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)

SOCIAL ENTREPRENEURSHIP - SOCIAL BUSINESS: FÜR DIE GESELLSCHAFT UNTERNEHMEN, H. Hackelberg, S. Empter, eds., Wiesbaden, VS Verlag, 2011

14 Pages Posted: 30 Nov 2010 Last revised: 21 Jul 2014

See all articles by Holger Sievert

Holger Sievert

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

Date Written: March 15, 2011

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

Suggested Citation

Sievert, Holger, 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) (March 15, 2011). SOCIAL ENTREPRENEURSHIP - SOCIAL BUSINESS: FÜR DIE GESELLSCHAFT UNTERNEHMEN, H. Hackelberg, S. Empter, eds., Wiesbaden, VS Verlag, 2011. Available at SSRN: https://ssrn.com/abstract=1717844

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/

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