This study aims to show how Swedish municipalities are differentiating in the hiring of communicators in order to practice internal and external communication. By contacting 50 randomly selected municipalities, an overview of their communication force could be established. The results showed great variance between municipalities. The following three hypotheses were then constructed to explain the variance between the municipalities. 1) Factors that will damage reputation will lead to an increase in communicators. 2) There will be a positive linear relationship between communicators and the organization’s size. 3) Municipalities with weak economies will have fewer communicators than municipalities with strong economies. These hypotheses were then tested through an ordinary least square method. This study concludes that from the selection used there were no relationship between economic situation and factors presumed to damage the municipality’s reputation, and investment in communicators, operationalized in hired communicators per hundred thousand inhabitants. A linear relationship between organization size and hired communicators could, however, be proven, thus indicating a strong belief in the gains of internal communication.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:umu-174511 |
| Date | January 2020 |
| Creators | Hallström, Anton |
| Publisher | Umeå universitet, Statsvetenskapliga institutionen |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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