How can be the internal communication more efficient?
Can improvement of communication strategy rise employees’ motivation?
Can development of internal communication improve cooperation between employees and
The thesis is going to use a qualitative research method based on existing theory and inter-
views. All findings will be established on the case study. The theoretical part will be based on
books, published articles, electronic sources and data provided from the company.
To understand the difference between quantitative and qualitative research and when to use
est of a subject is on how often or why things happen in the company then the form of re-
search would be quantitative. But if a focus is going to be on the meaning or process, for ex-
ample why people understands or are motivated then for deep understanding of the subject is
going to be used qualitative technique. (Cooper & Schindler 2006, 196)
Quantitative research method focuses on a subject that can be applied on the amount or
know why people think or behave, then we are talking about “motivation research”, which is
a type of qualitative research. Motivation research method use interviews as a technique to
study an objective in depth. Other quantitative techniques can be word association test, sen-
tence completion test, story completion test and other techniques. (Dhawan 2010, 70)
Qualitative research can be used to study field such as communication, psychology, sociology,
segmentation, advertising, product development, productivity, brand image and design.
Question that can be used in quantitative research are for example “what can we do
about…?”or “what employees think about implementation of new…?” and “are they going to
be motivated by implementing new..?”. (Cooper & Schindler 2006, 197)
For internal communication survey is going to be used qualitative research method. Subject
interview is going to be a technique for deep understanding of the subject area. Individual
interview is the survey method implemented by the researcher in this study.
Research design describes the process of collection, measurement and analysis of data. It
where and how it going to be complete, what is required to study the subject, how long does
it take, what techniques are going to be used and how the data are going to be analyzed. All
this has to be answered in research design. (Dhawan 2010, 36)Research design has to contain
at least following main information: description of the research problem, procedures and
technique used for research, participants and methods used is the process of analysis data.
(Dhawan 2010, 37)
Before working on research design the idea, work plan and plan how to do things and in what
framework, 4) time plan, 5) method, 6) research questions, and 7) framework and data of
collection. (Erikson & Kovalainen 2008, 25) “Research design is the plan of structure of inves-
tigation how to obtain answers to research question”. It includes all steps needed for accom-
plishing the study from theory to practical implementation and analysis. (Cooper & Schindler
Research design has to consider following factors: resources for finding information, ability
and skills of researcher and his stuff, in case he or she has any, studied problem, nature of
the problem, time line and budget. (Dhawan 2010, 39) Research design is a plan that de-
scribes all steps needed to accomplish the survey from choice of the topic to final analysis.
Research design support researcher in his or her studies and help to accomplish his or her
2.4.1 Classification of designs
Design can be divided into three different types: (Cooper & Schindler 2006, 138)
Exploratory studies are used when the researcher does not have clear idea of the study prob-
During the study is a further development the study area, problem, concept, operational def-
inition and final design. Exploration study can be used as testing research when is discover if
the research problem is worth to explore or not.
(Cooper & Schindler 2006, 143)
Exploratory study is used to seek what is happening and understand the problem. In an ex-
the field or group interviews. (Saunders, Lewis & Thornhill 2007, 133)
Descriptive study is opposite of exploratory, before the research starts is clear what is the
is defined upfront. Formalized studies has questions to be answered with application on a
specific group (Cooper & Schindler 2006, 151)
“Descriptive research is to portray profile of persons, events or situations”. The study can be
linked to exploratory or explanatory studies and extend the study further.
(Saunders, Lewis & Thornhill 2007, 134)
Casual or explanatory studies focus affectivity on a specific subject and reaction on the sub-
kind of subject in a specific group of focus. (Cooper & Schindler 2006, 159)
Explanatory study can be used for analyzing the behavior of customers or workers.
In explanatory studies can be used quantitative or qualitative research method depended on
the expected findings. The outcome of this work is related to relationships and between peo-
ple in exact situations. (Saunders, Lewis & Thornhill 2007, 134)
Following thesis is going to use explanatory type of research design. Questions regarding the
research, researcher has to specified group and application of the idea.
2.4.2 Elements of research design
Qualitative research does not follow a plan in every detail, but it needs to have established
several elements in the process. Most of the qualitative research designs allow changes in the
philosophical and methodological commitments, collection and data analysis.
Following elements should be planed before the research starts.
(Erikson & Kovalainen 2008, 26)
Research area and research topic, when deciding what kind of research area it is going to be
about the subject of studied interest are written some articles or books and the topic has to
be attracted for the researcher to study.
Formulating of research questions, research questions can be divided to different kinds for
question are implemented on descripted research design and explanatory usually explore
causes. Longitudinal question focus on changes of the process over time and cross-sectional is
interested in descriptive analysis (development on market, human behavior).
In qualitative research the methodology is linked to theory and design regarding the emphasis
with these two parts. It is important to understand what kind of methodology it is going to be
Choice of theories connected to research questions and empirical study of the subject.
Design and data collection should be written in order or good overviews such as diaries where
the data can be used in the empirical part of thesis. (Erikson & Kovalainen 2008, 26-29)
The parts of research design can be also defined in categories and their options. The first
atory or formal study. Method of data collection can be monitoring or communication study.
The power of the researcher that involves variables may be experimental or ex post facto.
Determination of study is descriptive or casual and time frame has two types cross sectional
and longitudinal. The subject of interest can research as a case study or statistical. Environ-
ment defines the scope of option such as field setting, laboratory research or simulation. Last
categories in the research design are participants’ perception of study activity that can be
defined into actual routine or modify routine.
(Cooper & Schindler 2006, 139)
Before starting a research, it has to be clear for the researcher what kind of field his or her
basic elements of research are: specification of the research area, choice of topic, selection
of the research question, choice of theories and methodology, defining environment and par-
It is important to choose the right strategy for finding the right information and achievement
of the right outcome. Each strategy can be applied on exploratory, descriptive or explanatory
research. (Saunders, Lewis & Thornhill 2007, 135) To use the right strategy means to use the
right methodology. “Methodology is an approach to the process of the research, encompassing
a body of methods”. Methodology includes primary and secondary data. Primary data are data
collected from surveys, experiments or other original sources. Secondary data can be used
from books, journal or other existing theory. (Collis & Hussey 2009, 73)
Methodologies used in research are; experiment, survey, case study, action research, ground-
More description about each methodology is described below.
Research design strategy
Type, purpose, time frame,
Data collection & Preparation
From the figure is clear that the research
process starts after research proposal is
approved and when researcher knows what
is going to be his or her research topic.
Next step is design of research where is
search, time line, scope and environment
that is going to be in the process.
After research design come collections of
data collection or sampling design.
Instrument development is review of ques-
development of content and survey tech-
Data collection and preparation is next
the research process is analysis and evalu-
ation of the data.
Research design helps researcher to plan
An experiment research method is for clarifying the relationship between variables. Tradi-
tionally one variable which can be a person of the group is the manipulator and other variable
is the subject of studies. The independent variable is the one which reaction is examined and
observed. (Collis & Hussey 2009, 74)
Experiments are mainly used in psychology or social science. In practice experiments can look
for reaction of the group of people or person on new product, promotion, definition, purchas-
ing behavior or discussion. Experiment is applicable on employees or students in selected or-
ganization, but cannot answer many practical management questions.
