En kvalitativ studie om organisationers utvärdering av extern kommunikation

This study aims to chart and enhance the knowledge of organizations’ evaluation of communication. The purpose is to understand what organizations evaluate, how they proceed and why it is important, as well as potential challenges they currently face. The framework of legitimacy and corporate reputation are taken into consideration when analyzing the results of the study. The results show the importance of indirect values of communication. Andrea Lundin & Disa Sewerin Institutionen för informatik och media C-uppsats i medie- och kommunikationsvetenskap HT 2018 Seven managers, responsible for their specific organization’s communication, were interviewed to gather qualitative data. The spread of the organizations were from private to non-profit organizations in Sweden. The analyze method is qualitative in order to find codes, divide them into theme with the intent to find key patterns. The conclusion of the findings is that the mutual comprehension of the importance of evaluating communication in organizations today. The main theme, and finding, is organizations’ purpose of evaluating their communication; their impact of their communication based on profitability and hence worth to fund. With the economic values in mind, many organization overlook the indirect values communications contribute to. The indirect values are vital in order to strive for a strong corporate brand. Corporate branding is essential, yet the majority of organizations seems to not prioritize nor evaluate this. Depending on the type of organization, the opinion of importance of these indirect values differ. This study is relevant whereas it is a complement to the current research regarding evaluation of communication. This research contributes with an in-depth analysis regarding the challenges of evaluating indirect values, and the potential in what these evaluations can generate. The study contributes with an enhanced comprehension of the importance of these evaluations and highlights the obstacles that lie ahead to enable discovering the solutions and further research