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Diplomarbeit View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by OTHES DIPLOMARBEIT Titel der Diplomarbeit „Die externe PR von NPO im Ländervergleich Österreich – Schweden“ Verfasserin Claudia Dirnböck angestrebter akademischer Grad Magistra der Philosophie (Mag. phil.) Wien, im Juni 2009 Matrikelnummer: 98 07 034 Studienkennzahl lt. Studienblatt: A 301 295 Studienrichtung lt. Studienblatt: Publizistik- und Kommunikationswissenschaft Betreuer: Ing. Mag. Dr. Klaus Lojka II "Tu deviens responsable pour toujours de ce que tu as apprivoisé." „Du bist zeitlebens für das verantwortlich, was du dir vertraut gemacht hast.“ Antoine de Saint-Exupéry III IV ä p l u s k a k a o p . v l b m O i p r a n p b g e o e e V VI Vorwort Das Schreiben einer Diplomarbeit gehört zweifelsohne zum krönenden Abschluss eines Magistrastudiums. Das Thema für meine Diplomarbeit bedurfte keiner langen Suche, war früh gefunden und ist in folgender Mo- tivation begründet, die aus drei Richtungen stammt: Public Relations (PR) sind das Vertiefungsgebiet meiner Hauptrichtung Publizistik- und Kom- munikationswissenschaft. Um Erlerntes auch in der Praxis umzusetzen, war ich im zweiten Abschnitt meines Studiums auf der Suche nach einer „Spielwiese“, die ich in der Non Profit Organisation (NPO) „Stiftung Kin- dertraum“ gefunden habe. Eckpfeiler drei stammt aus einem Teil meiner Fächerkombination mit Skandinavistik, woraus ich Schwedisch gewählt habe. Während meiner Studienzeit habe ich insgesamt eineinhalb Jahre mit viel Freude und Begeisterung im Land, das als Synonym für IKEA, ABBA und Wohlfahrtsstaat gilt - Schweden - studiert. Besonders in einer neuen Umgebung sind Unterschiede und Gemeinsamkeiten in vielerlei Angelegenheiten augenscheinlich. Meine Diplomarbeit leuchtet somit die Gebiete PR und NPO der Länder Schweden bzw Österreich aus. So schnell und früh das Themengebiet auch eingegrenzt war, so langwie- rig war der Prozess bis zur endgültigen Fertigstellung und Abgabe. Doch schon der Volksmund spricht: Gut Ding braucht Weile und da zugleich der Erfolg viele Namen zählt, gilt sonach mein Dank: ∼ Ing. Mag. Dr. Klaus Lojka für seine Hilfestellung und Betreuung meiner Diplomarbeit, der sich immer in freundlicher und aufmerk- samer Weise Zeit für meine Fragen genommen hat. ∼ meinen Interviewpartnerinnen, die mir Zeit, Know-how und mate- rielle Ressourcen zur Verfügung gestellt haben. ∼ meinem Vater, meiner Mutter und ihrem Lebenspartner sowie Freundinnen für die finanzielle Unterstützung in einigen Studien- semestern. VII ∼ Kommilitoninnen, auch aus dem Publizistik-Forum, für rasche Tipps und Ratschläge zu jeder Tages- und Nachtzeit. ∼ meinen schwedischen Freundinnen für Absicherungen in Detailfra- gen. ∼ meinen Korrekturleserinnen für wertvolle Anstöße und ihrer gewis- senhaften Durchsicht meiner Arbeit. ∼ meinen IT-Spezialisten für das Herausmanövrieren aus techni- schen Zwickmühlen. ∼ all meinen genannten moralischen und liebenden Helferleins, die sich meiner nicht nur während dieser speziellen und langen Perio- de mit ausreichend Zeit, Geduld und Ausdauer gewidmet haben. Für das Schenken von Motivation, Mut, Kritik und Kraft. ∼ last, not least aus ganzem Herzen meiner Liebe - für das Tragen des Ytongs über Berge und durch Täler. THX! Habt Dank für die Zeit, die ich mit euch verplaudert hab und für eure Geduld, wenn’s mehr als eine Meinung gab. Dafür, dass ihr nie