(Saunders, Lewis & Thornhill 2007, 137-138)
Surveys are implemented on deductive approaches when need to be answered what, who,
data to analyze large groups such as statistics of population. (Saunders, Lewis & Thornhill
2007, 138) Surveys can be divided into descriptive or analytical, when descriptive provides a
view on the sign in specific time or several of times (customer survey on new prod-
ucts).Analytical surveys express the relationships between one or more variables. Methods for
collecting data when choosing a survey methodology can be questionnaires, internet ques-
tionnaires, telephone interviews or face to face interviews.
(Collis & Hussey 2009, 77)
126.96.36.199 Case study
“Strategy for doing research that involves an empirical investigation of a particular phenome-
non within its real life context using multiple sources of evidence.” The meaning of the defi-
nition is an application of cases study or studies on primary data. Case study method can in-
volve single case study versus multiple cases or holistic case versus embedded case.
(Saunders, Lewis & Thornhill 2007, 139)
Understanding of deep knowledge on a subject or in a specific time is used this methodology
case study. It may be difficult to find case study and apply it on thesis and its topic, but when
it is find it explore the knowledge of the subject. Case study needs to involve society and in-
teract with the society. (Collis & Hussey 2009, 82)
188.8.131.52 Action research
Action research is used for applied research to find the most effective approach to implement
change in partly controlled environment. Goal of the research method is a solution and con-
tribution to science while cooperation between researcher and group or individuals that are
involve in the research. Action research is similar to case study it’s applied on the situation,
that it observers the situation and result are possible improvements. This type of research is
can be applied when organization needs communication improvements between staff and
chief officers (Collis & Hussey 2009, 81)
Action research is mostly concentrated on changes in the organization. The process of action
research is determination of context and purpose, then diagnosing, planning, and taking ac-
tion and evaluation of the studied subject. (Saunders, Lewis & Thornhill 2007, 141)
184.108.40.206 Grounded theory
Grounded theory is methodology can be utilized explanation of behavior, for instance of cus-
tomers or employees. This strategy starts with data collection, then continues with genera-
tion of the data and concludes by observation of current data. (Saunders, Lewis & Thornhill
2007, 142) ”Grounded theory is a reaction to positivist studies that starts with a theoretical
framework, establish hypothesis and collect data than can be used to test thy hypothesis”,
according Glaser and Strauss. This study can be applied on demonstration of analytic frame
work, importance of cases, and illumination of data. (Collis & Hussey 2009, 84)
In ethnography researcher is a part of social group in which he shares knowledge, study be-
havior and observes his or her findings. The goal of the study is the examination of under-
standing human behavior in a different kind of activities from the view of researched person
or group. (Collis & Hussey 2009, 78)
Ethnography demand researcher adaptation in the social group, researcher has to build trust
time for the researcher to explain the social group reactions and views.
(Saunders, Lewis & Thornhill 2007, 142-143)
220.127.116.11 Archival research
For archival research method are used stored documents, records and other data to analyze
and exanimate the historical changes in an organization. In this research can be problematic
to find all data needed to the conclusion of observed material.
(Saunders, Lewis & Thornhill 2007, 143)
Methodology used in this thesis is going to be a case study where is going to be applied the
explanatory methodology. Researcher is part of the company community and he is going to
use existing theory to understand what the situation in the company is and explain the cur-
rent situation of internal communication. Primary data are going be at first interviews and
then second part of primary data will be provided from the company and evaluated by the
researcher. For secondary data sources is going to be used bibliography related to internal
The process of case study research is consisted of five stages. At first it needs to be selected
ized larger population. Preliminary investigation is a stage where is defined what is the pur-
pose and approach of the research. Data collection is a next step in the case study research in
which is specified the process of collecting data, when, where and how. Data analysis and
written report are the last steps in the case study technique.
(Collis & Hussey 2009, 82-83)
2.4.4 Research techniques
Qualitative research can be prepared by a different kind of techniques. The techniques are
connected to questions of the research. Several types of techniques can be applied on differ-
ent kind of research problems and different approaches.
(Cooper & Schindler 2006, 143-144)
Method applicable for qualitative research can be interviews, protocol analysis, repertory grid
the primary data. (Collis & Hussey 2009, 143)
Interview is a technique for collection data in qualitative research methodology. Interview
can be realized individually or in groups. Interviews can be divided into three types: unstruc-
tured semi structured or structured. When the interview does not have any specific questions
or order of topics it is unstructured type. If it has few questions to start with and people can
follow up and extend the topics to be discussed. Structure type of interview has specific
questions related to a topic, in predefined order and style of questioning them.
(Cooper & Schindler 2006, 204)
In this exploratory study is going be to be used semi-structured interviews, which will help to
By semi-structured interviews can become to finding what kind of relationships is between
participants. (Saunders, Lewis & Thornhill 2007, 314)
Participants who are going to answer an interview are going to be employees from case com-
on internal communication and relations to it. Respondents will be selected from different
kind of business departments to understand differentiation from a professional point of view.
2.4.5 Sampling: participants of the research
Sampling is basically choosing of participant for research. Sampling can be divided into three
groups: purposive, snowball or convenience. Purposive sampling is selecting participants that
are exceptional for their characteristics, attitude, experience or other factors. Snowball sam-
pling is a selection for similar or different individualities. A convenience is the choice of
available individuals. (Cooper & Schindler 2006, 204)
Sampling is not going to be used in this survey to support a methodology.
Collection of primary data and secondary data is written in further analysis. Primary data are
data by interviewing preselected respondents and their answers to a related topic. Secondary
data are expressed in the theoretical part of the thesis and partly implemented in the inter-
viewing. Researcher has to take into consideration both primary and secondary data while
preparation and analysis.
To analyze qualitative data are used several qualifying methods. For analysis of the primary
interviews are recorded and transcribing of interviews helps to analyze answer and also reac-
tion of respondents. Important that interviewer understands the content of answers also the
indication of respondents. (Saunders, Lewis & Thornhill 2007, 475)
Check list for transcribing your interviews includes following points:
2. Choose interviewer and respondents.
3. Include interviewer questions in transcription
4. Save transcribed data in different folders for each interview.
5. Name files should be anonym, but with possible recognition who was interviewed.
6. Accuracy of transcript should be checked, deleted and updated.
7. Save data to USB mass storage device to secure them.
(Saunders, Lewis & Thornhill 2007, 476)
For an elaboration of the interview is going to be used following activities:
2. unitizing data
3. recognizing relationship and developing the categories that are used to facilitated it
4. developing and testing theories to reach conclusion
Categorization helps to keep data in an understandable order and format the will be easy to
search such as literature, interviews, participants and other data.
After categorization activity comes to unitizing data that has been collected by the research-
er. The meaning of this step is dividing collected data into units under a different kind of cat-
Recognizing relationship and developing the categories is a stage of analysis of data used in
selecting the important notes that are related to the process of analysis and filter focus of
research. Developing and testing hypotheses and proportions is a process where is recognized
the relationship between categories and connection between them. In this stage is important
to find hypothesis and studies that are related to findings.
The expected outcome of the research is an implementation plan for internal communication
tion and explanation of those problems. The plan is going to contain specific steps needed for
improvement. The implementation plan is going to be written at the end of research and it
will conclude all information collected.
