The sustainability has become a fashion, and all business organisations want tobe fashionable. Everyone aims to trend and developed their items in a sustainableway, protecting human health. This article proposed a reflection due to the role played by business communication in its relation with sustainability, the work of social communicators and the challenges of planet preservation. We also introduce communication strategies developed by corporate media. To conclude, we present some cases which show how organisations perform their business and deny thier own communication. / Sustentabilidade tornou-se um modismo, e todas as organizações empresariaisquerem “estar na moda”. Todas buscam desenvolver e comercializar seus produtosde forma que não agridam o meio ambiente e não façam mal à saúde humana.Se preocupam com a preservação do planeta, cuidam dos seus funcionários e dasua comunidade. Entretanto, há muita descrença em relação à sustentabilidadeempresarial, ela não pode ser encarada apenas como um diferencial em relaçãoaos concorrentes, ou algo que possa agregar valor ao produto e/ou serviço. Nesteartigo propomos uma reflexão sobre o papel da comunicação empresarial emrelação à sustentabilidade e a atuação do comunicador frente aos desafios depreservar o planeta para as futuras gerações. Apresentamos também as estratégiascomunicacionais que as empresas desenvolvem nas mídias corporativas e porfim, ilustramos alguns cases que mostram como as organizações conduzem seusnegócios e contradizem a sua própria comunicação.

Since the Internet's introduction into the business world, research on its role in corporate communication strategy has been limited - the focus has been on its role in marketing and electronic commerce. This study aims to provide a theoretical and empirical description of the role of the Internet in the strategic management of an organisation's corporate communication and marketing functions. An electronic questionnaire was distributed to 632 managers of companies (with websites) listed on the Johannesburg Securities Exchange as well as to managers of companies listed on ananzi.co.za who utilise the Internet to achieve organisational goals. Descriptive statistics as well as the Cronbach Alpha, factor analysis and hypothesis testing were used to analyse the data. The empirical research showed, that managers use the Internet to achieve both corporate communication and marketing goals. However, the various designations did not distinguish between the two factors. All four corporate communication models are used by South African organisations in their communication on the Internet. There is no significant correlation between the designation of the respondents (corporate communication, marketing, information technology and 'other') and their choice (of elements) of the corporate communication models (the latter indicating their preference). This research study aimed to achieve the following goals, namely determining if the Internet is a (corporate communication or marketing) medium or a strategy; realising organisational goals through the use of the Internet; investigating whether 'Internet strategy' refers to functional or operational strategy; determining the organisational purpose for corporate communication by investigating (elements of) the corporate communication (public relations) models that are used by organisations in their communication on the Internet; and integrating the Internet into corporate communication strategy. It is recommended that: the Internet can only contribute to the realisation of organisation goals, if it is integrated into the functional (corporate communication or marketing) strategy of an organisation; the Internet's contribution will be most advantageous if it is integrated into corporate communication strategy, because corporate communication addresses all organisational stakeholders and not only customers. If the corporate communication department/division does not have control over, or is not involved in the management of Internet content (as the empirical research indicates), then it will not be possible to integrate electronic communication mediums into the overall corporate communication strategy. The Internet's impact on achievement of the corporate communication goals will also impact the achievement of the organisation's goals. / Dissertation (MCom(Communication Management))--University of Pretoria, 2005. / Communication Management / unrestricted

En el corto plazo, el mundo atravesará una revolución por el desarrollo y uso creciente de tecnologías disruptivas en todas las dimensiones: social, económico y político. En este sentido, esta investigación propone identificar las percepciones de los principales stakeholders de IBM a raíz de las estrategias de comunicación externa que se han aplicado sobre el potencial uso de las tecnologías disruptivas. Se aplicó una metodología cualitativa con enfoque de Estudio de Caso, seleccionando a una muestra Homogénea y Conveniente a través de seis entrevistas y un focus group. Como resultado se obtuvo que sí existe interés en los peruanos por conocer qué son las tecnologías disruptivas, pero su difusión tiene un enfoque comercial que no está generando desarrollo o soluciones relevantes en el mercado local. Como aporte, los resultados de este trabajo también muestran la necesidad de difundir más casos locales de cómo la tecnología está generando desarrollo en Perú para que el conocimiento no recaiga únicamente en pequeñas élites de profesionales y estudiantes. Ello, a su vez, permitirá que la continuidad de las tecnologías disruptivas con las que trabaja IBM en el mercado local no estén en riesgo. / In short term, the world will go through a revolution for the development and increasing use of disruptive technologies in all dimensions: social, economic and political. In this sense, this research proposes to identify the perceptions of the main stakeholders of IBM following the external communication strategies that have been applied on the potential use of disruptive technologies. A qualitative methodology with a Case Study approach was applied, selecting a homogeneous and convenient sample through six interviews and a focus group. As a result, it was obtained that there is interest in Peruvians to know what disruptive technologies are, but their dissemination has a commercial approach that is not generating development or relevant solutions in the local market. As a contribution, the results of this work also show the need to disseminate more local cases of how technology is generating development in Peru so that knowledge does not fall solely on small elites of professionals and students. This, in turn, will allow the continuity of the disruptive technologies with which IBM works in the local market are not at risk. / Tesis

