sich direkt in Gewinne umrechnen lasst. Sie bildet sich auch ohne das Zutun eines Unternehmens - in Bewertungen, Medien- und Presseberichten oder uber die Social-Media-Kanale. Insbesondere im Rahmen von IPOs (Initial Public Offerings) sind Unternehmen sehr prasent in der oeffentlichen Wahrnehmung und einer oeffentlichen Meinungsausserung starker ausgesetzt. Umso wichtiger ist es, die Risiken zu kennen, um gezielt Argumente vorzubereiten und vorausschauend ein gutes Krisenmanagement zu etablieren. Ein kompakter Leitfaden, der die Grundlagen und Herausforderungen erlautert und anhand von Beispielen veranschaulicht, worauf zu achten ist.

Dieses Buch gibt einen kompakten Einblick in die Grundlagen des Online-Reputationsmanagements und zeigt auf, warum es fur jedes Unternehmen unabhangig von der Groesse unverzichtbar ist, sich aktiv um seinen guten Ruf zu kummern. Denn neben physischen Gutern pragen heute auch die immateriellen Werte das Image eines Unternehmens ganz entscheidend. Angriffe auf das Image drohen von allen Seiten - durch falsche Berichte, Cyberangriffe, Shitstorms oder Fake News. Sie koennen aber auch selbstverschuldet sein, wenn ein Unternehmen zum Beispiel schlechte Qualitat oder einen miserablen Kundenservice bietet. Der beste Zeitpunkt, sich um die eigene Reputation zu kummern, ist dann, wenn sie noch keinen Schaden erlitten hat. Dabei hilft dieser Quick Guide. Aber auch diejenigen, die sich schon im akuten Krisenmanagement befinden, werden durch dieses Buch wertvolle Impulse bekommen, um ihre Reputation wiederherzustellen.

The public relations industry is undergoing a revolution in using data to define promotional programs, to measure influence and to address the needs of clients with more precision than ever. Applying tools that range from online surveys to social-media listening to applying big data with sophisticated algorithms, today's PR professionals are data-driven in virtually everything they do. Data-Driven Public Relations Research is the first book for PR students and practitioners to offer an overview of these new practices as well as a glimpse into the future of these new applications, including "big data" and some of the applications from real-world PR campaigns and strategic planning. It includes contemporary cases involving brand name companies who are blazing new trails in the use of metrics in public relations. This book presents a practical, accessible approach that requires no prior training or experience, with easy to follow, step-by-step measurement examples from existing campaigns. Using Excel, the book enables readers to export lessons from the classroom to the office, where use of statistical packages is rare and can give PR practitioners the advantage over competitors. This pragmatic approach helps readers apply metrics to PR problems such as: Finding the best target audiences Understanding audience communication needs and preferences How best to present research outcomes How to manage major projects with specialized research firms. Accompanying electronic resources for the book include sample answers to the book's discussion questions, PowerPoint lecture slides for instructors and sample research exercises using Excel.

Enhance your copywriting skills with psychology-driven techniques to create stand out copy that taps into consumer decision making and sells, using this second edition of the ultimate copywriting survival guide for the 21st century - essential to every marketing or creative professional's bookshelf. With many professionals now developing their skills on the job, it is notoriously difficult to benchmark successful copy. This book provides a step up for those who already know the basics of writing copy, and are seeking more advanced, psychology-driven techniques to gain the competitive edge. With practical insight into human decision making and consumer engagement, it will inspire the clear-cut confidence needed to create, quantify, and sell stand out copy in a cluttered marketplace. Complementing the 'how to' perspective of copywriting, with impressive interviews from leading ad agencies and copywriters across the globe, this second edition addresses the everyday issues faced in a multitude of roles, including: -Practical advice to measure and benchmark effective copy -Guidance on creating and critiquing briefs -New chapters on how to weave copywriting skills into the wider industry -Storytelling and content marketing -The impact of evolving channels like mobile and social media Practical, inspiring and extremely digestible, Persuasive Copywriting is the only vibrant, all-encompassing guide to copywriting that you need.

