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Skip to main content. Log In Sign Up. Public Service Media and citizen engagement in times of crisis.

Elektronsko izdanje je dostupno na sajtu www. By decision of the Ministry of Culture of Montenegro no. Public Service Media and citizen engagement in times of crisis Kultura kao izgovor? Panagopoulos Online News Content: Online media about the culture of expression: Modern corporate communications go far beyond communication management. Corporate communications directly depend on the values of the company, that is, the principles of organizational culture. In connection with the appearance on the labor market of representatives of generations Y and Z signifi- cantly changes the approaches, technologies and tools for the formation of commu- nications within the company.

Modern digital — technologies also principally influ- ence on the effectiveness of communications. The building of corporate communi- cations create significant competitive advantages for the company. The possibilities of forming competitive communications give different approaches. One such ap- proach is the formation of corporate communications based on the principles of ISO The modern world is the world of media. We live in a system of diverse com- munications and constant interaction with each other.

Inside any organization, regardless of ownership and level of development, the issue of transferring and receiving information is always quite acute.

Čelični Vojvoda.pdf

Inside any organization, information is always filtered, transformed, and not transmitted at all. The process of information transfer is always complex, it is influenced by vari- ous factors, and often quite individually.

According to some researchers Chmielecki, internal organizational communications become one of the most important factors of competition.

The following factors are key in constructing a system of organizational com- munications both internal and external Spitzer, Swider, Information that is communicated to the audience of employees is under- stood and accepted by the audience with respect to the content of the message, the intentions of actions, the relevance of the message; 2. Communication objectives regarding motivation, management, information or gaining support from the audience are achieved among the majority of employees; 3.

According to the analysis of experience and expertise, some researchers [Ar- genti, ] note that within the framework of organizational communications the following objectives can be realized: It should be noted that all these goals in one form or another rely heavily on the importance of the role of personnel within the organization, are related to it and depend to a large extent on the organizational culture of the company.

Internal and external communications are under pressure from many factors, but one of the global ones is the organizational culture. They influence how decisions are made within the company, how communications are built, what tools can be used. As Robbie Katanga said: An interesting model is the influence of organizational culture on the effec- tiveness of the organization, developed by the modern Swiss researcher D. It is in describing the interrelated impact on the effectiveness of organizing four factors of organizational culture: Speaking about these concepts, it is necessary to note the fol- lowing tricks.

Coherence is a high level of integration and coordination. Adaptability is a condition in which an organization reacts flexibly to the re- quirements of customers, takes risks, learns from its mistakes and is capable of changes.

The flexibility of focusing performance indicators of the company in conjunction with the flexibility to focus the values of the organization, taking into account the current realities, gives the company a sufficient basis for sustainable development.


Understanding the importance of these factors of influence allows to connect the values of the company, that is, the principles of its organizational culture with the possibilities of modern communications for the company.

The purpose of internal communications has shifted from monitoring and managing people by providing access to information, declaring and supporting production relations in support of the development of a flexible work environment that is able to adapt to changes, strives for improvement, shares knowledge and know-how.

New principles of organizational communication should promote the generation of ideas and the attraction of people to achieve the strategic goals of the organization. Using the capabilities of social net- works, messengers and other platforms and resources makes it possible to create a single information environment within the company. For example, to create a single information space in an advanced training sys- tem, you can use the following tools: In practice, many companies use groups in social networks, messengers, in the internal Intranet system.

This makes it possible to realize, among other things, opportunities for mutual consultations among the participants of the program; – master classes of successful employees with presentation of best practices; – speech at round tables, conferences and other events; – use of multimedia resources in the learning process; – use problematic seminars to discuss current topics and the practice of media education; – use case-study, modeling and other innovative technologies in teaching practice. Such tools meet the demand, including the generation of Y and Z, which goes to the modern labor market.

It is important to note social media as a tool for corporate communications. They allow us to implement the model 3A — to get any content in any time in any place. Social media could be useful for corporate communications in different ways. The objective of corporate communication is to achieve a corporate brand, a reputation or image of the company in order to build trust, to be attractive for po- tential employees and to generate value for investors. New media helps in estab- lishing corporate brand and builds an positive image within the most important target groups.

