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Web 2.0 und Non-Profit-PR

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Die digitalen Technologien verändern sukzessive auch Marketing, Werbung und Öffentlichkeitsarbeit hin zu mehr Dialogorientierung und Transparenz. In Seminar “Vom Hype zum Standardinstrument: Web 2.0 und Non-Profit-PR” soll erörtert werden, welche Möglichkeiten des Web 2.0 bereits zum PR-Standard geworden sind (z.B. Weblogs), welche Instrumente sich dazu langsam etablieren (z.B. Microblogging) und wie Non-Profit-Organisationen diese Instrumente für ihre Öffentlichkeitsarbeit nutzen können. Ziel des Seminars ist es, einen umfassenden Überblick über aktuelle Tendenzen in der Öffentlichkeitsarbeit zu geben und zugleich praktisch in Form einer Projektarbeit anzuwenden. Um die Potenziale des Web 2.0 zu verstehen, wird ein zweiteiliges Vorgehen im Seminar gewählt: Zunächst werden Studien zu Web 2.0 und (Non-Profit-)PR ausgewertet und vor dem Plenum präsentiert. Ausgehend von den theoretischen Erkenntnissen wird anhand eines Praxisbeispiels erprobt, welche Wirkungsweisen Non-Profit-PR im Internet haben kann. Die Veranstaltung wird durch (Micro-)Blogging öffentlich dokumentiert und begleitet.

