Korporativno komuniciranje v trgovski družbi

magistrasko delo

Mojca Briščik (Avtor), Bruno Završnik (Mentor)

Povzetek

Družbe se morajo spreminjati. A spremembe za zaposlene velikokrat pomenijo nezadovoljstvo, ki lahko preraste v nelojalnost in apatijo. Zaposleni so »temeljni kamen« posamezne organizacije, so glasniki blagovne znamke in ne nazadnje so tudi kupci. Prav zaradi slednje vloge lahko podjetju pomagajo na poti do uspeha in na to bi morali novodobni menedžerji najprej pomisliti, ko implementirajo spremembe, vezane nanje. Ni pomembna samo vsebina, ampak tudi način in časovno obdobje. Zaposleni namreč niso več samo dobavitelji dela, temveč z vstopom v organizacijo prinašajo neopredmeteni kapital, ki bi ga moralo vodstvo obvarovati in ne jemati le kot strošek. Večina organizacij se sicer zaveda pomena interne javnosti in komunikacije z njo, zaveda se, da so zaposleni vir njihove konkurenčne prednosti, pa vendar jih velikokrat (ne)namenoma postavlja v drugi plan ali jim celo ne da velikega pomena. Podjetje je lahko uspešno le z zaposlenimi, ki so ne le samo motivirani, ampak predvsem lojalni in ki vedo, da jih bodo nadrejeni znali spodbujati, oziroma še več, jim bodo znali prisluhniti. Interna komunikacija bi morala potekati dvosmerno. Informacija bi morala biti na obeh straneh slišana in spoštovana, a vodstvo, zelo pomembno, bi moralo biti za predloge zaposlenih odprto in dovzetno, sočasno pa bi moralo znati sprejemati tudi njihovo nestrinjanje. Na tak način se krepi skupinski duh in zagotovo dodatno pripomore k zadovoljstvu zaposlenih in njihovi pripadnosti.

Ključne besede

komuniciranje;odnosi z javnostjo;organizacijska kultura;organizacijska klima;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2014
Tipologija:	2.09 - Magistrsko delo
Organizacija:	UM EPF - Ekonomsko-poslovna fakulteta
Založnik:	[M. Briščik]
UDK:	331.1
COBISS:	11763484
Št. ogledov:	1559
Št. prenosov:	97
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Corporate communications in trading company
Sekundarni povzetek:	Companies need to change. Yet this represents a source of dissatisfaction for many employees, which may turn into disloyalty and apathy. The employees are the “cornerstone” of an organization, they are the messengers of the brand name and ultimately also its customers. It is precisely because of this role that they can help the company on the path to success and why present-day managers should be aware of this when implementing changes that apply to them. What is important here is not just the content, but also the manner of implementation and period of time. Employees are no longer just the “suppliers of labour”, by joining the organization they add intangible capital that needs to be protected by the management and not only seen as a cost. Most organizations do acknowledge the importance of the internal public and the communication with it. They are aware that employees are the source of their competitive edge, even though they are often (un)intentionally pushed into the background or even seen as insignificant. A company can only be successful with a staff that is not merely motivated but loyal, and who know that they will be encouraged and listened to by their superiors. The foundation of internal communications should be two-way. Information should be heard and respected on both sides, but the management should, very importantly, be sensitive and open to the suggestions of its employees, whilst at the same time also being able to accept their difference of opinion. Only in this way can the team spirit be strengthened, which certainly goes a long way in contributing to staff satisfaction and their sense of commitment to the company.
Sekundarne ključne besede:	corporate communications;public relations;internal communications;organizational culture;organizational climate;
URN:	URN:SI:UM:
Vrsta dela (COBISS):	Magistrsko delo/naloga
Komentar na gradivo:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani:	96 str., 66 str. pril.
ID:	8729504