Contribui na atribuição de valor ao exercício profissional e acadêmico da Ciência da Comunicação, enquanto elemento constitutivo do caráter institucional de organizações de grande porte com fins lucrativos. Objetivo: Buscar mais informações sobre a estrutura organizacional, os métodos de mensuração do retorno dos investimentos e a avaliação destes processos pelos profissionais da área e pelos seus controladores, na Petrobras S. A., na Basf S. A. e na Bayer S. A. Divisão Cropscience. Método: Estudo de casos com relato da estrutura organizacional, das metodologias adotadas e entrevistas semi-estruturadas dos principais envolvidos nos processos de patrocínios culturais, comunicação corporativa e comunicação interna, respectivamente. Resultados: Constata-se a aceleração na adoção destas metodologias, o interesse crescente sobre o planejamento e controle dos investimentos na área, bem como o início de um processo de sua inclusão na apropriação contábil gerencial e nos relatórios de desempenho econômico e de evolução patrimonial destas organizações. / A contribution to allocate value to professional and academic work in Communication Science, as part of large companies´ corporate nature. Objective: Finding more information on organizational structure, methods of measuring the return on investments and evaluation of these processes by professionals of communication and their controllers, at Petrobras S.A., Basf S.A. and Bayer S.A. - Cropscience Division. Method: Case studies with organizational structure, report of the methodologies adopted in cultural sponsorship, corporate communication and internal communication areas and their professionals´ points of view collected in semi-structured interviews. Results: It is verified an acceleration in the adoption of these methodologies, a growing interest on planning and controlling investments in the Communication area, as well as and a starting process which includes results on investment in ownership accounting management and in reports on economical development and equity performance of these organizations.

<p>In today’s business world it is not just about doing business anymore, the need increases for organisations to take intangible resources, like the corporate reputation, into consideration. These corporate reputations have a multitude of positive functions for organisations. However, in times of crises these assets are most fragile and get damaged easily. This study therefore discusses how organisation can restore their corporate reputations after experiencing a crisis.</p><p>For the collection of empirical data three internationally operating organisations have been chosen, each having experienced a non-self-inflicted crisis over the last three years. With the use of semi-structured, telephone interviews, information was collected from these organisations. This was then compared with the theoretical framework with the intention of disclosing possible differences.</p><p>The main conclusions following this research are that the repair process consists out of two important aspects. The first is the preparation cycle; any organisation should set up a response program to facilitate fast reaction. The second cycle is that of the actual response, in which organisations should, based upon the set-up program, determine the unique approach for the situation. Within this second process both direct and indirect influencing factors should be taken into consideration.</p>

<p><p><strong>Purpose:</strong> Corporate communication strategies have a central role in disseminating and creating meaning to the organizations’ visions, strategies and goals. But many employees do not know the organization’s overall strategies and goals, nor how well the organization achieves these. The aim of this study was to investigate and describe perceptions about internal communication, primarily focusing on communication about strategies and goals. The aim was also to show similarities and differences in ideas about internal communication, and to indentify where any potential problems and deficiencies may occur.</p><p><strong>Methodology: </strong>Three semi-structured interviews were made, two with persons in a management position and one group interview with employees. Nine people in three different hierarchical levels within the same department were interviewed. All interviewees were males aged 35 – 60 years.</p><p><strong>Findings: </strong>The results showed that corporate communication in the organization was characterized by a transmission view of communication, that the employees was nonparticipative in the process of strategy- and goal-setting, and that generally formulated goals and strategies were not sufficiently translated and broken down to local level.</p></p> / <p><p><strong>Syfte: </strong>Strategisk kommunikation har en central roll i att sprida och skapa innebörd åt organisationers visioner, strategier och mål. Men många medarbetare känner inte till organisationens övergripande mål och heller inte hur väl organisationen lyckas uppnå dessa. Denna studies syfte var att undersöka och beskriva hur den interna kommunikationen uppfattas inom en organisation, främst med fokus på kommunikation gällande strategier och mål. Syftet var även att visa på likheter och skillnader i synen på internkommunikation, samt synliggöra vart eventuella problem och brister kan uppstå.</p><p><strong>Metod: </strong>Tre halvstrukturerade intervjuer genomfördes, två med personer i chefsposition och en gruppintervju med medarbetare. Sammanlagt intervjuades 9 personer på tre olika hierarkiska nivåer inom samma avdelning. Samtliga intervjupersoner var män i åldern 35 – 60 år.</p><p><strong>Resultat: </strong>Studien visade att den strategiska kommunikationen inom organisationen präglades av en transmissionssyn på kommunikation, att medarbetarna inte varit delaktiga i mål- och strategiprocesser samt att övergipande och allmänt formulerade mål och strategier inte översatts och brutits ner till lokal nivå i tillräckligt stor utsträckning.</p></p>

