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 \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\u003Cp>Bereits vor vier Jahren wurde hier über \u003Ca href=\"https://liechtenecker.at/online-pr-und-social-media-vs-presseaussendung/\" title=\"Online PR und Social Media vs. Presseaussendung\">Online PR und Social Media\u003C/a> berichtet und wie wir bereits wissen sind vier Jahre in der Online-Welt eine halbe Ewigkeit. Allzu viel hat sich auf dem Gebiet aber in gewisser Weise gar nicht getan, was schade ist.\u003Cbr>\nZur Erinnerung:\u003Cbr>\nBei PR Maßnahmen geht es in erster Linie nicht um den direkten Kauf, sondern um einen guten Ruf, eine gute Stimmung bei den Stakeholdern oder auch Anspruchsgruppen. Es geht um den Beziehungsaufbau mit den Unternehmensnächsten, egal ob das Kunden, Mitarbeiter, Anrainer oder sich sonst mit dem Unternehmen verbunden fühlende Menschen sind. Gerade die Online PR eignet sich dafür hervorragend, da, wie jeder Beziehungsratgeber immer wieder verkündet, gute Beziehungen darauf basieren, dass man miteinander redet. Und eine Botschaft, die im Internet verbreitet wird, kann ich im besten Fall kommentieren, liken, twittern, sharen und so weiter, und so fort.\u003Cbr>\nDas Internet ist mittlerweile die erste Informationsquelle, um Näheres über ein Unternehmen zu erfahren. Klassische Medienkanäle wurden und werden aber noch immer von vielen PR Agenturen zuallererst mit Informationen versorgt. Oft wird im Anschluss dann immer noch die Presseaussendung eins zu eins auf die Website kopiert oder gleich dort als PDF-Download angeboten. Oder Teile davon auf die Facebook-Fanpage kopiert. Dass diese Aussendung und die darin verpackte Botschaft dann keine außerordentliche Verbreitung und auch keinen gewünschten Dialog im Internet erzielen, darf nicht verwundern.\u003Cbr>\nPR(oblem) Sprache\u003Cbr>\nHat es die Meldung dann trotzdem auf den Screen eines Informationswütigen geschafft, ist der große Unterschied zwischen der klassischen PR und der Online PR die direkte Kunden(an)sprache. Denn während ich bei einer klassischen Presseaussendung den Filter eines anderen Mediums, z.B. die zuständige Redaktion in der angeschriebenen Zeitschrift, habe, kann und soll ich meine Botschaft im Internet auch direkt an die betreffenden Stakeholder bringen. Das bringt Vor- und Nachteile, letztere aber nur wenn man’s nicht richtig macht. Während in klassischen PR Aussendungen neue Produkte noch immer in den Himmel gelobt werden, um die gewünschte Aufmerksamkeit der Empfänger zu generieren, die mit solchen Aussendungen ja überschüttet werden, kommen diese Übertreibungen online schlichtweg nicht gut an. Vor allem wenn sie nicht wahr sind. Die Redaktion filtert diese Übertreibungen raus, untersucht sie, kopiert oft nicht bzw nicht alles aus der Presseaussendung. Stehen diese Botschaften in dieser Art und Weise im Company Blog, im Newsletter oder in den Social Media Kanälen, darf man sich über zum Teil hämische Antworten nicht wundern. Die Online PR kommt eben ungefiltert zum Kunden, was aber auch viele Pluspunkte mit sich bringt. So zerstört mir z.B kein Fremdfilter meine mühsam erarbeitete Meldung, ich kann auf Fragen und Diskussionen zum Thema gleich reagieren und der Blogartikel wird bzw. kann im Gegensatz zur Zeitung von gestern auch noch in einer Woche gelesen werden.\u003Cbr>\nEs geht also nicht darum, dass die Presseaussendung bzw die darin enthaltene Message nicht online kompatibel ist, sondern darum, sie so zu adaptieren dass diese die Unernehmensnächsten erreicht, anspricht und zum Dialog auffordert. Die Klicks auf der superinteressanten Presseaussendung BitteAnklicken.pdf werden dadurch zwar nicht mehr, aber der Inhalt kann trotzdem bekannt und diskutiert sein.\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n","\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/superinteressante-presseaussendung-bitteanklicken-pdf/\" />\n\u003Cmeta property=\"og:locale\" content=\"de_DE\" />\n\u003Cmeta property=\"og:type\" content=\"article\" />\n\u003Cmeta property=\"og:title\" content=\"Superinteressante Presseaussendung: BitteAnklicken.pdf - Liechtenecker\" />\n\u003Cmeta property=\"og:description\" content=\"Bereits vor vier Jahren wurde hier über Online PR und Social Media berichtet und wie wir bereits wissen sind vier Jahre in der Online-Welt eine halbe Ewigkeit. 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