Цель – проанализировать возможности коммуникационной стратегии музейного комплекса истории фармации в формировании имиджа Челябинск. Научная новизна исследования состоит в использовании коммуникационной стратегии в качестве инструмента формирования имиджа территории. Практическая значимость исследования заключается в возможности применения авторских предложений к позитивному улучшению имиджа города Челябинск. Эффективность рекомендаций, выдвинутых автором в рамках конструирования коммуникационной политики музейного комплекса, будет доказана на практике, при открытии комплекса «Аптека №1». / The purpose is to analyze the possibilities of the communication strategy of the museum complex of the history of pharmacy in the formation of the image of Chelyabinsk. The scientific novelty of the research consists in the use of a communication strategy as a tool for forming the image of the territory. The practical significance of the research lies in the possibility of applying the author's proposals to the positive improvement of the image of the city Chelyabinsk. The effectiveness of the recommendations put forward by the author within the framework of designing the communication policy of the museum complex will be proven in practice, at the opening of the complex "Pharmacy No. 1".

Följande studie är skriven på svenska och lägger fokus på chefers kommunikation och hur den kan användas för att uppmuntra till engagemang och motivation hos anställda. Arbetet tar upp vikten av att som chef bibehålla en frekvent och öppen kommunikation samtidigt som man bör prioritera relationsbyggande kommunikation, i form av relationell kommunikation. Något som bäst görs genom att som chef upprätthålla en informell kommunikation. Studiens empiriska material består av 12 stycken semistrukturerade intervjuer med chefer i olika roller på Stena Metall AB. Studiens resultat visar vikten att som chef anpassa sin kommunikation efter mottagaren samt bibehålla en tydlighet för att undvika misskommunikation. Relationell kommunikation anses spela en större roll än förväntat och ha en direkt påverkan på medarbetarnöjdheten och den informell kommunikation var mer närvarande än vad som först gavs sken av i en hierarkisk organisation. Sammantaget visar studien hur viktig kommunikation är för att inspirera till en arbetsplats med högt engagemang och motivation hos de anställda. Det är genom de intervjuer som genomförts det blivit tydligt att chefer anser att det är dem som bär ett ansvar i att tillföra och skapa en miljö där anställda är motiverade och engagerade i sitt arbete. / The following study is written in Swedish and focuses on managers' communication and how it can be used to encourage employee engagement and motivation. The work addresses the importance of maintaining frequent and open communication as a manager, while at the same time prioritizing relationship-building communication, in the form of relational communication. Something that is best done by maintaining informal communication as a manager. The study's empirical material consists of 12 semi-structured interviews with managers in various roles at Stena Metall AB. The results of the study show the importance of adapting one's communication to the recipient as a manager and maintaining clarity to avoid miscommunication. Relational communication is considered to play a greater role than expected and to have a direct impact on employee satisfaction and informal communication was more present than first appeared in a hierarchical organization. Overall, the study shows how important communication is to inspire a workplace with high commitment and motivation among the employees. It is through the interviews that have been carried out that it has become clear that managers believe that it is they who bear the responsibility in adding and creating an environment where employees are motivated and engaged in their work.

