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3. Überholt von der Realität: Formt die Nachhaltigkeitskommunikation PR der Zukunft?

Die Unternehmenskommunikation zwischen Einfluss und Abhängigkeit in einer nachhaltigen gesellschaftlichen Transformation

  • 2022
  • OriginalPaper
  • Chapter
Published in:
Author
Riccardo Wagner
Published in
Journalismus und Unternehmenskommunikation
Publisher
Springer Fachmedien Wiesbaden

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Zusammenfassung

Die globalen Herausforderungen im Bereich der sozialen und ökologischen Nachhaltigkeit verändern die Rolle von Unternehmen in der Gesellschaft. Notwendigerweise verändern sich damit auch die Anforderungen an die Kommunikation der Unternehmen. Schon jetzt folgt die Nachhaltigkeitsberichterstattung einem Set von Anforderungen, das weit über die kodifizierten Anforderungen an die klassische PR hinausgeht. Diese Entwicklung wird aktuell in den berufsständischen Rahmenwerken nicht hinreichend gewürdigt. Die PR-Praxis wurde hier bereits von der Realität überholt und für Unternehmen wird es zukünftig immer schwieriger sein, unterschiedliche Kommunikationswelten aufrecht zu erhalten.

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previous chapter Produktion multimedialer Storys in Newsrooms
next chapter Zwischen Public Relations und Journalismus
Title
Überholt von der Realität: Formt die Nachhaltigkeitskommunikation PR der Zukunft?
Author
Riccardo Wagner
Copyright Year
2022
Book
Journalismus und Unternehmenskommunikation

Print ISBN: 978-3-658-35470-1

Electronic ISBN: 978-3-658-35471-8

Copyright Year: 2022

DOI
https://doi.org/10.1007/978-3-658-35471-8_3
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