{"id":1955,"date":"2023-03-02T09:33:14","date_gmt":"2023-03-02T08:33:14","guid":{"rendered":"https:\/\/stelb2m.com\/de\/wordpress\/?p=1955"},"modified":"2023-03-27T13:55:17","modified_gmt":"2023-03-27T11:55:17","slug":"strategische-kommunikation","status":"publish","type":"post","link":"https:\/\/stelb2m.com\/de\/strategische-kommunikation\/","title":{"rendered":"Strategische Kommunikation"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"1955\" class=\"elementor elementor-1955\">\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\">Strategische 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>Eine Herausforderung f\u00fcr PR Agenturten<\/p><p>Der Ausdruck \u201e<strong><em>Strategische Kommunikation<\/em><\/strong>\u201d macht seit geraumer Zeit die Runde in den Diskussionsforen der PR Fachleute; genau zu einer Zeit in der PR immer mehr zur Produktpromotion, also zur nicht strategischen Kommunikation genutzt wird. Investors Relations, Marketing, Personalabteilung, Kundendienst und die klassische Presseabteilung betreiben Kommunikation auf einer Vielzahl von Kan\u00e4len, auf denen verschiedene Sprachen gesprochen werden, verschiedene Interessen bedient werden, verschiedene Ziele verfolgt werden und verschiedene Standpunkte vertreten werden.<\/p><p>Das Kommunikationschaos hat sich also bereits vollst\u00e4ndig etabliert. Je mehr ein Unternehmen kommuniziert, desto unklarer wird das Bild das sich ergibt. Genau hier setzt <strong>strategische Kommunikation <\/strong>ein, wenn sie richtig verstanden wird. Strategisches Denken hei\u00dft eine Vielzahl von Variablen in eine Planung einzubeziehen und daraus eine Struktur zu formen, die nach Au\u00dfen zwar einheitlich erscheint, nach Innen jedoch von vielen einzelnen Teilen gest\u00fctzt wird.<\/p><p>Die Definition und Umsetzung der strategischen Kommunikation kann nur eine Aufgabe der Topmanagementebene sein, die sich zwar bisher mit der Corporate Communication besch\u00e4ftigt hat, und dabei strategische Gedanken mit einflie\u00dfen hat lassen, jedoch zu weit entfernt von Produktkommunikation, Personalmotivation oder gar regionalen M\u00e4rkten ist.<\/p><p>Einige wenige Unternehmen haben einen Topmanagementplatz f\u00fcr die gesamte Unternehmenskommunikation geschaffen, ohne jedoch eine eigene Stabsabteilung in den klassischen Aufbau (Vertrieb, Einkauf, Controlling, Finanzen, Produktion) zu integrieren. Strategische Kommunikation kann nur dann sinnvoll betrieben werden, wenn dazu auch die Strukturen vorhanden sind, die Ausbildung f\u00fcr Stabsstellen und Koordinationsposten geplant wird, und die gesamte Firmenstruktur eine solide Anpassung an die moderne Kommunikation erf\u00e4hrt.<\/p><p>Als PR-Agentur \u2013 oder Kommunikationspartner \u2013 haben wir die Aufgabe vor uns, die Topmanagementebenen von der Notwendigkeit einer Neustrukturierung Ihrer Unternehmen zu \u00fcberzeugen, auch wenn wir uns dabei manchmal eine blutige Nase holen werden. Als au\u00dfenstehende Berater sollte es uns eine Verpflichtung sein den strategischen Gesichtspunkt der Kommunikation stets und \u00fcberall herauszuheben.<\/p><p>Als Beraterfirmen haben wir auch daf\u00fcr zu sorgen, dass der zeitliche Rahmen der strategischen Kommunikation weiter gefasst sein muss, als der eines Produktzyklus, eines Jahresergebnisses, oder einer Karrierestufe. Als Berater sollten wir etwas weiter denken, als die im day-to-day-business gestressten Manager.<\/p><p>Klare Vorschl\u00e4ge zu den notwendigen Umstrukturierungen, ausgearbeitete Programme zur Umsetzung der strategischen Ziele und eine solide Hilfe bei der Auswahl und Schulung der verantwortlichen Personen sind unsere Aufgabenfelder, f\u00fcr die wir uns selbst erst einmal in Schale werfen m\u00fcssen um unsere Hausaufgaben zu erledigen.<\/p><p>Die rasende Entwicklung der Kommunikation, die durch das Internet erzeugt wurde, sollte uns als Welle dienen, um darauf zu reiten, und nicht zu einem Tsunami der Unternehemenskommunikation und deren Berater werden. Entgegen allen Unkenrufen, ist unsere Branche faszinierender den je, mit Herausforderungen, die alle Bereiche der Kundengeografie einschlie\u00dfen.<\/p><p><span lang=\"EN-US\">\u00a0<\/span><span style=\"background-color: transparent; color: var(--global-palette4); font-family: var(--global-body-font-family); letter-spacing: 0em;\">Aus unserem Newsletter vom April 2005<\/span><\/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-a95dc68 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=\"a95dc68\" 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 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