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Kommunikation","/tag/integrierte-kommunikation",{"__typename":147,"processed":148,"format":120,"summary":13},"TextSummary","\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Ca href=\"/sites/default/files/styles/full_width/public/wp-migration/wordpress-media-image/2015/02/corporate_blog_und_integrierte_kommunikation_kreis-1.jpg?itok=5gdY2qx7\" data-rel=\"lightbox-gallery-WkowPXyv\" data-rl_title data-rl_caption title class=\"js-image-link\">\u003Cdiv alt=\"corporate_blog_und_integrierte_kommunikation_kreis\" data-entity-type=\"media\" data-entity-uuid=\"ec836f50-5be0-4c3d-b4f0-3f091180fc5a\" data-langcode=\"de\" class=\"embedded-entity\">\u003Cdiv>\n  \n  \n  \u003Cdiv>\n    \u003Cdiv class=\"visually-hidden\">Bild\u003C/div>\n              \u003Cdiv>    \u003Cpicture>\n                  \u003Csource srcset=\"/sites/default/files/styles/image_width_medium/public/wp-migration/wordpress-media-image/2015/02/corporate_blog_und_integrierte_kommunikation_kreis-1.jpg.webp?itok=rLFnlHMd 1x, /sites/default/files/styles/image_width_medium_x2/public/wp-migration/wordpress-media-image/2015/02/corporate_blog_und_integrierte_kommunikation_kreis-1.jpg.webp?itok=36X7NSgv 2x\" media=\"all and (min-width: 1024px) and (max-width: 1439px)\" type=\"image/webp\" width=\"500\" height=\"500\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_small/public/wp-migration/wordpress-media-image/2015/02/corporate_blog_und_integrierte_kommunikation_kreis-1.jpg.webp?itok=XjmF8BjA 1x, /sites/default/files/styles/image_width_small_x2/public/wp-migration/wordpress-media-image/2015/02/corporate_blog_und_integrierte_kommunikation_kreis-1.jpg.webp?itok=2y7AV_2y 2x\" media=\"all and (min-width: 745px) and (max-width: 1023px)\" type=\"image/webp\" width=\"500\" height=\"500\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_xsmall/public/wp-migration/wordpress-media-image/2015/02/corporate_blog_und_integrierte_kommunikation_kreis-1.jpg.webp?itok=4AaawsSv 1x, /sites/default/files/styles/image_width_xsmall_x2/public/wp-migration/wordpress-media-image/2015/02/corporate_blog_und_integrierte_kommunikation_kreis-1.jpg.webp?itok=d-6zPuxc 2x\" media=\"all and (min-width: 480px) and (max-width: 744px)\" type=\"image/webp\" width=\"500\" height=\"500\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_xxsmall/public/wp-migration/wordpress-media-image/2015/02/corporate_blog_und_integrierte_kommunikation_kreis-1.jpg.webp?itok=5T79KK1L 1x, /sites/default/files/styles/image_width_xxsmall_x2/public/wp-migration/wordpress-media-image/2015/02/corporate_blog_und_integrierte_kommunikation_kreis-1.jpg.webp?itok=-XEyjeKN 2x\" media=\"all and (max-width: 479px)\" type=\"image/webp\" width=\"480\" height=\"480\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_large/public/wp-migration/wordpress-media-image/2015/02/corporate_blog_und_integrierte_kommunikation_kreis-1.jpg.webp?itok=rCmPKJCq 1x, /sites/default/files/styles/image_width_large_x2/public/wp-migration/wordpress-media-image/2015/02/corporate_blog_und_integrierte_kommunikation_kreis-1.jpg.webp?itok=fsyn7EyM 2x\" type=\"image/webp\" width=\"500\" height=\"500\">\n                  \u003Cimg loading=\"lazy\" width=\"500\" height=\"500\" src=\"/sites/default/files/styles/image_width_large_x2/public/wp-migration/wordpress-media-image/2015/02/corporate_blog_und_integrierte_kommunikation_kreis-1.jpg.jpg?itok=fsyn7EyM\" alt=\"corporate_blog_und_integrierte_kommunikation_kreis\" title=\"Corporate Blog\">\n\n  \u003C/picture>\n\n\u003C/div>\n          \u003C/div>\n\n\u003C/div>\n\u003C/div>\n\u003C/a>\u003Cp>Corporate Blogs sind neben einer ordentlichen Webseite DAS online PR Tool der heutigen Zeit. Leider ist es für die meisten Unternehmen schon recht schwierig eine passende Webseite auf die virtuellen Beine zu stellen. Noch umfassender gestaltet sich die Einführung eines Corporate Blogs. Denn hier ist es notwendig offene transparente Kommunikation zu betreiben, aber (!) losgelöst von klassischen Werbeinhalten. Sollte die Firma die Panik um den Kontrollverlust abgelegt haben und dementsprechende Ressourcen bereitgestellt sein, kann nur mehr der authentische Dialog einen erfolgreichen Weblog ausmachen.