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Politische PR im Internet

Politische PR im Internet


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About the Book

Dass dem Internet in den letzten Jahren eine hohe Aufmerksamkeit in wissenschaftlichen Arbeiten zukam und entsprechend viele Publikationen zu diesem Thema erschienen sind, ist nicht unbegründet, auch wenn sich manche Euphorie wieder in Luft aufgelöst hat. Kein anderes 'Medium' hat sich derart rasch verbreitet und unterliegt in seinen Strukturen und Kommunikationsformen so raschen Entwicklungen. Die Auswirkungen auf Unternehmen, Organisationen und auch die Politik waren und sind enorm. In der politischen Öffentlichkeitsarbeit ist das Internet mittlerweile zu einem festen Bestandteil geworden. Für den Einsatz des Internets in der PR sowie für die Funktionen und die Gestaltung von Websites und Online-Kampagnen haben sich zahlreiche qualitätssichernde Regeln etabliert, die in der Planung der Kommunikation in diesem modernen Medium nicht unbeachtet bleiben dürfen. Die technischen Möglichkeiten der Kommunikation eröffnen der politischen Kommunikation neue Vorteile und Herausforderungen. Der zentrale Vorteil liegt in der unverzerrten Kommunikation, die nicht der Selektion der klassischen Medien unterliegt. Während die Medienakteure Themen ignorieren oder durch gezielte Berichterstattung bewusst auf die öffentliche Agenda setzen, kann sich das virtuelle Informationsangebot der Transformations- sowie Selektionsmacht traditioneller Gate-Keeper entziehen. Die politische Information erreicht den Empfänger direkt. Die Möglichkeiten, mehr Informationen anzubieten, als dies in der übrigen medialen Berichterstattung möglich ist, sollten genutzt werden. Das Fehlen traditioneller Gate-Keeper stellt neue Herausforderungen an die Leiter von Online-Kampagnen und Gestalter von Webauftritten. Eine genaue Kenntnis der Strukturen des Internets, der Kommunikationsmöglichkeiten sowie eine korrekte und schlüssige Informationspolitik sind unumgänglich. Die Regeln seriöser Online-PR sollten weitgehend beachtet werden. Die Websites der politischen Parteien haben bereits einige Evolutionssprün
About the Author: Mag. Martin Miesler, Diplom-Publizist, studierte bis 2006 an der Universität Wien Publizistik und Kommunikationswissenschaften mit Schwerpunkt Public Relations. Er ist derzeit als PR-Manager bei einer Online-Plattform im Bereich Öffentlichkeitsarbeit und Marketing tätig.


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Product Details
  • ISBN-13: 9783836680677
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 317 gr
  • ISBN-10: 383668067X
  • Publisher Date: 14 Oct 2009
  • Height: 254 mm
  • No of Pages: 146
  • Series Title: German
  • Sub Title: Der Online-Wahlkampf zur Bundespräsidentenwahl in Österreich
  • Width: 178 mm


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