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Blogger Relations als Teilbereich der Medienarbeit

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Springer Nature
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9783658256883
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Product Description

Verena Gliese gibt in diesem Buch einen berblick darber, wie gesellschaftliche und technologische Vernderungen die Arbeit von Kommunikationsfachleuten verndert haben. Im Fokus stehen dabei neue ffentlichkeiten, denen sich Unternehmen zunehmend gegenberstehen sehen. Sie besitzen im Vergleich zu massenmedialen ffentlichkeiten eigene Strukturen, Themen und Aufmerksamkeitsregeln. Am Beispiel von Bloggern als Laienjournalisten wird herausgearbeitet, welche Auswirkungen dies fr die strategische und operative Planung der Medienarbeit von Unternehmen hat.

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