<p>Niska svest zainteresovanih strana o aktivnostima korporativno odgovornog poslovanja preduzeća ukazuje na potrebu da preduzeća efikasnije komuniciraju korporativnu odgovornost sa zainteresovanim stranama. Disertacija predstavlja novinu u istraživanjima u na&scaron;oj zemlji u okviru globalnog menadženta i menadženta ljudskih resursa, jer je istražen značaj i uticaj interne i eksterne komunikacije za prihvatanje, implementaciju, sprovođenje i razvijanje koncepta korporativne odgovornosti preduzeća.<br />Dru&scaron;tveno odgovorna interna i eksterna komunikacija preduzeća su sagledane kroz komunikaciju o korporativnoj odgovornosti prema zaposlenima, prema tržistu, prema životnoj sredini i prema &scaron;iroj dru&scaron;tvenoj zajednici.<br />Rezultati istraživanja su potvrdili istraživačke hipoteze, na osnovu čega je dat predlog mera za unapređenje korporativne odgovornosti preduzeća u internom i eksternom komuniciranju, kao i predlog budućih istraživanja.</p> / <p>Low awareness of the stakeholders concerning activities of the corporately responsible management of the company highlights a need for companies to provide more efficient corporately responsible communication with the stakeholders.<br />This Dissertation represents a novelty in the research in our country within the global management and human resources management, because of the importance and influence of internal and external communication for the acceptance, implementation, realization and development of the concept of corporate responsibility of the company.<br />Socially responsible internal and external communications of the company are evaluated through the communication of corporate responsibility towards employees, market, environment and wider community.<br />Outcome of this research confirmed the research hypotheses and based on those results, it was proposed to take measures for the improvement of the corporate responsibility of the company in internal and external communication as well as to make the future researches.</p>

<p>ABSTRACT</p><p>Title: The Image of Sweden - A study of the Swedish Embassy’s Nation Branding and Public Diplomacy in Germany</p><p>Number of pages: 46 (57 including enclosures)</p><p>Author: Heidi Marie Nömm</p><p>Tutor: Göran Svensson</p><p>Course: Media and Communication Studies C Level – Bachelor’s Thesis.</p><p>Period: Autumn term 2006/2007</p><p>University: Division of Media and Communication Department of Information Science Uppsala University</p><p>Purpose/Aim: The purpose of my research study is to examine how the press, culture and PR department at the Swedish Embassy in Berlin is organising its external communication of Swedish affairs and “branding” Sweden as an attractive and competitive nation in Germany. My research objective is therefore to investigate the nature of the Embassy’s Nation Branding by means of one specific media channel, which is the Embassy’s German website, in order to find out how Sweden’s nation brand is communicated according to my chosen theory.</p><p>Material/Method: The method of analysis is a combination of both qualitative and quantitative methods: a qualitative interview in terms of collecting information about the Embassy’s external communication, as well as a quantitative content analysis of the Embassy’s German website. Furthermore I’m making use of secondary data from previous research, various articles and several information sources from the Internet.</p><p>Main results: On the basis of the results I have gained by dint of the content analysis, it can be concluded that the Embassy’s German website foregrounds and focuses on communicating cultural topics, whereas political and governmental issues are being undermined. Hence, the website shows an uneven representation of Anholt’s nation brand key areas which denote that it is communicating a too one-sided and unbalanced picture of a national image, thus Sweden’s nation brand.</p><p>Keywords: Nation Branding, Public Diplomacy, external communication, content analysis, case study, Swedish Embassy Berlin, channel of communication, information flow.</p>

