By Ansgar Zerfaß,Thomas Pleil (Hg.),Thomas Pleil
Die Beiträge zeigen, dass es nicht ausreicht, digitale Kommunikation als neuen Baustein in herkömmliche Strategien einzubauen. Stattdessen ist ein grundlegendes Umdenken notwendig. Das Zeitalter der Massenmedien geht zu Ende. Wer für professionelle Kommunikation verantwortlich ist, muss den Wandel verstehen, soziale und technologische Rahmenbedingungen adaptieren sowie neue Strategien entwickeln. Jenseits schnelllebiger Moden geht es vor allem darum, geeignete Rahmenbedingungen zu schaffen und die Stärken beziehungsweise Schwächen verschiedener Ansätze zu verstehen. Dies leistet das wissenschaftlich fundierte und zugleich praxisnahe »Handbuch Online-PR« mit zahlreichen Fallbeispielen.
Read or Download Handbuch Online-PR: Strategische Kommunikation in Internet und Social Web (PR Praxis, Bd. 7) (German Edition) PDF
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Handbuch Online-PR: Strategische Kommunikation in Internet und Social Web (PR Praxis, Bd. 7) (German Edition) by Ansgar Zerfaß,Thomas Pleil (Hg.),Thomas Pleil
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