Die Glaubwurdigkeit der Kommunikation ist das zentrale Thema dieses Buches. Es stellt Strategien vor, wie man authentisch kommuniziert - im Unternehmen; in einer Presselandschaft, die gepragt ist von Konkurrenzkampf, Vereinfachung und Zeitnot; und vor dem Hintergrund einer Gegenoffentlichkeit, die eine junge Generation von kritischen Konsumenten im Internet etabliert, um dort ethisches Wirtschaften einzufordern."

Publishing the Nonprofit Annual Report offers your nonprofit organization hands-on guidance to help you create an annual report that goes beyond fulfilling your financial reporting responsibilities and instead becomes a valuable communications, marketing, and image-building tool. Written by Caroline Taylor--a consultant who has more than twenty years of experience producing award-winning annual reports--this essential guide takes you through the report-writing cycle from start to finish. Step by step, she shows you how to create a plan, fit the report process into the overall schedule, assign tasks, develop the executive message, work with designers to integrate visual elements, and get the report printed on time and within budget.

International Communications Strategy is about the cross-cultural challenges currently facing PR practitioners. Offshoring, globalisation and the rise of China and India have been triggering unprecedented change in the communication sector. New channels of global communications are also being opened up by social media tools, bringing different cultures across the world together instantaneously online. Understanding cross-cultural aspects of PR includes understanding the culture of different societies, online culture itself and cross-border uses of social media. Communication is seen less and less as an operational function. While in the past organizations seemed to need communication practitioners only for colourful brochures and press releases, you are now expected to provide strategic advice and help senior executives to engage effectively with stakeholders in various parts of the world. At the same time, you are required to be knowledgeable about social media and internet cultures and to be able to link on-line and off-line PR work successfully. By providing information on alternative approaches as well as containing cross-cultural case-studies and examples, the book will give you points of reference and ideas that you will be able to use every time you are asked to provide strategic communication guidance to senior management/clients.

Auf der Basis interdisziplinarer Erkenntnisse wird ein einheitlicher Begriffsrahmen und ein Steuerungsmodell fur das Kommunikationsmanagement entwickelt. Daran anschliessend stellen fuhrende Autoren des Gebietes wichtige Teilbereiche und Aufgabenstellungen der Unternehmenskommunikation vor. Ziel ist eine Zusammenfuhrung wichtiger Positionen zum Thema Kommunikationsmanagement, die die Marketingsicht, die kommunikationswissenschaftliche PR-Sicht sowie neue Ansatze eines Stakeholder Managements einschliesst.
Die 2. Auflage wurde um einen neuen Beitrag zu Online-Kommunikation erweitert.



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Krisen verursachen wirtschaftlichen Schaden und Reputationsverlust. Unternehmenskrisen werden vor allem dann zu echten Krisen, wenn es in der Kommunikation kriselt. Wie Sie die Kardinalsaufgaben zur Krisenbewaltigung beherrschen und Fallen sowie Stolpersteine antizipieren, zeigt dieses Buch. Gelungene Beispiele, Grafiken und Cartoons veranschaulichen den Sachverhalt auf lebendige und kurzweilige Weise."

Senior management and leaders within companies embroiled in crisis, have learned the hard way what happens when the unthinkable becomes a reality - an accident results in death or injury; a failed company takeover causes share prices to plummet; or toxic food, medicines and drinks leads to mass hysteria. All attention focuses on the guilty parties - and the media can be expected to make this crisis headline news within a matter of hours. No company or organisation is immune to crisis. Everyday, organisations run the risk of being affected. However, a crisis does not necessarily have to turn into a disaster for the business or organisation involved. Crisis Communication provides readers with advice on how to limit damage effectively by acting quickly and positively. Moreover, it explains how to turn a crisis into an opportunity by communicating efficiently, through the use of successful public relations strategies. Providing information on accountability; crisis communication planning; building your corporate image; natural disasters; accidents; financial crises; legal issues; corporate re-organisation; food crises; dealing with negative press; media training; and risk managers, Crisis Communication is a thorough guide to help prepare your organisation for any future calamities. Including international case studies, crisis communication checklists and sample crisis preparation documents, this book ensures that you are fully prepared for the absolute necessity of proactive crisis communication and proper planning, should you be confronted with a crisis.