La presente investigación titulada Estrategia de comunicación para promover una cultura ambiental en el pueblo joven Fuentes Linares, Ferreñafe, planteó como objetivos: realizar un diagnóstico de la situación actual sobre cultura ambiental en Fuentes Linares, establecer los pasos de la estrategia de comunicación e identificar las herramientas de comunicación para construir relaciones con el público objetivo. El enfoque que se empleó fue cualitativo y el diseño, fenomenológico. Asimismo, el escenario elegido fue el pueblo joven Fuentes Linares. Se trabajó la técnica de la entrevista estructurada, cuyo instrumento fue el cuestionario de entrevista que estuvo dirigido a cinco expertos en Comunicación para el Desarrollo, tres representantes de instituciones públicas y diez moradores del pueblo joven mencionado. Se obtuvieron como resultados que los habitantes tienen poco interés y compromiso por participar en temas de cultura ambiental y las instituciones públicas no promueven actividades de comunicación que permitan involucrarlos para concienciarlos sobre las consecuencias del impacto ambiental. Además, se demostró la importancia de diseñar estrategias de Comunicación para el Desarrollo, porque promueven el diálogo, el cambio de actitud frente a una problemática social y la búsqueda de soluciones. Por ello, en esta propuesta se determinaron seis pasos imprescindibles como: identificación del problema y el público objetivo; formulación de los objetivos y los mensajes; selección de las herramientas con las que se compartirán los mensajes; diseño de la estrategia; monitoreo y evaluación. Finalmente, los talleres, la radio y las redes sociales fueron las herramientas apropiadas para generar la participación en la población. / The present investigation entitled Communication strategy to promote an environmental culture in the young town of Fuentes Linares, Ferreñafe, raised as objectives: to carry out a diagnosis of the current situation on environmental culture in Fuentes Linares, to establish the steps of the communication strategy and to identify the communication tools to build relationships with the target audience. The approach used was qualitative and the design was phenomenological. Likewise, the chosen setting was the young town of Fuentes Linares. The technique of the structured interview was worked, whose instrument was the interview questionnaire that was addressed to five experts in Communication for Development, three representatives of public institutions and ten residents of the mentioned young town. It was obtained as results that the inhabitants have little interest and commitment to participate in issues of environmental culture and public institutions do not promote communication activities that allow them to be involved to raise awareness about the consequences of environmental impact. In addition, the importance of designing Communication for Development strategies was demonstrated, because they promote dialogue, the change of attitude towards a social problem and the search for solutions. For this reason, six essential steps were determined in this proposal, such as: identification of the problem and the target audience; formulation of objectives and messages; selection of the tools with which the messages will be shared; strategy design; monitoring and evaluation. Finally, the workshops, radio and social networks were the appropriate tools to generate participation in the population.

La investigación buscó analizar el posicionamiento del Centro de Especialidades Pediátricas KIDSalud en Chiclayo. Se empleó un tipo de investigación mixto y con un diseño no experimental descriptivo. La muestra estuvo conformada por 200 padres de familia de infantes en la ciudad de Chiclayo cuyos hijos son atendidos en centros privados de salud pediátrica. Se aplicó una encuesta de 3 preguntas abiertas y, en base a la información obtenida, se elaboró un instrumento de posicionamiento que fue validado por tres jueces expertos. Los resultados evidenciaron que los atributos más importantes para el cliente son la alta especialización de profesionales, la cordialidad del servicio de admisión y la puntualidad de atención; asimismo, a través de análisis de correspondencia, se determinó que KIDSalud y los demás centros de salud estudiados tienen un posicionamiento bajo. En base a esto, se propuso una estrategia de comunicación integral de marketing de naturaleza Copy Strategy titulada “Consúltale a tu pediatra”, tomando en cuenta los atributos de mayor importancia anteriormente encontrados y realizado a través del medio de comunicación más usado por el público objetivo. / The investigation searched to analyze the positionnement of the Center of Pediatric Specialities KIDSalud in Chiclayo. It was employed a mixed investigation type and with a descriptive no experimental design. The sample was conformed by 200 family parents of infants in the city of Chiclayo whose children are attended at private centers of pediatric health. A 3 open questions poll was applied and, based on the obtained information, a positionment instrument was elaborated which was validated by three judges. The results evidenced that the most important attributes for the client are the high specialization of professionals, the cordiality of the admission service and the attention punctuality; moreover, through correspondence analysis, it was determined that KIDSalud and the rest of the studied health center have a low positionment. Based on this, it was proposed an integral communication strategy of marketing of Copy Strategy nature titled “Consúltale a tu pediatra”, taking in mind that the attributes with highest importance previously found and done through the most used media by the target audience.

