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Online-Kommunikation von Organisationen
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Ole Keding untersucht, wie Strategen aus der Wahlkampf- und Werbekommunikation mit den komplexen Bedingungen von Online-Kommunikation umgehen. Organisationen knnen ber das Internet auf vielfltige Weise mit ihrer Umwelt in Verbindung treten, Angebot und Nutzung verndern sich jedoch stetig und mit enormer Geschwindigkeit. Vor diesem Hintergrund ist die Planung, Umsetzung und Evaluation von Kampagnen eine strategische Herausforderung. Der Autor beleuchtet das interdisziplinre Praxis- und Forschungsfeld aus der Perspektive der PR- und Kommunikationsforschung, der Politikwissenschaft sowie der Kognitionspsychologie, um so bergreifende Handlungsempfehlungen aufzeigen zu knnen.
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