Pressemitteilungen 2.0 �C eine Resonanzanalyse im Internet

With the development of the Social Web, companies and organizations are now able to communicate via Online PR not only with journalists but also with their stakeholders. Therefore, the press release, initially an instrument of media relations, is now applicable for reaching other spheres as well. Using an input-output analysis, the study examines in the tradition of determination research how much resonance (i.e. reactions such as copies or identifiable references) press releases generate online in different public spheres (journalists, organizations, individuals). As a first step (input analysis) we examined n?=?32 press releases from small and medium-sized companies or nonprofit organizations which were available online, coding different possible factors of success (characteristics of the press releases such as journalistic quality and news factors, organization characteristics, and the number of channels used for publishing the release). Secondly, we identified all n?=?382 reactions to these releases on the internet (output analysis). We found that the press releases generated an average of twelve reactions online. Six of them were manual reactions and not automatically produced. This corresponds to a resonance quote of 69%, i.e. about two out of three press releases got at least one reaction from somebody else. More than a quarter of reactions came from individuals and could be predicted less by news value than the reactions coming from of journalists.     

Thinking out of the box—by thinking in other boxes: a systematic review of interventions in early entrepreneurship vs. STEM education research

Management Review Quarterly - Scholars increasingly converge on the view that entrepreneurship education (EE) should start early during the formative years of individuals’ educational...