Dammar är viktiga byggnadsverk som möjliggör olika samhällsfunktioner. För att säkerställa deras säkerhet krävs noggranna säkerhetsåtgärder och att lära från incidenter. Syftet med studien är att föreslå en kommunikationsstrategi för Svenska kraftnät, för att vägleda hur dammaktörer kan samla in och sprida lärdomar från dammsäkerhetsincidenter. Kommunikationsstrategin utvecklades genom en inkrementell designmetod och den huvudsakliga datainsamlingsmeteoden var intervjuer med 16 aktörer. Intervjuerna strukturerades efter de didaktiska frågorna hur, vem, varför, när och vad gällande kommunikationen mellan dammaktörerna. Aktörerna berättade om hur de samlar in och sprider lärdomar samt vilka utmaningar och behov av utveckling som finns kring dagens arbete. Datan analyserades tematiskt. Kommunikationsmetoderna som identifierades genom intervjuerna var inrapporteringssystem, sammankomster, rapporter, tekniska kanaler och informell kommunikation. Förekomsten och frekvensen av dessa varierade beroende på om kommunikationen skedde internt eller externt mellan aktörskategorierna. Aktörernas svar på frågorna när, varför och vem varierade, medan vad-frågan var svår att finna trender kring. Aktörerna uttryckte utmaningar kring att sprida lärdomar vidare till vissa aktörer, att få dammägare att dela med sig av information och att förhålla sig till säkerhetsskyddslagstiftning kopplad till dammverksamheten. Behoven som identifierades var förbättringar och nyttjande av olika typer av system, interaktiva sammankomster samt olika vägledningar och begreppsdefinitioner. Faktorerna som har legat till grund för kommunikationsstrategin är svaren från intervjuerna, en workshop och teoretiska ramverk kring kommunikation och lärande. I kommunicationsstrategin ges förslag för att möta behoven genom vägledningar, uppmaningar kring att nyttja och utveckla system, förbättra befintlig inrapportering och göra sammanställningar som kan publiceras och utgöra grunden för interaktiva workshop / Dams are important for societal functions, and ensuring their safety requires safety measures and learning from incidents. This study aims to propose a communication strategy for Svenska kraftnät, guiding stakeholders in the dam safety industry on gathering and disseminating lessons learned from dam safety incidents. The communication strategy was developed through an “incremental design method” and the primary method for collection of data was interviews with 16 stakeholders. The interviews were structured around the didactic questions of who, how, why, when and what, regarding the communication between stakeholders. The respondents explained how they gather and disseminate lessons learned, as well as the challenges and development needs for today’s methods. The data was analyzed thematically. The communication methods identified through the interviews were reporting systems, assemblies, reports, technical channels, and informal communication. The occurrence and frequency of these methods varied depending on whether the communication was internally or externally among the stakeholders. Responses to questions of when, why and who varied, while trends for the what-question were challenging to identify. Stakeholders expressed challenges in disseminating lessons to certain stakeholders, getting dam owners to share information, and understanding certain safety legislation. The identified needs included improvements and better utilization of various systems, interactive assemblies, and different guidelines and definitions. The interview responses, a workshop and theoretical communication frameworks provided the foundation for the communication strategy. The strategy includes guidelines, encouraging the use and development of systems, improving existing reporting, and ultimately compiling these for publication and as a basis for workshops.

本研究以2014年台北市長選舉，連勝文陣營為個案，探討其電視競選廣告的產製策略。首先根據外在環境因素與內在組織因素，將選戰劃分為三個時期，再分別探討連勝文陣營在這三個時期的競選傳播策略，以及組織動力，如何影響電視競選廣告的產製。研究方法為深度訪談法與參與觀察法。 研究結果顯示，由於連勝文陣營缺乏競選傳播策略，無法產製有效文宣，在選戰早期就該形塑的候選人定位也始終不明。選戰中遭遇危機，無法適時調整策略，競選廣告沒有扣連明確功能，而成為創意的試驗場，甚至造成反效果。 若從組織動力的角度切入，連勝文陣營競選傳播策略不明的問題，與遲遲無法建立領導核心有關。競選陣營的決策機制，往往是多元與效率的拉鋸，但為了因應瞬息萬變的選戰情勢，必要時應以效率為先，只是在組織與內規建立時，也應設下內控機制。 / This research focuses on Sean Lien camp’s strategy on the production of televised campaign communication during the 2014 Taipei city Mayoral election. First, the campaign can be divided into three phrases in terms of external factor and internal factor. This research will further look into the campaign communication strategy, and how televised campaign communication of Lien camp’s organization during the three phrases. The research methods are in-depth interview and observation in person. The research results show that Lien camp lacks campaign communication strategy, so Lien camp cannot produce effective campaign ads during his campaign. Lien camp fails to identify what kind of the candidate will play if elected, and also cannot adjust its campaign strategy to cope with urgent situation. Lien camp’s campaign communication cannot effectively promote candidate, but just to become the experiment of imagination and leads to counter-effect to the campaign. Judging from Lien camp’s organization, Lien camp fails to establish a clear leadership which is related to ineffectiveness of campaign communication. Decision-making mechanism of campaign headquarters is the tug-of-war between diversity and effectiveness. Sometimes, campaign headquarters must set effective measures as top priority in order to deal with changing campaign situation. However, internal control mechanism must be built while the establishment of organization of campaign headquarters and internal rules.