How many splashy scandals and crisis situations have befallen companies and public figures in the past week alone? How did the organizations and people at the center of those crises manage the situation? Did they survive with their reputations intact or are they facing an ongoing public nightmare that keeps building on itself in the era of social media? This new book from veteran public relations expert Edward Segal is based on the following premise: it's not a matter of IF a scandal or crisis will hit, it's WHEN. How a company deals with it will have lasting impact on their reputation, profits, and more. But for most organizations, when a crisis hits, they're caught off guard and ill-prepared. While essential, crisis plans are worthless unless properly executed, as the stories and examples featured throughout Crisis Ahead attest. Edward Segal's vivid and memorable accounts underscore the benefits of practicing and updating crisis plans at least once a year. The book also provides a template for creating a customizable crisis management plan. Crisis Ahead is for CEOs, senior staff, corporate communication professionals, HR and legal teams, boards of directors, and front-line employees who need to know what to do in the moment: what levers to pull and what moves to make in real time when faced with a crisis, scandal, or disaster. This book is written with the need for speed in mind. It's concise and practical with a light touch and occasional humor to help people on the front lines prepare for, survive, and bounce back from a crisis. It includes dozens of anecdotes, stories, and lessons about how companies, organizations, and individuals - ranging from Amazon, Apple, and the European Union, to Disney, Starbucks, and entrepreneur Elon Musk - have prepared for, created, managed, and communicated about crisis situations.

Political Management lays out the core tools to manage government, campaigns and parties. The first book to combine management concepts with politics and government, it provides core theories for what Political Planning, Political HR, Political Organising, Political Leadership and Political Reviewing involve, illustrated with high level political practitioner interviews, examples and political documents. The text presents the 4 Ds of Political Management - Deliberating, Designing, Doing and Dancing - to convey that Political Management is more of a dance than a march. Even presidents and prime ministers do not have enough formal authority to control the myriad of practitioners, players, processes and policies involved in 21st century governance. In this book, the author demonstrates why political practitioners in campaign teams, parties, government departments and political offices need political management tools to utilise the resources they have available and overcome multiple obstacles that practical politics presents. By offering a clear sense of what political management involves and providing the theoretical frameworks to be used in empirical research, this book will stimulate significant future study. It will be invaluable to practitioners, scholars and students in politics, government, policy, leadership, management, public administration, and political management.

This second edition of An Overview of the Public Relations Function examines current thought to help busy managers and students master the most important concepts of management in communication quickly, accessibly, and with an eye to helping an organization achieve excellence through cutting-edge, research-based strategic public relations management. This book acquaints the manager with the lexicon of the field and provides research on the theory of public relations, its sub-functions, such as research or public affairs, and the ethical guideline CERT formula: Credibility, Ethics, Relationships, Trust. It also examines the role of the chief communications officer (CCO) and leadership, organizational culture, structure, effectiveness, managing stakeholders and publics, using research to create strategy, and the four-step process of public relations management ("RACE"). Finally, the authors discuss the advanced management concepts of issues management, specialization in the sectors of public relations, managing values, deontological ethics, conducting moral analyses, and counseling management. They review what research found in regard to the most excellent ways to manage public relations and relationships: both beginning and ending with ethics.

Harness the power of public relations and discover how you can secure meaningful press for your organization. It can be difficult to publicize a company or a product without formal training, yet it's more important than ever for successful marketing strategies to include media relations. In this book, media expert Annie Pace Scranton breaks down the most powerful and efficient PR tactics that brands can use to garner the right kind of attention. The book guides marketing and PR professionals through the process of developing authentic messaging, unique selling points, timely news pitches and other engaging ways to reach the media. The Guide to Earned Media is a must-read for anyone ready to unleash the power of public relations, perfect their messaging and work toward long-term brand prominence. Readers will walk away knowing how to make use of the most effective media strategies available today.

