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Public Relations und Osteopathie: Die Öffentlichkeitsarbeit der Österreichischen Gesellschaft für Osteopathie by Wikus, Priska

Public Relations und Osteopathie: Die Öffentlichkeitsarbeit der Österreichischen Gesellschaft für Osteopathie

by Priska Wikus
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Book cover type: Paperback
  • ISBN13: 9783842886506
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Diplomica Verlag
  • Publisher Imprint: Diplomica Verlag
  • Publication Date:
  • Pages: 92
  • Original Price: USD 59.9
  • Language: German
  • Edition: N/A
  • Item Weight: 177 grams
  • BISAC Subject(s): Marketing / General

Die Osteopathie unterliegt in Österreich - wie auch in den meisten anderen Ländern Europas - keiner gesetzlichen Reglementierung und ist als eigenständige medizinische Disziplin nicht anerkannt. Viele Berufsverbände der verschiedenen Länder haben es sich somit zum Ziel gesetzt, diese Anerkennung und Reglementierung für die Osteopathie durchzusetzen - und auch die Zusammenarbeit mit ÄrztInnen und den Krankenkassen zu stärken. Auch die Österreichische Gesellschaft für Osteopathie arbeitet an diesem Ziel. Dies gelingt jedoch nur als mitgliederstarke Berufsvereinigung mit zusätzlicher Unterstützung der Öffentlichkeit. Vor diesem Hintergrund entwickelte sich die Fragestellung, die dieser Studie zugrunde liegt: Inwiefern eignen sich die von der ÖGO geplanten PR-Projekte zur Umsetzung jener Ziele, die sich die ÖGO hinsichtlich ihrer PR setzt? Nach einer mehrstufigen PR-Evaluation nach dem integrierten Modell nach Besson und der Auswertung der gewonnenen Daten zeigte sich, dass das PR-Konzept der Österreichischen Gesellschaft für Osteopathie und die Planung des PR-Projektes nicht ausreichend strukturiert und unklar definiert sind. Darauf aufbauende Ma nahmen können dementsprechend nicht alle Ziele erreichen. Auch die Botschaften, die diese Ma nahmen transportieren sollen, sind nicht deutlich formuliert. Verbesserungsmöglichkeiten ergeben sich demnach in erster Linie hinsichtlich der Planung des PR-Projektes der Österreichischen Gesellschaft für Osteopathie. Konkrete Definitionen der Botschaften, die vermittelt werden sollen, erleichtern die Umsetzung des Projektes: Wer ist die Österreichische Gesellschaft für Osteopathie? Was will sie erreichen? Wodurch profitieren Mitglieder und (potentielle) PatientInnen? Eine Situationsanalyse, die vorab erstellt wird, kann Aufschluss über die momentane Position und Situation liefern und erlaubt eine optimale Anpassung des PR-Projektes. Durch eine Überarbeitung der Homepage und der Folder können diese Botschaften transportiert werden. Au

Mag. Priska Wikus wurde 1981 in Wien geboren. Nach ihrer Ausbildung zur Physiotherapeutin und ihrem Bildungswissenschafts-Studium an der Universität Wien entschloss sie sich für eine Weiterbildung im Gebiet der Osteopathie an der IAO. Nach fünfjähriger Grundausbildung schloss die Autorin 2012 ihr Studium mit dem akademischen Grad Master of Science (Osteopathy) erfolgreich ab. Die freiberufliche Tätigkeit in eigener Praxis veranlasste die Autorin dazu, sich mit berufspolitischen Themen der Osteopathie in Österreich auseinanderzusetzen. Vor diesem Hintergrund beleuchtete sie die Aktivitäten des Berufsverbandes der österreichischen OsteopathInnen und widmete den Ergebnissen dieser Untersuchung folgendes Buch.

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