Kontroling komunikacije – pojem in implikacije

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Title:	Kontroling komunikacije – pojem in implikacije
Authors:	ID Skledar, Uroš (Author) ID Kolar, Iztok (Mentor) More about this mentor...
Files:	MAG_Skledar_Uros_2017.pdf (1,13 MB) MD5: 75DE547D93ACFABB48E56B79E5DF0682
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Komunikacija je del vsakdanjega življenja, zato brez nje ne moremo obstajati. Komuniciramo oz. sporočamo že od vsega začetka, tj. od rojstva naprej. Komunikacija je proces, v katerem se udeleženci sporazumevamo preko mimike, znakov in govora. In kadar komuniciramo, torej beremo, pišemo in se pogovarjamo v živo ali preko telefona, se velikokrat sploh ne zavedamo, da s svojim sporočanjem sprožamo različne reakcije. Podjetja se tega dobro zavedajo, kar je razumljivo in pričakovano. V podjetju morajo imeti vsi zaposleni in vsak proces neko dodano vrednost. Zato je pomembno, da se podjetja in njihovo vodstvo zavedajo, da je treba komunikacijo speljati na način, ki motivira zaploslene v podjetju in pridobi zaupanje posameznikov zunaj podjetja. S tem, ko izboljšujemo komunikacijo, zvišujemo možnosti, da bodo naša sporočila dosegla želeni učinek in da bodo naši prejemniki angažirani, zadovoljni ter zagnani. Tukaj nastopi kontroling komunikacije, ki je eden izmed načinov, kako vzpostaviti in pomagati speljati proces komunikacije v skladu s cilji podjetja. Za doseganje teh ciljev je pomembno, da so zaposleni motivirani in da svoje delo opravljajo v skladu s pričakovanji, vrednotami in kulturo podjetja. Oddelek za odnose z javnostjo (od tukaj naprej PR-oddelek) in korporativno komuniciranje sta oddelka, ki v prvi vrsti komunicirata oz. skrbita za interno komunikacijo in komunikacijo izven podjetja, tj. z mediji in lokalno skupnostjo. Kontroling pa deluje na tak način, da nudi podporo dotičnima oddelkoma in tako zagotovi, da se vzpostavijo cilji, ki jih morata PR-oddelek ali korporativno komuniciranje doseči za to, da se vpelje prava strategija in da bi bili lahko ti cilji pravilno vrednoteni ter v skladu s cilji in strategijo podjetja. Cilj magistrskega dela je raziskati, kaj je kontroling komunikacije. Naša raziskava je pokazala, da je to predvsem proces, ki pomaga prepoznati ustrezen način načrtovanja v določeni situaciji (kaj, komu, na kakšen način in s kakšnim namenom) in spremljati odzive, prejemati povratne informacije ter dosegati želene rezultate. Lahko pa pomeni tudi iskanje novih rešitev za usklajevanje in implementiranje novih strategij. Torej z ustreznimi orodji zagotavlja ne le podatke, temveč ustrezne, relevantne, kredibilne in razumljive informacije o tem, kaj in koliko prispeva komunikacija k ustreznemu doseganju ciljev znotraj podjetja oz. v okolju, v katerem deluje.
Keywords:	kontroling, komunikacija, kontroling komunikacije
Place of publishing:	Maribor
Publisher:	[U. Skledar]
Year of publishing:	2017
PID:	20.500.12556/DKUM-65007
UDC:	657.6
COBISS.SI-ID:	12733980
NUK URN:	URN:SI:UM:DK:IQPJH4KR
Publication date in DKUM:	19.05.2017
Views:	1486
Downloads:	143
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	Communication controlling – theory and implication
Abstract:	Communication is part of our everyday lives; without it we would cease to exist. We are communicating or informing others from the very beginning – since the day we were born. We communicate with each other through talking, signs, facial expressions and body language. And while we communicate, i.e. read, write, talk face to face or over the phone, we are mostly unaware that we are at the same time initiating different reactions. Companies, however, are well aware of the power of communication, which is understandable and also expected. Every employee and process needs to contribute something and have an added value. Therefore, it is important that companies, especially the manager, are aware of the importance of communication, which should be focusing on motivating employees and gaining the trust of the people outside of the company. By improving communication, we increase the possibility that our messages will achieve the desired effect and that our recipients will be engaged, satsified and thrilled. This is where communication controlling is applied to create and help drive the process of communication in harmonization with the company goals. In order to achieved these goals the employees have to be motivated to perform according to what is expected of them and in consistency with the values and the culture of the company. Public Relations and Corporate Communications are two departments that communicate with the media and local community and also internally. Controlling works through supporting and setting of goals, which are important for the PR and Corporate Communications department, finding the right strategy to meet these goals and evaluate them in accordance with the objectives and strategy of the company. The goal of this master thesis was to conduct a transprent research on communication controlling and determine what is means and represents. As our research shows, communication controlling is a process that helps identify the proper planning methods in particular situations: what, to whom, how and for what purpose. It helps monitor responses, get a feedback and achieve the desired results or find new solutions for coordinating and implementing new strategies. So with the right tools and methods it provides not only data, but real, relevant, credible and understandable information about what and in what extent does communication contribute to the company or the environment it operates in, all with the purpose to achieve the company's goals in the right way.
Keywords:	controlling, communication, communication controlling

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