Title: ”When The Line Between Transmitter and Receiver Blurs” – A Study of how organizations look at social media as part of their external communication and how they respond to the environment in the new media tool Number of pages: 49 (51 including enclosures) Author: Ida Hansson Käll Tutor: Cecilia Strand Course: Media and Communication Studies D 30hp Period: Spring 2010 University: Division of Media and Communication, Department of Informatics and Media, Uppsala University Purpose/Aim: The aim of this essay is to study how five organizations look at social media as part of their external communication and how they respond to the environment in the new media tool. Material/Method: A qualitative method has been used. Five interviews as primary sources have been conducted with representatives from each organization. Main results: The main results of the study is that organizations have to integrate social media as part of their external communication plans in order to face and respond to their surroundings in a new interaction and multi-way communicative platform. Results also show that organizations are well aware of the importance of making use and participate in social media. Keywords: blogs, external communication, facebook, respond to the environment, social media

ABSTRACT Title: The Image of Sweden - A study of the Swedish Embassy’s Nation Branding and Public Diplomacy in Germany Number of pages: 46 (57 including enclosures) Author: Heidi Marie Nömm Tutor: Göran Svensson Course: Media and Communication Studies C Level – Bachelor’s Thesis. Period: Autumn term 2006/2007 University: Division of Media and Communication Department of Information Science Uppsala University Purpose/Aim: The purpose of my research study is to examine how the press, culture and PR department at the Swedish Embassy in Berlin is organising its external communication of Swedish affairs and “branding” Sweden as an attractive and competitive nation in Germany. My research objective is therefore to investigate the nature of the Embassy’s Nation Branding by means of one specific media channel, which is the Embassy’s German website, in order to find out how Sweden’s nation brand is communicated according to my chosen theory. Material/Method: The method of analysis is a combination of both qualitative and quantitative methods: a qualitative interview in terms of collecting information about the Embassy’s external communication, as well as a quantitative content analysis of the Embassy’s German website. Furthermore I’m making use of secondary data from previous research, various articles and several information sources from the Internet. Main results: On the basis of the results I have gained by dint of the content analysis, it can be concluded that the Embassy’s German website foregrounds and focuses on communicating cultural topics, whereas political and governmental issues are being undermined. Hence, the website shows an uneven representation of Anholt’s nation brand key areas which denote that it is communicating a too one-sided and unbalanced picture of a national image, thus Sweden’s nation brand. Keywords: Nation Branding, Public Diplomacy, external communication, content analysis, case study, Swedish Embassy Berlin, channel of communication, information flow.

Bakgrund: Företag världen över har börjat fokusera mer på ansvarstagande och att arbeta för ett mer hållbart samhälle samtidigt som de inser att det kan skapa lönsamhet. Ansvaret som implementeras i företagsverksamheten kallas för Corporate Social Responsibility och har blivit ett sätt att skapa innovation, värde och konkurrensmedel. Det är inte längre frågan om företag ska arbeta med CSR utan hur.  Syfte: Syftet med uppsatsen är att skapa förståelse för hur medarbetares samt kunders image av företaget Holtab AB har påverkats av det genomförda CSR projektet. Vi vill även undersöka hur företagets profilering av CSR projekt kan förbättras.  Metod: Uppsatsen är en fallstudie av företaget Holtab AB. Vi har utgått från den kvalitativa metoden då vår empiri består av 15 intervjuer från 23 respondenters uttalanden samt information från CSR utbildning vilket har skapat förutsättningar för en tolkande analys. Slutsatser: Vi har kommit fram till att majoriteten av medarbetarnas image av Holtab inte har påverkats av det genomförda projektarbetet ”El i Jyamrung” samtidigt som några av kundernas image har påverkats av projektet. En bidragande orsak till varför samtliga medarbetares och kunders image inte har påverkats av företaget är på grund av en bristande intern- och extern kommunikation av projektet. / Companies worldwide have begun to focus more on Corporate Social Responsibility, which has become a way of creating innovation, value and a competitive advantage. It is no longer a question if your company should work with CSR, it is a question of how. The aim of this study is to create an understanding of how employees and customers image of the company Holtab AB has been affected through their CSR project “El i Jyamrung”. We also want to discuss how the profiling of CSR project can be improved. The study is based on a qualitative case study of the company Holtab AB where the creation of the empirical data is collected from 15 interviews based on 23 individuals’ statements and from a three-day course of Corporate Social responsibility. Our empirical data collection has created conditions for an interpretive analysis. We have come to an understanding that the majority of the employees’ image of the company has not been affected by the CSR project, “El I Jyamrung”, but where some of the customers’ image has been affected by it. A contributing factor for this is due to the lack of internal and external communication of the project itself.