Research part has described in details research problem and main research questions. The
situation in the company and answer main research question, which is: “What is main com-
munication problem and how it can be improved?” After research objective is clear, re-
searcher has selected method, techniques and design. Since subject of the research demands
deep understanding of the subject, research method is qualitative. Researcher has chosen
case study methodology and individual interviews as technique in the research design. Appli-
cation of the research has included both primary and secondary data that are used in data
analysis part. Data analysis explains how researcher prepares data for analysis, elaborates
them and analyze. Expected outcome of the research is plan for improvement.
In this part of thesis is explained the meaning of internal communication, history, activities,
ferent kind of sources to give a better understanding and different views on studied topic.
First of all is important to know what corporate communication is. Cornelinssen writes the
is a management function that offers a framework for effective coordination of all internal
and external communication with the overall purpose of establishing and maintaining favora-
ble reputations with stakeholders groups upon which the organization is dependent” (Lynch
2011, 5). In this definition corporate communication is explained as a function. For all in and
out messages in organizations are responsible senior management or communication depart-
ment, according to the organization structure.
coding, messages, noise, competencies, and field of experience, context, effect and chan-
nels. The communication process purpose is based on sharing of information and social inter-
action between humans. (Shockley-Zalabak 2009, 10-11)
The corporate communication is divided into external and internal communication. External
pliers etc. Internal communication also named as staff communication or employee communi-
cation within the company. Internal communication is between employees and management
in the organization. (Cornelinssen 2011, 164)
Internal communication changed in past years and developed in many ways such as technolog-
for instance emails, Internet blogs, post casts, chat and social networking. Face to face com-
munication is still important in every day’s working life, but more and more technologies are
in use for workforce. Also the way of communication within the organization changes, compa-
nies invest more effort in internal communication, because is important for them to have
well-trained and motivated employees. Managers are responsible for information share in the
company and for improvement of staff communication.
(Cornelinssen 2011, 165)
Argenti explains in his theory how employees are a significant factor in company success more
function that drives a company’s financial situation in 21
century business.” Also in his theo-
potential organization change. (2007, 137)
Dolphin presents internal corporate communication as a tool to create company image inside
tween individuals and groups at different levels, specialization to intend to design and rede-
sign organization to coordinate daily activities.” (Dolphin 2005, 172)
Internal communication is defined in a different kind of theories. In some is definite as func-
the internal communication definition we can say that internal communication from the prac-
tical point of view is a conversation between employer and employee; in both ways employer
has to also listen to an employee and understand his or her topic, issue or interest and an
employee has to listen to employer. Internal communication is also a dialog between employ-
Organizations have to communicate to their employees; each employee is representative of
portant to have satisfied employees, because workforces deliver products or services to cus-
tomers and also represent the company. If employees are identified with the organization
then more satisfy they are. Internal communication is a discipline and responsibility of the
management board. The role is to serve information to their workforce for better understand-
ing of the vision and mission statements. Internal communication is the key element for hav-
ing satisfied and well informed staff and key for organization profitability. (Cornelinssen
This thesis will examine internal communication in company FIEGE, at the first stage it will
zation. After reviewing the current situation in the group quantitative research method will
be used by interview managers of the company and in order to understand the current situa-
Communication in general have changed in the past years, Szukala & O’Connor (2001, 10-11)
been affected by technologies, people no longer sending letters to customers, but sending e-
mails, use mobile phones, blogs, newsletter and other media. Globalization and Internet use
had the highest impact on working life, attitudes, behavior and growth the power of influ-
ences communication for corporation.
Organization changed the format of communiqué, strategy has developed and the view in a
corporate activities. (Cornelissen 2011, 33)
Activities can be divided into official and non-official. Official activity is usually organized
the official action after it happened. For example official activity can be when IT (Infor-
mation Technology) department is having group meetings in the morning and in the afternoon
meeting go and what was discussed, which can be consider as non-official one.
E-mail, voice mail, report, annual and quarterly report, meeting, videoconferences, newslet-
Communication as process
Communication can be understood as a process that supports the state of delivering
actions in communication and what can occur during a communication process on daily bases.
Organization communication interaction between individuals can be divided into an organiza-
tion as: people, messages, meaning, and purpose. (Shockley-Zalabak 2009, 16)
Another theory determinates that: „effective and efficient processes are vital to internal
in varied ways, in one is communication seen as process and in the other is influenced by pro-
cesses in an organization.
From the management point of view business objectives has to be distributed to teams and
team and the team has to be familiar with these statements. Budget and plans has to be a
mirror of company activities. Everyone in the company should understand the direction/goals
of a company and be familiar with steps needed to achieve planed goals.
(Szukala & O’Connor 2008, 80)
How the distribution process works and what is the best way of delivering information to oth-
ers, is described in the communication processes. Communication processes are described
below in four different areas in organization communication as: people, message, meaning
In organization all communication is influenced by people, their interactions, and interper-
different kind of networks affected by cultures and languages. Organization communication
definition explains that “communication occurs across networks of people who seek to obtain
Communication is a process of creation and exchange of messages via channels with different
the globe and involves more participants in a communication process.
3.4.3 Organization communication as meaning
Meaning in an organization is created by the members of the organization and not by the or-
ganization that is an important point to remember. Individuals and groups behavior, and in-
teraction, is a basement for perception and affect all organization activities.
3.4.4 Organization communication as purpose
The purpose of each organization is to organize, plan, make decisions, control and coordi-
nate. In the purpose, part of communication is to achieve that members involved in the
communication are aiming to the organizational objectives with their environments.
Stanley Deetz (1994) suggested that communication is a social process in which meanings,
duce the organization communication. (Shockley-Zalabak 2009, 16-17)
Communication as a process can be understood in different ways and definitions. Szukala &
messages, meaning and purpose. Organization communication is realized by people, and first
process is named people. Secondly communication always distributes a message, so second
process is message. Meaning and purpose in communication is created by individuals or groups
in an organization and both influence communication. From the definition is understandable
that communication is realized, created, distributed and continued by individuals and groups
and influenced by their activities.
Strategic and business planning is fundamental for internal communication and channels helps
right channels for internal communication via key management processes, such as planning,
delivery of the plan and objectives, mission, vision, and budget.
(Szukala & O’Connor 2008, 80)
Channels are used for delivering messages to participants involved in the communication.
puter-mediated exchanges, websites, presentation and teleconferencing.” Organizations usu-
ally work with a different kind of channels for a different kind of activities.
(Shockley-Zalabak 2009, 36)
Selection of media is not the key factor for internal communication strategy plan at first it
ble that everybody can understand and in a language that the audience feels comfortable
with. Many companies use more than one media for communication, it is not recommended to
relay on one tool. (Smith & Mounter 2008, 79-91)
3.5.1 Face to face
Face to face is still one of the most common appreciated methodologies in communication by
workforce in any sector. This technique is used in one to one person or in a group called “en
masse”(French word meaning group) . One to one technique can bring misunderstandings in a
corporation: If senior managers do not deliver information in the right way understandable for
people on different levels and positions and assumes that information can be delivered to
everybody in the same way then there can occur the misunderstanding. For managers, it is
suggested to develop their skill in the face to face communication and work on their
knowledge to avoid any communication gaps. Effective messages in the face to face commu-
nication should be simple, easy to understand, involve feedback and check of the right under-
standing of the messages. This method is used in briefings, progress checking or individual
“En masse” internal communication where is more than one person involves a need to be
can be used different kind of media and materials. In “en masse” should not be delivered the
bad news such as redundancy, those problems shall be always discussed in one to one process.