\u003Cbr>\n\u003Cbr>\nFirmenblogs sind das perfekte Tool um den Dialog mit dem Kunden zu suchen. Aber der erfolgreiche Dialog scheitert oft wegen zu kurz gekommener Kommunikation im und vom Unternehmen, abseits der klassischen Werbemethoden. Unverbindliche und diplomatische Äußerungen können im Corporate Blog nicht so einfach plaziert werden.\u003Cbr>\nUnternehmerische Webseiten sehen manchmal zwar sehr gut aus, können inhaltlich aber ziemlich wenig. RSS wird bis in die höchste Führungsetage zum ersten mal gehört, oder aktuelle gute Inhalte sind vergebens zu suchen. Zum einen mangelt es an dem nötigen Verständnis für neuen Medien, zum anderen gibt es keine internen Kommunikationsprozesse. Die schnelle Bilanz: Innen wie Außen. Das heißt man ist sich nicht im Klaren wie man es angehen soll, weil man paralell dazu nicht die passende Unternehmenskultur eingeführt hat.\u003C/p>\n\u003Ch4>Die gestellte Frage in diesem Blogbeitrag lautet nun: Kann integrierte Kommunikation helfen?\u003C/h4>\n\u003Cp>Kommunikation muß immer koordiniert erfolgen. Es gibt bereits unterschiedliche Methoden der Außenwirkung. Sei es PR, Werbung oder Direct Marketing. Jede Methode für sich ist extrahiert und fließt nicht zusammen. Zufällig haben wir hier gerade einen motivierten Praktikanten der genau das studiert. \u003Ca href=\"http://www.facebook.com/people/Bernhard-Past/723068785\" target=\"_blank\" rel=\"noopener noreferrer\">Bernhard Past\u003C/a> hab ich folgende Fragen gestellt:\u003C/p>\n\u003Ch4>Was ist integrierte Kommunikation?\u003C/h4>\n\u003Cp>Es gibt verschiedenste IK-Modelle und verschiedenste Ansätze wie man IK definieren kann. Meine Ansicht von IK ist die Abstimmung und Vernetzung der Kommunikationskanäle, -prozesse und –Instrumente eines Unternehmens. IK hat die Aufgabe die verschiedenen Maßnahmen der internen und externen Unternehmenskommunikation so zu vernetzen, dass sie ein in sich geschlossenes und widerspruchsfreies Kommunikationssystem hervorbringt. Ziel ist es langfristig konsistente, glaubwürdige und synergetisch ausgerichtete Kommunikation zu erzeugen und zu koordinieren. Laut Prof. Dr. Manfred Bruhn von der Universität Basel, ist dieser Ansatz der Integrierten Kommunikation, darauf ausgerichtet, sämtliche internen und externen Kommunikationsinstrumente in inhaltlicher, formaler und zeitlicher Hinsicht miteinander zu vernetzen, um aus den vielfältigen Kommunikationsquellen einen einheitlichen Unternehmensauftritt zu formen.\u003C/p>\n\u003Ch4>Warum sollten Unternehmen davon profitieren?\u003C/h4>\n\u003Cp>Da gibt es genug Gründe: zum Beispiel schafft IK durch ein einheitliches Erscheinungsbild höheren Widererkennungswert in der Öffentlichkeit oder Differenzierung im Wettbewerb. IK ermöglicht erhöhte Kundenakzeptanz durch widerspruchsfreie Unternehmenskommunikation, egal in welcher Zielgruppe des Unternehmens sich ein Rezipient befindet. Verbesserung der Zielgruppenansprache und Reduzierung des Streuverlustes ist ein weiterer guter Grund für IK welcher zur Realisierung von Kostensenkungspotentialen und Umsatzsteigerung führt.\u003C/p>\n\u003Ch4>Wie sehr spielt integrierte Kommunikation online eine Rolle?