When Randy Olson first described his life-changing encounter with an acting teacher in Don't Be Such a Scientist, it seemed like the world of science was on the cusp of gaining new respect in the public eye. Through his writing, speaking, and films, Olson challenged scientists to toss out jargon in favor of a more human approach, bringing Hollywood lessons to the scientific community. Yet today, in everything from government funding cuts to climate change denial, science is under attack. And while communicating science is more crucial than ever, the scientific community still struggles to connect with everyday people. The time is right for a new edition of Olson's revolutionary work. In Don't Be Such a Scientist, Second Edition, Olson renews his call for communication that stays true to the facts while tapping into something more primordial, more irrational, and ultimately more human. In more than 50 pages of new material, Olson brings his pioneering message to this new age, providing tools for speaking out in anti-science era and squaring off against members of the scientific establishment who resist needed change. Don't Be Such a Scientist, Second Edition is a cutting and irreverent manual to making your voice heard in an age of attacks on science. Invaluable for anyone looking to break out of the boxes of academia or research, Olson's writing will inspire readers to "make science human"--and to enjoy the ride along the way.

Featuring 125 real-world activities across various social media platforms! Portfolio Building Activities in Social Media shows students how to communicate on social media professionally and strategically by giving them hands-on experiences with real-world challenges. From brand analyses to budget assignments to pitch activities, this practical exercise guide offers students multiple opportunities to create and build their portfolio of work. Designed to be used with Freberg's Social Media for Strategic Communication, but flexible enough to bundle with any PR textbook, these exercises are useful to any professor looking to incorporate more activities around social media and digital brand development.

Protect your brand's reputation and maintain public confidence by successfully managing everyday incidents and issues and preventing them from escalating into a corporate crisis. For most companies and communicators, dealing with a full-blown crisis is few and far-between. But there are still everyday problems, challenges and incidents to be faced, including customer complaints, campaign failure, staff comments and online criticism. Everyday Communication Strategies shows how to effectively contain these emerging situations and prevent them from destabilizing your business and damaging consumer confidence. It provides a blueprint to help you move from identification to intervention to action. The book explores how to develop appropriate messaging, work with the media and manage social media to minimize negative publicity. It also explains how to build resilience and make effective decisions under pressure. The book contains tips, checklists and flowcharts, as well as a range of case studies and examples from organizations including KPMG, Jo Malone and General Mills. Everyday Communication Strategies is an indispensable guide to averting a crisis and preventing your business or brand from being plunged into a reputational storm.

In the second edition of their award-winning book, W. Timothy Coombs and Sherry J. Holladay provide a broad and thorough look at the field of public relations in the world today and assess its positive and negative impact on society s values, knowledge, and perceptions. * Uses a range of global, contemporary examples, from multi-national corporations through to the non-profit sector * Updated to include discussion of new issues, such as the role and limitations of social media; the emergence of Issues Management; how private politics is shaping corporate behavior; and the rise of global activism and the complications of working in a global world * Covers the search within the profession for a definition of PR, including the Melbourne Mandate and Barcelona Principles * Balanced, well organized, and clearly written by two leading scholars

In diesem Essential stehen jene im Rampenlicht, die sonst eher ein Schattendasein fristen: die Fuhrungskrafte aus der zweiten Reihe. Stellvertretern kommt eine Schlusselrolle zu, wenn der digitale Wandel in den Unternehmen gelingen soll. Sie verstehen eine Menge davon, Teams durch Kommunikation und Motivation, durch Delegation und Beteiligung zu steuern. Sie sind Experten fur laterale Fuhrung und damit die potenziell besten Change-Manager und Projektleiter. Doch zu selten koennen Stellvertreter ihre volle Wirkungsmacht entfalten, wie eine neue empirische Untersuchung zeigt, die Redaktionsleitungen regionaler Zeitungsverlage in Deutschland unter die Lupe genommen hat. Dabei ist "ideale Stellvertretung" kein Hexenwerk. Wer in den Paradoxien, die in dieser Rolle stecken, mehr Chancen als Gefahren sieht, kommt der Loesung schon ganz nah.