It is important that in group meetings is set up agenda, topics that are going to be delivered
to the group and received feedback. Mass face meeting can be implemented when is de-
(Smith & Mounter 2008, 80-82)
Print vehicle is a traditional way of delivering news, but is not environmentally friendly.
Companies still use a print version of documents for delivering messages: for instance BBC
used both print and online media, print for reflection and online for immediate reaction. In-
ternal corporate news or information can be published via print, but too many of them do not
have efficient reaction. Print can support face to face, and “publication give time for reflec-
tion and feedback”. Format of print media can be magazines, newspapers, newsletters or
board sheets. Publications can support face to face communication, reach groups for long dis-
tance, regular print reiterate messages. Print negative influence is the use of paper, which is
not environmentally friendly.
(Smith & Mounter 2008, 82-83)
Broadcast and audio-visual form of communication are more efficient in involving an audi-
communication can replace face to face communication and connect communicators from
different locations. Cost of technology that involves for instance audio conferences or broad-
cast is high. Video, DVD, audio cassettes, broadcast are a part of this type of dialog.
(Smith & Mounter 2008, 85)
Intranets started in the mid 1990’s, and in 1999 only 65 % uses intranets. “Intranets, e-mails
population needs a different kind of media in use (for example old people have different de-
mands than younger people, younger are use new technology). With new technology when
information can be shared via mobile phones thanks to 3G technology, the information share
became faster and more flexible. Print media gives more time to reflect than Internet driven
Connect people with the company vision, mission, messages and their activities can support
cluding front line employees. Performance, creativity, networking of each employee can be
developed by socializing within the team and management. Sports, quizzes, games are meth-
ods used on the corporates to build long term relationships so called “social glue”. These
methods are used to keep good relationships with a customer and also for internal company
members. (Smith & Mounter 2008, 87-88)
Mass meetings of all employees can be determinate as event. Most of the events are orga-
nized for good news celebration or announcements. Events help to send the key message in
the group and connect people from different kind of locations. (Smith & Mounter 2008, 88-89)
Environment in what employees are working is linked to communication too. What kind of
environment influence workforce communication. Job titles are also a part of the communi-
cation environment. Titles determinate what are people responsible for and specify their ac-
tivities and roles in communication.
(Smith & Mounter 2008, 89)
3.5.8 Corporate social responsibility
Corporate social responsibility became more important to companies to have from internal
and also external point of view. Employees who are involved in charity and social support be-
come more loyal to a company: if corporate social support is related to chairman’s relatives,
friends, organization or some odds school close to company residence, the effect of imple-
mentation of social responsibility is low and does not involve all employees. Organizations
cooperate for instance working in a specific community.
(Smith & Mounter 2008, 89-91)
Responsibilities in internal communication
Purpose of communication has change in the past year, large corporation realized the im-
rate communication in both ways external and internal. In corporate communication has main
role: communication technician and manager.
Writing articles, editing or rewriting, grammar, spelling, creating design and brochures and
other such a practical activities are done by a technician. Technician is not the
decision-maker; he is the implementer of the decision that has been made by a manager.
Plan, strategy, meeting, budget, programmers, campaigns, results etc. are activities of man-
ager, he or she also has to present ideas to management and participate on the decision mak-
ing process. (Cornelissen 2011, 86-87)
Small size companies usually do not have communication departments and the responsible for
er has to be technician and manager at the same time. In general managing director roles in
this field is a leader and also promoter of the idea, motivator and support of workforce,
achiever of efficiency and an instrument as communication help to fulfill these tasks. (Szuka-
la & O’Connor 2008, 18)
Knowledge management (KM) is sharing knowledge and experience with others. In the store
where are three cashiers and one of them serves customers faster than the other two. If this
good cashier shares his or her experience with the other two cashiers, the efficiency of the
workforce will increase and that is the benefit for the shop. In other words, sharing working
practices and knowledge with your colleagues will help the organization to develop processes
and grown profitability. (Tourisha & Hargie 2004, 97)
KM has become an important part for many organizations, to have information on the right
omy, culture, technology involves KM and organization has to have quick access to their in-
Expertise corporations that are focused on knowledge work such as science, consultancy, and
physicians is necessary to have KM in place. (Tourisha & Hargie 2004, 100)
Why is well-organized KM a competitive advantage for an organization? It has several reasons,
for creating structure and processes for groups or individuals, support of knowledge work and
filter the development needs, fast reaction on customer requests, replacement of workforce
became easier with database systems, management of knowledge in the organization, less
overload workers, globalized networking. (Tourisha & Hargie 2004, 101) KM helps companies
to be more flexible and competitive on a market, provides saving in the group, extend the
information flows in the group. KM displays Internal benchmark, Transfer of the best practices
and Sharing and learning from mistakes. (Szukala & O’Connor 2008, 30)
Internal communication plays an important part in KM, to share report, formats, data files,
ficult part in KM, its formats, transformation, understanding and community acceptation keen
for the right approach on KM.
Information communication technology (ICT)
Information technology or we can say computers technology influenced the information tech-
nology and the result is Information communication technology (ICT). (Hartley & Bruckmann
Impact of ICT from the historical point of view the impact of digital technology on working
and social life has been very fast. From written media, printing media from the fifties to
electronic media that can be send to different receivers it has influence business, social life’s
and politics. (Hartley & Bruckmann 2002, 91)
3.8.1 Effect of ICT on management
In a corporation the ICT influence management in a different kind of ways. For instance from
the volume of information distributed a manager can become overloaded from the amount of
data received. (Szukala & O’Conner 2008, 43)
Hierarchy with the easy access of a workforce to managing director is less respected in the
viruses, entering secret information by the non-authorized persons. Pressure in ICT is on
adapting the changes on working style, rules, processes, structures, distribution of infor-
mation and others. (Szukala & O’Conner 2008, 44 )
Director has to process the data in organizational way in order to work successfully. First step
(PROCESSING). Next is to transfer information to the right person or people who can work
with them (OUTPUT). Last is to evaluate the information (FEEDBACK). If a manager will follow
these four steps and always follow up on an action, than the data flow will have a positive
influence on the organization. (Szukala & O’Conner 2008, 47)
Working with data is daily work of each manager; to follow the mention basics steps in the
to collect data on issues that arise, then manager has to transfer the data into understanda-
ble way. Two steps are done, then the data has to be delivered to the right people or de-
partment a shared and finally the feedback has to provide. If manager only collect data and
wont filter them or send to the right department the issue would never be solved or dis-
cussed. (Szukala & O’Conner 2008, 47)
typing, storing and finding information and support with other activities. Today is expected
that managers manage their activities on their own, because of the influence of ICT. The im-
pact is less overhead cost, rise of efficiency and quality of information. Downsize of the im-
pact of ICT is a replacement of human resource and reliability of working activities on tech-
nology. (Szukala & O’Conner 2008, 44)
3.8.2 Types of information and communication systems
Information can be handled by a different kind of systems, and those systems represent the
content, delivery and format, users and implemented technology. Starting from the top, ex-
ecutive information system is used by the top management and contains organization internal
systems, with information needed for decision making processes and sometimes is also con-
nected to external systems such as databases.
