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Innovationsmanagement in der PR
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Anna Katharina Ruppert beantwortet die Frage, wie Kommunikationsmanager PR-Innovationen souvern steuern knnen, anhand von Experteninterviews mit Kommunikationsverantwortlichen erfolgreich kommunizierender Grounternehmen und mit erfahrenen PR-Beratern. Die Autorin zeigt mithilfe eines Modells fr das Management von PR-Innovationen und einer Inhaltsanalyse von PR-Ratgeberliteratur hilfreiche Strategien fr die Praxis auf. Den theoretischen Rahmen bildet die Diffusionstheorie, ergnzt durch managementpraktische Anstze wie Innovationsmanagement oder Issues Management.
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