ARTICLES, DISCUSSIONS, ANALYSES, REVIEWS

ROLE OF INTERNAL CORPORATE COMMUNICATIONS

Abstract

Eff ective internal communications build foundations for successful external communications since they have a direct impact on employee effi ciency, satisfaction and motivation and add value to the company, its services, products and its brand name. Being directly connected with the company objectives and development, investment into human resources and internal communications is a basis of any good strategic thinking. Internal communication actually speaks about leadership. To understand internal communications of a company, it is necessary to consider its organizational culture. Some theorists defi ne organizational culture as a set of common understandings and shared assumptions of members of diff erent groups. The others focus on culture as shared company values and norms. Organizational culture is important for the analysis since it has a considerable infl uence on the public relations model used by a company and internal communications which follow.

Key words: internal PR, information, motivation, communications, management, internal branding, organizational culture

UDK: 659.2+ 347.163+65.012.3:368.021:659.43 Smiljković Stojanović, Jugoslava ROLE OF INTERNAL CORPORATE COMMUNICATIONS Page: 93-101
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