Social Media Als Teilbereich Der Public Relations Eine Analyse Am Beispiel Der Starbucks Corporation
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Social Media Als Teilbereich Der Public Relations Eine Analyse Am Beispiel Der Starbucks Corporation
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Author : Jana Mengede
language : de
Publisher: GRIN Verlag
Release Date : 2020-09-23
Social Media Als Teilbereich Der Public Relations Eine Analyse Am Beispiel Der Starbucks Corporation written by Jana Mengede and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-09-23 with Business & Economics categories.
Studienarbeit aus dem Jahr 2018 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, SRH Fernhochschule, Sprache: Deutsch, Abstract: Diese Arbeit widmet sich der besonderen Bedeutung der sozialen Medien im Rahmen von PR-Aktivitäten. Im theoretischen Teil werden dabei zunächst die Grundlagen der Unternehmenskommunikation sowie die Public Relations als Teilbereich der Unternehmenskommunikation erläutert. Im Anwendungsteil schließlich wird die Umsetzung dieser theoretischen Grundlagen anhand den Social Media-Aktivitäten der Starbucks Corporation analysiert. Aufgrund der sehr umfangreichen Aktivitäten des Konzerns können allerdings nur einige ausgewählte Social Media-Profile im Detail analysiert werden. Ziel ist es zu prüfen, wie groß das Social-Media-Potenzial für das Unternehmen ist und ob die dort getätigten PR-Maßnahmen helfen können, die strategischen Unternehmensziele zu erreichen.
Integration Von Social Media Aktivit Ten Im Rahmen Der Kommunikationspolitik Am Beispiel Der Starbucks Corporation
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Author : Matthias Schmidt
language : de
Publisher: GRIN Verlag
Release Date : 2019-02-25
Integration Von Social Media Aktivit Ten Im Rahmen Der Kommunikationspolitik Am Beispiel Der Starbucks Corporation written by Matthias Schmidt and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-02-25 with Business & Economics categories.
Studienarbeit aus dem Jahr 2016 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, FOM Hochschule für Oekonomie & Management Essen, Standort Duisburg, Veranstaltung: IT-Management, Sprache: Deutsch, Abstract: Die Zielsetzung dieser Arbeit besteht einerseits darin, einen ganzheitlichen Überblick über die Grundlagen des Social Media Marketings (SMM) aufzuzeigen, andererseits liegt das Hauptaugenmerk auf der Frage: Wie werden SM Aktivitäten bestmöglich in die Kommunikationsstrategie eines Unternehmens integriert? Ferner werden an praktischen Beispielen eine erfolgreiche Integration der SM Aktivitäten einer nicht erfolgreichen Integration gegenübergestellt, analysiert sowie die daraus resultierenden Erkenntnisse bewertet. Im Verlauf dieser Arbeit wird sowohl der Begriff des Marketing-Mix, der Kommunikationspolitik als auch der Kommunikationsstrategie genauer beschrieben und erläutert. In Kapitel 2 wird auf diese und weitere Begrifflichkeiten, die im Bereich des SMM angesiedelt sind und die Grundlagen dieser Arbeit bilden, näher eingegangen. Um den Überblick der Grundlagen abzurunden, werden neben der Einordnung und Definition von SMM außerdem dessen Instrumente und die SM Strategie beleuchtet. Anschließend werden in Kapitel 3 das Unternehmensprofil der Starbucks Corporation sowie die erfolgreiche Integration von SM Aktivitäten in diesem Unternehmen aufgezeigt. Der erfolgreichen Integration folgt die Ausführung einer gescheiterten Integration, um basierend auf einer Gegenüberstellung eine Handlungsempfehlung auszusprechen. Ein abschließendes Fazit fasst die Ausführungen zusammen.
Social Media Plattformen Als Integrierter Bestandteil Der Unternehmenskommunikation Am Beispiel Von Starbucks
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Author : Alexej Antropov
language : de
Publisher: GRIN Verlag
Release Date : 2011-04-26
Social Media Plattformen Als Integrierter Bestandteil Der Unternehmenskommunikation Am Beispiel Von Starbucks written by Alexej Antropov and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-04-26 with Business & Economics categories.
