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Die internationale Öffentlichkeitsarbeit von NGOs im 21. Jahrhundert

Globale Koordination und lokale Differenzierung strategischer Kommunikation
  • Andreas SchwarzEmail author
  • Alexander Fritsch
Chapter

Zusammenfassung

In den letzten Jahrzehnten etablierten sich NGOs als einflussreiche Akteure, um das Bewusstsein für internationale soziale, politische, ökologische und wirtschaftliche Belange der Weltgesellschaft maßgeblich zu beeinflussen. Trotz ihrer Bedeutung wurden NGOs im Forschungsfeld der internationalen Public Relations bislang kaum beachtet. Dieser Beitrag gibt einen Überblick über relevante Ansätze und Erkenntnisse zur Koordination und Organisation internationaler PR von NGOs. Darüber hinaus werden Befunde einer empirischen Studie vorgestellt, in der die Öffentlichkeitsarbeit internationaler NGOs vor dem Hintergrund der generischen Prinzipien exzellenter globaler Public Relations untersucht wurde. Eine Online-Befragung von leitenden Kommunikationsverantwortlichen in NGOs ergab zwei Exzellenz-Cluster (exzellente und nicht-exzellente NGOs) und vier Cluster von NGOs mit unterschiedlichen Zentralisierungsgraden ihrer PR-Funktion. Die Ergebnisse zeigen, dass exzellente NGOs mehr Ressourcen für ihre Öffentlichkeitsarbeit aufwenden und häufiger als nicht-exzellente NGOs den kulturellen Kontext in ihre Kommunikationsprogramme einbeziehen. Damit gibt der Beitrag relevante Einblicke in die Praxis und Organisation der internationalen Öffentlichkeitsarbeit im Sektor der globalen Zivilgesellschaft.

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Copyright information

© Springer Fachmedien Wiesbaden GmbH 2018

Authors and Affiliations

  1. 1.Ilmenau University of TechnologyIlmenauDeutschland
  2. 2.IlmenauDeutschland

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