Co-editor and Head of Department of Communication Sieglinde Martin and Master’s graduates of FHWien der WKW’s study program in Communication Management answer current questions on the use of Facebook, Twitter, YouTube & Co in external corporate communications.
The anthology “Organizational Communication as a Sign of Digitalization” (translated from German) provides a compact overview of the aspects of digital and social media. It addresses the application areas of digital communication and explains the potential of social media in crisis PR. University lecturers in Austria and young researchers from among the graduates summarize the results of their empirical social science work in a practice-oriented manner. Lecturers and graduates of the Communication Management Study Programs at FHWien der WKW made a significant contribution to this.
Storytelling, exchange tool and feedback channel: Increasing interactivity in brand and crisis communication
In her introduction, Sieglinde Martin, Head of Department of Communication and co-editor, explains the theoretical background using 2-way communication and PR models. Public Relations Manager and Master’s graduate Franz Berghuber shows the potential of storytelling in his article. PR consultant and Master’s graduate Christina Prechelmacher focuses on Twitter and Facebook as channels for acute crisis communication. Ida Förster, Master’s graduate and Academic Coordinator for Strategic Communication Management at FHWien der WKW, shows the benefits of social media as an exchange tool, feedback channel and vehicle for storytelling.
Relevant answers to current questions of organizational communication for practitioners
In this anthology, social media-oriented communication practitioners find answers to current questions of digital external organizational communication. With practical examples, the communication experts show the potential of Facebook, Twitter etc. and give practitioners valuable input for their daily work with digital media.
>> Book Preview
>> Find more information about the Communication Management Study Programs at FHWien der WKW here
Title: Organisationskommunikation im Zeichen der Digitalisierung; Editors: Thomas Duschlbauer, Sieglinde Martin, Pierre Saffarnia; Publisher: Nomos, Baden-Baden 2018