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Multisensuale Stakeholderkommunikation pusht den guten Ruf

In: Modernes Reputationsmanagement

Author

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  • Petra Schwarz

Abstract

Zusammenfassung Jedes Unternehmen kommuniziert meist unbewusst multisensual mit seinen Anspruchsgruppen. Dabei werden oftmals widersprüchliche Signale ausgesendet, welche sich negativ auf die Reputation eines Unternehmens auswirken können. Um dem entgegen zu wirken und konsistente Reize über alle menschlichen Sinneskanäle hinweg auszusenden, bedarf es einer strategischen und ganzheitlichen Herangehensweise. Das Five-Circle-Modell hilft dabei, die strategischen Eckpfeiler, die bei einer widerspruchsfreien Kommunikation auf allen Ebenen nötig sind, anschaulich miteinander in Beziehung zu setzen. Eine solche authentische, wirkungsstarke und multisensuale Unternehmensausrichtung kann eine enorme Entfaltung der Reputation eines Unternehmens mit sich bringen.

Suggested Citation

  • Petra Schwarz, 2021. "Multisensuale Stakeholderkommunikation pusht den guten Ruf," Springer Books, in: Ulrich Bihler & Florian Müller (ed.), Modernes Reputationsmanagement, chapter 10, pages 145-164, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-32640-1_10
    DOI: 10.1007/978-3-658-32640-1_10
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