Why So Amateur: On the Urgent Need for Professionalisation of Political and General Non-Profit Communication (Warum so amateurhaft: Zum dringenden Bedarf einer Professionalisierung von politischer und allgemeiner Non-Profit-Kommunikation)

kommunikationsmanager, No. 3, pp. 50-52, 2007

3 Pages Posted: 30 Oct 2007 Last revised: 3 Mar 2015

See all articles by Holger Sievert

Holger Sievert

Macromedia University; Technische Universitaet Munchen (TUM); University of Cambridge; Institute for Public Relations

Leonard Novy

University of Cambridge - Centre of International Studies

Date Written: 2007

Abstract

In recent years, the importance of professional PR in politics has risen dramatically. But in contrast with the development of business PR, political PR lags behind, especially in three key areas: integrated communication, internal communication and evaluation of communication success. Although the improvements in business PR cannot be transferred directly into the non-profit sector, lessons can certainly be learnt.

Note: In German language only.

Note: Downloadable document is in German.

Keywords: politics, PR, non-profit, communication

JEL Classification: Z10

Suggested Citation

Sievert, Holger and Novy, Leonard, Why So Amateur: On the Urgent Need for Professionalisation of Political and General Non-Profit Communication (Warum so amateurhaft: Zum dringenden Bedarf einer Professionalisierung von politischer und allgemeiner Non-Profit-Kommunikation) (2007). kommunikationsmanager, No. 3, pp. 50-52, 2007. Available at SSRN: https://ssrn.com/abstract=1022272

Holger Sievert (Contact Author)

Macromedia University ( email )

Head of Media School
Bruederstr. 17
Cologne, 50667
Germany

HOME PAGE: http://www.hochschule-macromedia.de/pr

Technische Universitaet Munchen (TUM)

Arcisstr. 21
Munich, 88045
Germany

HOME PAGE: http://www.communicate-program.de

University of Cambridge

Churchill College
Storey's Way
Cambridge, CB3 0DS
United Kingdom

HOME PAGE: http://www.cam.ac.uk

Institute for Public Relations

PO Box 118400
2096 Weimer Hall
Gainesville, FL 32611.8400
United States

HOME PAGE: http://www.instituteforpr.org/

Leonard Novy

University of Cambridge - Centre of International Studies ( email )

First Floor, 17 Mill Lane
Cambridge, CB2 1RX
United Kingdom

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