Alena Voelzkow beschreibt in diesem Buch, wie sich Geschaftsberichte von DAX-Unternehmen in den letzten Dekaden unter dem gesellschaftlichen Leitbild der Nachhaltigkeit verandert haben und liefert empirische Ergebnisse uber den Einfluss digitaler Medien auf das Corporate Reporting. In ihrer mediensoziologischen Analyse untersucht sie, was Onlineberichte von klassischen Geschafts- und Nachhaltigkeitsberichten auf Papier unterscheidet und welche Vorteile das Internet berichterstattenden Unternehmen bietet. Die Autorin zeigt, inwieweit Unternehmen in ihrem Kommunikationsverhalten die neuen Medien fur eine Personalisierung ihrer Berichterstattung und fur Dialogangebote nutzen und ob sie so den unterschiedlichen Interessen der Stakeholder an der Berichterstattung besser gerecht werden.

What does it mean to have a "good" or "bad" reputation? How does it create or destroy value, or shape chances to pursue particular opportunities? Where do reputations come from? How do we measure them? How do we build and manage them? Over the last twenty years the answers to these questions have become increasingly important-and increasingly problematic-for scholars and practitioners seeking to understand the creation, management, and role of reputation in corporate life. This Handbook, developed with support from the Oxford University Centre for Corporate Reputation, intends to bring definitional clarity to these issues, giving an account of extant research and theory and offering guidance about where scholarship on corporate reputation might most profitably head. Eminent scholars from a variety of disciplines, such as management, sociology, economics, finance, history, marketing, and psychology, have contributed chapters to provide state of the art definitions of corporate reputation; differentiate reputation from other constructs and intangible assets; offer guidance on measuring reputation; consider the role of reputation as a corporate asset and how a variety of factors, including stage of life, nation of origin, and the stakeholders considered affect its ability to create value; and explore corporate reputation's role more broadly as a regulatory mechanism. Finally, they also discuss how to manage and grow reputations, as well as repair them when they are damaged. In discussing these issues this Handbook aims to move corporate reputation research forward by demonstrating where the field is now, addressing some of the perpetual problems of definition and differentiation, and suggesting future research directions.

Im Zeitalter der digitalen Transformation spielen die interne wie auch die externe Kommunikation eine Schlusselrolle in Unternehmen. Schliesslich ist das Wissensmanagement mittlerweile mehr noch als das Produktionsmanagement ein entscheidender Faktor fur die Wettbewerbsfahigkeit. Das Buch liefert Verantwortlichen in Unternehmen das Know-how, um die digitalen Medien als Mittel der Kommunikation mit internen und externen Kommunikationspartnern zu verstehen und exzellent einzusetzen. In ihren Beitragen beleuchten die Autoren die digitale Transformation fur verschiedene Managementbereiche im Unternehmen: Projektmanagement, Reputations- und Marketingkommunikation, Value-Chain-Management und Human-Resources-Management. Wahrend die digitale Vernetzung die Abstimmungen im Projektmanagement wesentlich einfacher macht, da Mitarbeiter nicht vor Ort sein mussen, revolutionieren die Moeglichkeiten des Internets mit sozialen Netzwerken und Plattformen die Marketingkommunikation. Nicht nur die Reichweite der Marketingaktivitaten erhoeht sich enorm, etwa durch Verfahren wie Seeding, auch die Zielgenauigkeit der Aktivitaten kann durch Search Engine Optimization (SEO) oder Content-Marketing gesteigert werden. Beim Value-Chain-Management kann die Kommunikation uber digitale Kanale vor allem Prozesse optimieren und den Zugriff auf Informationen verbessern. Personalverantwortliche koennen ihr Recruiting optimieren, indem sie beispielsweise auf Online-Video-Rekrutierung setzen. Auch die elektronische Verwaltung der Personalakten bietet Optimierungspotenziale.Theoretisch fundiert und stets nah an der Praxis stellen die Autoren Ansatze vor, mit denen sich digitale Kommunikation in Unternehmen nicht nur zeitgemass, sondern auch effektiv gestalten lasst. Ein Buch fur Verantwortliche in Unternehmen, die ihr Management weiterentwickeln wollen und dafur auf die Moeglichkeiten der digitalen Kommunikation setzen.

