Strategic Organizational Communication in Image Building: The Case of Ministry of Innovation and Technology
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Date
2019-12
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Publisher
AAU
Abstract
This study aimed at exploring PR/strategic communication policy and practice in Ministry of
Innovation and Technology through such dimensions PR/strategic communication policies and
practices in the ministry, the role of PR in the MinT, the way of Internal and external
communication, function of PR in image building of the organization, activities of social
responsibility for image building and the new perspective of PR applied in ministry.
The research was undertaken the combination of qualitative and quantitative research
methodologies. The method used for the study is a part of a non-random method known as
purposive and the technique employed for sample is stratification to classify the ministry
directorate samples. The research data collected through three methods of data collection,
questionnaire, in-depth interview and focus group discussion. The study result from 67
questionnaires distributed for the employees and stakeholders, one FGD made with PRs
practitioners and other three experts and five interviews data conducted with three MinT
directors and with two innovators. Since this study is an appraisal about, strategic
communication policies a strategic communication plan is not applied. Therefore, strategic
communication frame /SCF/ the ministry strategic organizational communication does not fulfill
all building blocks. They are also not standardized. Their building blocks are key values and key
targets. In relation to PR practice the study finding shows among the 67 questionnaire
respondents 25(40.3%) and 19(30.6%) PR is the not lead the organization PR activity, although
PR is not well organized, powerless, and not professional, The FGD and interviews conducted
with target of study participants; PR director, MinT directors and innovators, so as triangulate the
data confirm that PRs has weak system regarding to transparent and trustworthy communication
and lack of way of communication. Thus it needs improvement to further organization success.
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Keywords
Strategic communication, social theory, internal communication, image building, social responsibility.