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PR im Social Web (O'Reillys Basics)
book

PR im Social Web (O'Reillys Basics)

by Marie-Christine Schindler, Tapio Liller
May 2012
Beginner to intermediate
376 pages
11h 16m
German
O'Reilly Verlag
Content preview from PR im Social Web (O'Reillys Basics)

Mission: Barrieren zwischen Unternehmen und ihren Bezugsgruppen abtragen

Das Social Web ist ein Raum, der Interessengemeinschaften entstehen lässt und Menschen miteinander vernetzt. Der Ausgangspunkt der Kommunikation, die zur Vernetzung beiträgt, ist immer das Individuum. Das Social Web geht vom Einzelnen aus, und so wirken denn Unternehmen und andere Organisationen und überhaupt jede Art von Institution zunächst als Fremdkörper.

Das liegt daran, dass Institutionen dazu geschaffen sind, vom Individuum zu abstrahieren. Nicht der Einzelne zählt, sondern das Ganze. Ausdruck dieser Abstraktion, dieser Entkoppelung vom Einzelnen sind zum Beispiel Marken, Corporate Identities und One-Voice-Policies. Eine abstrakte, künstlich geschaffene Hülle, zusammengesetzt ...

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PR im Social Web (O'Reillys Basics), 2nd Edition

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Publisher Resources

ISBN: 9783868992830Purchase book