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Home > Business and Economics > Business and Management > Business communication and presentation > Starke Texte der Unternehmenskommunikation: Grundlagen und Anwendungsbeispiele von Public Relations bis Social Media
Starke Texte der Unternehmenskommunikation: Grundlagen und Anwendungsbeispiele von Public Relations bis Social Media

Starke Texte der Unternehmenskommunikation: Grundlagen und Anwendungsbeispiele von Public Relations bis Social Media


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About the Book

Dieses Grundlagenwerk zu Texten in Public Relations, Marketing und Werbung bietet einen fundierten und praxisnahen Überblick für Ausbildung, Studium und Berufspraxis. Schreibkompetenz ist in der Kommunikationsbranche wichtiger denn je – aufgrund von unterschiedlichsten digitalen Formatentwicklungen und der wachsenden Aufmerksamkeit für zielgruppengerechte und angemessene Sprache in der Öffentlichkeit. Dazu benötigt es Wissen über zeitgemäße Kommunikation sowie spezifische Kenntnisse über einzelne Textsorten, Formate und Kanäle. Im ersten Buchteil thematisiert die Autorin aktuelle Entwicklungen in Medien und Gesellschaft und beschreibt ihre grundlegenden Auswirkungen auf die Schreibarbeit. Im zweiten Teil werden unterschiedliche Textsorten anhand von Definitionen, Inhalten und Aufbau, sprachlichen Merkmalen und konkreten Praxisbeispielen vorgestellt. Neu in die 2. Auflage aufgenommen wurden die Themen Gendersensibilität und Barrierefreiheit sowie Kommunikation in Audio- undVideoformaten. Ein unverzichtbarer Leitfaden für alle, die heute mit starken Texten professionelle Unternehmenskommunikation betreiben möchten. Für Leser kostenlos: Testen Sie Ihr Wissen mit Fragen und Antworten zum Buch in der Springer-Nature-Flashcards-App. 

Table of Contents:
Teil I: Trends und Tendenzen in den Public Relations.- Aktuelle Entwicklung der Unternehmenskommunikation.- Arbeit mit PR-Texten.- Gesprochene Sprache in der PR.- Inklusive Kommunikation.- Teil II: Texte der Unternehmenskommunikation von A bis Z.- Advertorial.- Autorenbeitrag.- Blogbeitrag (Corporate Blog).- Code of Conduct/Compliance-Richtlinien.- Content-Strategie.- Corporate Language/Sprachleitfaden/Gendergerechte Sprache.- Gewinnspiel.- Homepage-Text.- Imagebroschüre.- Kommunikationskonzept.- Kommunikationshandbuch.- Kundenzeitschrift.- Leitbild.- Mitarbeiterzeitschrift.- Nachhaltigkeitsbericht.- Newsletter.- Podcast.- Post Berufsnetzwerke: LinkedIn & Co.- Post Social Medida: Facebook und Instagram.- Pressemitteilung und Online-Meldung.- Social-Media-Guidelines.- Tweet: Microblogging bei Twitter.- Video-Statement.

About the Author :
Dr. Annika Schach ist Professorin für Public Relations an der Hochschule Hannover und Geschäftsführerin der Kommunikationsberatung segmenta futurist:a, die sich u.a. mit der Kommunikation von Diversitätsthemen befasst. Sie ist Bundesvorstandsmitglied der Deutschen Public Relations Gesellschaft für das Thema Diversity, wissenschaftliche Leiterin der DAPR und vielfache Autorin bei Springer Gabler.


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Product Details
  • ISBN-13: 9783658367084
  • Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
  • Publisher Imprint: Springer Gabler
  • Edition: Revised edition
  • Language: German
  • Returnable: Y
  • Width: 168 mm
  • ISBN-10: 3658367083
  • Publisher Date: 14 May 2022
  • Binding: SA
  • Height: 240 mm
  • No of Pages: 273
  • Sub Title: Grundlagen und Anwendungsbeispiele von Public Relations bis Social Media


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Starke Texte der Unternehmenskommunikation: Grundlagen und Anwendungsbeispiele von Public Relations bis Social Media
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