Strategische Kommunikation und Stakeholdermanagement: Struktur, Implementierung, Erfolgsfaktoren

Abstract

Strategic communication is a relatively new discipline gaining increasingly importance in academia and practice. Strategic communication is the coordinated and structured orientation of organisational communication for the achievement of a unitary perception in markets and society. This way the need is acknowledged that communication comprises more than an organisation's publications by words, pictures or symbols requiring a strategic alignment of the marketing and communication/PR functions. This leads to a new conceptual organisation of the marketing and communication/PR function under the umbrella of a superior strategic communication function, which is strategically oriented to improve organisational performance and its value creation. The book explains the design, implementation and structure of strategic communication for a market environment, which goes far beyond market orientation. Stakeholder management and public perception are also essential parts of the process. Strategic communication is a future-oriented approach for the value-oriented management of organisations.