Idag måste företag anpassa sina strategier för att överleva i en konkurrensutsatt miljö. Interna brister, särskilt ineffektiv internkommunikation, hindrar ofta måluppfyllelse. Trots forskningens framsteg har företag fortfarande svårt att hantera internkommunikation, vilket påverkar anställda, kunder och samhället i stort. För att detta ska förbättras krävs det att företag utvecklar strategier för internkommunikation, speciellt i ljuset av fortsatt digitalisering och teknologisk utveckling. Denna studie fokuserar på internkommunikation och syftar till att analysera och identifiera de viktigaste strategierna samt utmaningarna för effektiv internkommunikation inom organisationer. Genom en induktiv forskningsprocess har en omfattande litteraturöversikt legat till grund för utvecklingen av en metod som använder intervjuer för att observera ett företag genom en fallstudie. Med hjälp av tidigare forsknings samt verkliga observationer har man sedan kunnat formulera teoretiska slutsatser. Analysen av internkommunikation hos organisationer avslöjade hur många olika faktorer samverkar för att skapa effektiv kommunikation. Genom fallstudien identifierades de huvudsakliga faktorerna som påverkar internkommunikation. Därefter var det möjligt att utvärdera olika strategier som företaget och andra organisationer kan använda för att förbättra sina kommunikationsprocesser. Valet av kommunikationskanaler visade sig vara avgörande för hur information flödar inom organisationer. Ledarskapets roll och företagskulturen var centrala för hur väl dessa kanaler användes samt för medarbetarnas engagemang och välmående på arbetsplatsen. Motstridiga budskap, missuppfattningar och bort prioriteringar var vanliga hinder, men kan hanteras genom strukturerade policyer och rutiner. Teknologiska verktyg som digitala plattformar och interaktiva teknologier kompletterar konventionella medier och förbättrar organisationers informationsflöden om de anpassas till organisationens specifika behov och att kunskap och kompetens prioriteras. Genom denna omfattande bild av internkommunikationens komplexitet föreslås användningen av dessa lärdomar från studien och kan tillämpas i andra organisatoriska sammanhang för att förbättra internkommunikationsprocesser. / Today companies must adapt their strategies to survive in a competitive environment. Internal shortcomings, particularly ineffective internal communication, often impede on goal achievement. Despite advances in research, companies till struggle to manage internal communication. This impacting employees, customers, and society at large. To address this companies, need to develop strategies for internal communication, especially considering ongoing digitalisation and technological development. This study focuses on internal communication and aims to analyse and identify the key strategies and challenges for effective internal communication within organisations. Through an inductive research process, an extensive literature review has provided the basis for developing a method that uses interviews to observe a company through a case study. With the help of previous research and real-world observations, theoretical conclusions were formulated. The analysis of internal communication within organisations revealed how various factors play a part in creating effective communications. Through the case study main factors influencing intern communication were identified. It then became possible to evaluate different strategies that the company and other organizations can use to improve their communication processes. The choice of communication channels proved crucial for how information flows within organisations. The role of leadership and corporate culture was central to how well these channels were used, as well as to employee engagement and wellbeing in the workplace. Conflicting messages, misunderstandings and bad prioritisation were common obstacles, but can be managed through structured policies and routines. Technological tools such as digital platforms and interactive technologies complement conventional media and improve organizational information flows if they are tailored to the organisation’s specific needs and if knowledge and competence amongst workers and leadership is prioritised. This comprehensive view of the complexity of internal communication suggests that the lessons learned from this study can be applied in other organizational contexts to improve internal communications processes.

Social media provides a new position of power to the single individual within PR and marketing campaigns. When a company uses social media as a communication tool in their PR and marketing practice, they have to adapt themselves after the customers' needs and the new communication structure within social media. Communication in social medi is different from traditional media, which is more one-way communicative and visual in its interaction, rather than the digital media that are more two-way communicative av viral through dialogue. If a company creates PR and marketing campaigns within social media without adjusting to the new rules of communication through dialogue, and instead try to apply traditional one-way communication to their social campaigns, they put themselves and their brands in risk of public humiliation and loss of customers; the speed of the viral dialogue over social media can spread bad news fast, and with the newfound power of the single individual, the impliacations can thus be devastating for a company and its brand. If an organization does not respond and take part of the criticism that may be directed at them through the customers' comments, the negative dialogue among clients and the public within social media can quickly create a hazard enviorment for a company and its brand to be seen in.  The public within these social media platforms are more independent and continuously conversing with each other on a local an global scale. They share information, opinions and experiences with both strangers and friends, and if company wants to ahve a chance of creating a dialogue with a positive outcome with their customers, they have to adapt to the conversations to be able to satisfy the customers' needs. In that meaning, they have to be prepared to talk with their customers more than they talk at them to be able to take in all the feedback and possible criticism they may receive, and then use it in a constructive way for the company's development of their productions and relationship with their customers.  To succeed with PR and marketing through social media, the company and communicators need to define a communication strategy over how to maintain a viral dialogue with their customers, and how to handle and respond to comments and criticism the company may recieve. By doing so, the company can figure out how to satisfy the needs of both the organization and of their customers at the same time as they create closer and more personal bonds to their target groups. It is therefore critical for a company to research their target groups' behaviors and needs before they commence any campaign or dialogue over the social web to be able to construct well-planned campaigns thar enforces trustful and stabile relations with their target groups, the company's campaigns will probably not appeal to their customers, which can lead up to open criticism and a bad repuation for the organization over the social web.  Social media is a huge field of knowledge that needs research and education to be handled correctly to be able to eliminate the risks of being social through social media. However, if PR and marketing campaigns in social media are well thought out and open for dialogue and feedback, then PR and marketing through social media is the most effective tool to enhace and develop a company's brand and its relationship with their customers. Social media is the communication of the future, and it is crucial that companies and communicators are able to understand and handle the new commnication structure of social media in their PR and marketing practices to have a chance to gain customers in our digital world. The communicators and companies that know how to use the dialogue through social media for their own benefit can use their knowledge as the new competitive weapon in the battle of gaining customers.