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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
The Effectiveness of Internal Communication in Media Organization
Author(s)
Ewa Jaska, Agnieszka Werenowska
Full-Text PDF
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DOI:10.17265/2328-7144/2014.02.007
Affiliation(s)
Ewa Jaska, Ph.D., Faculty of Economic Sciences WULS – SGGW.
Agnieszka Werenowska, Ph.D., Faculty of Economic Sciences WULS – SGGW.
ABSTRACT
A well-organized system of internal communication is vital in any organization open to improvement and change, pursuing better management of its resources and caring forgood work atmosphere. Internal communication is primarily to provide efficient, mutual flow of information between employees and management staff at all levels in each area of the organization. In order to present internal communication tools and evaluate their effectiveness a survey study was conducted among the employees of the listed media company Cyfrowy Polsat, one of the two leading private TV groups in Poland. The study involved 136 employees (17% of total employment). The majority of respondents were male (85%). All the respondents were 23 to 47 years of age. Almost half were below 24 years of age and 38% represented the age group 25-34 years of age. The majority of respondents declared higher education with master degree and working time exceeding three years. The survey showed that the dominant form of communication is message distribution via electronic channels which confirmed the research assumption that there was a dehumanization of contacts and indirect communication dominated over direct contact. Limited direct contact was also recognized as the major cause of conflicts and disputes. The study was based on the analysis of literature and source materials (reports, statistics, newsletters, and legal acts). Additionally, the paper provides the presentation of Cyfrowy Polsat’s position in the Polish media market as well as the strategies and objectives of the company.
KEYWORDS
internal communication, media organization, direct communication, indirect communication, forms of communication, media market
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