The rationale that effective internal communication plays a crucial role in aligning employees to organisational goals, and in so doing, inculcate employee engagement and help an organisation to succeed, is remodelling internal communication management within organisations. At the core of the preceding rationale lies the fundamental realisation and acknowledgement that effective internal communication is not the function of the communication department, but in effect a basic prerequisite that must be understood, embraced and practiced by all levels of management. Managers without effective internal communication and employee engagement cannot execute the responsibility of strategic alignment. The challenge is now to ensure that the internal communication process is approached as a properly structured and efficiently managed system, rather than a collection of fragmented messages that often cause confusion among employees and compel disengagement. This study explores to what extent the senior managers at the North-West University understand their fundamental role in facilitating effective internal communication and employee engagement. An extensive literature study revealed that there is a correlation between effective internal communication and understanding of organisational strategy and objectives among employees. In addition, a strong correlation between effective internal communication, employee engagement, employee performance and organisational profitability has been identified in literature. The empirical findings were obtained by means of a qualitative research method in the form of semi-structured interviews with senior and middle managers. The semi-structured interviews explored and described how the managers perceive the nature of their role in facilitating and sustaining effective internal communication and employee engagement. In comparing the actual role of senior managers at the University in internal communication and employee engagement with the ideal state related to D'Aprix's (1996) manager's communication model, as well as the principles of a convergence model of communication, information richness of communication channels, a leadership communication framework and the impact of highest scoring manager activities and attributes, it was concluded that this communication role is still misunderstood by senior managers and not properly structured and executed. Consequently, internal communication is not adequately fulfilling its strategic potential as a means to establish positive relationships, diffuse information, motivate, and align employees' actions and behaviour to the set goals of the University. It is suggested that future studies measure and determine whether the engagement levels of employees at the North-West University have increased as a result of managers fulfilling their internal communication role effectively. Another study could also assess and measure the effectiveness of internal communication channels, with the view to develop an internal communication channel guide or toolkit for managers at the North-West University. The key drivers of employee engagement and related effect on the North-West University's performance could also be explored and measured in future research studies. / Thesis (M.A. (Communication Studies))--North-West University, Potchefstroom Campus, 2010.

The rationale that effective internal communication plays a crucial role in aligning employees to organisational goals, and in so doing, inculcate employee engagement and help an organisation to succeed, is remodelling internal communication management within organisations. At the core of the preceding rationale lies the fundamental realisation and acknowledgement that effective internal communication is not the function of the communication department, but in effect a basic prerequisite that must be understood, embraced and practiced by all levels of management. Managers without effective internal communication and employee engagement cannot execute the responsibility of strategic alignment. The challenge is now to ensure that the internal communication process is approached as a properly structured and efficiently managed system, rather than a collection of fragmented messages that often cause confusion among employees and compel disengagement. This study explores to what extent the senior managers at the North-West University understand their fundamental role in facilitating effective internal communication and employee engagement. An extensive literature study revealed that there is a correlation between effective internal communication and understanding of organisational strategy and objectives among employees. In addition, a strong correlation between effective internal communication, employee engagement, employee performance and organisational profitability has been identified in literature. The empirical findings were obtained by means of a qualitative research method in the form of semi-structured interviews with senior and middle managers. The semi-structured interviews explored and described how the managers perceive the nature of their role in facilitating and sustaining effective internal communication and employee engagement. In comparing the actual role of senior managers at the University in internal communication and employee engagement with the ideal state related to D'Aprix's (1996) manager's communication model, as well as the principles of a convergence model of communication, information richness of communication channels, a leadership communication framework and the impact of highest scoring manager activities and attributes, it was concluded that this communication role is still misunderstood by senior managers and not properly structured and executed. Consequently, internal communication is not adequately fulfilling its strategic potential as a means to establish positive relationships, diffuse information, motivate, and align employees' actions and behaviour to the set goals of the University. It is suggested that future studies measure and determine whether the engagement levels of employees at the North-West University have increased as a result of managers fulfilling their internal communication role effectively. Another study could also assess and measure the effectiveness of internal communication channels, with the view to develop an internal communication channel guide or toolkit for managers at the North-West University. The key drivers of employee engagement and related effect on the North-West University's performance could also be explored and measured in future research studies. / Thesis (M.A. (Communication Studies))--North-West University, Potchefstroom Campus, 2010.