Mit Beginn der 90er Jahre ist "Shareholder Value" auch in Deutschland zunehmend zum Schlagwort geworden. Der Autor geht in diesem Buch dem Zusammenhang zwischen Aktionarsorientierung und Globalisierung nach und untersucht anhand einer Langsschnittstudie uber 30 Jahre den unternehmenspolitischen Wandel grosser deutscher Unternehmen, insbesondere die Verbindung zwischen der Hinwendung zum Shareholder Value und der Internationalitat der Unternehmung."

Millionaire maker Dan S. Kennedy, joined by successful franchisors Forrest Walden and Jim Cavale, debunk the branding lies and myths shared by small business owners and entrepreneurs and deliver a heavy dose of reality--YOUR BRAND SHOULD BE A HAPPY, FREE BY-PRODUCT OF DIRECT MARKETING--NOT PURCHASED OUTRIGHT. Kennedy and his co-authors don't offer a strategy for creating a company logo, writing a slogan or issuing a press release. You won't learn how to follow in the footsteps of big brand advertisers (and thus, brand-build your business into bankruptcy). This book isn't about buying brand power. It's about getting a highly valuable brand--FREE. Led by Kennedy and contributors, learn the principles behind power-house brands that didn't pour oceans of money into the branding of their business. Then, master these truths for yourself, put them into practice, and gain your own brand tribe-- customers who believe in, promote and buy your brand.

Public Relations: Theory & Practice is an exciting new approach to PR in southern Africa.

Since the global economic crisis of 2008, Public Relations has become increasingly important in establishing, protecting and saving the reputations of companies. Large companies especially have realised the value and importance of PR.

Public Relations: Theory & Practice addresses a number of new, crucial aspects and issues, which have become highly relevant to PR today, such as Online PR, Reputation Management, Strategic Management and Crisis Management. These topics are important to students and practitioners alike as they battle with the trends and developments in this field.

Case studies at the end of each chapter show the practical use of the theoretical principles and make the theory more understandable and applicable. This text is a must for academia and practitioners wanting a clear, easy-to-read Public Relations text that explains the various principles and processes associated with image that companies face.

Providing the best of practical tools, real-world examples and proven theories, PUBLIC RELATIONS WRITING: STRATEGIES & STRUCTURES, 11th Edition, teaches you the essentials of writing with understanding and purpose. Extremely student friendly, it guides you step by step through a logical progression of PR writing, starting with the roles and responsibilities of the PR writer, followed by writing principles, preparing to write, writing for select audiences, and writing for crisis situations. It thoroughly explains the different styles and techniques behind writing principles. The Eleventh Edition also includes an entire chapter devoted to writing for social media.

Immer haufiger stellt sich die Frage nach der Zukunft und der Bedeutung von Public Relations, dabei werden die Antworten im Ruckgriff auf wissenschaftliche Erkenntnisse und auf die praktizierten Normen sittlichen Verhaltens gesucht. Es verwundert folglich nicht, dass fur PR Primate des "Sollens" gefordert werden, um Defizite in der Praxis zu uberwinden. PR-Ethik soll PR zu mehr Professionalismus verhelfen, ihr eine neue Perspektive offnen und mehr Glaubwurdigkeit nach innen wie nach aussen gewahrleisten.Die Herbert-Quandt-Stiftung hat diese Entwicklung zum Anlass genommen, Wissenschaftler aus PR-bezogenen Disziplinen zur Diskussion von Ethik-Fragen einzuladen. Schwerpunktthemen waren philosophische und ethische Aspekte von PR, Organisation und Management, kommunikationswissenschaftliche Ansatze und denkbare Folgen des Nachdenkens uber PR-Ethik fur Praxis und PR-Forschung."

Countering popular myths of women's deficiencies in communicating in traditionally male professions, the author uses women's talk to illustrate the interactional skills required to contribute effectively to workplace meetings, and presents new insights on the organization of talk in meetings while celebrating women's clear competence.