Studienarbeit aus dem Jahr 2010 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, München früher Fachhochschule, Sprache: Deutsch, Abstract: Was ist Social Media? In der Literatur gibt es verschiedene Definitionen zu diesem Thema. Wikipedia -selbst eine Social Media Plattform -, Kaplan und Haenlein, Brennan, Weinberg und viele andere Autoren bieten Definitionen an. In dieser Arbeit wird die Definition des Bundesverbandes Digitale Wirtschaft (BVDW) verwendet, welche im Rahmen der Publikation „Social Media Kompass“ veröffentlicht wurde: „Social Media sind eine Vielfalt digitaler Medien und Technologien, die es Nutzern ermöglichen, sich untereinander auszutauschen und mediale Inhalte einzeln oder in Gemeinschaft zu gestalten.“ Dabei verschwimmt die Grenze zwischen Produzent und Konsument. Die richtige Platzierung und Nutzung stellt viele Unternehmen vor große Herausforderungen: über traditionelle Werbekanäle sind diese Konsumenten nicht mehr zu erreichen, daher müssen die Plattformen in Form von Social Media Marketing (SMM) in die Unternehmenskommunikation integriert werden. Franz beschreibt die Herausforderungen wie folgt: „Soziale Netzwerke stellen für das Marketing besondere Herausforderungen dar, weil sie neue Formen der Ansprache erfordern. Dabei geht es weniger darum, direkte Werbeimpulse zu setzen, wie bei den klassischen Medien.Das Ziel ist eher, Markenbotschaften in die persönliche Kommunikation der Mitglieder von sozialen Netzwerken einfließen zu lassen und so eine positive Beziehung zur Marke aufzubauen.“ Die Autoren haben für diese Arbeit das Unternehmen Starbucks als Beispiel gewählt, weil die Präsenz des Unternehmens im Social Web sehr groß ist und Starbucks gelernt hat, anfängliche Schwächen zu überwinden und sich der sozialen Verantwortung zu stellen. In einemInterviewstellte Starbucks-CEO Howard Schultz den Wandel in der Kommunikation mit den Konsumenten treffend fest: „Social Media Websites begannen plötzlich, Starbucks genau unter die Lupe zu nehmen. Wir waren ein leichtes Opfer. Blogger beschädigten den Markenwert, und das wirkte sich auf das Vertrauen der Verbraucher, unserer Mitarbeiter, einfach auf alles aus. [...] Wir lernten daraus, dass die Welt sich verändert hatte.“ Bei dieser Arbeit wurden von den Autoren die gängigen Social Media Tools und Websites auf Auftritt und Aktivitäten von Starbucks analysiert und kritisch gewürdigt.Ziel war es, die Social Media Plattformen als integrierten Teil der Unternehmenskommunikation von Starbucks darzustellen.
Public Relations For The Arts What Are The Benefits
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Author : Candy Lange
language : en
Publisher: GRIN Verlag
Release Date : 2006-11-06
Public Relations For The Arts What Are The Benefits written by Candy Lange and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-11-06 with Business & Economics categories.
Essay from the year 2006 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1, University of Auckland (School of Comunication Studies), course: Media Communications Research Methods, language: English, abstract: Long before the arts and public relations were literally formulated, they were already linked together. With the beginning of civilisation, visual arts were used to influence the public opinion. In ancient Egypt, impressive architecture such as statues and temples were built to represent the greatness of the ruling priests and nobles (Bates, 2002). Art was an essential element of the propaganda machines during World War II. Especially Hitler misused art to propagate his politic opinion amongst the public. Today, a vast range of companies use art in order to receive (hopefully) positive media coverage, e.g. Telecom New Zealand is sponsor of the New Zealand International Arts Festival, the City Gallery in Wellington and the Auckland Philharmonia, and initiator of the Telecom New Zealand International Film Festivals, the White Pages Arts Award and the IHC Telecom Art Award. However, the connection between public relations and the arts must also be seen from another point of view. In terms of arts marketing, the arts can benefit from public relations. What are the benefits for artists and arts organisations, and how can they use public relations in order to promote their products?
The Traditional Communication Theory And The Effective Use Of Social Media In Public Relations A Critical Reflection
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Author : Maria M.
language : en
Publisher: GRIN Verlag
Release Date : 2021-01-11
The Traditional Communication Theory And The Effective Use Of Social Media In Public Relations A Critical Reflection written by Maria M. and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-01-11 with Business & Economics categories.
Essay from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,7, Queen Margaret University, language: English, abstract: This paper aims to address the question, whether an understanding of traditional communication theory can contribute to the effective use of social media or not. The question will be addressed by utilising relevant theoretical frameworks as well as examining current developments and dominant debates within PR practice. In order to discuss this topic, it is first necessary to define what traditional communication theory is and what role it plays within PR practice. Thus, the assumption of PR to be an interdisciplinary study constituted of humanities, sociology and communication appears important. Whilst humanities studies focus on the viewpoint of rhetorical and discursive approaches and sociology studies understand communication in terms of systems process by adopting systems theory, communication studies address PR from different ‘mindsets’. Human communication is explained with psychological concepts; persuasion is considered to be a goal of both mediated and direct communication; and mass communication focuses on media relations theories and media effects. Derived from this we can conclude that communication theory can be identified as an element of PR practice. Correspondingly. the use of social media is a technique of building media relations, and therefore a subject of mass communication. However, these considerations do not explain which part of communication theory can be identified as traditional. Communication is inevitable in public relations (PR) practice, because it contributes to the building of good relationships between an organisation and its stakeholders with the desired outcome of “...earning understanding and support and influencing opinion and behavior”. PR practitioners manage relations to community, employees, consumer and other stakeholders by understanding and using communication concepts and strategies. Recently, the communication practice of PR practitioners has been challenged by the heavy influence of the revolutionary character of the internet. In other words, they face the challenge of adapting their communication strategies at the same pace as the new technologies and tools are developing. Especially “the rise of social media” provided a rich debate ground for PR practitioners, PR theorists and academics of different disciplines.