Bakgrund: Det diskuteras ideligen kring de fyra storbankerna i media angående trender och framtidsutsikter. I Sverige är utbudet av banker stort, trots det skiljer de sig inte mycket åt gentemot kunder. Företag arbetar ständigt med att positionera varumärket gentemot kunder, dock skall inte den interna marknadsföringen bortses. Företagsledningen kommunicerar internt med att förmedla värderingar samt visioner vilket motiverar de anställda. Syfte: Syftet med uppsatsen är att utreda och analysera Handelsbankens interna markandsföring samt integrationen av varumärket i organisationen för att sedan analysera effekterna utav det. Resultaten ur intervjuerna kommer att analyseras med hjälp av teorier.  Metod: En kvalitativ fallstudie med abduktion som forskningsansats. De empirska data har insamlats genom sex stycken semi-strukturerade intervjuer. Samtliga respondenter var från Handelsbanken varav tre arbetar som frontpersonal samt tre chefer. Hermeneutik var en central metod för att tolka teorier samt respondenternas svar. Slutsats: I studien har vi kommit fram till att den interna marknadsföringen har en betydande roll gällande att kommunicera värderingar, visioner och organisationskultur. Detta bidrar till att frontpersonalen blir motiverade, stimulerade och engagerade i det vardagliga arbetet. Vi har identifierat ett samband med den interna marknadsföringen till att frontpersonalen är förberedda inför kundmötet. De kan uppfylla kundens förväntningar vilket leder till högre kundnöjdhet. / Background: It is continually discussed about the four major banks in media regarding trends and prospects. In Sweden there is a wide selection of banks, despite that they do not differ greatly towards customers. Banks are constantly working to positioning the brand to customers, however, they should not disregard the internal marketing. The management communicates internally to convey values and visions which motivates the employees. Purpose: The purpose of this paper is to investigate and analyze the internal marketing of Handelsbanken, and the integration of brand values in the organization to then analyze the outcoming effects. The results from the interviews will be analyzed using theories. Method: A qualitative case study with abductive research approach. The empirical data has been collected through six semi-structured interviews. All respondents were from Handelsbanken, three of them work as frontline staff and three as managers. Hermeneutics was a central method of interpreting theories as well as respondents' answers. Conclusion: The conclusions from our study are that internal marketing plays a significant role regarding communicating values, visions and organizational culture. This helps to motivate, stimulate and engage the frontline staff in their everyday work. We have identified a connection between the internal marketing and frontline staff, the management need to prepare them with values and necessary information before they face customers. They can therefor meet customer expectations which results in higher customer satisfaction.

There is global agreement that in today's business environment an integrated approach to communication is a necessity. Although there is a need to evaluate the application and quality of integrated communication, after almost 20 years of existence, it is still viewed as a difficult concept to implement. Definitions of integrated communication still vary, with no universal consensus. Although the literature on communications does propose various implementation models for evaluating integrated communication, these models are predominantly marketing-related, with parameters pertaining to the customer-experience. As such, these models have serious shortcomings when it comes to measuring the employee-experience. In this study, employee relationships are seen as the building blocks of the strategic management of communication between an organisation and its external publics. Recognising this significance of employee relationships two decades ago, Cutlip, Center, and Broom (1985) proposed that no organisational relationships are as important as those with employees. They advocated that the first step in promoting positive external relationships is achieving good internal communication. The central thrust is that employees who are truly customer-focused need to work within an employee-centric environment. Customarily, the traditional internal communication audit is used to evaluate the employee environment, employee perceptions of communication and employee attitudes. However, traditional audits have limitations when it comes to measuring integration. Traditional audits do not evaluate the role of the employee in building customer relationships, or the extent to which employees are integrated into an organisation. There is, therefore, a need to extend the traditional internal communication audit, so as to evaluate integrated internal communication and its application and quality. Duncan (2001) maintains that integrated communication must first exist internally if a company is to effectively communicate externally. Therefore, the primary research objective of this study was to develop a measuring instrument (using elements from existing audits and models) to evaluate integrated internal