Public Relations und Legitimität: Der Beitrag des organisationalen Neo-Institutionalismus für die PR-Forschung (Organisationskommunikation) (German Edition) Book PDF, ePub eBook

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Book Descriptions:
Organisationen aller Art stehen durch die öffentliche Beobachtung z. B. durch Medien, Politik oder gesellschaftliche Gruppen immer stärker unter einem Zwang, ihre Aktivitäten zu rechtfertigen. Sie reagieren darauf häufig mit Public Relations (PR), die dadurch stark an Bedeutung gewinnt. Doch wie lässt sich dieser Zugewinn an Geltung erklären? Aus einer institutionellen Perspektive rückt ein Kernbegriff der PR ins Zentrum: organisationale Legitimität. Der organisationale Neo-Institutionalismus stellt der PR-Forschung an dieser Stelle neue Modelle zur Verfügung. Sie können erklären, wie Organisationen ihre Legitimität mit kommunikativen Mitteln aufbauen, erhalten oder verteidigen. PR ist aus der institutionellen Perspektive weniger das Ergebnis eines funktionalen Kommunikationsmanagements als vielmehr die Folge gesellschaftlicher Erwartungsstrukturen.

Public Relations und Legitimität: Der Beitrag des organisationalen Neo-Institutionalismus für die PR-Forschung (Organisationskommunikation) (German Edition) by Swaran Sandhu

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