The following essay is based on an anonymous organization. We are calling the organization Company X. Our main goal is to emphasize Company X internal communication with a focus on the company's values. We have chosen to start from the company's values and brand, as this should set the tone for their internal communication and brand strategy. The analyzes are based on Company X's employee magazine which consists of informational texts. The method is based on the rhetorical situation and social identity theory. We have chosen to analyze from a top-down perspective within the company. The analysis is divided in two parts, 7.1 is written by Sanna and 7.2 is written by Michaela. The result shows that Company X has varied success in communicating their values. Our result shows that Company X personal magazine as an internal communication channel could be more effective if they did a rhetorical situation analysis. The discussion includes a result from interviews we conducted to investigate whether our analysis is consistent or not and how our study is complemented by previous research.

Dpartment of Agricultural Economics and Agribusiness / MSc.AEC