communication. This entailed a literature review to determine the theoretical status of the concept of integrated communication and internal communication. A measuring instrument was then developed to evaluate integrated internal communication. The second objective was to apply the developed instrument so as to measure employee perceptions of communication at the International Colleges Group (ICG). These perceptions were measured through a group administered perception survey and personal interviews. Research results where used to determine the extent of integrated internal communication at ICG in accordance with four identifiable stages. Findings signifyed some success in the first stage of integrated communication. However, there was no indication of integrated communication in the later stages. The final objective was to test the shortcomings of the proposed instrument. / Communication Science / M.A. (specialisation in Organisational Communication Research and Practice)

Orientador: Maria Teresa Miceli Kerbauy / Banca: Maria Aparecida Ferrari / Banca: Regina Célia Baptista Beluzzo / Resumo: Analisa a dinâmica do relacionamento entre cidadãos usuários do sistema público de saúde e hospital universitário público, pelo viés da comunicação. O foco estabelecido é o diálogo praticado no âmbito hospitalar na prestação de serviços de saúde, as estratégias utilizadas nesse processo e os fatores que influenciam essa prática. A organização pesquisada, o Hospital de Reabilitação de Anomalias Craniofaciais da Universidade de São Paulo (HRAC/USP), situado em Bauru (SP), atende a pacientes de todas as regiões do país, estabelecendo um relacionamento com os usuários por um tempo variável entre 18 a 20 anos devido à característica de sua atuação, a reabilitação das anomalias craniofaciais e dificiências auditivas. Considerou preceitos teóricos nas áreas de origens e panorama dos sistemas de atenção à saúde, o poder representado pela detenção da informação nesse contexto, comunicação em saúde, práticas comunicativas em ambiente hospitalar, cultura e comunicação organizacional, e vínculos sociais e organizacionais, em contraponto com a realidade instalada no campo de observação. Na pesquisa de campo foram entrevistados 80 indivíduos, sendo 40 trabalhadores em saúde. De suas percepções, foi possível identificar como ocorre o diálogo no HRAC-USP no contexto do relacionamento entre ambos os atores sociais, suas consequências tanto na prática profissional dos trabalhadores como na reabilitação dos usuários, e também na construção da autoimagem dos usuários enquanto cidadãos. Ao mesmo tempo, o trabalho se preocupou em identificar as ações de comunicação nesse panorama e as percepções dos grupos amostrais sobre o papel da gestão da comunicação nesse contexto / Abstract: The present study analyses the relationship dynamics between users citizens of the public health care and a public teaching hospital through the angle of communication. The established focus is the dialog practiced in a hospital environment on healthcare services, the strategies used in this factors that influence this practice. The organization researched, the Hospital for Rehabilitation of Craniofacial Anomalies of the University of São Paulo (HRAC-USP), located in Bauru (state of São Paulo), treats patients of all regions of the country, establishing a relationship with the users for a variable time of 18 through 20 years due to its acting characteristics, the rehabilitation of craniofacial anomalies and hearing disorders. This work considered theoretical percepts on the scenario of healthcare systems and its origins, the power represented by information retaining on this context, communications in health, communicative practices on hospital environment, culture and organizational communications, and organizations bonds, in opposite to the reality of installed on the observation field. 80 individuals were interviewed on the research field, being 40 users and 40 health professionals. From their perceptions, it was possible to identify how the dialog occurs in the HRAC-USP on the context of relationship between both social actors, its consequences on the professional's practice as much as user's rehabilitation, and also on the construction of the user's self-image construction as citizens. At the same time, this work tried to identify the communication actions on this scenario and the perceptions of sample groups about the role of communication managment on this context / Mestre

