Communicating Social Entrepreneurship - A Seemingly Impossible Task, and How It Can Still Succeed (Sozialunternehmertum Kommunizieren – Eine Scheinbar Unlösbare Aufgabe Und Wie Sie Dennoch Gelingen Kann)

Abstract

Public communication presents a problem for social entrepreneurs - indeed, given the apparent paradox in the very term "social entrepreneur", it might even seem impossible. This article begins by examining why this is the case, and what precise problems are faced in this field. It then suggests a strategy for successful communication of social entrepreneurship, highlighting the need for a systematic, rational analysis of each entrepreneur's situation. Case studies show how social entrepreneurs can communicate their aims and projects successfully. This forms the basis for the final section of the article, in which the author looks to the future of communication in this field, drawing the conclusion that it must be problem-aware, professional and personal in order to achieve success.

Note: Downloadable document is in German.

Note: Downloadable document is in German.

Keywords: social entreprenership, communication, PR

JEL Classification: Z00