Financial department may use transaction processing system, that support handling of the
different kind of documents in the company.
Enterprise resource planning (ERP) system help control all the activities in the group and keep
plans on one place and shows how changes affect the company activities. Human resource
management system, networks net applications are the main systems used in corporations.
(Szukala & O’Conner 2008, 80)
3.8.3 Forms of electronic communication
tool that is described in more details. Because this the most common tool used in working and
private life. (Szukala & O’Conner 2008, 58)
Bulletin boards it is a discussion forum, where everybody can publish a message and react on
the message and write their comments. Intranet is a medium for sharing information in a
community such as the organization with no public access. Chat rooms are electronic meeting
places, where people can share their interests and knowledge. These chat rooms are not syn-
chronized and people can get lost in communication and topics, it is very informal way of
communication. (Szukala & O’Conner 2008, 58)
Email is the most common tool; one user can communicate with another one or with a group
of people. All messages can be stored in each user computer and an user can access them and
review. (Szukala & O’Conner 2008, 58)
Advantages of email:
Eliminate visual stepping, no need for face to face communication.
Individuals can communicate equally without hierarchy barriers.
Many users use it for communication that needs to be consistently.
Disadvantages of email:
Quality and quantity, email communication can lead to overloading of people who are
to slow down processes and decision making time.
Securities, the information data that are transferred or delivered are not protected
communication that can leads to several problems like overreactions, many solutions
and suggestion to one problem, no respect to hierarchy levels.
(Szukala & O’Conner 2008, 59)
The conclusion, advantages and disadvantages of email would be following like most innova-
For the manager, some advantages to be explored are: democratization of information can be
used to faster team working speed of information exchange can increase efficiencies and save
costs empowerment and delegation can be widely extended. Some of the disadvantages
which require management are: information overload for all increased stress and security of
information and systems is a new concern in all levels. (Szukala & O’Conner 2008, 60)
In the room is a group of people waiting for a meeting to begin. People are talking about their
activities, sports, politics, gossips from the company, movies and all of people talk to each
other without any barriers. When the manager arrived to the meeting, and started with a
PowerPoint presentation and all people in the room stop talking, one person is playing with
his computer, one is answering emails, and one is checking his BlackBerry. When manager
asked if there are any questions and if everybody understands, no one has any questions.
Feedback from the meeting is that the presentation was good and clear. On this example
which is written by Bos & Macy (2008, 25) is shown a practical example how the communica-
tion between manager and employees can be done. The question is why it is important for
leaders to use communication strategy and develop it in their organization. If employees
would have a similar discussion as it was before the meeting, with no barriers or shame to
talk about a different kind of topic during the meeting then the meeting would be more in-
teractive and efficient. Leader could introduce an issue or subject and involve all the attend-
ers to discuss it together; outcome of this kind of discussion could be a solution or observa-
tion to the subject. Leaders write a business plans and according to them organization activi-
ties are planned, but most of people want to know what do they want them to do and what is
workforce and explain them that everybody understands. If an employee does not know
where the company is going and what he or she shall do, how the company can achieve any
good results? (Bos & Macy 2008, 28)
Communication strategy performance affects company’s activities in many levels. Good im-
the face of leadership” meaning that good communication supports leaders to present the
direction of the company to employees and inspire them at the same time. Conversations
bring people together and help them collaborate: “Communication is the key to collective
Involvement and motivation are factors that are created by communication. When managers
works in the warehouse to find a solution, because the employees is the one who has the
knowledge of the process and share it with a manager. (Bos & Macy 2008, 20) However by a
survey is proved that when employees understand the strategy, what and when to take ac-
tion, it bring good results to an organization. (Bos & Macy 2008, 22)
To implement a communication strategy in an organization have four main reasons, as it is
described by Szukala & O’Conner (2008, 26). They divided them into: effectiveness, efficien-
cy, coherence and competitive advantage. Institutes shall select their communication tools
according the size and focus, that what will drive their effectiveness. Most of the companies
do not have any communication strategy, but implementation of it to any organization will
bring fast benefits and avoid duplicate or needlessly actions, that what presents efficiency. In
house communication often involves a different kind of media or programs that are in use,
but how many of them are connected or linked. Coherence of in house tools will support the
collaboration in firms. Competitive advantage is depended on communication, to achieve
companies goals are more affected by communication. Internally employees has to be famil-
iar with company objectives, understand where is the company aiming to, because employees
are the once who provide services or products, they are the key element of company reputa-
tion and success. (Szukala & O’Conner 2008, 27)
3.9.1 Action quotation
Determinates what leaders have to communicate to employees in order to deliver right mes-
sage that creates an action. Knowledge and feelings are what leads employees to create an
action. To deliver the right messages to employees, leaders have to think about what they
want employees to do in order to achieve results and how do they want them to do it. If
knowledge. Workforce has to know what to do how, and why. And why it is beneficial to
them. “I’d do it even if they won’t pay me” that the last part of action quotation. If an em-
ployee comes to this conclusion that he or she is happy with his or her work that it drives
good results and overtime hours is not problem for them. Action quotation can be visualized
as Know+ Feel = Do that what leaders has to prepare in communication.
(Bob & Macy 2008, 27-34)
In communication are always involved people they are the once who drive the communication
organization but also on other company members. People channel can be divided into four
levels senior leader, Managers, Frontline Supervisor, Front line employees. People channel is
the key for active exchange of ideas in the company from what the concern can benefit. For
leaders I important to get feedback from all employees on all levels to defined problems and
find a solution. Leaders can spread information via Intranets, post cats, newsletters, but the
real interaction is in while conversation. Planning, budget, implementation is also required in
people channel strategy. (Bob & Macy 2008, 35)
In the communication strategy eight elements play main roles: objective, audience, channels,
formats, media and responsibilities, feedback and measurement and budget.
Objective determinates format and content of message that should be sending from sender to
the receiver and the right approach of sending the message that is it understood correctly.
Next step is defining the audience, what kind of people are we going to tell the message, au-
dience can be divided into small groups, but that may not be practical. After defining the ob-
jective and audience, then the channel can be selected such as face-to-face, interactive
channels (e.g. mobile phones) or personal static channel (e.g. reports, letters, and memos),
impersonal statistic channels (e.g. bulletins, boards, video, audio).
(Szukala & O’Conner 2008, 33)
Formats part specify what layouts, design and content is going to be used for communication.
animation, games is also depended on the budget and content.
In the communication strategy media has some responsibilities.
Feedback and measurement: it is important to have feedback from the output of communica-
tion strategy, decide who will provide the feedback, when and how. What performance
should be measured in the communication activities? How can we ensure the feedback and
Budget- fixed budget is rare, none is impossible in many companies, the best option is fiscal
budget- more specified in the planning stage (Szukala & O’Conner 2008, 35)
Knowledge part determinates secondary data that are collected by the researcher. In the first
cesses and responsibilities. Knowledge management is closely linked to communication activi-
ties and therefore is mentioned in this section too. As the technology develops in communica-
tion are used technologies which are determined in section 3.8. Communication strategy is
keen for development of internal communication, its definition and theoretical findings are
defined in the last section of this knowledge base section.
