Formulera-Kommunicera-Utvärdera
IOGT-NTOStrategic communicationPolicy documentsEvaluationIOGT-NTOStrategisk kommunikationStyrdokumentUtvärdering
The Swedish governments goal for the public health is to operate for a society with good conditions to be healthy. Many people today are very conscious about their health, at the same time alcohol is a recurring element in many day-to-day situations. IOGT-NTO is an organization that is working towards making sobriety to be the rule rather than the exception. This work is linked together by the organizations communication, which is a vital part to be able to present a unified view outward. In order to do that, it is particularly important that there are common goals and strategies to work towards. Therefore, the purpose of the study is to investigate IOGT-NTOs approach to policy documents and the role they play in their everyday work with communications, and also how they carry out evaluation of their work. The case study?s theoretical background consists of Strategic Communication, which for structure's sake is divided into sub-categories, Public Relations and Organizational Communication, Internal Communication, External Communication and Evaluation. The study has an abductive approach and uses qualitative methods. The study was conducted using focus interviews and text analysis, which together constituted a triangulation of methods. The result of the study shows a consistent picture of the steering documents function, they are seen as guidelines that the communicative work is based on. Because of a widespread informal communication documents are not used on an everyday basis, but is instead something that ensures that the work follows the strategy the organization has taken. Evaluation is conducted largely through informal communication between colleagues and is rarely documented as it has a lower priority than other tasks. Therefore, there is potential for development, but in order to spend time on it, a clear goal of how evaluations in this case can be used is required. The study thus contributes to research by highlighting the importance of formulating clear policy documents and implement them when communicating, and that evaluation is a tool which can be used to develop the way that organizations work with communication.