PR und strategische Kommunikation

How can strategic communication be successful in the context of digitalisation, platformisation and artificial intelligence? This textbook provides a sound and practical understanding of modern public relations. It explains relevant PR terms, functions and services, introduces strategic planning, and examines key areas of practice such as crisis communication and position-based communication. Particular attention is paid to current issues in PR ethics. Numerous practical references, illustrative examples and a clear presentation make the subject accessible. The textbook is aimed at students and beginners who wish to gain a sound overview of the theory and practice of strategic communication.