Developing the content of Pankko staff magazine Case: Bank of Finland and Financial Supervisory Authority
Hietanen, Satu (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020060416898
https://urn.fi/URN:NBN:fi:amk-2020060416898
Tiivistelmä
This thesis concentrates on developing the content of Pankko staff magazine, which is the staff magazine of the Bank of Finland and the Financial Supervisory Authority. The aim of the research is to conclude what kind of content best serves the organisational goals, what kind of topics and themes the employees of the Bank of Finland and Financial Supervisory Authority could find important and meaningful and how to evoke and encourage dialogue with the Pankko readers.
The research approach of this research is case study and the empirical part was carried out by using qualitative methods. In this thesis the data was gathered with Delphi method.
The Delphi method is an interactive, iterative and systematic research method. It relies on a panel of experts who answer the researcher's questions. In this method the researcher acts as a facilitator and moderates the panel's work by offering the panel structured question-naires. Iteration requires more than one question round and the data for this research was collected through two rounds of questions. In this thesis the editorial council of the Pankko staff magazine acted as the expert panel.
The literature review presents theories about internal communications, staff magazine as a communications platform and participatory internal communication and content production.
The research findings show that practicality, approachability and understandability are the most important features for Pankko staff magazine content. This was evident also when content was examined through the choice of style and tone of voice. The tone of the content should rather be light, positive and understandable rather than official or complex. Both management's and employees' viewpoints should be present when creating Pankko content and content topics should be discovered from within the organisation. Dialogue with the Pankko readers was considered important and there should be room for critical voices also. However, especially dialogue brought up the question about publishing format. Discussing content without touching the issue of publishing format seems to be difficult.
The research approach of this research is case study and the empirical part was carried out by using qualitative methods. In this thesis the data was gathered with Delphi method.
The Delphi method is an interactive, iterative and systematic research method. It relies on a panel of experts who answer the researcher's questions. In this method the researcher acts as a facilitator and moderates the panel's work by offering the panel structured question-naires. Iteration requires more than one question round and the data for this research was collected through two rounds of questions. In this thesis the editorial council of the Pankko staff magazine acted as the expert panel.
The literature review presents theories about internal communications, staff magazine as a communications platform and participatory internal communication and content production.
The research findings show that practicality, approachability and understandability are the most important features for Pankko staff magazine content. This was evident also when content was examined through the choice of style and tone of voice. The tone of the content should rather be light, positive and understandable rather than official or complex. Both management's and employees' viewpoints should be present when creating Pankko content and content topics should be discovered from within the organisation. Dialogue with the Pankko readers was considered important and there should be room for critical voices also. However, especially dialogue brought up the question about publishing format. Discussing content without touching the issue of publishing format seems to be difficult.