20.500.12556/DKUM-43664 INTERNO KOMUNICIRANJE V KNJIŽNEM KLUBU SVET KNJIGE INTERNAL COMMUNICATION IN SVET KNJIGE BOOK CLUB Osrednja tema naloge je uspešnost in učinkovitost odnosov z internimi javnostmi, s poudarkom na internem komuniciranju. Skušal sem ugotoviti, kako pomembni so odnosi z notranjimi javnostmi in interno komuniciranje za uspešnost delovanja organizacijske enote Svet knjige in njene umestitve v celoten sistem internega komuniciranja podjetja Mladinska knjiga Založba d.d. Mladinska knjiga Založba d.d. ima na ravni podjetja razvito službo odnosov z javnostmi, ki skrbi tudi za interno informiranje zaposlenih in komuniciranje z njimi. Sam pa sem se osredotočil na interno komuniciranje v Svetu knjige kot manjše samostojne enote in podal predloge za izboljšanje na mikro ravni znotraj organizacijske enote. Proučeval sem kanale formalnega in neformalnega komuniciranja. S pomočjo raziskave sem opredelil: informacije po katerih povprašujejo zaposleni, informacije po katerih povprašujejo vodje klubskih centrov ter vodstvo knjižnega kluba in informacije, ki motivirajo zaposlene za večjo storilnost. Poleg tega pa sem z raziskavo tudi ugotavljal zadovoljstvo zaposlenih in vodij klubskih centrov z obstoječim potekom formalnega in neformalnega komuniciranja. Za raziskovanje sem uporabil anketni vprašalnik za proučitev zadovoljstva s komuniciranjem z vodji klubskih centrov ter globinski intervju z vodjo mreže. Raziskava je pokazala, da je interno komuniciranje znotraj Sveta knjige ocenjeno kot zelo dobro. Največkrat omenjena pomanjkljivost je ta, da nima vsak svoje e-pošte, zato se bo problem skušal rešiti v dogovoru s službo informatike. Prav tako je bil predlog, da se več informacij za zaposlene v Svetu knjige najde na intranetni strani ToSmoMi, poslan v uredništvo intraneta. Skozi raziskavo sem prišel do rezultata, da zaposlene najbolj motivirata osebni dohodek in nagrajevanje. Zaposleni so na splošno zelo zadovoljni s komunikacijo njihove nadrejene, saj kot vodja mreže Sveta knjige upošteva mnenja zaposlenih, tako pri izboru knjig, kot tudi pri odzivnosti akcije med kvartalom. Predlogi in ideje zaposlenih so se že večkrat izkazali za zelo uspešne, saj je bilo na osnovi želja članov natisnjenih nekaj največjih klubskih uspešnic. Za lažje razumevanje v nadaljevanju navajam slovar najpogosteje uporabljenih izrazov: Javnost: Javnost je skupina ljudi, ki vpliva na posamezne organizacije (Hunt, Gruning, 1995, stran 6). Javnost niso samo posamezniki ali odločevalci, pač pa je javnost sestavljena iz večjega števila javnosti, njihove značilnosti pa oblikujejo posamezniki, ki so vanjo vključeni. Različne javnosti so lahko strokovna javnost, nevladne organizacije, notranja javnost in tako naprej. Predvsem je pomembno to, da se javnosti med seboj razlikuje, saj imajo različne skupine različne interese, zato so za sodelovanje različno motivirane (Ogorelc, 1995, stran 17). Odnosi z javnostmi: »Odnosi z javnostmi so umetnost in družbena veda, ki analizira trende, predvideva njihove posledice, svetuje organizacijskim vodjem in izvaja načrtovane programe akcij z namenom, da služijo organizacijskemu in javnemu interesu. Praktiki odnosov z javnostmi načrtujejo, vzpostavljajo in vzdržujejo dobro ime in medsebojno razumevanje med organizacijo in njenimi javnostmi«. (Mehiška listina, 1978). Odnosi z javnostmi usmerjajo spreminjanje mnenj, stališč, odnosov, ciljev, produktov, držav, podjetij, ustanov in posameznikov - ne glede na to v kakšni vlogi posameznik nastopa in kakšna so vzajemna pričakovanja do okolja (SPEM, 2013). Notranja (interna) javnost: Je tista javnost, ki jo najdemo v vsakem podjetju, v vsaki organizaciji. To so zaposleni, njihove družine in družinski člani, bivši zaposleni, upokojenci in tako dalje (Malavašič, 2004, stran 39-40). Komuniciranje: Komuniciranje je proces prenašanja informacij z medsebojnim sporazumevanjem (Možina, 1998). V komuniciranju se odvija proces vzpostavljanja stikov in oblikovanja vzdušja pri razumevanju dveh oseb. Beseda komuniciranje pomeni posvetovati se, razpravljati o nečem, vprašati za nasvet (Inštitut za slove Main topic of my dissertation is successfulness and effectiveness of internal communication. I tried to find out what importance brings internal communication to successfulness of organisational unit of Svet knjige operability and its investiture into the whole system of internal communication within Mladinska knjiga Zalozba