Issue: Swedish institutions of higher education experiences higher pressure from the surrounding society to follow development and continuously renew themselves. As an example of government owned organisations that are complex, decentralised and professional, organisations such as universities, are working towards unclear and vague goals. Conditions that could worsen the potential of achieving goal congruence, which is considered critical for all organisations, there for prevails. According to previous research internal communication is critical under these conditions. Purpose: The purpose of this study is to provide in-depth knowledge of how Swedish institutions work with internal communication of unclear goals and how the internal communication of unclear goals affects the organization's goal congruence. Conclusion: What was identified as interesting is that in spite of lack of internal communication goal congruence could prevail in the studied organisation. Since management chooses not to clarify goals they give each member of the organisation an opportunity to relate, interpret and work towards the goal in their own way. A viewpoint affected by the organisational structure of universities as decentralised and professional organisations. Through having unclear goals in this type of organisations goal congruence can prevail even without a well functioning internal communication. Knowledge Contributions: The results of this study disprove previous research that of internal communication is critical for goal congruence when having unclear goals. The results can be generalised to other organisations in similar context and conditions as the studied organisation, but first and foremost to other universities as complex, decentralised and professional organizations with unclear goals. / Problemställning: Svenska lärosäten möter allt högre krav från det omgivande samhället att följa samhällsutvecklingen och förnya sig. Som exempel på statliga myndigheter är lärosäten komplexa, decentraliserade och professionella organisationer som arbetar mot otydligt och vagt formulerade mål. Därmed råder förutsättningar som har potential att försämra organisationens målkongruens, något som anses viktigt för att alla organisationer ska nå sina mål. Tidigare forskning visar på intern kommunikation blir kritisk under dessa förhållanden. Syfte: Syftet med studien är att bidra med fördjupad kunskap om hur svenska lärosäten arbetar med intern kommunikationen av otydliga mål och hur den interna kommunikationen av otydliga mål påverkar organisationens målkongruens. Slutsats: Det som identifierades intressant är att trots bristande intern kommunikation så råder målkongruens. Ledningen väljer att inte tydliggöra mål för att ge medarbetare en möjlighet att förhålla sig, tolka och arbeta med målet på sitt sätt. Ett synsätt som påverkas av att lärosäten är decentraliserade och professionella organisationer. Genom att ha just otydliga mål i denna typ av organisationer kan därför målkongruens råda även utan en väl fungerande intern kommunikation av målet. Kunskapsbidrag: De resultat som den här studien visar på motbevisar tidigare forskning om att intern kommunikation är kritisk för målkongruens vid otydliga mål. Resultaten kan generaliseras till andra organisationer med liknande förutsättningar och kontext som den undersökta organisationen. Då i första hand till andra svenska lärosäten som komplexa, decentraliserade och professionella organisationer med otydliga mål.

Internal marketing and internal communication are essential tools to align em-ployees’ mindsets with the necessary tasks which bring about employee satis-faction and organisational prosperity. Electronic newsletters serve as an internal marketing communication medium which can convey the necessary information to employees regarding the organisation’s goals and objectives. They also act as a medium to build relationships with employees and encourage improved service delivery and customer-oriented employee mindsets. Employees’ willingness to make use of electronic newsletters for the purpose of disseminating organisational information is an indication of employees’ acceptance of the organisational information and use thereof in performing organisational tasks successfully as the organisation intends. The purpose of the current study was to determine employees’ acceptance of electronic newsletters, as an internal marketing communication medium, in order to disseminate organisational information which contributes to the attainment of organisational goals, objectives and success. An empirical study was conducted to determine employees’ acceptance of elec-tronic newsletters by means of an adapted technology acceptance model, self-administered, e-mail survey disseminated to employees of a higher education institution. The study followed a quantitative research approach, utilising re-gression in the analysis of the data. Based on the research results, employees do accept the electronic newsletter for the dissemination of organisational information, albeit with suggestions on how it can be better utilised in future. / Business Management / M. Com (Business Management)

Made available in DSpace on 2016-08-03T12:30:43Z (GMT). No. of bitstreams: 1 Ana Claudia Gusso.pdf: 2568093 bytes, checksum: 5f0773271441de6b85f626d130007105 (MD5) Previous issue date: 2008-03-03 / Conselho Nacional de Desenvolvimento Científico e Tecnológico / This research brings into evidence both the use of internal, directed communication instruments and the use of public relations actions and relationship marketing inside the historic evangelical churches. The aim is to check if those instruments have any relation to the loss or retention of members in those churches and in their numerical growth in the face of a new religious configuration, where fidelity is getting harder to get every day. This study emphasizes the importance of internal communication and marketing communi cation strategies used inside the historic churches as an aid to the so called word of mouth marketing. In order to do this research, an analysis of the four historic churches in Curitiba with the greatest number of members was conducted. Those churches are the Baptist, the Lutheran, the Presbyterian and the Methodist. The study was carried on by participating observation research, analysis of various kinds of materials, interviews with church leaders and a quantitative research which involved the members and the visitors of the four churches. By using a structured questionnaire, this study analyzed the behavior of these members face to the internal directed communication means used in the churches and the relationships that happen inside them, both between their members and between the members and their leaders.