Andere Kunden interessierten sich auch für
![Social Media als Teilbereich der Public Relations. Eine Analyse am Beispiel der Starbucks Corporation]( "Social Media als Teilbereich der Public Relations. Eine Analyse am Beispiel der Starbucks Corporation")
Social Media als Teilbereich der Public Relations. Eine Analyse am Beispiel der Starbucks Corporation17,95 €![Critical Public Relations. Contexts and Issues]( "Critical Public Relations. Contexts and Issues")
Critical Public Relations. Contexts and Issues17,95 €![Public Relations. Möglichkeiten und Perspektiven]( "Public Relations. Möglichkeiten und Perspektiven")
Public Relations. Möglichkeiten und Perspektiven17,95 €![Reflection on customers¿ knowledge and perceptions about marketing]( "Reflection on customers¿ knowledge and perceptions about marketing")
Reflection on customers¿ knowledge and perceptions about marketing47,95 €![Der Wandel des Berufsfelds Public Relations. Zusammenhang mit der Digitalisierung]( "Der Wandel des Berufsfelds Public Relations. Zusammenhang mit der Digitalisierung")
Der Wandel des Berufsfelds Public Relations. Zusammenhang mit der Digitalisierung15,95 €![Online-Public-Relations. Eine empirische Analyse]( "Online-Public-Relations. Eine empirische Analyse")
Online-Public-Relations. Eine empirische Analyse39,99 €![Das Verhältnis von Journalismus und Public Relations. Determinationsthese und Intereffikationsmodell]( "Das Verhältnis von Journalismus und Public Relations. Determinationsthese und Intereffikationsmodell")
Das Verhältnis von Journalismus und Public Relations. Determinationsthese und Intereffikationsmodell15,95 €
Essay from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,7, Queen Margaret University, language: English, abstract: This paper aims to address the question, whether an understanding of traditional communication theory can contribute to the effective use of social media or not. The question will be addressed by utilising relevant theoretical frameworks as well as examining current developments and dominant debates within PR practice.In order to discuss this topic, it is first necessary to define what traditional communication theory is and what role it plays within PR practice. Thus, the assumption of PR to be an interdisciplinary study constituted of humanities, sociology and communication appears important. Whilst humanities studies focus on the viewpoint of rhetorical and discursive approaches and sociology studies understand communication in terms of systems process by adopting systems theory, communication studies address PR from different 'mindsets'.Human communication is explained with psychological concepts; persuasion is considered to be a goal of both mediated and direct communication; and mass communication focuses on media relations theories and media effects. Derived from this we can conclude that communication theory can be identified as an element of PR practice. Correspondingly. the use of social media is a technique of building media relations, and therefore a subject of mass communication. However, these considerations do not explain which part of communication theory can be identified as traditional.Communication is inevitable in public relations (PR) practice, because it contributes to the building of good relationships between an organisation and its stakeholders with the desired outcome of "...earning understanding and support and influencing opinion and behavior". PR practitioners manage relations to community, employees, consumer and other stakeholders by understanding and using communication concepts and strategies.Recently, the communication practice of PR practitioners has been challenged by the heavy influence of the revolutionary character of the internet. In other words, they face the challenge of adapting their communication strategies at the same pace as the new technologies and tools are developing. Especially "the rise of social media" provided a rich debate ground for PR practitioners, PR theorists and academics of different disciplines.
Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.