Assessment of Internal Strategic Communication Effectiveness in the Ministry of Peace (Mop)
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Date
2020-06
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AAU
Abstract
This thesis is to assess the Internal Strategic Communication Effectiveness in the Ministry of Peace. The thesis highlights the significance of communication strategy to achieve the Ministry’s mission and implementation of strategic communication explicitly on internal strategic communication. Communication theory and theory of Strategy theoretical approaches employed to formulate theoretical framework. Three research questions are framed according to the objective of the study. Both quantitative and qualitative data gathered simultaneously from the overall 336 employees 15% of n=50 respondents in convenience and purposive research sampling technique. In-depth interview, document review and questionnaire are managed to collect relevant data. Quantitative data analyzed using SPSS (v.26) data analysis software and response from In-depth interview recorded in audiotape and coded, analyzed and interpreted accordingly. The major findings shows that the majority of respondents believe MoP has a communication strategy and it is vital to achieve its mission. However, the study found out, MoP’s five year communication strategy model didn’t include internal communication as one strategic option. Regarding the implementation of internal communication, there is somehow unlike responses: half of responses suggest MoP’s internal communication getting improvement and employees initiation is increased. Another half of responses suggest, internal communication in MoP is not that much satisfactory, the fragmented implementation of regular quarterly and monthly assembly meeting of senior officials with all employees of the Ministry is taken as one indicator to the less enactment of internal communication in the Ministry. The study noted there is less understanding of the management practices among the internal publics. There is no formal communication activities measuring tools in Mop. Thus, the researcher recommends, since the Ministry has vast responsibilities, MoP’s internal strategic communication option should be clearly defined in MoP’s strategic communication model, and the internal publics should move with full understanding of the Ministry’s mission and goals ultimately to achieve the Ministry’s mission, also crisis communication plan and emergency plan should be included in the communication strategy and MoP should provide adequate support to the Communication/PR Directorate.
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Internal Strategic Communication