Managing strategic communication:An organizational case study on internal communication channels at Ericsson Göteborg

Abstract

Internal communication in a global company can be seen as a challenge in the organizational environment. Communicational objectives such as message efficiency, creating learning networks and sharing knowledge represent guidelines for any strategy that looks at developing a modern distribution of information. In this way, internal communicational channels should be developed as competent tools for carrying out messages to the employees and achieving efficiency at the work place. This research investigates the richness of different internal communication channels in relationship with the processing of an efficient communication strategy at Ericsson Göteborg. The theoretical approach tries to define concepts such as: internal communication, strategic communication, internal communication channels and the use of social media in an organizational environment. The thesis follows the employees’ preferences regarding internal communication channels by researching their needs and analyzing their beliefs about the on-going communication processes inside the company. Our main findings support the choice of a rich communication medium validating the media richness theory and the hypothesis that employees have a natural affinity for face-to-face-communication. The social aspect of communication is also taken into account with the introduction of social media as a possible internal communication channel. The research method involves an internal survey and interviews that are used to identify and describe the communication channels employed inside the company (e.g. Intranet, emails, newsletters, Lync, Ericoll, Wikis). Therefore, the thesis looks at analysing the communication practices and concludes with suggestions for improving the communication strategy at Ericsson Göteborg.