Stakeholder communication

2.Semester Master: 1st Study cycle

The students: • are familiar with different communication theories • are able to conduct a stakeholder analysis • know the principles of crisis communication • are able to distinguish between the essential theoretical principles of PR conception in transformation situations • are able to apply tools and methods for successful communication • are able to distinguish between analog and digital communication

2. Semester: no information

• Early recognition and early disclosure - the role of the media • Systemic analysis within the communication strategy • Stakeholder analysis and communication requirements of different stakeholders • Creditor communication as a specific challenge • Reputation management as a core task of strategic communication • Principles of crisis communication • Essential theoretical foundations of the PR concept Transformation situations • Learning tools and methods for successful communication in restructuring and transformation situations • Mechanisms and modes of action of the media, taking into account the importance of digital media • Working through case studies

Merten, K. (2013) Konzeption von Kommunikation. Theorie und Praxis des strategischen Kommunikationsmanagements, Wiesbaden. Möhrle, H. (2016) Krisen-PR: Risiken und Krisen souverän managen - Das Handbuch der Kommunikationsprofis, Frankfurter Allgemeine Buch, Frankfurt. Schwarz, A. (2010) Krisen-PR aus Sicht der Stakeholder. Der Einfluss von Ursachen- und Verantwortungszuschreibungen auf die Reputation von Organisationen, Wiesbaden. Stahl, H. K. & Menz, F. (2013) Handbuch Stakeholder-Kommunikation: Überzeugende Sprache in der Unternehmenspraxis, Berlin. Stumpf, M. & Wehmeier, S. (Hrsg.) (2015) Kommunikation in Change und Risk. Wirtschaftskommunikation unter Bedingungen von Wandel und Unsicherheiten, Heidelberg. Vogler, P. (2019) Kommunikation in der Krise, in: Exler, M. W. & Situm, M. (Hrsg.) Restrukturierungs- und Turnaround-Management: Strategien, Erfolgsfaktoren und Best Practice für die Transformation (S. 95-114), Berlin.

• Seminar thesis • Online questions

German

2.5

33

2.0

Blended Learning

2

Sabine Enseleit, Othmar Prizovsky, Christoph Strobl

2

integrated lecture

Compulsory

none