Denna studie undersöker hur organisationer hanterar engagemang och lojalitet hos sina intressenter med hjälp av strategisk kommunikation. Hur organisationer skapar engagemang och lojalitet men även hur de försöker bibehålla det hos sina intressenter. De 16 fotbollsklubbar som medverkar i Allsvenskan under säsongen 2019 är studieobjektet i denna undersökning, men undersökningen riktar sig mot alla organisationer som vill arbeta med engagemang och lojalitet hos sina intressenter. Valet av studieobjekt hamnade på de 16 Allsvenska fotbollsklubbar då publiksiffrorna har varit en nedåtgående trend under de senaste fyra åren. Studien är genomförd med hjälp av en kvalitativ metod i form av samtalsintervjuer. Urvalet till samtalsintervjuerna var de samtliga 16 Allsvenska fotbollsklubbarna, dock hade sex fotbollsklubbar inte möjlighet att medverka. Tio fotbollsklubbar intervjuades med frågor som handlade om engagemang och lojalitet, under intervjuerna användes samma intervjumanual. Det resultat som tagits fram visar på att de Allsvenska fotbollsklubbarna arbetar med att positionerar sig i den stad de finns. Det som kommuniceras från fotbollsklubbarna riktar sig mot alla deras målgrupper, deras kommunikation förändras eller anpassas inte efter målgrupp. Fotbollsklubbarna försöker skapa en naturlig mötesplats och familjär känsla under deras evenemang. Öppenhet och delaktighet mot deras intressenter är något fotbollsklubbarna arbetar med.

I vårt allt mer förändrade medielandskap så har de sociala medierna kommit att spela en större roll för både organisationer och företag. Många har valt att ta till sig den nya tekniken för att tillgodogöra sina intressenters informationsbehov. I den här studien har jag valt att rikta in mig på att undersöka hur kommuner arbetar aktivt med sina sociala medier och jag har gjort en avgränsning där det valda sociala mediet som ligger till grund för min analys är Facebook. Att jag valde just Facebook beror på att det är ett av de äldsta sociala medierna vi har och att de flesta är bekanta med detta, såväl invånare som medarbetare på de olika kommunerna. Det övergripande syftet i undersökningen är att lämna ett bidrag till forskningen inom samhällskommunikation och sociala medier samt att förstå vilken betydelse sociala medier får i kommunernas strategiska kommunikationsarbete. I studien används en kvantitativ innehållsanalys. Empirin utgörs av analysmaterial från fem utvalda kommuners Facebooksidor där 187 inlägg har legat till grund för min analys, förutom detta har intervjusvaren från expertintervjuerna fungerat som kompletterande empiri. Uppsatsens slutsats visar på att kommunikationen på kommunernas Facebook har varit svag, tunn och ibland obefintlig. Kommunens förhoppningar om att sociala medier ska fungera som en demokratisk kommunikationskanal speglar därmed inte verkligheten. Det går att se att diskussionen uteblir och förhoppningarna på IT och vad nya medier ska lösa dessvärre inte verkar fungera fullt ut.

The purpose of this qualitative study is to gain knowledge about the discourse present in the written communication from the Supreme Commander (SC) of the Swedish Armed Forces (SAF) to SAF employees in situations of crisis where the employees are affected. The intention is also to clarify how power relations are expressed in the analyzed texts. The method used is critical discourse analysis (CDA). Strategic communication and crisis communication are the study’s theoretical foundations. The material consists of texts from four editorials from the SAF staff magazine Försvarets forum from December 2015 to October 2018. Because of the focus on crisis situations, two themes have been chosen in the analyzed material named ”special events” and ”internal issues”. These themes include events in which SAF employees have been attacked, injured or killed as well as occurrences of violation or harassment. The results of the study show an emphasis on equality and thus a lack of hierarchical power claims from the SC over the employees, as well as an effort to boost moral by heightening the status of the military profession. Lastly, the explicit mention of problematic occurrences like death or sexual harassment is either toned down or absent. In conclusion, the texts of the SC are very much in concordance with the strategic communication guidelines of the SAF.

This study examines how the local rescue services relate to the brand of the rescue service and the concept of brand management. To understand the attitudes against the brand and brand management, empirical data, theoretical modelling of brand and current laws have been discussed together in a try to get an overview how the rescue services practically works with the brand. The study results are based on a questionnaire survey and qualitative semi-structured interviews. The survey was sent to employees working with the communication of the rescue service. The interviews were held with two employees working with the communication of the rescue service and two fire chiefs. The investigation has focused on the external communication and does not including the communication within the rescue service. The study make an attemption to answer the following questions: How do the rescue services relate to the brand? Which are the main reasons to work with brand management in the rescue service? How do the rescue services practically work with brand management? The theoretical framework is based on Melin’s model of the brand in public organizations. (Melin,1999) The study shows there is a general lack of strategic communication and strategic brand management in the Swedish local rescue services. Lack of competition and an already well-known brand are two possible explanations. There is a need of more research about the brand of the rescue service and how the brand affect the citizens. More knowledge about the brand will help the rescue services to define proper aims with the brand management. / Program: Magisterutbildning i strategisk information och kommunikation

