Public Relations at Universität Mainz

Flashcards and summaries for Public Relations at the Universität Mainz

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Study with flashcards and summaries for the course Public Relations at the Universität Mainz

Exemplary flashcards for Public Relations at the Universität Mainz on StudySmarter:

Kommunikation schafft (immaterielle) Werte

Organisationswerte (Strukturkapital) 

Exemplary flashcards for Public Relations at the Universität Mainz on StudySmarter:

Definition Public Relations

"PR is the management of            ​ between an            ​ and its            ​." ​​​​​​​​​​​​

Exemplary flashcards for Public Relations at the Universität Mainz on StudySmarter:

Abgrenzung von PR zu Journalismus

Strategie (ja/nein?) 
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Abgrenzung PR und Werbung

(3 Kriterien) 

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Abgrenzung von PR und Propaganda

Exemplary flashcards for Public Relations at the Universität Mainz on StudySmarter:

Abgrenzung von PR und Propaganda

Propaganda 

Exemplary flashcards for Public Relations at the Universität Mainz on StudySmarter:

Organisationen können nicht        ​ kommunizieren. ​​​
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Unternehmenskommunikation kann Werte         ​ und           ​. ​​​​​​​​​

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Kategorisierung von Medien

Paid Media

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Manifeste Konstrukte 

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Geschichte  der U.kommunikation
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Entstehung des Berufs

Politische Entwicklungen 

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Exemplary flashcards for Public Relations at the Universität Mainz on StudySmarter:

Public Relations

Kommunikation schafft (immaterielle) Werte

Organisationswerte (Strukturkapital) 

  • Organisationskapital: Strukturen, Prozesse, Unternehmenskultur und - führung 
  • Imagekapital: Vertrauen, gesellschaftliches Ansehen, Vermittlung von Markenimage, Tradition, Nutzenversprechen

Public Relations

Definition Public Relations

"PR is the management of            ​ between an            ​ and its            ​." ​​​​​​​​​​​​
"PR is the management of communication between an organization​ and its publics​."

Public Relations

Abgrenzung von PR zu Journalismus

Strategie (ja/nein?) 
  • PR: strategisches Kommunizieren 
  • Journalismus: (in den meisten Fällen) kein strategisches Kommunizieren

Public Relations

Abgrenzung PR und Werbung

(3 Kriterien) 
  • Zielgruppen 
  • Bezahlung 
  • Kontrolle 

Public Relations

Abgrenzung von PR und Propaganda
  • Abgrenzungswunsch wegen negativer Konnotation des Propagandabegriffs 
  • Propaganda oft als Missbrauch strategischer Kommunikation

Public Relations

Abgrenzung von PR und Propaganda

Propaganda 
meinungsbetont 

Public Relations

Organisationen können nicht        ​ kommunizieren. ​​​
die Lücke bleibt frei 

Public Relations

Unternehmenskommunikation kann Werte         ​ und           ​. ​​​​​​​​​

  • Schaffen
  • Zerstören

Public Relations

Kategorisierung von Medien

Paid Media

  • Bezahlte Inhalte in fremden Medien, Kontrolle über Inhalt und Gestaltung ( Werbung, product placements) 
  • weitgehende inhaltliche Kontrolle 
  • geringe Glaubwürdigkeit 

Public Relations

Manifeste Konstrukte 
  • direkt beobachtbar
  • können über einen einzelnen Indikator erhoben werden (z. B. Alter, Geschlecht, Körpergröße) 

Public Relations

Geschichte  der U.kommunikation

  • Entstehung Berufsfeld (1850-1980)
  • Wachstum, Konsolidierung (1918-1933)
  • NS-Pressearbeit (1933-1945)
  • Neubeginn, Aufschwung (1945-1958)
  • Konsolidierung (1958-1985)
  • Boom, Professionalisierung (1985-1995)
  • Interneteinfluss, Globalisierung, Social Media (1995-heute)

Public Relations

Entstehung des Berufs

Politische Entwicklungen 
  • Norddeutscher Bund
  • Kaiserreich 
  • 1. Weltkrieg
  • Propaganda 

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