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eBranding und Public Relations

In: Brand Evolution

Author

Listed:
  • Katrin Hassenstein

    (Hochschule der Medien)

Abstract

Zusammenfassung Die sich stetig wandelnde Medienlandschaft und die fortschreitende digitale Transformation führen auch bei den Public Relations zu der Frage, wie moderne PR und Branding funktionieren, ohne die mediale Reizüberflutung anzufeuern. Der Beitrag arbeitet das im deutschsprachigen Raum verbreitete PR-Verständnis auf und zeichnet den Weg in die digitale Welt auf. Verschwimmende Grenzen zwischen Marketing und PR fördern neuartige Möglichkeiten zu Tage, und der Frage, welchen Beitrag Public Relations in einem aktualisierten Verständnis der Beziehungspflege zur digitalen Markenführung leisten kann, wird sich in diesem Beitrag genähert. Dabei werden Instrumente der digitalen Kommunikation wie Blogs und Communities aus Marketing- und PR-Perspektive diskutiert sowie die Kompetenzen und kompetenzorientierten Verantwortungszuschreibungen dieser beiden Berufsfelder herausgearbeitet.

Suggested Citation

  • Katrin Hassenstein, 2022. "eBranding und Public Relations," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 617-628, Springer.
  • Handle: RePEc:spr:sprchp:978-3-658-35916-4_27
    DOI: 10.1007/978-3-658-35916-4_27
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