fragt, wann ich komm oder geh, für die stets offene Tür, in der ich jetzt steh. (Reinhard Mey: Gute Nacht, Freunde) VIII Inhaltsverzeichnis 1. EINLEITUNG 1 1.1. ERKENNTNISINTERESSE 2 1.2. FORSCHUNGSFRAGEN UND HYPOTHESEN 3 1.3. GLIEDERUNG UND AUFBAU 4 1.4. METHODIK 6 1.4.1. Leitfadeninterview 6 1.4.2. Forschungsdesign 7 1.4.3. Experteninterview 8 2. NONPROFIT ORGANISATIONEN (NPO) 10 2.1. BEGRIFFSBESTIMMUNG 12 2.1.1. Definitionszugänge für den NP-Sektor 13 2.1.2. Klassifikationsmöglichkeiten von NPO 15 2.2. STAND DER NP-FORSCHUNG 19 2.3. THEORIEN ZUR ENTSTEHUNG VON NPO 19 2.3.1. Heterogenitätstheorie 20 2.3.2. Entrepreneurship Theorien 21 2.3.3. Theorie des Kontraktversagens 22 2.3.4. Interdependenztheorie 23 2.3.5. Wohlfahrtsstaatstheorien 24 2.3.6. Institutionelle Theorie 24 2.3.7. Transaktionskostentheorie 26 2.4. STRUKTURMERKMALE VON NPO 28 2.4.1. Rechtlicher Rahmen einer NPO 28 2.4.2. Verein 29 2.4.3. Ideel förening 31 IX 2.4.4. Personalstruktur 35 2.4.5. Ziele von NPO 36 2.4.6. Zielgruppen 38 2.4.7. Finanzmanagement 40 2.5. PROBLEME IM NPO-BEREICH 43 3. PUBLIC RELATIONS (PR) IN NPO 48 3.1. ALLGEMEINE DEFINITION PR 49 3.2. ZIELE UND AUFGABEN 50 3.3. DEFINITIONEN , FUNKTIONEN UND PROBLEME DER PR IN NPO 51 3.4. KLASSISCHE INSTRUMENTE 53 3.4.1. Massenkommunikation 53 3.4.2. Persönliche Kommunikation 55 3.5. SPEZIALFORM DER PR – FUNDRAISING 56 3.5.1. Definition 57 3.5.2. Fundraisingmethoden und -instrumente 57 3.5.3. Sponsoring 62 3.5.4. Herausforderungen für NPO 64 3.6. RELATIONSHIP FUNDRAISING 65 3.6.1. Spenden 65 3.6.2. Motive der Unterstützerinnen 66 3.6.3. Herausforderungen für NPO 68 3.7. STRATEGIEN INTERNATIONALER EINFLUSSNAHME 69 3.8. ERFOLGSKONTROLLE 72 3.8.1. Kennzahlen für NPO 72 3.9. INTEGRIERTE UNTERNEHMENSKOMMUNIKATION 75 3.10. DIE PR IN DER ORGANISATIONSSTRUKTUR DER NPO 77 3.10.1. Organisationsstrukturen 78 X 3.10.2. Organisationskultur 80 4. LÄNDERVERGLEICH ÖSTERREICH – SCHWEDEN 84 4.1. ÖSTERREICH 85 4.1.1. Allgemeine Länderstruktur 85 4.1.2. Wohlfahrtsstaat und -politik 85 4.1.3. Der Nonprofit (NP)-Sektor 88 4.1.4. Spendenmarkt 91 4.1.5. System der Standards für spendensammelnde NPO in den Bereichen Spendenmittelaufbringung und -verwaltung 92 4.2. SCHWEDEN 95 4.2.1. Allgemeine Länderstruktur 95 4.2.2. Wohlfahrtsstaat und -politik 96 4.2.3. Der NP-Sektor 101 4.2.4. Spendenmarkt 104 4.2.5. Stiftelsen för Insamlingskontroll (SFI) 105 4.3. HYPOTHESENPRÜFUNG DER FORSCHUNGSFRAGEN 4-6 107 5. DIE NPO IM DETAIL 115 5.1. AMNESTY INTERNATIONAL (AI) 116 5.1.1. Historie 116 5.1.2. Auftritt und Mission 119 5.1.3. Logo 126 5.1.4. PR 127 5.1.5. Spezielle Kampagnetechnik 129 5.1.6. Organisationsstruktur 131 5.1.7. Finanzierung und Spenden 132 5.1.8. Amnestyfonden 134 XI 5.1.9. Vergleich Spendeneinnahmen AI Ö – AI S 135 5.2. GREENPEACE (GP) 137 5.2.1. Historie 137 5.2.2. Auftritt und Mission 140 5.2.3. Logo 145 5.2.4. PR 145 5.2.5. Spezielle Kampagnetechnik 146 5.2.6. Organisationsstruktur 147 5.2.7. Finanzierung und Spenden 151 5.2.8. Vergleich Spendeneinnahmen GP CEE – GP Nordic 154 5.3. ROTES KREUZ (RK) 155 5.3.1. Historie 155 5.3.2. Auftritt und Mission 157 5.3.3. Logo 160 5.3.4. PR 162 5.3.5. Spezielle Kampagnetechnik 165 5.3.6. Organisationsstruktur 166 5.3.7. Finanzierung und Spenden 169 5.3.8. Vergleich Spendeneinnahmen ÖRK – SRK 172 6. DIE NPO IM VERGLEICH 174 6.1. PR IN DER NPO 175 6.1.1. Hypothesenprüfung – FF 1 184 6.2. STATUS DER NPO AUF INTERNATIONALER UND NATIONALER EBENE 187 