Die externe Unternehmenskommunikation über das Medium Corporate Blog stellt einen relevanten, aber zu Teilen noch recht unerforschten Bereich der Social Media Kommunikation dar. Um eine gelingende Unternehmenskommunikation über Corporate Blogs zu fördern und eine Reflexionsbasis für die Kommunikationsverantwortlichen bereitzustellen, wird in der Arbeit die Forschungsfrage gestellt: „Wie gestaltet sich der Managementprozess externer Unternehmenskommunikation über Corporate Blogs, aus der Sicht der beteiligten Unternehmensakteure?“. Das Forschungsziel liegt in einer qualitativen, facettenreichen Rekonstruktion des Managementprozesses, aus Sicht der beteiligten Unternehmensakteure. Die Beschreibung der sozialen Praxis soll es ermöglichen, den Prozess in seiner Funktionsweise und seinen interdependenten Beziehungen zwischen Struktur und Handlung zu verstehen. Im Rahmen von 22 Fallstudien konnte der Prozess rekonstruiert und durch die Ausführungen der Unternehmensakteure erklärt werden. Die Ergebnisse zeigen, dass die Prozessphasen variabel und situationsspezifisch ablaufen und gestaltet werden müssen. Insbesondere die Gestaltung der Faktoren Aufmerksamkeit, Veröffentlichungsintervall und die Kommunikationskultur des Unternehmens sind elementar, um den Prozess zum Gelingen zu führen.

The purpose of this study is to gain in-depth knowledge of how the members of online communities form impressions of organisations that use online communities in their communication activities. Online impression formation has its peculiarities and in order to succeed companies need to better understand this phenomenon. In order to appreciate and evaluate an interaction, those involved in it must know their own identity. Hence, individuals as well as companies engage in identity production by trying to project a favourable impression. The process of identity production can take place in both the offline and the online world. This study focuses on the online world, more specifically on online communities, by investigating how online community members form impressions of companies that produce their identities in online communities. Technology has changed customer behaviours dramatically. People have embraced the Internet to meet and interact with one another. This behaviour is in line with the postmodern assumption that there is a movement towards re-socialisation. Online communication platforms connect people globally and give them the possibility to interact and form online social networks. These platforms are interactive, and thus change the traditional way of communication. Companies therefore have to embrace those interactive ways of communication. In the online world consumers are quick to react to communication weaknesses. Inappropriate corporate communication activities can affect the image they have formed of the company in question.

Aim Companies around the world are making sizeable investments into CSR initiatives, but ensuring appropriate returns on these investments remains challenging. Therefore, it is of value to study the communication of corporate CSR efforts. The purpose of this study is to investigate how consumers react to rational versus emotional message strategies in CSR communication. Two categories of consumer reactions were considered: trust and purchase intention. Methods Qualitative research with four focus groups was conducted. Participants discussed three texts regarding a CSR project, utilising a rational, emotional and a hybrid rational-emotional message strategy respectively. The conversations focused on trust towards the communication and purchase intention. Results Trust - All of the respondents viewed the rational text over the emotional text as more trustworthy, but they most positively reacted to the combined strategy. Rational information was viewed as more reliable by many participants, with emotional cues adding value by better holding their attention. Purchase intention – Participants more positively reacted to the rational CSR communication strategy, compared to an emotional strategy. For approximately half of respondents, the hybrid strategy targeting both rational and emotional cues was the most successful in terms of purchase intention. Upon further analysis, it was identified that this division in respondents’ opinions may reflect a gender difference, where men portrayed the more task oriented and women the socially sensitive consumers. Conclusions The findings support previous research championing the use of rational strategies over emotional strategies in CSR communication. A number of managerial implications that can be used by companies in order to better communicate their CSR activities and increase returns on CSR-related investments are provided.

