Organizacijų korporatyvinės komunikacijos interneto svetainėse tyrimo „Organizacijos tinklavietė: ką joje komunikuojame?“ ataskaita
REPORT OF THE STUDY OF CORPORATE COMMUNICATION IN WEBPAGES: “ORGANIZATION WEBSITE: WHAT IT COMMUNICATES?”

Summary/Abstract: Over the past decade in Lithuania there could be seen the tendency not only to make more active organizational communication in the online space, but there’s increased need for communication research as well. Although organizational communication results, benefits and effectiveness are difficult to assess, it is possible to name several major trends: first, the organization seeks to explore communicative actions, their potential impact on stakeholders and effectiveness of selected communication means of knowing these there could be created communication plans and communication process to achieve maximum results; second trend is much more subtle – the organization presents the results of investigations as objective arguments to strengthen their communication messages, improve reliability (organizations participate in various competitions ranking in anticipation of good results and presenting them has been boosting its activities or of certain aspects of the importance of assessment, recognition, awards received, etc.). In the report the results of the study is presented, the study was conducted in November – December, 2012 by master degree students from the study programs Communication of Sustainable Development, International Communication, Public Relations under the supervision of dr. Renata Matkevičienė. The corporate communication in the webpages of organizations belonging to the “Baltoji banga” („White Wave“) initiative was investigated. There was used qualitative and quantitative content analysis of webpages. For the study there were selected 49 organizations, but three organizations were unlisted because they did not have websites, or the site did not provide information about the organization or website content has been available in English. Consequently, for the investigation has been selected and studied 46 organizations‘ websites to determine the corporate communication in the context of reputation management. The analysis of the research results showed that the majority of organizations use essential dimensions of reputation management that could be named by the keywords such as business, leadership, social responsibility, and innovation in the products’ description.

• Details
• Contents