Claudia Mast,Klaus Spachmann,Katherina Georg's Kompass der Wirtschaftskommunikation: Themeninteressen der PDF

By Claudia Mast,Klaus Spachmann,Katherina Georg

Wirtschaft und Unternehmen sind komplex und daher schwer zu durchschauen. Die Ergebnisse von über 15 repräsentativen Bevölkerungsumfragen zeigen aber: Die Menschen haben eine klare Vorstellung davon, wie eine gute Wirtschaftskommunikation aussehen sollte. Sie muss nämlich die aus Sicht der Bürger wichtigen Themen aus der richtigen Perspektive behandeln und dabei vor allem faktentreu, nützlich und wahrheitsgetreu sein. Bislang gelingt es allerdings nur den Journalisten, dieser Vorstellung nahezukommen – die Kommunikation von Unternehmen und insbesondere von Politikern ist weit davon entfernt.

Das Sachbuch plädiert deshalb für eine Neuausrichtung der Wirtschaftskommunikation – die die Betroffenheit und das Interesse der Stakeholder an den Ausgangspunkt kommunikationsstrategischer Überlegungen stellt.

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Kompass der Wirtschaftskommunikation: Themeninteressen der Bürger - Bewertungen der publizistischen Leistungen von Politik, Unternehmen und Journalismus (German Edition) by Claudia Mast,Klaus Spachmann,Katherina Georg


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