Company. Mladinska knjiga Zalozba Company has developed internal communication on the level of the company which operates within Public Relation Department. I focused on internal communication in Svet knjige as a smaller independent unit and gave suggestions for improvements on micro level within the organisational unit. I was studying channels of formal and informal communication. With a help of research I defined: Information enquired from employees, information enquired from heads of club centres and management of book club, information which motivate employees to reach greater performance and heads of club centre satisfaction and emloyees with existing course of formal and informal communication. As a research tool I used survey questionnaire to study satisfaction of employees and heads of club centres in referance to mentioned communication and carried out a structured interview with a head of network. The research has shown that internal communication within Svet knjige is evaluated as a very good. The most frequently mentioned imperfection is the fact that not everybody has own e-mail therefore the problem will be treated and solved in an arrangement with Informatics Department. There was also a suggestion given that more information for employees of Svet knjige should be found on intranet page called ToSmoMi sent to editorial office of intranet. Through research I came to the result that employees are mostly motivated through salary and rewarding. Employees are generally very satisfied with communication of superiors since head of network takes employees' suggestions into consideration in book selection as well as in responsiveness during quarter. Suggestions and ideas of employees have often shown as successful which is reflected in the fact that some greatest club hits have been printed due to suggestions of members. In the lines below I am adding glossary of most frequently used expressions for better understanding: Public: There are not only individuals or decision makers included in public, but it represents bigger number of public groups, so their characteristics are formed by individuals within public. Different public groups can be professional public, non-goverment organizations, internal public and so forth. Most of all it is important to emphasize that different public groups differentiate among eachother since they have different interests and therefore they are differently motivated in their manifestation (Ogorelc, 1995, page 17). Public relations: »Public relations is art and social science which analyses trends, anticipates their consequences, advises to leaders and performs planned programmes of actions with an intention to serve organisational and public interest. Practitioners of public relations plan, establish and maintain good name and mutual understanding between organization and its public groups (Mexican charter, First World Forum of Public Relations, Mexico City, 1978). Public relations directs opinions, standpoints, relations, goals, products, countries, companies, institutions and individuals regardless individual's role and mutual expectations to the environment (SPEM, 2013).« Internal (in-house) public: Internal public is the public which we can find in each company, organization. It represents employees, their families, family members, ex-employees, pensioners and so forth. Communication: Communication represents notifying, informing and mutual exchange of information and symbols. The word originates in latin word »communicare« and means to consult, debate about something, ask for advice. In-house communication: In-house communication can be defined as systematic way of communication with employees in a function of administr odnosi z javnostmi odnosi z notranjimi javnostmi interno komuniciranje formalno in neformalno komuniciranje informacije public relations internal public relations internal communication formal and informal communication iformation true true false Slovenski jezik Angleški jezik Magistrsko delo 2014-02-20 13:27:22 2014-05-06 13:03:02 2022-05-10 03:06:29 2021-04-29 03:18:39 2014 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 7286035 URN:SI:UM:DK:7DO9S186 MAG_Kok_Gregor_2014.pdf MAG_Kok_Gregor_2014.pdf 1 6A425EB8BA8F4E2A7A81780DFDDCE640 9dbd2ff9a8bfb4075c42cb2cc76db8d9794c5a29c058224f64e600d02bcf2813 afbca24d-7c0a-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=62273 Fakulteta za organizacijske vede 0 0 0