Unternehmenskommunikation

Trust, credibility, and persuasive power – in the competition among companies for the attention of stakeholders, the content, meaning what is said, and the choice of communication channels are of primary importance. What topics and stories do companies use to engage their internal and external stakeholders? Content first. This practical book provides an overview of theoretical approaches to strategic communication management, as well as the planning and evaluation of communication channels. New areas such as content management (strategies, storytelling), employer communication (employer relations), and the handling of different media environments are addressed alongside traditional tasks in employee or brand communication, crisis or change processes, and in international markets. This standard work is a must-have for (aspiring) PR, communication, and marketing professionals.