Unless a company offers special web sites extranets for investor, analyst and media relations which actually very few dothe information published on a corpo- rate web site is accessible to all users. In that case a clear distinction between target groups and gatekeepers is not possible any more. New media helps in establishing employee communication with the help of intranet, because this kind of communication is generated for internal use only and should not be published for general public access.

Internal communication is there- fore generally published in intranet web sites which cannot be accessed without authentication. The most advanced feature new media offer is the possibility for interaction and dialogue over time and distance between physically separated customers, shakeholders, buyers, investors, sponsors etc. New media provides the possibility for users of the corporate web site to im- mediately interact with corporate communication by giving direct feedback.

New media can serve as an excellent platform to create partnership for shar- ing best practices, methods and message for crises. New media play an important role in crisis management. For example, if a blog is speaking negatively about an organization or spreading false information, crisis communication can respond by posting counter remarks or linking to other blogs and online content that sets the record straight.

In this manner, crisis situation can be minimized. Howev- er it should be noted that there is the influence of different generations as Y and Z on corporate communications. First of all, it is necessary to focus attention on the theory of generations and consideration of the factor of the influence of generations on organizational culture and corporate communications. The authors of the theory of generations are William Strauss and Neil Howe.

John Rawls-Teorija Pravde

The principles of their theory are that every generation that comes to the market, including the labor market, has its own special features DeChane, Each generation has its own specific characteristics in shopping, behavior, motivation, etc.

One of these features is a comfortable and familiar way of communication. The more detailed description of each generation is in Table1. Each generation communicates in its own way. But the specific feature of the Y and Z generations is that these generations have grown up in the information society and the tools of communication and interaction are becoming quite familiar for them.


Social networks, messengers, site forums, e-mail, etc. And pavde must pay attention teorkja this fact. According to the analysis Ford,these employees prefer a digital life- style, which means that they feel comfortable in a multitasking situation, but do not necessarily communicate well in the society.

Some researchers believe that repre- sentatives of the generation Z have short intervals of attention, which is easier to attract, often changing approaches. This is true for business. Tekrija tives of these generations have a high ability of independent learning and critical thinking, but only when they feel that knowledge is important or valuable.

Doon prefer active learning and a student-centered learning environment. Students of generation Z refer to gadgets every 7 minutes. Therefore, the use of the usual com- munication channels in the communication process gives a good result. This new generation wants to be creative and critical about problems, but only if they can see the rele- teoriaj of the subject, the use of learning outcomes in everyday life.

They succeed in the relevant knowledge and prefer pravdr learning or project tasks. Employees from generation Y are not afraid of risks and often confidently use new ideas and technologies. Employees of generation Z do not have the same confidence. Repre- sentatives of the Z generation grew up with technology in their hands, and most of them had access to high-speed Internet connections rolls most of their life.

For slow solutions and technology they lack patience. They expect donn they will be able to quickly find the information they need and are often disappointed if the solution is not so easy to find. Such requirements substantially change the information and communication space of any organization.

pravdde IT and Hi-tech business faced this challenge earlier, due to the massive arrival of representatives of the generations of Y and Z as employees. And pravdee expertise and experience make it possible to build communication com- munications efficiently both inside the company and with clients.

It should also be noted that the dissemination of the project approach in mod- ern business also forms certain requirements both for the information space of the organization and for communications.

The above factors of influence on organizational communications and organi- zational culture are global and integral. The possibility of coordinating such com- plex and diverse factors of influence requires the use of different instruments, and one of such tools is the ISO system. One of the new international standards that make it possible to harmonize such role interactions is the ISO 19 This standard requires the company to comply not only with legislative re- quirements, but also with internal policies and procedures, such as codes of con- duct, and good practice standards.

The compliance system allows, at the level of procedures, to harmonize diverse requirements for the company, to include the need to comply and fulfill the requirements at the communication level both inside and outside the company.

The Compliance Management System, proposed in the standard, is aimed at harmonizing the mandatory and voluntary requirements for the organization. Obligatory requirements are what the company can not survive without.

This in- cludes both legal and financial components, legislative initiatives of different levels, requirements of regional and municipal administrations, etc.

In the pharmaceuti- cal industry, this can be a GMP standard, for example. Voluntary requirements are requirements that the company undertakes to perform. They are important to her from a marketing and competitive point of view. For example, it could be the same ISO standards, in-house standards.