Organizacijski vidiki integracije komuniciranja

ali je potrebno komuniciranje centralizirati?

Abstract

Vpetost v družbeno okolje, hitrost sprememb v poslovnem okolju in iskanje poti za povečevanje učinkovitosti organizacij vodijo k večjemu zavedanju o pomenu ugleda, dobre podobe, obojestransko koristnih odnosov in dobrega komuniciranja za organizacijo. Upravljanje in integracija komuniciranja omogočata sinergične možnosti gradnje odnosov z organizacijskimideležniki. Podana je analiza prednosti in slabosti obstoječih pristopov k integraciji komuniciranja, ki ji ponujajo stroke: odnosi z javnostmi, integrirano tržno komuniciranje, upravjanje organizacijske identitete, podobe in ugleda ter integralnega komuniciranja. Predstavljeni model temelji na originalni klasifikaciji deležnikov in javnosti. Organizacijske rešitve vidi v filozofiji poslovne odličnosti. Organizacijska kultura je najpomembnejši element integracije zunanjega komuniciranja, saj je komuniciranje popolnoma decentralizirano. Kljub vsesplošnim trendom decentralizacije, je neka oblika centralizacije komuniciranja nujna. Izvaja naj jo komunikacijski generalist in upravljalec, katerega glavna naloga je priprava strategije, koordinacija izvajanja, pospeševanje procesa integracije in interno svetovanje.

Keywords

Integracija;Komuniciranje;Upravljanje;Komunikacijski modeli;Organizacijske spremembe;Odnosi z javnostmi;

Data

Language:	Slovenian
Year of publishing:	2002
Typology:	1.04 - Professional Article
Organization:	UL FDV - Faculty of Social Sciences
UDC:	659.2
COBISS:	21497181
ISSN:	0040-3598
Parent publication:	Teorija in praksa
Views:	3263
Downloads:	68
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	Unknown
Secondary abstract:	Integration to society, the pace of change in the business environment and theaccelerating competition turned organizations in a search of finding new ways of improving performance. They became more aware of benefits of their image and reputation, mutually beneficial relationships and good communications. Management and integration of communications enable synergic relationships with organization's stakeholders. Strenghts and weaknesses of existing approaches to integration of communications offered by public relations, integrated marketing communications, identity, reputation and imagemanagement and integrated communications are analysed and discussed. The presented model is based on an original classification of stakeholders and publics, finds organizational solutions in the total quality management philosophy. Building organizational culture is the most important element of external communications integration since the execution of communications is decentralized. Despite trends towards decentralization, a communication manager and a generalist is a centralization element that prepares the strategy, coordinates execution, facilitates and provides internal consulting.
Secondary keywords:	Integration;Communication;Management;Communication model;Organizational change;Public relations;
Type (COBISS):	Not categorized
Pages:	str. 804-826
Volume:	ǂLet. ǂ39
Issue:	ǂšt. ǂ5
Chronology:	2002
Keywords (UDC):	applied sciences;medicine;technology;uporabne znanosti;medicina;tehnika;communication and transport industries;accountancy;business management;public relations;komunikacije in transport;knjigovodstvo;poslovni menedžment;stiki z javnostjo;publicity;information work;public relations;stiki z javnostjo;reklama;information work;advisory and consultancy services;informacije;informiranje;informacijski sistemi;
ID:	36783