本研究以博士倫2006與2007年發生的兩次藥水回收事件為例，以五國的媒體抽樣報導為研究對象，結合深度訪談法，歸納分析媒體報導中呈現之五國博士倫公司風險認知、五國關鍵關係人之風險認知，並比較上述兩者間之差異。其後，以雙方之風險認知、證據真實性和媒體環境做為前置變項，對博士倫危機溝通策略運用之影響，進行理論的回應與探討，並以股價、媒體正負面報導等指標檢視該公司於兩事件中的危機溝通成效。最後，就研究發現，提出對實務面與未來研究方向之建議，期盼能予後續研究者進行跨國企業危機溝通策略時之參考。 一、 風險認知對於危機溝通策略的影響 本研究發現，五國關鍵關係人之風險認知、組織本身之風險認知及兩者之差異，對於博士倫之危機溝通策略運用並無影響。除了新加坡關鍵關係人的風險認知為「監管單位發佈資訊」之外，香港、中國大陸、台灣及美國關係人之風險認知，前兩名均為「風險是否涉及毒害」或「企業的形象與信譽」，縱使四國關係人與博士倫重視的屬性有先後階段的不同，然而並不影響博士倫之危機溝通策略運用。MoistureLoc事件中，五國最重要的關鍵關係人皆為「政府監管單位」。 二、 證據真實性、媒體環境對於危機溝通策略的影響 本研究發現，博士倫五國之溝通策略演變，皆以美國總公司為中心，由「否認」策略移至「辨明」策略，再趨向「讓步」策略，並有同一時期呈現言語與行為策略「不一致」之情形。策略的主要依據為「證據的真實性」，包括美國官方機構所公佈的病例數據或是博士倫自行調查的結果。此外，綜合內容分析與訪談結果，本研究認為媒體環境對於企業的危機溝通策略會造成影響，而影響的程度以新加坡、香港與台灣較美國與中國大陸明顯。 三、 兩次事件危機溝通策略之比較 綜合本研究結果，美國博士倫於MultiPlus事件的處理策略，具有前一次MoistureLoc事件所沒有的特點，包括：1. 在最短時間內掌握危機狀況，積極反應；2. 迅速公佈處理情形；3. 發言人取得媒體信賴；4. 危機時間短，媒體報導篇幅少；5. 取得議題建構主動權。故博士倫於MultiPlus事件中，聲譽面及財務面皆未受影響，與前次事件相較，已然從危機中汲取經驗，可謂正面的危機學習。 關鍵詞：關鍵關係人、風險認知、危機溝通策略、證據真實性、媒體報導