(AU) / Esta pesquisa evidencia o uso de instrumentos de comunicação interna e dirigida e de ações de relações públicas e marketing de relacionamento dentro das igrejas evangélicas históricas. Também enfatiza a importância da comunicação interna e das estratégias de comunicação mercadológicas utilizadas dentro das igrejas inclusive com o uso do marketing boca a boca. Para a realização desta pesquisa foi feito um recorte das quatro maiores igrejas evangélicas históricas, em número de membros, situadas na cidade de Curitiba: Batista, Luterana, Presbiteriana e Metodista. O estudo foi realizado por meio de pesquisas de observação participante, análise de materiais diversos, entrevista com os líderes e uma pesquisa de campo, quantitativa, envolvendo os membros e freqüentadores das igrejas. Com o auxilio de um questionário estruturado foram analisados: 1) o comportamento dos membros e freqüentadores diante dos instrumentos de comunicação interna e dirigida que estão sendo utilizados e percebidos; e 2) os relacionamentos dentro da igreja, tanto entre membros quanto entre estes e seus líderes. A pesquisa concluiu que estes instrumentos de comunicação interna possuem relação com a retenção, perda e crescimento numérico de membros nas igrejas pesquisadas, frente a uma nova configuração religiosa onde a fidelização está cada vez mais difícil de ser alcançada.(AU)

This study presents a proposal with internal marketing objectives in the management of clinical laboratories that can be used in the deployment and development of quality management system according to ISO 15189 and appropriate for the purpose of accreditation of these laboratories in organisms that provide recognition. The Proposal for internal marketing objectives for the development of appropriate quality management system and according to ABNT NBR NM ISO 15189-medical laboratories-particular requirements for quality and competence was the general objective in this work. To this end, the present study addressed the situation of international accreditation system scenarios, management systems, internal marketing and organizational culture. Also examined the relationship between the ISO 15189 and the RDC from ANVISA 302 technical regulation establishing management, technical requirements and mandatory. In the results, the search brought the accreditation data interpretation in a number of countries that are in the area. In the central instrument of research were obtained subsidies of a certain group of clinical laboratories located in a city average of Rio Grande do Sul-Brazil, which reported through replies to a questionnaire, particularities and reality Lab's own management and internal marketing use. The methodology was classified as exploratory. The proposed objectives serve as the basis for a laboratory use them as boosters in the management, internal marketing and internal awareness of purpose goals believed. / Este estudo apresenta uma proposta com objetivos de endomarketing na gestão de laboratórios clínicos que podem ser utilizados na implantação e desenvolvimento de sistema de gestão da qualidade adequado e conforme a ISO 15189 para fins de acreditação desses laboratórios em organismos que fornecem reconhecimentos. A proposta de objetivos de endomarketing para desenvolvimento de sistema de gestão da qualidade adequado e conforme a ABNT NBR NM ISO 15189 Laboratórios de análises clínicas - Requisitos especiais de qualidade e competência foi o objetivo geral nesse trabalho. Para isso, o presente estudo abordou a conjuntura de cenários do sistema internacional de acreditação, os sistemas de gestão, o endomarketing e a cultura organizacional. Também analisou a relação entre a ISO 15189 e o regulamento técnico RDC 302 da ANVISA que estabelecem requisitos de gestão, técnicos e mandatórios. Nos resultados, a pesquisa trouxe a interpretação dos dados de acreditações em uma série de países que se destacam na área. No instrumento central da pesquisa foram obtidos subsídios de um determinado grupo de laboratórios clínicos localizados em uma cidade cuja população enquadra-se como de tamanho médio no âmbito do estado do Rio Grande do Sul Brasil. Integrantes dos laboratórios relataram através de respostas a um questionário, particularidades e realidades de gestão do próprio laboratório e endomarketing utilizado. A metodologia foi classificada como exploratória. Os objetivos propostos servem de base para que um laboratório utilize-os como impulsionadores na gestão, endomarketing e conscientização interna com finalidade de atingir metas de acreditação e melhoria contínua.