Research has been realized at company offices. The participants of the interviews were em-
experiences and focus in the group interviewed. All interviews have been individual, at first
recorded and then transcribed into written document. Researcher has been prepared before
the interview begun a checklist where were described possible questions and area of his or
her area of interest, what should be observed by the research. After interviews have been
transcribed into a written form, researcher has exanimated if any more interviews needs to
be realized or not. If the researcher assumes that he has collected a sufficient amount of in-
formation for evaluation then analysis is the next step. When all data have been analyzed
then evaluation and conclusion has to be created. The outcome of this thesis is an implemen-
First stage in the implementation part is the preparation for interviews and creating a check-
interviews with a plan of time schedule. After the realization of interviews, then follow tran-
scribing of interviews and evaluation of collected material and analysis.
4.1.1 Interview’s preparation, checklist
Checklist contains questions or areas that researcher should ask for. Researcher has prepared
a checklist before all interviews are realized. Interviews should be created with open ques-
tions with focus on details. Responders shall always express their answers with whole sen-
tences and reduce answers yes, no. Below are written several questions that researcher has
asked all participants and are the basis for further analysis.
How do you feel about company meetings?
- are they time consuming?
- are they efficient?
- do they answer all of your questions?
Are you familiars with the social media used in the group+ if yes what kind of media do use
What kind of tools do you use most at your everyday work?
Online media (Google)
Are you familiar with awareness of changes in the group? Are you familiar with personnel
changed in the company?
Marketing and business activities
If not, are you interested to know something more about these areas?
How would you describe sharing of knowledge with different colleagues, support form man-
What would you determinate as the main problem in communication?
Timing- waiting too long for answers
Language barriers- not able to communicate with all group member also
from different kind of countries
What do you think about reports that are delivering to the management board? Are they time
consuming? Are they efficient? What would you suggest for improvement?
This checklist had the researcher at the interviews and used it as help to follow all areas of
as of interest. After checklist is created, researcher has to select participants for the inter-
Participants are selected according their working focus and experiences. The aim is to collect
selection of participants should give a researcher an understanding and different kind of opin-
ions. Participants are going to be:
Business Development member
Financial department member
Researcher has expected to understand views from employees who have different communi-
cation experience and work in different field. Researcher has selected new employee in order
to get opinion from somebody who is new in the team and see the situation differently, than
somebody who works in the company longer than two years. After interviewing different kind
of people with different experience researcher has evaluated all interviews and got opinions
from people with different working experience, who works in the company in different de-
partments. After participants are selected then has to be prepared time schedule of all inter-
Interviews were in the company building, most of them during lunch or coffee breaks, when
hour. Researcher has planned timing with members who were to be interviewed. With one
member was planned a phone call, because the responder was not available to come to com-
pany’s offices. During the phone call researcher made a notes and then transcribed all an-
swers from the respondent. Realization of interview was planned for two weeks, when all in-
terviews were arranged.
4.1.4 Interviewing individuals
Interview has been recorded; researcher took notes during all interviews and then transcribed
recorded data into written form. Transcribing of interviews has been done by the researcher
after collecting of all interview’s data. Researcher has to create a good atmosphere for inter-
viewing and build trust with the responded. Researcher has to take notes during discussion
and mark all reactions of employees to topics and questions. After all interviews have been
transcribed, researcher has to evaluate collected data. Transcribed data and researcher note
were used in further analysis. Notes form researcher reflex not only the answer, but also re-
action of each respondent.
Interviews are evaluated according the topic asked by the researcher as follows:
Researcher analyzed answered questions and then evaluated findings. When finding has been
Researcher collected all the material needed for analysis: theoretical part and interviews
lyzed findings. Conclusion is written at the end of each research area and it contains a form
both theoretical and practical sources.
Possible results and outcome
The aim of interviews is to discover how employees feel about current internal communica-
possible improvements to the management board. What do they miss in communication and
what needs immediate improvement. Outcome of the analysis is described in the plan of im-
provement 6.at the end of this report.
In the following part is written questions or areas of the study. Each question belongs to dif-
area. Under each question findings is written by the researcher and outcome to each re-
How do you feel about company meetings and how would you evaluate them?
The aim of this question was to understand during interviews, how employees on different
derstand how respondents see corporate meetings and what their opinions about them are.
Business Development, Marketing, Accounting, Operational specialists and new employee
them would like to have more meetings between their colleagues and management board.
Three answers mentioned that meetings clarify things and also avoid roomers in the team.
more important it to follow the outcome from the meeting in actions. From those answers
was understood that not all meetings always had an outcome or were followed by actions or
solutions. This information was bases on respondents’ experience.
Outcome of this part of the interview is to have more meetings in the group between man-
low by agenda; the result or outcome of the meeting should be in written form followed by
actions. All respondents would like to have more interactions between them and management
and have more information about happenings in the company and its plans. From this answer
from employees from Business Development, finance, Marketing, operation and new employ-
ee can be understood that meetings should be developed in all departments. The outcome of
this research area is that employees prefer to have more meetings, not only to get infor-
mation but also to share and solve problems or issues. More meetings would also avoid room-
ers that can occur from lack of meetings.
Social media at work
Use of social media at work was the next area of this study. Question was aimed to find how
media at work.
Social media are for instance Intranet, Skype, Facebook, Twitter and others online tools for
social media at work, they only work with phone and e-mail and are not interested working
with any social media. Members from Business Development and Operation department have
heard about Intranet, Skype and others social media, but do not use them at work. Business
Development member is interested in using more social media to get more support at work in
order to become more flexible and efficient. Operational member suggested implementing
chat for communication with local and foreign colleagues. Marketing member answered that
is familiar with all social media that are used in the group, only Facebook and LinkedIn are
not used in FIEGE, but these are more for private use.
FIEGE currently have Intranet, Websites, Skype, and at company are used e-mails. Most of the
not at all such as Skype or Intranet. For all members in all department is important to share
information. From the research is also clear that Business Development, Operation and Mar-
keting department is more interested in working with other social media than email to be-
emails and not looking forward any other form of communication such as Skype at work. Fi-
nancial department also does not see any improvement in use of social media; because their
work does not involve that much communication compare other departments. For example in
operations most of processes are dependent on fast reaction on customer demands or chang-
es, that’s why efficiency is key for operation and faster communication can support opera-
Are you familiar with changes/happenings in the company?
How employees are informed about internal changes, events, actions and others happenings
this matter and if they would like to know more about it. This part is also linked to infor-
mation share in the group, between colleagues, and between management and employees.
Marketing specialist answered that is informed about business and marketing activities and
spondents did not know anything about changes or activities in the company on national or
international level. All of the respondents are interesting in knowing more from the group in
Human Resources, Business Development, Financial and Marketing areas.
Opinions on sharing information from majority point of view were negative in both parties
between employees and between employees and management. Most of the members are not
happy with sharing of knowledge with management and colleagues, and only one member said
the knowledge share is good in the group and other member said that is happy with communi-
cation between colleagues. One member said: “that communication between Business Devel-
opment and Operations is zero and there is no motivation from operational side to solve prob-
lems or work on challenges that is related to some project.” On the other hand operation
does not see any support from the business side to get more business projects. And none of
the members share information or communicate with management.
One member mentioned: “There might be some cultural differences and different ideas for
the ideas and experience to work more effectively together.”
