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Strategische Agendasteuerung

In: Modernes Reputationsmanagement

Author

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  • Florian Müller

Abstract

Zusammenfassung Kommunikatoren haben es in einem Punkt eigentlich sehr gut in diesen volatilen Zeiten: Während die Digitalisierung ganze Geschäftsmodelle wegbrechen lässt, Daten das neue Gold für erfolgreiche Technologien sind, bleiben Themen für Unternehmenskommunikatoren das Lebenselixier erfolgreicher Reputations- und Kommunikationsarbeit. Doch damit schon genug der Gelassenheit: Themen bleiben der Treibstoff der Unternehmenskommunikation, aber auch Themenmanagement muss sich wandeln, um erfolgreich und modern zu bleiben. In dieser Herausforderung steckt wie so oft eine große Chance: Themen werden, wenn sie anders gemanagt werden, in Zukunft mehr denn je der Wirkmechanismus für erfolgreiches Reputationsmanagement sein. Eine mögliche Zauberformel dafür: Topic Based Strategic Communications (Einwiller 2019) mit strategischem Agendamanagement als Baustein.

Suggested Citation

  • Florian Müller, 2021. "Strategische Agendasteuerung," Springer Books, in: Ulrich Bihler & Florian Müller (ed.), Modernes Reputationsmanagement, chapter 3, pages 35-52, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-32640-1_3
    DOI: 10.1007/978-3-658-32640-1_3
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