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Szene",{"id":599,"name":22,"link":600,"description":601,"icon":350,"children":-1},"cmirjrv0z748o07taazu327t2","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Fnewsletter\u002F","Wöchentliche Fintech-News in dein Postfach",{"id":603,"name":19,"link":604,"description":605,"icon":606,"children":-1},"cmirjrv0z748n07tat3p8h7fv","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Fkontakt\u002F","Anfragen zu Kooperationen, Sponsoring und Events","message_square",{"id":608,"name":609,"link":610,"description":611,"icon":407,"children":-1},"cmirjrv0y748m07tageylmbnr","FFWD26","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Ffinance-forward-ffwd26\u002F","FFWD auf den OMR26 Bühnen",[],{"glossary":614,"previousGlossary":752,"nextGlossary":756},{"__typename":615,"id":616,"name":617,"description":618,"seoAttributes":746,"slug":751,"topicPageRedirect":102},"Glossary","clje0xh9022ts0cutcfr8di8x","Online PR",{"__typename":619,"json":620,"references":745},"GlossaryDescriptionRichText",{"children":621},[622,636,641,652,684,702,706,717,721,725,729,733,737,741],{"type":623,"children":624},"paragraph",[625,627,634],{"text":626},"Unter Online PR (Online-Public-Relations) versteht man die gezielte Kommunikation im Bereich Presse- und Öffentlichkeitsarbeit eines Unternehmens über das Medium Internet. Online PR ergänzt die klassische PR durch den Versuch, wichtige Themen eines Unternehmens, eines Produktes oder einer Dienstleistung durch Mitteilungen auf verschiedenen Online-Portalen und Online-Medien in der digitalen Welt zu verbreiten. Ziel der Online PR ist es, das Unternehmensbild und die ",{"rel":628,"href":629,"type":630,"children":631,"openInNewTab":479},"noopener","https:\u002F\u002Fomr.com\u002Fde\u002Freviews\u002Fcontenthub\u002Fbrand-marketing","link",[632],{"text":633},"Brand Identity",{"text":635}," nach außen zu kommunizieren. ",{"type":637,"children":638},"heading-two",[639],{"text":640},"Was ist Online PR?",{"type":623,"children":642},[643,645,650],{"text":644},"Durch den Vormarsch der Digitalisierung müssen sich viele Abteilungen innerhalb eines Unternehmens digital aufstellen: Die ",{"rel":628,"href":646,"type":630,"children":647,"openInNewTab":479},"https:\u002F\u002Fomr.com\u002Fde\u002Freviews\u002Fcontenthub\u002Fdigitale-transformation",[648],{"text":649},"digitale Transformation",{"text":651}," von der klassischen Public Relations zur Online-Public-Relations hat zur Bildung neuer Plattformen und Portale geführt, mithilfe derer Unternehmen ihre Botschaften und ihr gewünschtes Marken-Image an die Öffentlichkeit tragen können. Online PR ist die gezielte Verbreitung von PR-Elementen wie Pressemitteilung, Presseevents und externen Unternehmenserwähnungen, um die Online-Sichtbarkeit zu steigern, die Authentizität zu erhöhen sowie das Vertrauen zwischen Unternehmen und Kund:innen zu stärken. ",{"type":623,"children":653},[654,656,661,663,668,670,675,677,682],{"text":655},"Online PR bietet die Möglichkeit, auch mit einem kleinen Budget auf eine Marke, Dienstleistung oder ein Produkt aufmerksam zu machen und stärkt somit die Außendarstellung eines Unternehmens, die auch in anderen Bereichen des ",{"rel":628,"href":657,"type":630,"children":658,"openInNewTab":479},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Fonline-marketing",[659],{"text":660},"Online-Marketings",{"text":662}," im Fokus steht. Durch die gezielte Präsentation des Unternehmens nach außen verwachsen gleichzeitig wichtige Teilbereiche des digitalen und klassischen Marketings: Public Relations, ",{"rel":628,"href":664,"type":630,"children":665,"openInNewTab":479},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Fseo-suchmaschinenoptimierung",[666],{"text":667},"Suchmaschinenoptimierung (SEO)",{"text":669},", ",{"rel":628,"href":671,"type":630,"children":672,"openInNewTab":479},"https:\u002F\u002Fomr.com\u002Fde\u002Freviews\u002Fcontenthub\u002Fsocial-media-marketing",[673],{"text":674},"Social-Media-Marketing",{"text":676}," und ",{"rel":628,"href":678,"type":630,"children":679,"openInNewTab":479},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Fcontent-marketing",[680],{"text":681},"Content-Marketing",{"text":683},".",{"type":623,"children":685},[686,688,693,695,700],{"text":687},"Somit bewegt sich Online-Public-Relations zwischen einer selbstbestimmten Unternehmenskommunikation, die der Zielgruppe angepasst ist und gleichzeitig auf alle Online-Erwähnungen des Unternehmens im World Wide Web (www) reagiert. Online PR kann zudem ",{"rel":628,"href":689,"type":630,"children":690,"openInNewTab":479},"https:\u002F\u002Fomr.com\u002Fde\u002Freviews\u002Fcontenthub\u002Fseo-ziele",[691],{"text":692},"SEO-Ziele",{"text":694}," verfolgen, wie die Generierung von organischen Links und ",{"rel":628,"href":696,"type":630,"children":697,"openInNewTab":479},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Ftraffic",[698],{"text":699},"Traffic",{"text":701},", beschränkt sich jedoch nicht auf diese. Eine gute Online PR kann dem Unternehmen helfen, die Online-Sichtbarkeit zu steigern, die Position auf den Suchmaschinenergebnisseiten zu verbessern und das Unternehmens-Image in der Öffentlichkeit zu formen.",{"type":637,"children":703},[704],{"text":705},"Wie funktioniert Online PR?",{"type":623,"children":707},[708,710,715],{"text":709},"Der Content der Online PR ähnelt dem Content der klassischen PR und wird durch Praktiken des Content-Marketings und des SEO-Marketings aufbereitet, sodass die Inhalte eine große Masse in der „digitalen Öffentlichkeit“ erreichen können. Durch Backlinks auf die Webseite und die Anreicherung von ",{"rel":628,"href":711,"type":630,"children":712,"openInNewTab":479},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Fkeywords",[713],{"text":714},"Keywords",{"text":716}," kann die Position in den relevanten Suchmaschinen gefestigt werden.",{"type":623,"children":718},[719],{"text":720},"Die gezielte digitale Kommunikation via Pressemitteilungen kann aus Interessent:innen des Unternehmens Kund:innen generieren und eine Community bilden, die auf Vertrauen zur Marke und Loyalität basiert. Diese Community kann für ein Unternehmen von Nutzen sein, da ihre Mitglieder thematisch passenden Content zu der Marke generieren und teilen können (User-Generated-Content). ",{"type":623,"children":722},[723],{"text":724},"Neben allgemeinen Pressemitteilungen und Unternehmensinformationen bietet Online PR auch die Möglichkeit, Influencer und Multiplikatoren zu erreichen, die auf anderen Online-Plattformen über das Unternehmen berichten und durch eine höhere Reichweite die Markenbekanntheit steigern können. ",{"type":637,"children":726},[727],{"text":728},"Vorteile von Online PR?",{"type":623,"children":730},[731],{"text":732},"Die Vorteile der Online PR liegen in der Echtzeit-Kommunikation sowie in der Möglichkeit, explizit die interessierte Öffentlichkeit anzusprechen und direktes Feedback in Form von Kommentaren sowie Beiträgen zu erhalten.",{"type":623,"children":734},[735],{"text":736},"Im Gegensatz zur klassischen PR ist man online nicht an redaktionelle Vorgaben gebunden, kann spezielle Inhalte für genau definierte Zielgruppen bereitstellen sowie diese analysieren und evaluieren. Inhalte der Online PR können zum Beispiel Dialoge mit Expert:innen oder Influencer:innen sein oder den Aufbau und die Verlinkung von Blogger-Relations beinhalten. ",{"type":623,"children":738},[739],{"text":740},"Content, der nicht direkt von einem Unternehmen geteilt wurde, aber das Unternehmen erwähnt, wird auch als „earned media“ bezeichnet. Über diese Inhalte hat das Unternehmen keine Kontrolle, allerdings bauen gerade positive externe Erwähnungen Vertrauen zu einem Unternehmen auf und sind ein gewünschter positiver Nebeneffekt der Online PR. Negative externe Erwähnungen sollten vermieden werden, da sie die Öffentlichkeit an der Glaubwürdigkeit des Unternehmens zweifeln lassen können. 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