The main purpose of this thesis is the analysis of communications and communication tools in small and large business. The thesis is divided into theoretical and practical part. The theoretical part is focusing on communication from the perspective of "ordinary" people and businesses. It is divided into the following parts: Communication, Corporate Communications. The practical part includes the methodology for the evaluation of communication tools in both companies, the characteristics of both companies, internal and external communication and tools in small and large businesses, including assessment, functions and skills of a business manager with an emphasis on communication. Evaluation of communication tools in both companies is based on the methodology created in this thesis. The evaluation conclusions are drawn and recommendations suggested. The main contribution of this thesis is an analysis of companies, and evaluation and recommendations.

Nowadays communication is a key factor of success. There are more and more demands placed on it, especially for its speed, accuracy and quality. These three factors influence the direction of individuals as well as companies. Choosing the right communication channel is necessary for the best efficiency of communication. This choice is closely related to the type of message; different kinds of messages should use different communication channels. This thesis focuses on the overview of modern communication channels in companies. The channels such as Instant Messaging, e-mail, Task Managent along with classic meetings or phone will be described. Then the thesis will analyze the communication in one of the largest Czech computer stores and electronics, assess its effectiveness and propose recommendations for improvement.

Online gambling related problems is a growing societal problem. Hence, the online gambling companies are meeting increased pressure to take social responsibility for their impact. In this way, a paradox is created between making money from increased gambling and reducing gambling addiction. This thesis examines how a Swedish online gambling company, LeoVegas, works with social responsibility (CSR) and how they present this work in their external communication. Furthermore, the thesis examines if working with social responsibility can give gambling companies legitimacy. The theoretical framework for this study consists of Max Weber’s Concepts of legitimacy, Mark C. Suchman’s legitimacy theory and corporate social responsibility. The method used for this thesis was a semi-structured interview with two employees at LeoVegas and a content analysis of LeoVegas external communication. The results show that LeoVegas takes its social responsibility in its external communication based on what is expected of a licensed gambling company. The social responsibility can be seen in the form of communicating help tools to gambling users who exhibit unhealthy gambling behavior, and through CSR commitment to prove to be a serious gambling company in the industry. The conclusion for the study is that despite active work with CSR, gambling companies can not be seen as fully responsible for society due to the negative impact the product has on so many individuals. On the other hand, it will be beneficial for a gambling company to actively show its CSR-commitment in its external communication in order to be considered legitimate by the public. This study is relevant because it contributes with a more in depth knowledge within the field and the gambling industry, which affects a lot of individuals in different ways.

