The Dependencies Between Internal and External Communication of the Organization: The Problem of Coherence
AbstractAll messages sent by the company to its surroundings create a complex image of the company and its offer. For this reason, they should be coherent to the highest possible degree. Coherence enables building credibility and reputation, which have positive influence on the organization’s overall performance. Many communication activities planned as internal ones, affect the elements of the marketing mix. Moreover, they can also result in intentional or unintentional transfer of information to external customers. Therefore, it is necessary to integrate communication activities directed to the clients and the market with the inside of the company. The main purpose of this paper is an in-depth analysis of the interdependencies between communication addressed to the inside and the outside of the organization. Particular attention should be given to: the impact of internal communication on various aspects of the organization’s functioning; the coherence of internal and external communication, as well as the interdependencies between the internal communication effectiveness and internal and external communication coherence. The article will be based mainly on the statistical analysis of the survey results, conducted on a sample of 1354 respondents, and the qualitative analysis of data obtained from 23 focus groups interviews.
|Publication size in sheets||0.75|
|Book||Bilgin Mehmet Huseyin, Danis Hakan (eds.): Entrepreneurship, Business and Economics - Vol. 1, Eurasian Studies in Business and Economics, vol. 3/1, 2016, Springer International Publishing, ISBN 978-3-319-27569-7, [978-3-319-27570-3], 588 p., DOI:10.1007/978-3-319-27570-3|
|Keywords in English||organizational communication, internal communication, corporate communication, effectiveness, coherence|
|Score|| = 0.0, 30-12-2019, BookChapterSeriesAndMatConfByIndicator|
= 0.0, 30-12-2019, BookChapterSeriesAndMatConfByIndicator
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|Citation count*||2 (2020-08-12)|
* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.