A dissertação Fides ex auditu (Romanos 10.17) Primeiro a propaganda depois a fé O marketing interno como instrumento de missão na Igreja Evangélica de Confissão Luterana no Brasil (IECLB) surge a partir da inquietação oriunda do dia-a-dia de um obreiro do ministério pastoral. As assim chamadas Igrejas históricas, das quais a IECLB faz parte, enfrentam grandes dificuldades em manter o seu quadro de fiéis. Esta dificuldade em manter o quadro de fiéis é o assunto do primeiro capítulo. Através de duas pesquisas realizadas no âmbito da IECLB a suspeita de estagnação numérica, com forte tendência ao decréscimo, é comprovada. Os dois trabalhos analisados apontam a mesma direção, embora um apresente a questão em um âmbito nacional e outro traga índices de uma pequena cidade do interior do Rio Grande do Sul. A busca por ajuda chega ao campo do marketing. Desfazendo-se de preconceitos, busca-se uma aproximação com esta área do conhecimento humano. No entanto, antes de iniciar o diálogo é necessário que se respeite a cultura organizacional da instituição a qual ações de marketing possam vir a ser úteis. O segundo capítulo apresenta assim os pilares da Teologia Luterana. Sobre estes pilares está alicerçado o modo de ser Igreja da IECLB. Preconizando comunidades adultas, ações de marketing interno surgem com ações mais eficazes no momento. O terceiro capítulo apresenta o marketing enfocando de forma especial o marketing interno. Buscando avaliar a comunicação interna na IECLB, tema que o marketing interno reflete, foi realizada uma coleta de dados com lideranças desta Igreja. Os dados revelados são apresentados, bem como sua fundamentação e avaliação, no quarto capítulo. Igreja e marketing é um desafio! No diálogo bem orientado, com a ajuda oferecida pelo marketing, a Igreja pode tornar-se mais eficaz no modo de transmitir o que lhe é mais caro: o Evangelho do Nosso Senhor Jesus Cristo. / The dissertation Fides ex auditu (Romans 10:17) Propaganda first, faith after The internal marketing as instrument of mission in the Evangelical Church of the Lutheran Confession in Brasil (ECLCB) arises from the uneasiness of the daily life of an Ordained Minister. The so called Historical Churches, to which group the ECLCB belongs, are facing great difficulties to keep their members. These difficulties to keep members is the issue of the first chapter. Through two researches taken in the ECLCB, the suspicion of numerical stagnation, even with strong tendency towards lowering numbers, is confirmed. The two researches analyzed point to the same, although one presents the question in a national view and the other brings numbers of a small town in the open country of the state of Rio Grande do Sul. The search for help comes to the field of marketing. While taking out prejudices, we seek to draw nearer to this field of human knowledge. Yet, before we begin the dialog, it is necessary to respect the organizational culture of the institution to which marketing action might become useful. The second chapter presents, therefore, the pillars of the Lutheran Theology. It is on these pillars that the way of being of the ECLCB is laid upon. Thinking on adult congregations, internal marketing actions arise as the more efficient actions at the moment. The third chapter presents the theme of marketing, looking specially to internal marketing. Seeking to analyze the internal communication in the ECLCB, theme that the internal marketing reflects, it was collected information with various leaders of this church. What this data collection revealed is presented, along with its explanation and analysis, in the forth chapter. Church and marketing is a challenge! In a well directed dialog, with the help offered by the marketing, the Church can become more efficient in its way to communicate what is most precious: the Gospel of Our Lord Jesus Christ.