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Web 2.0 und Non-Profit-PR

  1. 1. Vom Hype zum Standardinstrument: Web 2.0 und Non-Profit-PR<br />Kick-off-Veranstaltung<br />„Blogging<br />“<br />ist gesund.<br />Schlagzeile aus http://www.nzz.ch/nachrichten/medien/blogging_ist_gesund_1.767093.html (NZZ, 24.06.2008)<br />
  2. 2. Überblick<br />1. Vorstellungsrunde<br />2. Seminarkontext und Kooperationspartner<br />3. Zeitplan und Themenverteilung<br />
  3. 3. 1<br />Vorstellungsrunde<br />
  4. 4. Wer ist wer? Wer will was?<br />Fragen<br /><ul><li>Wer bist Du (Name, Fachsemester)?
  5. 5. Welche Erfahrungen im Bereich (Non-Profit-)PR bringst Du mit?
  6. 6. Was erwartest Du Dir vom Seminar?</li></li></ul><li>2<br />Seminarkontext und Kooperationspartner<br />
  7. 7. „Web 2.0 doesn&apos;t have a hardboundary, butrather, a gravitationalcore. Youcanvisualize Web 2.0 as a set of principles and practicesthattietogether a veritable solar system of sitesthatdemonstratesomeor all of thoseprinciples, at a varying distance fromthatcore.“<br />O‘Reilly als Erfinder des Begriffs „Web 2.0“<br />(O‘Reilly, 2005)<br />Quelle: O‘Reilly, T. (2005). Whatis web 2.0? Design Patterns and Business Models for the Next Generation of Software. <br />Online verfügbar unter http://oreilly.com/web2/archive/what-is-web-20.html (zuletzt 14.10.2009).<br />
  8. 8. Technologische Entwicklung als Basis für Überlegungen zum „veränderten“ Internet<br />Quelle: O‘Reilly, T. (2005). Whatis web 2.0? Design Patterns and Business Models for the Next Generation of Software. <br />Online verfügbar unter http://oreilly.com/web2/archive/what-is-web-20.html (zuletzt 14.10.2009).<br />
  9. 9. Die Grundprinzipien des Web 2.0<br />Bildquelle: http://upload.wikimedia.org/wikipedia/de/e/e6/Web20en.png<br />
  10. 10. Neue Werkzeuge werden zu Standard-(Non-Profit-)PR-Instrumenten<br />Quellen: http://de.wikipedia.org/w/index.php?title=Datei:Feed-icon.svg&filetimestamp=20060323212931; http://twitter.com/attacd; http://report2009.amnesty.org/en/watch-and-listen/audio/podcast; http://blog.greenpeace.de/<br />
  11. 11. ... und können das Campaining von Non-Profit-Organisationen gezielt unterstützen<br />Quelle: http://www.scribd.com/doc/13490153/Die-Zeit-by-Attac<br />
  12. 12. ... müssen aber nicht!<br />Typische Probleme im Non-Profit-Bereich<br /><ul><li>Einsatz von Web-2.0-Tools spürbar, aber nicht in der Breite
  13. 13. Öffentlichkeitsarbeit oftmals Randgeschehen
  14. 14. Inhalte und Ziele der Non-Profit-Organisation überwiegen
  15. 15. Diffuse Definition von Zielgruppen
  16. 16. Abhängigkeit vom Engagement Einzelner</li></ul>Hinzu kommen<br /><ul><li>fehlende personelle Mittel,
  17. 17. mangelnde finanzielle Mittel abseits des direkten Vereinszwecks,
  18. 18. „überschaubare“ technische Ausstattung.</li></li></ul><li>Kooperationspartner: Gesellschaft für Medien in der Wissenschaft (GMW) e.V.<br />Quelle: http://www.gmw-online.de/<br />
  19. 19. 3<br />Zeitplan und Themenverteilung<br />
  20. 20. Ablaufplan und Leistungspunkte<br />Termine<br />23.10.<br />30.10.<br />13.11.<br />27.11.<br />11.12.<br />18.12.<br />15.01.<br />29.01.<br />Kick-off und Input<br />Input: Web 2.0<br />Blitzlichter: Profit- vs. Non-Profit-PR<br />Blitzlichter: Wissenschaftskommunikation<br />Diskussion: Übertragbarkeit der Ergebnisse<br />Gruppenpräsentation: Ideen für (Non-Profit-)PR-Konzept<br />Gruppenpräsentation: (Non-Profit-)PR-Konzept(Generalprobe)<br />Abschlusspräsentation vor Expertenjury<br />Insgesamt können 8 Leistungspunkte erworben werden<br /><ul><li>2 LP für Gruppenpräsentation „Studie“
  21. 21. 4 LP für Projektarbeit inkl. Dokumentation
  22. 22. 2 LP für Begleit(micro)blogging</li></li></ul><li>Teil 1: Blitzlichter zu Profit- vs. Non-Profit-PR bzw. Wissenschaftskommunikation <br />
  23. 23. Teil 1: Blitzlichter zu Profit- vs. Non-Profit-PR bzw. Wissenschaftskommunikation <br />Anmerkungen zur Ausarbeitung der Blitzlichter<br /><ul><li>5-seitige Präsentation bis zum12.11.2009 bzw. 26.11.2009 im Digicampus einstellen.
  24. 24. Für die Analyse bitte einschlägige Literatur verwenden. Literaturhinweise unter:</li></ul> - http://sandrainthesky.wordpress.com/lesbar/<br /> - http://delicious.com/sandrahofhues<br /><ul><li>Vortragszeit beträgt 10 Minuten.
  25. 25. Diskussionszeit pro Gruppe: 10 Minuten.</li></li></ul><li>Teil 2: Erarbeitung von Kommunikations-konzepten für den Praxispartner GMW<br />
  26. 26. Teil 2: Erarbeitung von Kommunikations-konzepten für den Praxispartner GMW<br />Anmerkungen zur Ausarbeitung der Konzepte<br /><ul><li>Endgültige, max. 10-seitige Präsentation bis zum 28.01.2010 im Digicampus einstellen.
  27. 27. Bitte einschlägige Literatur integrieren.
  28. 28. Vortragszeit beträgt jeweils 10 Minuten.
  29. 29. Diskussionszeit pro Gruppe: 10 Minuten.
  30. 30. Für die Vorstellung der ersten Ideen ist keine Präsentation notwendig.
  31. 31. Bei der „Generalprobe“ bietet sich bereits ausgearbeitete Präsentation an, die bis zur Abschlusspräsentation verfeinert werden kann.
  32. 32. Abgabe der schriftlichen Dokumentation bis 31.03.2010 (als .pdf).</li></li></ul><li>Teil 3: Begleit(micro)blogging<br />Alternative 1: Weblog<br /><ul><li>Unser Gruppenblog ist unter http://campaigning.blogs.imb-uni-augsburg.de/ verfügbar.
  33. 33. Seminarprozess (z.B. Präsentationen, Seminarergebnisse, Herausforderungen bei der Aufgabenbearbeitung, Stand der Gruppenarbeit, Verlauf der Teamarbeit) regelmäßig dokumentieren.
  34. 34. Ziele: Veranstaltungsreflexion, Austausch mit Community</li></ul>Alternative 2: Twitter<br /><ul><li>Eigenen Twitter-Account anlegen oder bestehenden verwenden.
  35. 35. Seminarprozess (z.B. relevante Links, Fragen bei der Aufgabenbearbeitung, Stand der Gruppenarbeit) regelmäßig dokumentieren.
  36. 36. Hashtag: #npo09
  37. 37. Ziele: öffentliche Dokumentation, Interaktion</li></li></ul><li>Teil 3: Begleit(micro)blogging<br />Think beforeyou post ;-)<br />Quelle: http://www.youtube.com/watch?v=4w4_Hrwh2XI<br />
  38. 38. Vielen Dank für Eure Aufmerksamkeit und viel Spaß am Seminar!<br />Sandra Hofhues, M.A.<br />Wissenschaftliche Mitarbeiterin<br />Institut für Medien und Bildungstechnologie<br />E-Mail: sandra.hofhues@phil.uni-augsburg.de<br />

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