<p>Technology is becoming easy to imitate day by day thus the companies involved in technology need to invest on the soft points like branding. This will give a competitive advantage over the competitors which is not possible to imitate. Thus the overall purpose of this thesis is to investigate that how a company evolved b2b selling can establish corporate brand. So three research questions were addressed:</p><ol><li>What are the major components of corporate brand building process?</li><li>How to establish corporate brand image with the customer? </li><li>How effective corporate communication can enhance the corporate brand?</li></ol><p>To reach the solution, Norden machinery as a case company was also studied. A theoretical framework was synthesized, based upon the different models and theories regarding the corporate brand building. The framework guided the authors through the entire research process.</p><p>Our empirical findings shows a quest in Norden to develop a corporate brand and during the analysis we found that the  in some areas case company is following the components of brand building process that were described in the theoretical framework but there are some areas where the Norden has to improve as well.</p><p>Thus based upon the analysis it is concluded that a company can establish a corporate brand by following the brand building components vision, culture, brand objectives, brand personality, brand essence, creating brand image and corporate communication.</p>

Titel: Hur engageras medarbetare i ledningens vision? En studie inom intern kommunikation.  Nyckelord: Internal communication, hierarchical communication, corporate communication, organizational communication, sensemaking, employee engagement, message distortion  Syfte: Skapa ökad förståelse för hur en ledning, via sin interna kommunikation, kan öka medarbetarnas engagemang.  Metod: Studien har utförts med en kvalitativ ansats där data samlats in via intervjuer med tretton respondenter fördelade på ledningsgrupp, enhetschefer, gruppchefer och medarbetare.  Bidrag: Genom praktisk tillämpning av en teoretisk modell (Welch &amp; Jackson 2007) har en visions väg genom en organisation granskats. Aktiviteter har identifierats vilka kan förklara graden av engagemang samt hur väl visionen förankrats på medarbearnivå.  Originalitet: Intervjuerna är utförda på samtliga nivåer i en hierarkisk organisation. Studien täcker således mer än en nivås perspektiv på den interna kommunikationen. / Title: How do employees become engaged in the top management ́s vision? A study within internal communication.  Key words: Internal communication, hierarchical communication, corporate communication, organizational communication, sensemaking, employee engagement, message distortion  Purpose: To increase the understanding of how a management, through the use of internal communication, can increase the employees’ engagement.  Method: The study has been conducted with a qualitative approach. Data has been assembled through 13 interviews with top management, unit managers, group managers, and employees.  Contributions: By practical application of a theoretical model (Welch &amp; Jackson 2007), a vision's path through an organization has been reviewed. Activities have been identified that can explain the level of engagement and how well the vision has anchored on employee level.  Originality: The interviews have been conducted on all levels of a hierarchical organization. Therefore, the study covers more than one group’s perspective on the internal communication.

The introduction of the Internet and computers into the work environment have changed the news industry. New models of revenues for spreading the news, and the reachability and accessibility of the news has grown tremendously. These implications have influenced the way media company’s employees have to work, from multi-skilling to communicating with each other efficiently. This research seeks to investigate the current state of the internal communication flow in a Swedish media company called Hallpressen AB and to find opportunities for improving the internal communication flow inside the company. In order to fully understand the existing situation in the company, the authors observed nine of the company’s departments, held 14 interviews with managers and executive committee members, and conducted two focus groups. Based on the data collection, the authors created a communication channel model of the existing communication inside the media company, and performed a qualitative content analysis to summarize the findings from the observations and interviews. The focus groups were performed in order to examine an existing communication tool called “Slack”, and to understand the general perception that the company’s employees held of it. From the findings, the authors suggested possible improvements for the company’s internal communication flows. First, what could be improved in the management of communication inside the company, such as opening of a communication department or hiring an internal communicator. Second, what could be improved in already existing communication channels, such as creation of special part on the intranet for every department and etc.

This paper deals with the definition of Corporate Communication and the specifics of telephonic communication with the customer, and further definition of the Process and Process Management focused on process analysis ,which is part of the practical part. Extensive section is devoted to practical study. The benefit of this paper is a comprehensive view at the business model of BEZREKLAMKY s.r.o. The paper deals with analyzing the present state of business model, under which are determined possibilities to increase the efficiency of the process. The last part is devoted to assess the advisability of establishing cooperation at a distance by phone. This process is designed with all the formalities so that it can be directly imlplemented into the current model.