Vi befinner oss just nu i mitten av 2023 som är en ekonomiskt orolig period på grund av kriget i Ukraina, corona-pandemi, energikris och inflation. Banker kan betraktas som en livsnödvändig samhällsinstitution som under denna period kan minska oron i samhället och samtidigt bygga ett starkt varumärke med hjälp av sin visuella externa kommunikation. Visuell kommunikation kan snabbt och tydligt överföra information, har en känslomässig påverkan och skapar en attraktiv och engagerande kommunikation. Problemet är att det saknas forskning som ser på bankers externa kommunikation under oroliga perioder ur ett visuellt perspektiv. Därför ämnar denna studie att fylla den forskningsluckan. Studien bidrar även med forskning som ser på bankers kommunikation ur ett nutida perspektiv i det sammanhang som aktuella samhällskriser orsakat vilket också är en forskningslucka att fylla. Studien utförs som ett kvalitativt kreativt projekt med Sparbanken som fallstudie där det undersöks hur de kan kommunicera med sina kunder och allmänheten gällande bolån under rådande inflation. I projektets designprocess skapas exempel på kampanjidéer som personer som påverkas av den höjda bolåneräntan värderar i enskilda intervjuer. Deras synpunkter tillsammans med teorier inom varumärke och visuell extern kommunikation, och tidigare forskning om bankers externa kommunikation,  ligger till grund för resultatet och en färdigställd kampanj. Resultatet visar att trygghet och pålitlighet bör genomsyra kommunikationen, vilket stöds av tidigare forskning. Men studien visar också att en symbolisk och djupare betydelse som skapar en emotionell koppling mellan mottagaren och avsändaren är betydelsefull. Studien påvisar också att visuella element som skapar igenkänning, enkelhet, tydlighet och optimism hos mottagaren ska användas i den visuella externa kommunikationen. Resultaten är användbara för banker att ta del av för att tillsammans minska oron i samhället med hjälp av visuell extern kommunikation. Både nu och under eventuella ekonomiskt oroliga perioder framöver. / We are currently in the middle of 2023 which is an economically troubled period due to the war in Ukraine, the corona pandemic, the energy crisis and inflation. Banks can be considered a vital social institution which, during this period, can reduce the worry in society, and at the same time build a strong brand with the help of visual external communication. Visual communication can quickly and clearly convey information, has an emotional impact and creates attractive and engaging communication. The problem is that there is a lack of research that looks at banks' external communication during troubled periods from a visual perspective. Therefore, this study aims to fill that research gap. The study also contributes with research that looks at banks' communication from a contemporary perspective in the context caused by current social crises, which is also a research gap to fill. The study is a qualitative creative project with Sparbanken as a case study where it is examined how they should communicate with their customers and the public regarding mortgages during prevailing inflation. In the project's design process, examples of campaign ideas are created that people who are affected by the increased mortgage interest evaluate in individual interviews Their opinions, together with theories in branding and visual external communication and previous research on banks' external communication, form the basis of the result and a completed campaign. The result shows that security and reliability should pervade communication, which is supported by previous research. But the study also shows that a symbolic and deeper meaning that creates an emotional connection between the recipient and the sender is significant. The study also demonstrates that visual elements that create recognition, simplicity, clarity and optimism should be used in visual external communication. The results are useful for banks to take part of in order to jointly reduce the worry in society with the help of visual external communication. Both now, and during any financially troubled periods ahead.

This study investigates how the non-governmental women’s rights organization Kvinna till Kvinna structures their external communication to raise public awareness in Sweden of issues important for social change; and in what way strategic communication is used in this process in order to cope with contemporary challenges. A qualitative research approach is applied to create an in-depth understanding of this. Two methods, qualitative content analysis of online gathered material and semi-structured interview, are used to grasp the organization’s work with the external communication. The strategic participatory approach to communication for development and social change functions as the theoretical framework. The results identify the organization’s approach to social change, strategic thinking in the set of goals, communication tactics, communication strategies and use of strategic junctures. Kvinna till Kvinna communicates on the basis of a structured and strategic plan which decides what, when and how to communicate. By repeatedly sharing great amounts of information about women’s rights, development work and development challenges, the communication is characterized by persuasion as well as educational connections. The persuasive character is strengthened through the use of storytelling and celebrities that convey the information. Kvinna till Kvinna to some extent work according to the strategic participatory approach which indicates that the awareness of the public could be increased. It is however primarily strategic rather than participatory elements, that permeate the organization’s communication, which also function as a way to handle contemporary challenges. A strategic communication which takes the external environment into account is concluded to be a tool for counteracting threats by political developments. The study highlights that strategic elements are central for a non-governmental organization in its strive for promoting and achieving social change, but participatory elements can also be understood as valuable in this process. The case of KtK enabled a discussion about the applicability of the theoretical framework and through this, possible developments and additions to the framework were highlighted.