{"id":1422,"date":"2023-01-16T12:17:26","date_gmt":"2023-01-16T11:17:26","guid":{"rendered":"http:\/\/stelb2m.com\/de\/?p=1422"},"modified":"2023-03-27T13:56:02","modified_gmt":"2023-03-27T11:56:02","slug":"bewertung-der-externen-kommunikation","status":"publish","type":"post","link":"https:\/\/stelb2m.com\/de\/bewertung-der-externen-kommunikation\/","title":{"rendered":"Audit de externen Kommunikation"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"1422\" class=\"elementor elementor-1422\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-18973d5 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"18973d5\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5673cf2\" data-id=\"5673cf2\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-dbc61b1 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"dbc61b1\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-90cabfd\" data-id=\"90cabfd\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-294c163 elementor-widget elementor-widget-heading\" data-id=\"294c163\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.11.5 - 14-03-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">Audit der externen Kommunikation<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-e2aac53\" data-id=\"e2aac53\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-37012c1 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"37012c1\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-a48a729\" data-id=\"a48a729\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ba211e4 elementor-widget elementor-widget-text-editor\" data-id=\"ba211e4\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.11.5 - 14-03-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#818a91;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#818a91;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>Wir alle sind uns dar\u00fcber im Klaren, dass wir in einem sehr komplexen Kommunikationsumfeld leben, das nicht mehr nur schriftliche und digitale Medien umfasst, sondern in zunehmendem Ma\u00dfe auch soziale Medien, digitale Kommunikations- und Mitteilungsplattformen.<\/p><p>Ein Kommunikationsaudit ist ein leistungsf\u00e4higes Instrument zur Festlegung der Kommunikationsstrategie und zur Bewertung der unternommenen Anstrengungen. In der Welt der neuen Medien stehen uns immer mehr Kan\u00e4le zur Verf\u00fcgung, aber kaum jemand macht sich Gedanken dar\u00fcber, wie viele personelle und wirtschaftliche Ressourcen wir ben\u00f6tigen, um sie alle zu bedienen und welchen Nutzen wir daraus ziehen.<\/p><p>Die Verantwortlichen f\u00fcr die Unternehmenskommunikation sind zunehmend mit einer h\u00f6heren Arbeitsbelastung und einem st\u00e4rkeren Wettbewerb in den verschiedenen Kan\u00e4len konfrontiert. Die Optimierung der Ressourcen, der Ziele und der Definition der KPIs der externen Kommunikation sowie die Festlegung der richtigen Botschaften ist das Ziel eines Audits der externen Kommunikation.<\/p><p><strong>Schritt 1: Analysieren Sie die Botschaften, die Ihr Unternehmen aussendet<\/strong><\/p><p>Die Analyse der Botschaften, die wir versenden, von Newslettern, Website-Inhalten, E-Mails, Pressemitteilungen, Nachrichten in Netzwerken, Fotos und Videos usw. ist der erste Schritt, um ein Inventar der verwendeten Kan\u00e4le und der versandten Botschaften zu erstellen.<\/p><p><strong>Schritt 2: Analysieren Sie die genutzten Kan\u00e4le<\/strong><\/p><p>In der Welt der neuen Medien gibt es eine gro\u00dfe Anzahl von Kan\u00e4len f\u00fcr die externe Kommunikation. Es gibt Kan\u00e4le, bei denen die Nachricht direkt von der Einrichtung kontrolliert wird, andere Kan\u00e4le sind von Vermittlern abh\u00e4ngig. Bei den sozialen Netzwerken (Social Media) gibt es sowohl direkte als auch indirekte Nachrichten \u00fcber die Nutzer.<\/p><p>Eine umfassende Analyse der Kan\u00e4le, ihrer Nutzung und Reichweite spart mittel- und langfristig einen enormen personellen und wirtschaftlichen Aufwand.<\/p><p><strong>Schritt 3: Einholung der Publikumsmeinung und Bewertung<\/strong><\/p><p>Das Einholen der Meinung des Publikums zu Ihren Botschaften in den verschiedenen Kan\u00e4len ist der grundlegende und wertvollste Teil des Audits der externen Kommunikation. Nur durch Feedback k\u00f6nnen wir die Daten sammeln, die es uns erm\u00f6glichen, unsere Bem\u00fchungen und Botschaften richtig zu bewerten.<\/p><p><strong>Schritt 4: Erstellung einer SWOT-Karte (St\u00e4rken, Schw\u00e4chen, Chancen und Risiken)<\/strong><\/p><p>Mit den Daten, die wir in den drei vorangegangenen Schritten erhalten haben, zeichnen wir eine Karte der St\u00e4rken, Schw\u00e4chen, Chancen und Bedrohungen und finden die Punkte, die wir st\u00e4rken, korrigieren oder beiseite lassen k\u00f6nnen.<\/p><p><strong>Schritt 5: Anpassen der Kommunikationsstrategie<\/strong><\/p><p>Nach der Analyse und mit den Daten auf dem Tisch sollten Sie Ihre Strategie und Ihre Kommunikationsbem\u00fchungen an die Ergebnisse anpassen. Wir sind uns bewusst, dass dies einer der schwierigsten Schritte ist, da er oft eine Erneuerung der Kan\u00e4le, Botschaften und Ressourcen erfordert.<\/p><p>In der heutigen Zeit, in der neue Medien, Plattformen und Informationsgewohnheiten in rasantem Tempo auftauchen, ist es leicht, in der Kommunikation ins Hintertreffen zu geraten. Deshalb empfehlen wir, alle zwei Jahre ein Kommunikationsaudit durchzuf\u00fchren.<\/p><p>Aus unserer Erfahrung wissen wir, dass das Audit von jemandem au\u00dferhalb der Organisation durchgef\u00fchrt werden sollte, um eine Voreingenommenheit bei der Analyse zu vermeiden. Das bedeutet keineswegs, dass Sie Ihr Kommunikationsteam verleugnen. Es w\u00e4re der erste Nutznie\u00dfer des Audits, da seine Arbeit hervorgehoben wird und es bei der Festlegung neuer Botschaften und der Auswahl geeigneter Kan\u00e4le unterst\u00fctzt wird.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-0d145d1 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"0d145d1\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-039bd68\" data-id=\"039bd68\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div 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class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">senden sie uns ihre meinung<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2e68e7c elementor-widget elementor-widget-spacer\" data-id=\"2e68e7c\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.11.5 - 14-03-2023 *\/\n.elementor-column 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-->\n<title>Audit de externen Kommunikation - DE Business to media<\/title>\n<meta name=\"description\" content=\"A communication audit is a powerful tool to define the communication strategy and to assess the efforts made. 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