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STRATEGISK KOMMUNIKATION OCH KOMMUNIKATION AV STRATEGIER: en intervjustudie kring en organisations kommunikation gällande strategier och mål
University of Gävle, Department of Education and Psychology, Ämnesavdelningen för pedagogik.
2009 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Corporate communication and communication about strategies : a interview study about communication, strategies and goals in an organization (English)
Abstract [en]

Purpose: Corporate communication strategies have a central role in disseminating and creating meaning to the organizations’ visions, strategies and goals. But many employees do not know the organization’s overall strategies and goals, nor how well the organization achieves these. The aim of this study was to investigate and describe perceptions about internal communication, primarily focusing on communication about strategies and goals. The aim was also to show similarities and differences in ideas about internal communication, and to indentify where any potential problems and deficiencies may occur.

Methodology: Three semi-structured interviews were made, two with persons in a management position and one group interview with employees. Nine people in three different hierarchical levels within the same department were interviewed. All interviewees were males aged 35 – 60 years.

Findings: The results showed that corporate communication in the organization was characterized by a transmission view of communication, that the employees was nonparticipative in the process of strategy- and goal-setting, and that generally formulated goals and strategies were not sufficiently translated and broken down to local level.

Abstract [sv]

Syfte: Strategisk kommunikation har en central roll i att sprida och skapa innebörd åt organisationers visioner, strategier och mål. Men många medarbetare känner inte till organisationens övergripande mål och heller inte hur väl organisationen lyckas uppnå dessa. Denna studies syfte var att undersöka och beskriva hur den interna kommunikationen uppfattas inom en organisation, främst med fokus på kommunikation gällande strategier och mål. Syftet var även att visa på likheter och skillnader i synen på internkommunikation, samt synliggöra vart eventuella problem och brister kan uppstå.

Metod: Tre halvstrukturerade intervjuer genomfördes, två med personer i chefsposition och en gruppintervju med medarbetare. Sammanlagt intervjuades 9 personer på tre olika hierarkiska nivåer inom samma avdelning. Samtliga intervjupersoner var män i åldern 35 – 60 år.

Resultat: Studien visade att den strategiska kommunikationen inom organisationen präglades av en transmissionssyn på kommunikation, att medarbetarna inte varit delaktiga i mål- och strategiprocesser samt att övergipande och allmänt formulerade mål och strategier inte översatts och brutits ner till lokal nivå i tillräckligt stor utsträckning.

Place, publisher, year, edition, pages
2009. , p. 49
Keywords [en]
communication, corporate communication, transmission, meaning, goals, strategy
Keywords [sv]
kommunikation, strategisk kommunikation, transmission, mening, mål, strategi
Identifiers
URN: urn:nbn:se:hig:diva-6411Archive number: PedC HPP 302OAI: oai:DiVA.org:hig-6411DiVA, id: diva2:296629
Subject / course
Education
Educational program
Health education
Presentation
(English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-02-19 Created: 2010-02-18 Last updated: 2012-02-27Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
  • rtf