\u003C/h4>\n\u003Cp>Die Rolle der IK im Internet ist wichtiger denn je. In Zeiten des Information Overload ist es wichtig potentiellen aber auch bestehenden Kunden nur relevanten Content zur Verfügung zu stellen. Alles weitere wäre unnötiger Zeitaufwand und Verschwendung von Ressourcen. Umso wichtiger ist es, ein vernetztes Kommunikationskonzept zu verfolgen und das grenzenlose Potential des www für Integrierte Unternehmenskommunikation zu nutzen. Als erste Anlaufstelle für Kunden zu Produkt- und Unternehmensinformationen stellt die Homepage einen der wichtigsten Kommunikationskanäle dar. Eine Homepage hat die Möglichkeit einfach alles zu kommunizieren und bündelt sowohl Unternehmenskultur und –philosophie, Marketing, PR, als auch CI und CD uvm. Sie beliefert Kunden, Mitarbeiter, Geldgeber, Behörden, Medien, Anrainer etc. mit Informationen und stellt somit ein Basisinstrument für funktionierende Integrierte Kommunikation dar.\u003C/p>\n\u003Ch4>Wie müssen Unternehmen und Führungskräfte umdenken?\u003C/h4>\n\u003Cp>Die größte Herausforderung für Unternehmen besteht bestimmt darin, das interne Abteilungsdenken zu umgehen. In vielen Unternehmen bestehen Diskrepanzen zwischen Marketing und PR Abteilungen, vor allem im Bezug auf die Verteilung von Ressourcen. Hier erscheint die unabhängige Person des IK Managers als übergeordnete Instanz, welche auf Gleichberechtigung beider Abteilungen sowie auf inhaltliche Abstimmung und Koordination der Unternehmenskommunikation achtet, als sinnvoll. Ein ebenfalls wichtiger Punkt ist das Umdenken des Management-Teams. Es müssen Strategien entwickelt werden, welche der Outside-In Perspektive entsprechen d.h. ein Unternehmen mit den Augen des Kunden betrachten, Kommunikationsprozesse darauf abstimmen und somit die Übereinstimmung von Selbstbild (Corporate Identity) und Fremdbild (Corporate Image) zu verstärken. Zugegeben, dies ist keine leichte Aufgabe aber wichtig um erfolgreiche IK praktizieren zu können. Auf jeden Fall muss die Führungsebene hinter der Idee der IK stehen und Ressourcen freigeben da die Umsetzung ansonst kaum möglich ist.\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n",{"__typename":150,"id":151,"excludeFromScreenreader":13,"mediaImage":152,"name":157,"path":160,"status":20},"MediaImage","2194",{"__typename":153,"url":154,"width":155,"height":156,"alt":157,"title":157,"size":158,"mime":159},"Image","http://liechtenecker-cms.liechtenecker-cms.svc.cluster.local/sites/default/files/wp-migration/wordpress-media-image/2015/02/corporate_blog_und_integrierte_kommunikation-1.jpg",1920,1280,"Liechtenecker Stimmungsbild",477972,"image/jpeg","/media/2194/edit","\u003C!-- This site is optimized with the Yoast SEO plugin v15.7 - https://yoast.com/wordpress/plugins/seo/ -->\n\u003Cmeta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" />\n\u003Clink rel=\"canonical\" href=\"https://liechtenecker.at/blog/corporate-blog-und-integrierte-kommunikation/\" />\n\u003Cmeta property=\"og:locale\" content=\"de_DE\" />\n\u003Cmeta property=\"og:type\" content=\"article\" />\n\u003Cmeta property=\"og:title\" content=\"Corporate Blog und integrierte Kommunikation - Liechtenecker\" />\n\u003Cmeta property=\"og:description\" content=\"Corporate Blogs sind neben einer ordentlichen Webseite DAS online PR Tool der heutigen Zeit. 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Echt! Und so sieht unsere Antwort aus.",{"__typename":150,"id":176,"excludeFromScreenreader":13,"mediaImage":177,"name":183,"path":184,"status":20},"3364",{"__typename":153,"url":178,"width":179,"height":180,"alt":181,"title":13,"size":182,"mime":159},"http://liechtenecker-cms.liechtenecker-cms.svc.cluster.local/sites/default/files/2026-04/Headerbilder%20Blogartikel%20Behind%20the%20scene%20Accessibility%20Audit.jpg",2880,1300,"Headline mit Sujet: Tastatur mit Symbolen für Barrierefreiheit im Fokus auf hellem  Hintergrund",838204,"Headerbilder Blogartikel Behind the scene Accessibility Audit.jpg","/media/3364/edit",{"__typename":79,"id":186,"title":187,"path":188,"wpTeaserText":189,"wpPromotedTeaserImage":13,"wpHeaderImage":190},"1616","Agentic KI trifft Design-System: Wie unser Presentation Maker entstand.","/blog/agentic-ki-trifft-design-system-wie-unser-presentation-maker-entstand","Nein, wir wollen euch jetzt nicht erzählen, was KI alles kann. 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