STRATEGISK KOMMUNIKATION OCH KOMMUNIKATION AV STRATEGIER
en intervjustudie kring en organisations kommunikation gällande strategier och mål
CommunicationCorporate communicationTransmissionMeaningGoalsStrategyKommunikationStrategisk kommunikationTransmissionMeningMålStrategi
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.