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Die unsichtbaren Dritten
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Bisherige Modelle zur Evaluation und Steuerung von Public Relations konzentrieren sich auf Medien- und direkte Zielgruppen-Effekte. Die Beziehungsebene (Relations) und der Aspekt der ffentlichkeit (Public) werden nur selten bercksichtigt. Michael Brker entwickelt einen Ansatz, der die Koorientierung an der Wahrnehmung des Meinungsklimas in Bezugsgruppen und Gesellschaft aufnimmt und damit zugleich dynamische als auch systemische Effekte erfasst. Damit verbunden ist ein verndertes PR-Verstndnis, das von der Unterscheidung Selbst-/Fremdbild auf die Nah-/Fernbild-Differenz als strategische Steuerungsgre wechselt.
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