<p>Storytelling, an important part of human communication, is being increasingly used by companies to communicate their values and build trust and connection with employees and customers. A good story can create emotions and feelings among the audience, can simplify and transmit complex messages. In contrast to the conventional informative and lecture-style of communication, which are likely to evoke counter arguments; storytelling is more likely to inspire people to take independent actions. However, storytelling is not flawless. There are downfalls to storytelling, such as stories told from a single point of view, which companies need to be aware of when using this technique. The purpose of this study is to explore how storytelling is used in two companies internally and externally, and by doing so, to enable a deeper understanding of the storytelling concept and explore the subject further. The results show that giving different factors, such as target audiences, the company that uses storytelling internally, considers the authenticity of the stories to be of great importance. This view does not apply to the company that uses storytelling externally. On the other hand, the latter company’s external and internal core message or values go hand in hand to a great extend. In contrast, the former company uses different values to its customers compared to the ones it uses to communicate with its employees. The contribution of this thesis can be found in the model of different dimensions of storytelling, presented in the theoretical framework. These dimensions enable a deeper understanding of storytelling as well as facilitates as a guide when exploring the subject, both externally and internally. Students wanting to research the area as well as companies wanting to use storytelling as a marketing or communication tool can benefit from using the dimensions of storytelling derived from this thesis.</p>

In today’s business world it is not just about doing business anymore, the need increases for organisations to take intangible resources, like the corporate reputation, into consideration. These corporate reputations have a multitude of positive functions for organisations. However, in times of crises these assets are most fragile and get damaged easily. This study therefore discusses how organisation can restore their corporate reputations after experiencing a crisis. For the collection of empirical data three internationally operating organisations have been chosen, each having experienced a non-self-inflicted crisis over the last three years. With the use of semi-structured, telephone interviews, information was collected from these organisations. This was then compared with the theoretical framework with the intention of disclosing possible differences. The main conclusions following this research are that the repair process consists out of two important aspects. The first is the preparation cycle; any organisation should set up a response program to facilitate fast reaction. The second cycle is that of the actual response, in which organisations should, based upon the set-up program, determine the unique approach for the situation. Within this second process both direct and indirect influencing factors should be taken into consideration.

Storytelling, an important part of human communication, is being increasingly used by companies to communicate their values and build trust and connection with employees and customers. A good story can create emotions and feelings among the audience, can simplify and transmit complex messages. In contrast to the conventional informative and lecture-style of communication, which are likely to evoke counter arguments; storytelling is more likely to inspire people to take independent actions. However, storytelling is not flawless. There are downfalls to storytelling, such as stories told from a single point of view, which companies need to be aware of when using this technique. The purpose of this study is to explore how storytelling is used in two companies internally and externally, and by doing so, to enable a deeper understanding of the storytelling concept and explore the subject further. The results show that giving different factors, such as target audiences, the company that uses storytelling internally, considers the authenticity of the stories to be of great importance. This view does not apply to the company that uses storytelling externally. On the other hand, the latter company’s external and internal core message or values go hand in hand to a great extend. In contrast, the former company uses different values to its customers compared to the ones it uses to communicate with its employees. The contribution of this thesis can be found in the model of different dimensions of storytelling, presented in the theoretical framework. These dimensions enable a deeper understanding of storytelling as well as facilitates as a guide when exploring the subject, both externally and internally. Students wanting to research the area as well as companies wanting to use storytelling as a marketing or communication tool can benefit from using the dimensions of storytelling derived from this thesis.

Linnaeus University was created January first, 2010 and set step in to a market where the competition between universities is increasing. It’s in fact increasing to a degree where universities might be forced to shut down as a result of the competition. As the competition is growing, schools marketing efforts is getting more professional. Many universities now have a well thought out strategy for attracting students and to get a competitive advantage. In order to accomplish this it’s essential for organizations to acquire and retain some uniqueness that cannot be imitated by competitors and in the last two decades there has been an increasing attention paid to corporate identity management as a source of competitive advantage. Most researchers perceive corporate identity as an organization´s presentation of itself to its various stakeholders and the way it distinguishes itself from similar and/or competitive organizations.Using a qualitative research method we studied the case of Linnaeus University. The purpose of this research was to study how Linnaeus University is using their corporate identity in their communication against students and employers. After analyzing the results of our empirical study and reflecting on the theoretical framework we concluded that Linnaeus University places great emphasis in their identity, that it is of great importance to them and that they have put a lot of effort in their corporate identity and how they mediate it in their communication. They have a clear picture of they see the university and how they want to communicate the identity, the basis for this is clarity and a strong internal communication strategy. In accordance with the theoretical framework Linnaeus University has a good corporate identity management and the university is so far a success.We believe that there is further research that should be carried out in the field of corporate identity and image in the world of academics. More qualitative as well as quantitative empirical research would be interesting, especially to use a comparative research design investigating both several universities and potential students.