6.2.1. Hypothesenprüfung – FF 2 193 6.3. PR-MAßNAHMEN IM VERGLEICH 196 6.3.1. Hypothesenprüfung – FF 3 205 XII 7. ZUSAMMENFASSUNG UND RESÜMEE, DISKUSSION 207 8. ABSTRACT 213 ABKÜRZUNGSVERZEICHNIS 215 ABBILDUNGSVERZEICHNIS 217 TABELLENVERZEICHNIS 219 QUELLENVERZEICHNIS 220 ANHANG 265 ANHANG 1: INTERVIEW-LEITFADEN 266 ANHANG 2: INTERVIEWS 267 CURRICULUM VITAE 320 XIII 1. Einleitung 1 1.1. Erkenntnisinteresse Die vorliegende Arbeit befasst sich mit Public Relations (PR) in Non Profit Organisationen (NPO) im Ländervergleich Österreich – Schweden. Das Au- genmerk wird auf die externe PR von drei ausgewählten NPO gelegt. Ebenso wird ein Überblick über die jeweiligen sozialen Hintergründe (Wohlfahrts- staat) gegeben werden. Mittels qualitativer Interviews mit den jeweiligen Or- ganisationen in Stockholm und Wien wurden länder- und organisationsspezi- fischen Unterschiede erhoben und dokumentiert. In keinem Land ist die genaue Aufteilung der Verantwortung zwischen öffent- lichem Sektor und freiwilligen Organisationen formalisiert. Die grundlegende Vorstellung von NPO ist jene, dass von ihnen erwartet wird, erfinderisch und flexibel zu sein, partikulare Interessen zu schützen, freiwillige Bürgerinnen- teilnahmen zu fördern und jene Bedürfnisse zu erfüllen, die nicht durch den Staat erfüllt werden (vgl. KRAMER, 1981:4). NPO zeigen Missstände auf, versuchen aber gleichzeitig diese zu beseitigen (vgl. SALCHER, 2005:13). Der NP-Sektor und seine Organisationen sind an sich kein junges Phäno- men, allerdings ist eine gesteigerte Aufmerksamkeit für dieses Themengebiet zu verzeichnen, das durch zunehmende Diskussionen und Ereignisse in den letzten Jahren bzw. Jahrzehnten in den Mittelpunkt gerückt worden ist. Der PR kommt dabei eine zentrale Rolle zugute. Die Auswahl der NPO erfolgte nach folgenden Kriterien: • Internationaler Tätigkeitsbereich , dh die NPO muss international vertreten sein bzw zumindest existent in den Untersuchungsländern Österreich und Schweden. • Unabhängigkeit : Die Organisation soll sich vorwiegend aus privaten Zuwendungen finanzieren. Wissen und Erfahrung über den Bereich PR und in weiterer Folge Fundraising innerhalb der untersuchten Or- ganisation. • Bereitschaft seitens der NPO, dieses Wissen für die vorliegende Dip- lomarbeit zur Verfügung zu stellen. 2 Von den ursprünglich angedachten sechs Organisationen „Stiftung Kinder- traum“, (Wunscherfüllungen für geistig und körperlich benachteiligte Kinder und Jugendliche), „Service Center International“ (Friedensorganisation) „SOS-Kinderdorf“ (Betreuungseinrichtung), „Amnesty International“ (Men- schenrechtsorganisation), „Greenpeace“ (Umweltschutzorganisation) und „Rotes Kreuz“ (Humanitäre Hilfsorganisation) blieben nach oben erwähnten Selektionskriterien die drei letztgenannten übrig. 1.2. Forschungsfragen und Hypothesen 1) Inwiefern unterscheidet sich die PR innerhalb der jeweiligen Organisati- on? Da es sich um international tätige Organisationen handelt, soll durch den Vergleich die unterschiedlichen PR-Konzeptionen aufgezeigt werden. Hypothese: Je strikter die Vorgaben der Mutterorganisation, desto ge- ringer die Möglichkeiten der nationalen Organisationen in den Ländern bei der Umsetzung und Anpassung der PR an die lokalen bzw. länder- spezifischen Verhältnisse. 2) Welche Unterschiede gibt es in der PR der drei NPO untereinander? Bereits die Tatsache, ob es eine eigene PR-Stelle gibt bzw.
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