Basics in Communication Management

Institute of Communication

Version 9.0 of 12/21/2022

74B0026

Grundlagen des Kommunikationsmanagements

Kommunikationsmanagement (B.A.)

1

Communication management, and here in particular public relations, can be viewed from different perspectives: What function does it have for the systems of society as a whole (economy, politics, journalism, etc.) (macro), what function does it have for their subsystems, i.e., for the organizations (meso), and what function does it have for the individuals acting within them (micro). Furthermore, communication management draws its knowledge from various disciplines: journalism and communication science, psychology, sociology, business administration, political science, etc., each using specific procedures and methods. In front of these interpretation and observation foils, students receive an interdisciplinary overview knowledge in the field of communication management with a focus on public relations/PR.

• 1. interdisciplinarity as a basic characteristic and function of communication management.
  1.1 Communication management and its body of knowledge
  1.2 PR from the perspective of communication science
  1.3 PR from a political science perspective
• 1.4. PR from a socio-psychological point of view
• 1.5. PR from a business management perspective
• 2. Theoretical foundations of communication management
  2.1 Functions of theories
  2.2 Organizational theoretical approaches
• 2.3. System-theoretical-society-oriented approaches
• 2.4. Structuration theory
  2.5 Constructivist approaches
• 2.6. Neo-institionalism
• 3. Goals of communication management
• 4. Professional field
• 4.1. Fields of work
  4.2 History
  4.3 Professionalization
• 5. Procedures and methods of communication management and its related disciplines
• 6. Normative framework of communication management
  6.1 Law
  6.2 Ethics

Fuhrberg, Reinhold

• Baum, Achim
• Schwägerl, Christian
• Fuhrberg, Reinhold

5

Fröhlich, Romy, Peter Szyszka und Günter Bentele (Hg.) (2015): Handbuch der Public Relations. Wissenschaftliche Grundlagen und berufliches Handeln. Mit Lexikon. Wiesbaden.Hoffjann, Olaf (2020): Public Relations. Konstanz/München.Mast, Claudia (2019): Unternehmenskommunikation. Ein Leitfaden. München.Röttger, Ulrike (Hg.) (2009): Theorien der Public Relations. Grundlagen und Perspektiven der PR-Forschung. Wiesbaden.Röttger, Ulrike, Jana Kobusch und Joachim Preusse (2018): Grundlagen der Public Relations. Eine kommunikationswissenschaftliche Einführung. Lehrbuch. Wiesbaden.Spiller, Ralf und Hans Scheurer (Hg.) (2014): Grundlagentexte Public Relations. Konstanz.Zerfaß, Ansgar et al. (Hg.) (2020): Handbuch Unternehmenskommunikation. Wiesbaden.Zerfaß, Ansgar (2010): Unternehmensführung und Öffentlichkeitsarbeit. Grundlegung einer Theorie der Unternehmenskommunikation und Public Relations. Wiesbaden.

Two-Hour Written Examination

• Work samples, written
• Oral Presentation / Seminar Paper

1 Term

Only Winter Term

German