This thesis explores strategic communication management within the non-profit sector. Communication models need to be adapted to the specific sector as different sectors require different approaches of strategic communication management. In the spring of 2013, the non-profit organization Save the Children Sweden initiated a communication model based on volunteer communicators. The following study explores how non-profit organizations can manage communications with a focus on volunteers as a communication resource. The applied research questions concern how volunteers may be integrated into communication activities, the opportunities and challenges connected to involving volunteer communicators and how this may affect the role of the organization's employed communicators. The method applied is a case study of Save the Children Sweden. Semi-structured interviews have been conducted with both employed and volunteer communicators. The theoretical framework focuses on organizations’ internal and external communications. Results indicate that integration of volunteer communicators can improve outreach at the local level and thereby increase the visibility of the organization’s activities across the country. The model furthermore creates possibilities for increased volunteer participation as well as making use of volunteers’ skills and experiences. The most significant challenge attributed to this model is the length of time it takes for communication processes to be completed, due to activities being based on volunteers. A further challenge is to motivate volunteers to continued engagement. In conclusion, the communication model of Save the Children Sweden indicates that volunteers are an important communication resource in non-profit organizations’ local advocacy work. / Program: Magisterutbildning i strategisk information och kommunikation

The social media arena is rapidly growing and more and moreorganisations take part in the daily ongoing conversations indifferent social media channels. Conversations are being heldacross borders on every available topic and ratings and reviews ofconsumer products and services is one of them. This focus onglobalisation is also the reality of the hospitality- and tourismindustry. Their customers travel across borders and are eager,given the opportunity, to share their experiences with each other.As organisations within the hospitality- and tourism industry meetthese demands in terms of providing technological infrastructurefor information sharing and involve themselves in theseconversations there are some issues that need to be addressed.What does the logic of social media look like? How iscommunicating in social media any different from traditionalmarket communication? And how can hospitality- and tourismorganisations adapt their communication to fit into the logic ofsocial media?To conclude how organisations within the hospitality- and tourismindustry can benefit from the use of social media, I haveinterviewed representatives from a number of organisations andstudied their communication. What this study shows is that there isa lot to gain from having a social media strategy with specificguidelines regarding language and overall use. However, nothaving one doesn’t necessarily mean that the organisation will nothave a good reputation and good relations with their customers. / Program: Magisterutbildning i strategisk information och kommunikation

Communication is essential for the survival of an organization. The management formulates strategies to ensure thatthe organization will get to where they want it to go. The strategy is then communicated to the co-workers through the line manager. But who is to say that the co-worker experience the message the same way as the line manager or the management for that matter? The purpose of this study is toinvestigate how the middle managers at Southern Älvsborg Hospital experience strategic internal communication andfurther how they communicate with their co-workers.Through a case study approach, the case being the communication of the hospitals research strategy, I conducted 13 interviews.I analyzed the material from the interviews using a hermeneutical approach and I used an interpretative approach to get a deeper understanding. The results show that the middle managers experience that the communication occurs through the transmission model. They also show an increased information overload, mainly due to e-mail. The middle managers strive for a sense making approach to communicationand they believe that this is best achievedthrough meetings. Only half of them have communicated or will communicate the research strategy with their co-workers,using different strategies; 1) handing over the responsibility to a researcher, 2) handing over the responsibility to aresearch manager, 3) interpreting the information and dialoguing about it and 4) interpreting and dialoguing about theinformation and then working with it in various teams and thus reflecting on what it means for their own unit. / Program: Magisterutbildning i strategisk information och kommunikation

The purpose of the essay was to examine the way the SwedishCounty Administrative Board works with crises communicationbefore, during and after a disaster. A qualitative comparisonbetween the County Administrative Board in the Swedish regionsHalland, Jönköping and Kronoberg has been made in order to seeinequalities and simmulariteies in their strategies and policies forcommunication. In order to fulfill the purpose two main questionswere asked: How does the County Administrative Board in Halland,Kronoberg and Jönköping work with crises communicationbefore, during and after a disaster? In what way does the three County Administrative Boardsco-operate with other organizations before, during and aftera disaster regarding crises communication?The theoretical base of the essay was classical and postmodernstrategic communication. I interviewed communicators at theboards and took part of their communication plans and strategies toseek answers to my questions. The result showed that they all workvery similar in a mixture of both theories but there seems to be acommon wish to work in a more postmodern direction. / Program: Magisterutbildning i strategisk information och kommunikation

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Organizations today face big challenges as a result of increased exposure. A distinct and recognizable identity is required to differentiate. Consistent and coherent communication about what the organization stands for and where it is going is crucial if you want to succeed. This is a case study of how organizational members from two real estate companies that have merged into one, perceive their merged organization. The method is depth interviews with management representatives and focus group interviews with members from different levels of the company. My study demonstrates organizational identity as an important factor in brand management. Building a strong brand identity will motivate, guide and enable organizational members to act in accordance to the brand promise and thus provide power and content to the brand. The results show a weak organizational identity, but a pride in being part of a successful business. The company thus has much to gain from developing an organizational identity inorder to strengthen their brand. The differences in experiences, thoughts, and feelings for the merged organization are small, independent of organizational origin or on what level the respondents work in the company. / Program: Magisterutbildning i strategisk information och kommunikation