Purpose: Corporate communication strategies have a central role in disseminating and creating meaning to the organizations’ visions, strategies and goals. But many employees do not know the organization’s overall strategies and goals, nor how well the organization achieves these. The aim of this study was to investigate and describe perceptions about internal communication, primarily focusing on communication about strategies and goals. The aim was also to show similarities and differences in ideas about internal communication, and to indentify where any potential problems and deficiencies may occur. Methodology: Three semi-structured interviews were made, two with persons in a management position and one group interview with employees. Nine people in three different hierarchical levels within the same department were interviewed. All interviewees were males aged 35 – 60 years. Findings: The results showed that corporate communication in the organization was characterized by a transmission view of communication, that the employees was nonparticipative in the process of strategy- and goal-setting, and that generally formulated goals and strategies were not sufficiently translated and broken down to local level. / Syfte: Strategisk kommunikation har en central roll i att sprida och skapa innebörd åt organisationers visioner, strategier och mål. Men många medarbetare känner inte till organisationens övergripande mål och heller inte hur väl organisationen lyckas uppnå dessa. Denna studies syfte var att undersöka och beskriva hur den interna kommunikationen uppfattas inom en organisation, främst med fokus på kommunikation gällande strategier och mål. Syftet var även att visa på likheter och skillnader i synen på internkommunikation, samt synliggöra vart eventuella problem och brister kan uppstå. Metod: Tre halvstrukturerade intervjuer genomfördes, två med personer i chefsposition och en gruppintervju med medarbetare. Sammanlagt intervjuades 9 personer på tre olika hierarkiska nivåer inom samma avdelning. Samtliga intervjupersoner var män i åldern 35 – 60 år. Resultat: Studien visade att den strategiska kommunikationen inom organisationen präglades av en transmissionssyn på kommunikation, att medarbetarna inte varit delaktiga i mål- och strategiprocesser samt att övergipande och allmänt formulerade mål och strategier inte översatts och brutits ner till lokal nivå i tillräckligt stor utsträckning.

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: What are the major components of corporate brand building process? How to establish corporate brand image with the customer? How effective corporate communication can enhance the corporate brand? 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. 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. 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.

A logo lies central in an organisation's visual identity system and it is a way of communicating fundamental aspects about the organisation, such as the organisation personality or the organisation's mission and vision. The logo, or corporate visual identity, could be seen as the organisation's visual shorthand that summarises these fundamental aspects. A design element such as colour can be an expressive tool in terms of visual identity. The use of a particular colour in the logo of an organisation conveys a specific message about that company's identity and personality through the meaning and symbolism that is attached to the colour. The corporate colour scheme of an organisation can also aid in communication without being displayed in context of the visual identity. The combination of both verbal communication such as text, and visual communication such as images, through a design element like colour, could provide an effective method of conveying information. The nature of this study is descriptive. It examined the role played by colour in an organisation's visual identity as a communication tool. The study followed a qualitative approach, making use of a literature study and a case study approach. In the literature study, the role of the graphic designer, the visual identity and a design element like colour in the context of corporate communication were examined. The sources of evidence used for the case study approach, were questionnaires, as well as a colour analysis of the corporate colour schemes of each of the selected case organisations as utilised in their visual identities. The research project attempted to determine the role of colour as communication, as well as the motivation behind the use of a particular colour, should such a motivation exist, and the communication intended behind each colour. The project also attempted to determine the target markets at which the communication is aimed; the research done by each of the case organisations regarding colour symbolism and the suitability of the colour regarding the target markets; and the importance attached to colour as a communication tool. These questions were investigated through the use of the questionnaires. The colour analysis was done to function as a control mechanism to, for example, determine whether the intended message behind colour correlated to the perceived message as determined by the colour analysis. The results from the questionnaires and colour analysis used in the study showed that colour does play an important role in the selected case organisation's visual identities. The results of the study also found, however, that regardless of how important colour was viewed as a method of communication by the respondents, certain factors exist which influence the effectiveness of colour as a communication tool. / Thesis (M.A. (Communication Studies))--North-West University, Potchefstroom Campus, 2004.