Lothar Rolke

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Lothar Rolke (* 1954 ) is a German economist and social scientist. He is professor for business administration and corporate communication at the Mainz University of Applied Sciences .

Life

Lothar Rolke studied political science , political economy , German and educational psychology at the Justus Liebig University in Giessen from 1975 to 1980 , where he received his doctorate in 1985 . During his doctorate, he worked as a freelance radio employee at Hessischer Rundfunk and as a personal trainer.

From 1986 to 1996 Rolke was employed by the agency Reporter PR GmbH - initially as a consultant, from 1989 he participated and was one of three managing partners. During this time, not only was the sister company Reporter Press Agency developed, but new offices were also established. a. in Berlin , Toronto and London . For two years he was a board member of the Society of Public Relations Agencies (GPRA) .

At the end of 1995 he was appointed professor at the Mainz University of Applied Sciences (Department of Economics), where he focuses on corporate communication and communication management . He also took on teaching assignments on communication controlling in master's programs at Austrian and Swiss universities. His research focuses on communication management, media and personal communication, and communication controlling.

In 2006, Lothar Rolke and Andrea Beyer started a program with annual excursions to the emerging markets - first to the BRIC countries, followed by Vietnam, Mexico, Korea, Indonesia, Taiwan, the Philippines, Ghana and South Africa.

Lothar Rolke is active in various functions outside of the university: From 1991 to 2011 he was a member of the foundation board of the Bonn Foundation . From 2000 to 2002 he was a member of the Tecis AG Supervisory Board . He is a jury member at Best of Corporate Publishing and co-chair of the DPRG working group "Communication Control and Value Creation". He is also a member of the Schufa consumer advisory board.

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In his early works, Rolke mainly dealt with the reasons for the emergence of protest movements in Germany and explains the phenomenon from the social structural conflict between system differentiation and lifeworld, i.e. from functional and communicative coordination of actions. Protest movements are therefore the exponents of the lifeworld who rebel against rather non-resonant social subsystems such as the economic or the political-administrative. While Jürgen Habermas agreed with this point of view, Niklas Luhmann also referred to Rolke several times, but critically dealt with this approach in his main work.

Against the background of the dual socio-theoretical concept of system and lifeworld, Rolke defines Public Relations (PR) as a “specific environment-system interaction” - more precisely as an intersystemic intervention program that the media system itself creates in order to help shape externally initiated information and interpretation processes in a system-compliant manner and thereby increasing one's own processing capacity of complexity.

The later work concentrates on questions about the emergence, meaning and measurement of communication effects. In doing so, he played a key role in the development of the reference model and the impact level model, which is now the industry standard. In addition to the US evaluation metrics, he introduced the “outflow” impact dimension for the German-speaking region at an early stage in order to also record business effects such as profit and sales contributions. From him comes the axiom: "The value of communication is the effect". Or: "The value of communication is the effect."

The complex stakeholder and market relationships of a company are systematically mapped in the stakeholder compass . The exchange and exchange relationships with politics and the media are taken into account through the construct of the acceptance market. In the latest version, the model also shows the three value dimensions of communication: value creation, value protection and value building.

The “three places model” is used to delimit the different areas of the Internet in their different logic.

Publications (selection)

  • Beyer, Andrea / Rolke, Lothar (eds.) (2013): Deutschland Deine Blogger. A personal report on the blogosphere. Mainz
  • Rolke, Lothar (2011): The Stakeholder Compass. In: Paul, Herbert / Wollny, Volrad: Instruments of strategic management. Basics and application. Munich, pp. 108-118
  • Jäger, Wolfgang / Rolke, Lothar (Ed.) (2011): Personal Kommunikation. Attract internal and external public to HR topics. Cologne
  • Rolke, Lothar / Dost, Marei (2010): Advertising and PR in the performance test. A comparative impact study with secondary analysis, experiments and recommendations for synergetic market and corporate communication. Norderstedt
  • Rolke, Lothar (2008): Public Relations - the license to help shape public opinion. Outlines of a New PR Theory. In: Ulrike Röttger (ed.): Theories of Public Relations. Wiesbaden, pp. 173–198, 2nd, updated and expanded edition
  • Rolke, Lothar / Höhn, Johanna (2008): Media Use in the Web Society 2008. How the Internet will change the communication behavior of companies, consumers and the media in Germany. Norderstedt
  • Rolke, Lothar / Koss, Florian (2005): Value Corporate Communications. How corporate communication can be managed in a value-oriented manner. An exemplary study with new key figures, benchmarks and instructions for communication controlling. Norderstedt
  • Rolke, Lothar (2003): Product and corporate communication in transition. What marketers and PR managers expect in the future. Edited by the FAZ Institute. Frankfurt / M.
  • Kirf, Bodo / Rolke, Lothar (Ed.) (2002): The Stakeholder Compass of Corporate Communication. Frankfurt am Main
  • Rolke, Lothar (1987): Protest Movements in the Federal Republic. An analytical social history of political contradiction. Opladen, ISBN 3-531-11854-4

Web links

Individual evidence

  1. ↑ Habermas, Jürgen (1992): factuality and validity. Frankfurt am Main, p. 460
  2. ^ Luhmann, Niklas (1997): The society of society. Frankfurt am Main, p. 849 and p. 847-865 in total
  3. ^ Rolke, Lothar (2008): Public Relations - the license to help shape public opinion. Outlines of a New PR Theory. In: Röttger, Ulrike (ed.): Theories of Public Relations. Wiesbaden, pp. 173–198, 2nd updated and expanded edition, p. 179
  4. ↑ Rolke, Lothar & Jäger, Wolfgang (2009): Communication Controlling. In: Bruhn, Manfred / Esch, Franz-Rudolf / Langner, Tobias (eds.): Handbook Communication. Basics - innovative approaches - practical implementations. Wiesbaden, pp. 1021-1041
  5. ↑ Rolke, Lothar / Zerfass, Ansgar (2010): Impact dimensions of communication: use of resources and value creation in the DPRG / ICV framework. In: Pfannenberg, Jörg / Zerfaß, Ansgar (ed.) Value creation through communication. Communication controlling in corporate practice. Frankfurt am Main
  6. ↑ Rolke, Lothar (1997): From control of effectiveness to income statement. What is public relations really worth? In: Vertriebswirtschaft, No. 5, 1997, pp. 80–84
  7. ↑ Rolke, Lothar (2016): Communication Controlling: Strategy-based control using impact management. In: Esch, Franz-Rudolf / Langner, Tobias / Bruhn, Manfred (eds.): Handbook Controlling of Communication. Wiesbaden, p. 27
  8. ↑ Rolke, Lothar (2016): Communication control according to the stakeholder compass - value creation through impact management. In: Rolke, Lothar / Sass, Jan (ed.): Communication control. How corporate communication achieves its goals in the digital society. Berlin / Boston, pp. 17–38
  9. ↑ Mast, Claudia (2015): Corporate Communication. Constancy. 6th edition, p. 148
personal data
SURNAME Rolke, Lothar
BRIEF DESCRIPTION German author and university lecturer, professor for business administration and corporate communication
DATE OF BIRTH 1954