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Grundlagen des Kommunikationscontrollings

In: Controlling digitaler Behördenkommunikation

Author

Listed:
  • Birgit Grain

    (Bayerisches Staatsministerium des Innern, für Sport und Integration)

  • Bernhard Hirsch

    (Universität der Bundeswehr München)

Abstract

Zusammenfassung Zur Messung der Effektivität und Effizienz von Kommunikationsmaßnahmen haben sich im Kommunikationscontrolling sogenannte Wirkungsstufenmodelle durchgesetzt, um kausale Zusammenhänge sichtbar zu machen und zahlenmäßig zu erfassen. Obwohl diese Modelle bei ihrem Einsatz in der Praxis unterschiedlich ausgestaltet werden, kann deren grundsätzlicher Aufbau und Systematik anhand eines Referenzmodells dargestellt werden, welches von der Deutschen Public Relations Gesellschaft (DPRG) zusammen mit dem Internationalen Controller Verein (ICV) entwickelt wurde. In diesem Kapitel stellen wir Ihnen dieses Modell vor und erläutern die wichtigsten Grundbegriffe.

Suggested Citation

  • Birgit Grain & Bernhard Hirsch, 2023. "Grundlagen des Kommunikationscontrollings," Springer Books, in: Controlling digitaler Behördenkommunikation, chapter 0, pages 7-17, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-42044-4_2
    DOI: 10.1007/978-3-658-42044-4_2
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