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Geplante und ungeplante Reputationsbeeinflussung durch Kommunikation: Begrifflichkeiten, Modelle und Managementchancen und -risiken by Fischer, Jenny

Geplante und ungeplante Reputationsbeeinflussung durch Kommunikation: Begrifflichkeiten, Modelle und Managementchancen und -risiken

by Jenny Fischer
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Book cover type: Paperback
  • ISBN13: 9783346133960
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 44
  • Original Price: USD 25.5
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 68 grams
  • BISAC Subject(s): Communication Studies

Studienarbeit aus dem Jahr 2017 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,7, SRH Fernhochschule, Sprache: Deutsch, Abstract: In vorliegender Arbeit soll die Beeinflussung der Reputation durch geplante Kommunikationsma nahmen bzw. ungeplante Kommunikationsprozesse herausgearbeitet werden. Darüber hinaus werden die Chancen und Risiken für das Reputationsmanagement innerhalb von Unternehmen aufgezeigt. Die Vorstellung von anerkannten Reputationsmodellen soll hierbei Aufschluss über die Konstitution von Reputation sowie die Möglichkeiten ihres Managements geben. Um Missverständnisse zu vermeiden, werden zu Beginn dieser Arbeit die wichtigen Begrifflichkeiten der "Reputation" und des "Reputationsmanagements" definiert und abgegrenzt. In Kapitel drei werden zwei ausgewählte, bestehende Reputationsmodelle vorgestellt, die eine wissenschaftlich fundierte Basis für die darauffolgenden Ausführungen bilden sollen. Hierzu wurde zum einen der Global RepTrak(R) und zum anderen der Media Reputation Index exemplarisch ausgewählt. Das letzte Kapitel definiert geplante kommunikative Ma nahmen und ungeplante Kommunikationsprozesse innerhalb des Kontexts der Unternehmenskommunikation und rundet die Arbeit mit der abschlie enden Erörterung der positiven sowie negativen Beeinflussung der Reputation ab. In diesem Zuge werden ebenso die Chancen und Risiken für das Reputationsmanagement final herausgestellt. Vorerst ist davon auszugehen, dass sich die Reputation einer Organisation durch aktive, geplante Kommunikationsma nahmen nach au en vor allem positiv beeinflussen lässt, da die PR-Abteilung in der Regel engagiert an der vorteilhaften Gestaltung dieser arbeitet. Darüber hinaus ist zu unterstellen, dass die Reputation einer Organisation ein relativ instabiles Konstrukt darstellt, weil sich diese stetigen geplanten und ungeplanten Beeinflussungen gegenüber gestellt sieht: Einerseits der aktiven Arbeit der PR-Abteilung sowie and

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