Der Faktor Image in Zusammenhang mit erfolgreicher Öffentlichkeitsarbeit : Möglichkeiten der Imagepflege in der Zentraldokumentation der Landesverteidigungsakademie mit Hilfe von internen und externen Public Relations

摘要

At present, the Austrian army is highly focusing on using public relations methods to gain the public's trust. However, the documentation centre of the Austrian army is not incorporated into this general public relations concept. Nevertheless, the documentation centre already uses some public relations instruments to keep theiremployees and army-internal clients informed but without following a structured plan. Therefore the aim of the thesis is to develop a public relations concept for the documentation centre of the Austrian army in order to make their public relations more effective.Due to the fact that the main aim of public relations is to get a positive image within the group of stakeholders, the factor reputation and its link to successful publicrelations is analysed in a detailed review of literature. The empirical part of the thesis investigates the current image of the documentation centre among its employees andclients. For these purposes, interviews amongst employees and clients are conducted. On the basis of this IS-analysis the aims of public relations, corresponding instruments and evaluation tools are defined. The results of the interviews show that the documentation centre has in general quite a positive image but has to work more on its information policy in order to keep its employees motivated and to attract the attention of existing and potiential clients. Asa result, the aims of public relations and instruments mainly focus on these aspects.