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PR der Zukunft - Was bringt das Netz?

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Vortrag zur Eröffnung der Fachtagung am 29.1.2009

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PR der Zukunft - Was bringt das Netz?

  1. 1. PR der Zukunft: Was bringt das Netz? Prof. Dr. Thomas Pleil IKuM - Institut für Kommunikation und Medien Fachbereich Media, 29.1.2009
  2. 2. Was kommt? Was passiert im Netz? Einblicke Einordnung Was bedeutet das? PR-Praxis PR-Forschung PR-Ausbildung © Thomas Pleil Ausblick
  3. 3. Was kommt? Was passiert im Netz? Einblicke Einordnung Was bedeutet das? PR-Praxis PR-Forschung PR-Ausbildung © Thomas Pleil Ausblick
  4. 4. Nachfrage © Thomas Pleil Foto: manager magazin
  5. 5. Community © Thomas Pleil Foto: manager magazin
  6. 6. Saat © Thomas Pleil
  7. 7. Ernte © Thomas Pleil
  8. 8. Bewertungen © Thomas Pleil
  9. 9. Krisenmanagement © Thomas Pleil Screenshots: Ethority 2009
  10. 10. Pressesprecher 2.0 © Thomas Pleil Viralmythen 2009
  11. 11. Was kommt? Was passiert im Netz? Einblicke Einordnung Was bedeutet das? PR-Praxis PR-Forschung PR-Ausbildung Ausblick © Thomas Pleil
  12. 12. Öffentlichkeit 1.0 Botschaft Gatekeeper Massenmedien Stakeholder © Thomas Pleil
  13. 13. Öffentlichkeit 2.0 Vormedialer Raum Organisation Massen- Themen/Botschaften Verhalten Stakeholder medien Stakeholder Reputation Botschaft Gatekeeper Massenmedien Stakeholder © Thomas Pleil
  14. 14. Innenansicht Vormedialer Raum Foren Hubs Microblogging Videosites Kundenrezensionen Social Networks Empfehlungssites v Bookmarks Weblogs Suchmaschinen © Thomas Pleil
  15. 15. Innenansicht Vormedialer Raum Foren Hubs Microblogging Videosites Kundenrezensionen Monitoring Social Networks Empfehlungssites v Bookmarks Weblogs Suchmaschinen © Thomas Pleil
  16. 16. Innenansicht Dialog Transparenz Personalisierung Netzkultur Selbstorganisation Vertrauen Tempo © Thomas Pleil Büffel 2006, Phillips 2007
  17. 17. Was kommt? Was passiert im Netz? Einblicke Einordnung Was bedeutet das? PR-Praxis PR-Forschung PR-Ausbildung © Thomas Pleil Ausblick
  18. 18. Online: Strategischer Baustein des Kommunikationsmanagements © Thomas Pleil
  19. 19. Online- Typen der Online-PR Internet-PR Typ Cluetrain-PR Monolog Kommunikation Dialog Rezipient Nutzer Kommunikationspartner Websites Monitoring, PR im Social Elemente Präsenz zeigen, Web Strategie / Basisinformationen digitale Reputation; Web Maßnahmen vermitteln als Handlungsraum; Beziehungsmanagement Rolle Online-PR ausführend strategisch © Thomas Pleil Pleil 2007
  20. 20. Online- Typen der Online-PR Internet-PR Typ Cluetrain-PR Monolog Kommunikation Dialog Rezipient Nutzer Kommunikationspartner Websites Monitoring, PR im Social Elemente Präsenz zeigen, Web Strategie / Basisinformationen digitale Reputation; Web Maßnahmen vermitteln als Handlungsraum; Beziehungsmanagement Rolle Online-PR ausführend strategisch Aufwand, Kompetenz, Kultur © Thomas Pleil Pleil 2007
  21. 21. Entscheidungsmodell Gesellschaft Umwelten Organisation Personen Technik © Thomas Pleil
  22. 22. Entscheidungsmodell Gesellschaft Umwelten ZIELE Organisation Personen Technik © Thomas Pleil
  23. 23. Cluetrain- Strategiebeispiel: Cluetrain-PR Social Net- work Blog Flickr RSS Web- site Book- YouTube marks Friend- Twitter © Thomas Pleil feed
  24. 24. Cluetrain- Strategiebeispiel: Cluetrain-PR News letter Presse info SN Blog Flickr Web- site SEM You Book- marks Tube EMail Friend Twitter -feed © Thomas Pleil Flyer
  25. 25. Cluetrain- Strategiebeispiel: Cluetrain-PR News letter Presse info SN Blog Flickr Web- site SEM You Book- marks Tube EMail Friend Twitter -feed © Thomas Pleil Flyer
  26. 26. Was kommt? Was passiert im Netz? Einblicke Einordnung Was bedeutet das? PR-Praxis PR-Forschung PR-Ausbildung © Thomas Pleil Ausblick
  27. 27. PR- PR-Forschung Rolle der PR-Forschung? Orientierung und Potenzialanalysen Open Access Methoden, z.B. Netzwerkanalysen Feldforschung, z.B. ethnographische Methoden Aktionsforschung Messbarkeit, z.B. Online-Reputation © Thomas Pleil
  28. 28. Was kommt? Was passiert im Netz? Einblicke Einordnung Was bedeutet das? PR-Praxis PR-Forschung PR-Ausbildung © Thomas Pleil Ausblick
  29. 29. Modell Hörsaal © Thomas Pleil
  30. 30. Konnektivismus © Thomas Pleil
  31. 31. Konnektivismus praktisch PR-Blog PR-Blog PR-Blog PR-Blog (other Educators‘ students) Twitter PR-Blog Educators‘ Weblog Textdepot Public Wiki PR-Wiki Social Bookmarks (Group Archive) IM Private Wikis Others‘ PR-Blog Bookmarks Course Blog PR-Fundsachen © Thomas Pleil PR-Blog (other students)
  32. 32. Was kommt? Was passiert im Netz? Einblicke Einordnung Was bedeutet das? PR-Praxis PR-Forschung PR-Ausbildung © Thomas Pleil Ausblick
  33. 33. Ausblick Internet Location Enabled Mobile Internet © Thomas Pleil
  34. 34. Ausblick Internet Social Networks überall: z.B. Suche Location Enabled Mobile Internet © Thomas Pleil
  35. 35. Ausblick Online-PR Treiber des Kulturwandels Verbindung zu Innovations- und zu Wissensmanagement Berufsbild: Social Media Manager Internet Social Networks überall: z.B. Suche Location Enabled Mobile Internet © Thomas Pleil
  36. 36. Fazit Nicht Tools, sondern Offenheit zählen PR-Profi muss relevante öffentliche Arenen kennen und dort als akzeptiertes Mitglied präsent sein Stakeholder-Engagement statt Produkte in den Markt drücken Transparenz statt platter Werbeversprechen relevante Inhalte und Erlebnisse (vgl. auch Hübner 2008) © Thomas Pleil
  37. 37. Danke! © Thomas Pleil Twitter: tp_da, Twitter: tp_da, Blog: das-textdepot.de, Wiki: wiki.thomaspleil.de das-
  38. 38. © Thomas Pleil
  39. 39. © Thomas Pleil
  40. 40. © Thomas Pleil
  41. 41. © Thomas Pleil
  42. 42. Corporate Twitter © Thomas Pleil
  43. 43. Corporate Twitter © Thomas Pleil
  44. 44. Corporate Twitter © Thomas Pleil
  45. 45. Corporate Twitter © Thomas Pleil
  46. 46. © Thomas Pleil

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