Neue Medien in Non-Profit-Organisationen

The Internet and its possibility of fast, individual and worldwide communication have largely changed the media communication structures. Declining circulations of daily newspapers and a dwindling impact of classic advertising place new demands on PR departments and agencies. In this situation, the use of online PR offers non-profit organizations in particular a cost-effective communication channel for dialog with their customers. Using the example of the Sächsisches Mozartfest 2009 of the Sächsische Mozart- Gesellschaft e.V., the author Maria Mehlich develops a PR concept for the use of new media in the public relations of NPOs to reach new customers. After an overview of PR in general and instruments of online PR, strengths, weaknesses, opportunities and threats of the Sächsische Mozart-Gesellschaft e.V. are analyzed and based on this a.