Knowledge management became a competitive advantage in an organization.(Thierauf 1999,
saying. If the employer in this case management of the board does not communicate to em-
ployees that the corporate communication does not exist and this organization does not have
“Success only comes to those organizations with the ability of to respond fast to changes. This
means flatter structures, empowered people, and free-flowing information.”
employees informed about happenings in the company. Develop knowledge management be-
tween management and employees and employees with employees. Employees are not happy
with the current communication and want to develop and improve it. During the research
came interesting point that operation and business members does not communicate with each
other and do not see any support from each other. Business part says that operations does not
cooperate and operation thinks that business people does not bring enough projects. Man-
agement should more communicate with their employees and share more knowledge with all
Main problem in internal communication
At the end of the research participant were asked what they see as the main communication
problem. For instance such as timing, reporting, hierarchy, language barriers and others. Main
goal of this question was to understand problems that are seen from the workforce on differ-
ent levels and fields, how do they see the main problem in communication from their posi-
Missing communication strategy in the group was one point of the conversation between re-
searcher and marketing member. Next point was timing; employees do not have enough time
for a task and on the other hand do not get responds from management on time. As next
problem was mentioned having to many e-mails in communication and lack of face to face
communication. Other member said that internal communication does not “exist” and to
communicate with colleagues is very difficult to them or to share knowledge.
Communication strategy use to be about reports, revenues, diversification, planning and oth-
tion energize teams, build commitment to share objectives” to achieve corporate success.
(Szukala & O’Conor 1999, 27).Management should focus on communication strategy to solve
above defined problems such as: knowledge management, lack of face to face communica-
tion, reduce number of e-mails, develop time management and motivate employees to com-
municate with each other. All members of the research agreed on lack of face to face com-
munication, problems with time management and some are overloaded by emails. Manage-
ment of the company should take into consideration this mentioned problems in order to
This report main focus is on development of internal communication in the FIEGE group that
nal communication, how it was developed in the past, what does it mean for companies in
century. For any organization is now important to communicate with employees in order
company FIEGE and its current situation of the internal communication.
Communication inside the company is the basement for motivated and well trained employ-
represent company on the outside and well-motivated employees create a good image, repu-
tation, business relationships on the outside. Also well motivated employees work more effi-
ciently and if they like their work they don’t mind to stay longer at work in order to finish
their task. Manager’s role in the internal communication is to motivate employees, talk to
them and deliver or receive information from them. Manager should be familiar with com-
munication channels, tools and strategy that can be implemented and how it can be imple-
mented in an organization. In large companies are usually Communications departments that
are responsible for communication inside a company. In small organization communication
responsible are CEO and Marketing specialist or other employees such as front line employee,
supervisor, and senior managers.
Communication channels are face to face, print, Internet driven media, games, broadcast and
face is the traditional way of communication that is still used in organizations and also is still
popular between employees. Print communication is all kind of printed documents. Games,
events and environment are channels that can be also implemented in internal communica-
tion and support team building and loyalty of employees. Broadcast, videoconferences are
new channels that developed through the time, progress and globalization. Corporate social
responsibility is both internal and external, activity that is related to corporate social respon-
sibility bring people together and develop team building and support internal communication.
It is also proved that organizations that participate in corporate social responsibility are more
loyal to the company. Person or groups that are responsible for communication in a company
should be familiar with mentioned communication channels.
have business plans that should be followed and they have to fulfill. Leader or the manage-
ment board can present all the plans to employees and explain them. But for many employees
is important to know what to do and how to do it. Manager’s role is to give them the right
direction and motivate them to achieve company goals by collaboration and actions. Good
implementation of communication strategy brings several benefits to the company, according
to Szukala & O’Conner (2008, 26) those benefits are: effectiveness, efficiency, coherence and
In the case study FIEGE group has been collected data form the employees with focus on in-
the researcher. Main areas of the research were to find out how employees see internal
communication and what do they think is the main issue in internal communication. For the
research were selected different kind of employees with different experience and job focus.
By the research was found what employees think is the main problem in internal communica-
Outcome of the practical part has several points that’s should be developed according the
research result. First point was missing communication strategy, second point was timing and
third point was that people are overloaded by emails and miss of face to face communication.
Employees miss in FIEGE group communication strategy. For this strategy is responsible the
management board of the company. Communication strategy should be implemented by the
management and the main goal of the strategy is to show employees what and how to do in
order to achieve company goals. Timing was the second mentioned problem and that was
linked to tasks, responds, email that employees receive from the management or colleagues.
FIEGE employees feel like they do not have enough time to finish their tasks or when the task
is finished they do not get a feedback from their colleague or manager. Majority of respond-
ents mentioned that they do not get responds to their email from their colleague or manager
on time or sometimes not at all. Last mentioned issue was missing face to face communica-
tion; all respondents would like to have more meetings with their colleague and management
on regular basis with written agenda, outcome and action that will follow up the meeting
minutes. At the case company should be developed three areas which are strategy, timing
and more face to face discussions.
When internal communication is developed in an organization than also process and collabo-
what main communication problem in the organization is and find a solution. In the plan of
improvement is written recommendation for case company how to develop internal communi-
Trustworthiness of the thesis is proved by references used in the report and collected materi-
linked together with references notes form the interviews taken at the company. In the theo-
retical part has been used several books from different kind of authors, electronic sources,
and thesis from previous students who were study similar topic as researcher. All references
are written at the end of the report and section references are written at the end of each
chapter or sentence.
In the plan of improvement is described more in details the communication in the company
communication. In the first part are described main issues in the communication according
collected primary data from the researcher. In the next part of the plan is described how the
communication can be improved and what could be future steps. Last part of the plan sum-
marized all parts and suggestion for the company FIEGE.
Main communication issues
By collecting primary data by the researcher has been selected below mentioned problems in
Face to face communication
Internal discussions and knowledge share
Communication strategy should be developed form the leader or management team at FIEGE.
Employees’ feedback on the communication strategy was negative from all parts and depart-
ments. Communication strategy would support achievement of success for the company and
improve current communication problems.
As it was written in the theoretical part : director has to process the information in an organi-
data has to be filter and bring about to format (PROCESSING). Next is to transfer information
to the right person or people who can work with them (OUTPUT). Last is to evaluate the in-
formation (FEEDBACK). If a manager will follow these four steps and always follow up on an
action, than the data flow will have a positive influence on the organization. (Szukala &
O’Conner 2008, 47). FIEGE management should also follow the definition and in communica-
tion follow four steps: input, processing, output and feedback. From the research was under-
stood that these steps are always followed at the company.
Respondent mentioned that timing, face to face communication, meetings should be devel-
complained that they don’t have enough time to accomplish several task and some deadlines
are too short to accomplish them properly. On the other hand employees do not get feed-
backs or replay for email from the management or supervisors who gave them the tasks. Both
parties should focus on timing and implement rules for giving deadlines or answer to emails.