Avec la montée en popularité d’Internet et des médias sociaux, de plus en plus d’organismes sociaux et publics, notamment, intègrent des plateformes Web à leurs volets traditionnels. La question d’Internet demeure toutefois peu étudiée eu égard à la publicité sociale. Ce mémoire porte donc sur la question du Web en relation avec les campagnes sociales adressées aux jeunes Québécois de 18 à 25 ans, une population particulièrement réceptive aux nouvelles technologies. Plus exactement, dans cette étude, nous avons analysé trois sites Web rattachés à des campagnes sociales (La vitesse, ça coûte cher de la SAAQ, Les ITSS se propagent du MSSS et 50 000 adeptes, 5 000 toutous de la Fondation CHU Sainte-Justine) dans l’objectif de déterminer leurs forces et leurs faiblesses pour ensuite proposer des pistes pour leur optimisation. C’est à l’aide d’une analyse critique de contenu suivie d’entrevues et d’observations individuelles auprès de 19 participants que nous sommes parvenue à suggérer des pistes pour l’optimisation des sites Web de campagnes sociales destinées aux jeunes adultes québécois. Une des plus grandes difficultés en ce qui a trait à leur conception consiste à choisir les stratégies les plus appropriées pour provoquer un changement d’attitude ou de comportement, a fortiori chez ceux qui adoptent des comportements à risque (fumer, conduire en état d’ébriété, avoir des relations sexuelles non protégées); des stratégies qui, pour être plus efficaces, devraient être adaptées en fonction des caractéristiques propres aux publics cibles et aux médias de diffusion. Afin d’analyser adéquatement les campagnes sociales, nous avons fait appel aux théories de la persuasion et aux théories sur l’influence des médias jugées pertinentes dans notre contexte puisqu’elles sont propres à ce type d’étude. Ces approches combinées nous ont permis d’intégrer à l’analyse d’une campagne donnée les contextes qui l’entourent et les pratiques dans lesquelles elle s’inscrit. Cette étude nous a, entre autres, permis de démontrer qu’il existait d’importants écarts entre les attentes et les besoins des internautes et l’offre des sites Web étudiés. / With the growing popularity of Internet and social networks, more and more public and social organizations, notably, include Web-based platforms in their communication strategies. However, Internet remains poorly studied with regard to social advertising. This master thesis focuses on the Web with respect to social campaigns targeted at young Quebecers aged 18 to 25, a population particularly receptive to new technologies. More precisely, in this study, we analyzed three Websites related to social campaigns (La vitesse ça coûte cher – SAAQ, Les ITSS se propagent – MSSS et 50 000 adeptes, 5 000 toutous – Fondation CHU Sainte-Justine) with the objective of determining their strengths and weaknesses in order to suggest possible avenues for their optimization. It is through a critical analysis of content followed by 19 individual interviews and observations that we managed to suggest ways of optimizing social campaign Websites aimed at young adults in Quebec. One of the biggest challenges with regard to their conception is choosing the most appropriate strategies to induce a change in attitude or behaviour, especially among those who engage in risky behaviours (smoking, driving under the influence of alcohol, having unprotected sexual relations); strategies that should be tailored to the specific characteristics of the targeted groups and the selected media in order to be more effective. In order to analyze adequately our social campaigns, we deemed it relevant to use persuasion and media influence theories since they are fit for this type of study. These combined approaches have allowed us to integrate to the analysis of a given campaign its surrounding contexts and the practices in which it is embedded. This study has demonstrated, among other things, that there were significant gaps between the needs and expectations of users and what is offered on the Websites that were studied.

The aim of the thesis is to explore corporate social responsibility strategy of public media services. The research method endorsed is a case study of Czech Television that combine a multiple source of data such as official documents, archive records and informal interviews. The analysis points out the influence of institutional conditions and stakeholders, describes particular CSR initiatives and the way communication strategies of Czech Television are working. The thesis offers an analytical model which at the same time is describing the functioning logic of CSR strategy in public media services and can be used for further research on CSR in general. Powered by TCPDF (www.tcpdf.org)

The diploma thesis "Digital Marketing Strategies - Combination of Digital Media Channels" examines how the three telecom operators dominating the Czech market - T-Mobile Czech Republic, O2 Czech Republic and Vodafone Czech Republic - use the digital media channels within the communication with the customers. More specifically, it identifies and describes which channels do the companies involve into their marketing communication, how do they use them and why they have integrated them into the communication strategy. It also examines how the companies interconnect these digital media channels and how the channels can be combined to form an effective digital media strategy. By using the method of case study the companies ' digital marketing activities were examined. It was found that each company uses for its marketing communication the similar set of digital media channels, but the usage is different across the companies studied. Based on these findings I have identified three specific strategies - Diversified Content Strategy, Interactive Channel Strategy and Standardized Content Strategy. Each of the strategies has its advantages and disadvantages, which have been described and the strategies were compared. The findings also indicate that it is better to study the digital media channels as a whole,...