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Organisationskommunikation und Public Relations pp 73–94Cite as

Strategic Communication – Pillars and Perspectives of an Alternative Paradigm

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Zusammenfassung

Professionelle Kommunikation in und zwischen Organisationen sowie ihren Bezugsgruppen kann aus sehr unterschiedlichen theoretischen Perspektiven analysiert werden. Innerhalb der Kommunikationswissenschaft haben sich Public Relations und Organisationskommunikation als teilweise überlappende Theorieansätze mit unterschiedlichen Ausgangsfragen und Schwerpunkten etabliert. In Betriebswirtschaftlehre und Marketingforschung werden Konzepte wie Integrierte (Marketing-) Kommunikation, Reputationsmanagement und Unternehmenskommunikation diskutiert.

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Authors and Affiliations

  1. Oklahoma State University, Stillwater, USA

    Prof. Derina R. Holtzhausen PhD

  2. Universität Leipzig, Leipzig, Deutschland

    Prof. Dr. Ansgar Zerfass

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  1. Prof. Derina R. Holtzhausen PhD
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  2. Prof. Dr. Ansgar Zerfass
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Correspondence to Derina R. Holtzhausen PhD .

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    Ansgar Zerfaß

  2. Belgradstr. 33, München, 80796, Germany

    Lars Rademacher

  3. Greifswald, Germany

    Stefan Wehmeier

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Holtzhausen, D., Zerfass, A. (2013). Strategic Communication – Pillars and Perspectives of an Alternative Paradigm. In: Zerfaß, A., Rademacher, L., Wehmeier, S. (eds) Organisationskommunikation und Public Relations. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-531-18961-1_4

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  • DOI: https://doi.org/10.1007/978-3-531-18961-1_4

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