This book is the initial volume coming out of the "excellence project"--a comprehensive research effort commissioned by the IABC (International Association of Business Communicators) Research Foundation. The purpose of this project was to answer two fundamental questions about public relations: What are the characteristics of an excellent communication department? How does excellent public relations make an organization more effective, and how much is that contribution worth economically? The research team began its work with a thorough review of the literature in public relations and related disciplines relevant to these questions. What started as a literature review, however, has ended in a general theory of public relations, one that integrates most of the wide range of ideas about, and practices of, communication management in organizations.

Dieses Buch gibt einen schnellen UEberblick uber das Thema Podcast. Wie muss das Thema Podcast strategisch angegangen werden, damit es nachhaltig einen Mehrwert fur ein Unternehmen bietet? Sind Podcasts nur ein Hype oder koennen sie sinnvoller Teil des Kommunikations- und Marketingmixes eines Unternehmens sein? Podcasts sind der aktuelle Trend in der Kommunikation und im Marketing. Taglich kommen unzahlige neue Formate auf den Markt. Die hohe Smartphonedichte, ein verandertes Mediennutzungsverhalten, bessere mobile Datenverfugbarkeit und grosse Player wie Audible und Spotify haben geholfen, das klassische "Hoerspiel" in moderner Form aus der Versenkung zu holen. Dieses essential hilft dabei, strategisch eigene Podcastmassnahmen fur das Unternehmen zu entwickeln.

Securing sponsorship and other sources of funding for events is becoming increasingly competitive, making differentiation and delivery vital. Event Sponsorship and Fundraising explores this complex area of event management, drawing on both experiential marketing and consumer behaviour theories, and developing critical insights on the dynamics of successful event sponsorship. Its coverage includes professional guidance on prospecting for sponsors, brand activation and evaluation, as well as advice on relationship management, proposal writing and pitching to potential sponsors. Event Sponsorship and Fundraising places each of these concepts at the heart of the Integrated Marketing Communications Mix, alongside cutting edge literature on the topic. Written by two highly experienced industry practitioners, both of which now teach on two of the UK's leading event management degree courses, and supported by a comprehensive set of online resources, this book is an invaluable go-to resource for event management students, tutors and professionals alike.

Dieses essential zeigt, wie Sie mit Sprache Umbruche meistern und neue Ideen entwickeln. Denken ist ein kreativer Umgang mit Bedeutungen. Die Verfahren fur Ideenspielraume: definieren, abstrahieren, metaphorisieren, negieren, rahmen ("framing") sowie argumentieren, erzahlen, beschreiben. Die Vorfeldfaktoren: Empathie, informale Kommunikation, Akzeptanz von Ungewissheit und Mehrdeutigkeit, experimentelle Haltung, Perspektivenabgleich, UEberwindung von Tabus, Mythen und blockierenden inneren Bildern - und eine Sprache, die Gruppen befahigt, von der Zukunft her zu denken.

Das essential liefert eine Einfuhrung in das Agilitatskonzept insbesondere als Organisations-, Fuhrungs- und Kommunikationskonzept und definiert den Beitrag der internen Kommunikation im Rahmen dieses Konzepts neu. Im Hinblick auf agile Organisationen legen die Autorinnen den Schwerpunkt der Ausfuhrungen auf das Zusammenspiel von hierarchischen und heterarchischen Strukturen, wobei der Netzwerkorganisation besondere Aufmerksamkeit gewidmet wird. Dadurch eroeffnen sich neue Perspektiven auf die Funktionen von gesteuerter Kommunikation als Teil des Fuhrungshandelns. Die Managementfunktion "Interne Unternehmenskommunikation" einschliesslich der Fuhrungskommunikation erfahrt in diesem Kontext der aktuellen Managementlehre damit eine substanzielle Weiterentwicklung.