Face to face communication in generally missing between employees and between manage-
quired in today business and also in the case company. Internal discussion and knowledge
share is partly related to face to face communication. While employees do not communicate
on daily basis or have meetings, then they do not share their knowledge with their colleagues
Improvements for communication
Main problems in communication was communication strategy according Bos & Macy (2008,
Leader is the one who presents a business plans to employees. Employees for their activities
need to know what leader wants them to do and what the goal of the activity is. A leader has
the responsibility to present and explain to workforce what to do and what is the expected
result for the company in the way that everybody understands. At the case company FIEGE
strategy communication should be done the same way, leader should explain to company em-
ployees what company goal is and how to achieve it- Communication strategy performance
affects company’s activities in many levels. Good implementation of strategy provides multi-
ple benefits to an organization, meaning that good communication supports leaders to pre-
sent the direction of the company to employees and inspire them at the same time. Conver-
sations bring people together and help them to collaborate: “Communication is the key to
collective action”. (Bos & Macy 2008, 20) Involvement and motivation are factors that are
warehouse, he or she should ask the employee who works in the warehouse to find a solution,
because the employees is the one who has the knowledge of the process and share it with a
manager. (Bos & Macy 2008, 20) However by a survey is proved that when employees under-
stand the strategy, what and when to do, it bring good results to an organization. (Bos & Macy
2008, 22) Management at FIEGE should take in consideration communication strategy and its
implementation. Communication strategy is going to support internal communication and
bring good result to company.
Action quotation determinates how to deliver the right messages to employees, leaders have
want employees to do it. If managers find out what they want employees to do, then it comes
to the next step. Workforce has to know what to do and how, but also why and why it is ben-
eficial to them. (Bob & Macy 2008, 27-34) Managers should find the right way of delivering a
message to employees when they know what message should be delivered and to whom. For-
mats part specify what layouts, design and content is going to be used for communication.
Choosing what media will be used such as traditional text, video, photographs, audio, movies,
animation, games is also depended on the budget and content. Feedback and measurement;
important is to have feedback from the output of communication strategy, decide who will
provide the feedback, when and how. What performance should be measured in the commu-
nication activities? How can we ensure the feedback and inform about continue improvement.
(Szukala & O’Conner 2008, 35) Management in the case company should think what they want
to say to employees and also find the right way how to deliver it. While measure was deliv-
ered, it is important to get feedback from the communication and follow up on the communi-
cation with continuo improvements.
Case company FIEGE needs to develop its internal communication. The research shows that
Leaders at the company FIEGE should work on communication strategy, because leaders are
responsible for creating and implementation of communication strategy at the company.
Leader should select what message he or she wants to deliver, to whom, format, get feed-
back and follow up on improvements in internal communication. Directors should follow fours
steps in the communication: input, processing, output and feedback. Once communication
strategy is created in the company FIEGE than employees are going to be more motivated to
work better which brings benefits to the company FIEGE. For success is important to have
well motivated and happy employees. Development of internal communication will be benefi-
Argenti, P. A. 2007. Corporate Communication, Fourth edition.
Printed in Singapore. International Edition.
Collis, J. & Hussey, R. 2009. Business Research a Practical guide for undergraduate & post-
Cooper, D. R. & Schindler, P. S. 2006. Business research methods, ninth edition. McGraw- Hill
Cornelissen, J. 2011. Corporate communication, A Guide to Theory and Practice, 3rd edition.
Lamor group. (https://publications.theseus.fi/handle/10024/1654)
Dolphin, R.R. 2005. Internal Communications: Today’s Strategic Imperative.
FIEGE corporate websites. 2012.(www.fiege.de.cz)
Hopkins, L. 2006. What is internal communication?
Lynch, R. 2004. Corporate strategy, 4
Financial Times/ Prentice Hall.
Matha, B., Boehm, M. & Silverman, M. 2008. Beyond the Babble: Leadership Communication
Saunders, M. Lewis, P. & Thornhill, A. 2007. Research Methods for Business Students, fourth
Shockley-Zalabak P. S. 2009. Fundamentals of Organizational communication, knowledge,
Smith, L. & Mounter, P.2005. Effective Internal Communication.
Kogan Page Publishers.
Szukala, B. & O´Conner, D. 2001. 21st Century Communication. Broadstairs (England):
Thierauf, R. J. 1999. Knowledge Management Systems for Business in the 21
Tourish, D. & Hargie, O. 2004. Key issues in organization Communication. London: Routledge.
Tourish, D. & Hargie, O. 2009. Auditing Organizational Communication, A Handbook of re-
search, theory and practice, second edition. London: Routledge
Figure 1: FIEGE Company structure, 2011, source- FIEGE Human Recourses department
Figure 2: Design in the research process, Cooper, D. R. & Schindler, P. S. 2006. Business re-
search methods, ninth edition. McGraw- Hill International edition.
Cooper & Schindler 2006, 138
Appendix 1. Notes, Marketing specialist interview:
How do you feel about company meetings?
tion it cannot be done in a proper way. Email communication, tele- conferences are very
needed but people meeting directly work more efficient.
How would you evaluate company meetings?
profits. They are efficient as long as there is prepared agenda and everyone is prepared with
presentations, questions and answers for the meeting.
Most of them yes, sometimes we come up with a very good solutions during the meeting.
Intranet – it is getting more and more popular, the only problem is with the access for our
employees – as long as most of them do not have it it does not make any sense for updating
I am very optimistic about introducing the new web site – it would be more useful for our cus-
tomers, media and future customers.
I used it couple of times.
Only in private, I would add here LinkedIn – as this is a tool that gathers people that we are
interested in contacting. Not FB – we will not find there our potential customers…
What kind of tools do you use most at your everyday work?
Marketing and business activities
If not are you interested to know something about these areas?
There might be some cultural differences and different ideas for working on projects, but
cooperating is a very good idea for the company. We have to share the ideas an experience to
work more effectively. I would suggest we should have more support from the BUSINESS DE-
VELOPMENT team and make them feel we can be really helpful on their way to search for the
What would you determinate as the main problem in communication?
There should be one strategy for all countries, everybody should follow some rules in order to
have better communication within the countries. Being visible in 18 countries gives a lot op-
portunities and my impression is we are not using it in a proper way.
What do you think about reports that are delivering to management board? Are they time
There should be some reports sent to the boards as well as feedbacks and solutions for some
Appendix 2 . Notes, Operation specialist interview:
How would you evaluate company meetings?
Never answers all my questions, but that’s because I have many questions and we do not have
time to answer all of them. They are not time consuming and are efficient. I would like to
have more meetings between management and my colleagues’ like meetings with out presen-
tation and just talk about papers or excel sheet to check numbers.
I heard about Intranet and I never use it and I think I do not need it to my work. Sometimes I
use ICQ for communication, but that’s minimum.
Email I sue every day. I do not need any social medium to my work, but I think in communica-
tion Skype and chat could save time with communication with abroad.
I do not know about it at all. And I would like to know more what is happening in Group in int.
and national level. Also whet I talked to customer I would like to know more what is happen-
ing and what is planning.
If not are you interested to know something about these areas?
With colleagues we share information and experience on meetings and the everyday when its
is needed. With management I do not get any information share.
Partly I feels is hierarchy, and partly it is a problem is to get an answer from colleagues on
time. The communication is very low, we do not have it regularly and the information flow is
very low. Partly I think the problem it is that people are not motivated and partly many col-
leagues are so overloaded and do so many things that they are not able to answer my ques-
There is too many reports to be delivered, too many formats, and they are not efficient. Re-
ports should not be only for management board but also for employees who can be motivated
by delivering the reports. Front line employees can be also motivated by report that could be
connecting to bonus system. For example when dispatchers evaluate their result every quar-
ter that if the report prepares some manager and not those employees who produce the ser-
vice such as dispatcher that the motivation and correctness of numbers is law level. Report
should be made as motivation tool to deliver the best results.