The Routledge Handbook Of Critical Public Relations
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Author : Jacquie L'Etang
language : en
Publisher: Routledge
Release Date : 2015-08-11
The Routledge Handbook Of Critical Public Relations written by Jacquie L'Etang and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-08-11 with Business & Economics categories.
Critical theory has a long history, but a relatively recent intersection with public relations. This ground-breaking collection engages with commonalities and differences in the traditions, whilst encouraging plural perspectives in the contemporary public relations field. Compiled by a high-profile and widely respected team of academics and bringing together other key scholars from this field and beyond, this unique international collection marks a major stage in the evolution of critical public relations. It will increasingly influence how critical theory informs public relations and communication. The collection takes stock of the emergence of critical public relations alongside diverse theoretical traditions, critiques and actions, methodologies and future implications. This makes it an essential reference for public relations researchers, educators and students around a world that is becoming more critical in the face of growing inequality and environmental challenges. The volume is also of interest to scholars in advertising, branding, communication, consumer studies, cultural studies, marketing, media studies, political communication and sociology.
Public Relations And Communication Management
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Author : Krishnamurthy Sriramesh
language : en
Publisher: Routledge
Release Date : 2013-06-07
Public Relations And Communication Management written by Krishnamurthy Sriramesh and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-06-07 with Language Arts & Disciplines categories.
Public Relations and Communication Management serves as a festschrift honoring the work of public relations scholars James E. Gruning and Larissa A. Grunig. Between them, the Grunigs have published 12 books and more than 330 articles, book chapters, and various academic and professional publications, and have supervised 34 doctoral dissertations and 105 master’s theses. This volume recognizes the Grunig‘s contributions to public relations scholarship over the past four decades. To honor the Grunig’s scholarship, this volume continues to expand their body of work with essays from renowned colleagues, former students, and research associates. The chapters discuss current trends in the field as well as emerging issues that drive the field forward. Sample topics include theories and future aspects of the behavioral, strategic management approach to managing public relations, and its linkages and implications to related subfields and key field issues. Contributions stimulate academic discussion and demonstrate the relevance of applied theories for the practice of public relations and communication management with up-to-date concepts, theories, and thoughts.
Media And Convergence Management
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Author : Sandra Diehl
language : en
Publisher: Springer Science & Business Media
Release Date : 2013-05-24
Media And Convergence Management written by Sandra Diehl and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-05-24 with Business & Economics categories.
Convergence has gained an enormous amount of attention in media studies within the last several years. It is used to describe the merging of formerly distinct functions, markets and fields of application, which has changed the way companies operate and consumers perceive and process media content. These transformations have not only led business practices to change and required companies to adapt to new conditions, they also continue to have a lasting impact on research in this area. This book’s main purpose is to shed some light on crucial phenomena of media and convergence management, while also addressing more specific issues brought about by innovations related to media, technologies, industries, business models, consumer behavior and content management. This book gathers insights from renowned academic researchers and pursues a highly interdisciplinary approach. It will serve as a valuable reference guide for students, practitioners and researchers interested in media convergence processes.
Groundswell Expanded And Revised Edition
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Author : Charlene Li
language : en
Publisher: Harvard Business Press
Release Date : 2011-06-07
Groundswell Expanded And Revised Edition written by Charlene Li and has been published by Harvard Business Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-06-07 with Business & Economics categories.
Corporate executives struggle to harness the power of social technologies. Twitter, Facebook, blogs, YouTube are where customers discuss products and companies, write their own news, and find their own deals but how do you integrate these activities into your broader marketing efforts? It's an unstoppable groundswell that affects every industry -- yet it's still utterly foreign to most companies running things now. When consumers you've never met are rating your company's products in public forums with which you have no experience or influence, your company is vulnerable. In Groundswell, Josh Bernoff and Charlene Li explain how to turn this threat into an opportunity. In this updated and expanded edition of Groundswell, featuring an all new introduction and chapters on Twitter and social media integration, you'll learn to: · Evaluate new social technologies as they emerge · Determine how different groups of consumers are participating in social technology arenas · Apply a four-step process for formulating your future strategy · Build social technologies into your business Groundswell is required reading for executives seeking to protect and strengthen their company's public image.
Corporations And Citizenship
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Author : Andrew Crane
language : en
Publisher: Cambridge University Press
Release Date : 2008-08-28
Corporations And Citizenship written by Andrew Crane and has been published by Cambridge University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-08-28 with Business & Economics categories.
It is widely accepted that corporations have economic, legal, and even social roles. Yet the political role of corporations has yet to be fully appreciated. Corporations and Citizenship serves as a corrective by employing the concept of citizenship in order to make sense of the political dimensions of corporations. Citizenship offers a way of thinking about roles and responsibilities among members of polities and between these members and their governing institutions. Crane, Matten and Moon provide a rich and multi-faceted picture that explores three relations of citizenship - corporations as citizens, corporations as governors of citizenship, and corporations as arenas of citizenship for stakeholders - as well as three contemporary reconfigurations of citizenship - cultural (identity-based), ecological, and cosmopolitan citizenship. The book revolutionizes not only our understanding of corporations but also of citizenship as a principle of allocating power and responsibility in a political community.