Developing communication at eSett Oy
Welander, Diana (2021)
Welander, Diana
2021
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202104164983
https://urn.fi/URN:NBN:fi:amk-202104164983
Tiivistelmä
This thesis is a development project and will describe the development of communication
in an expert service company operating in the B2B market. The company has rather had a
reactive approach on communication and actions have not been very systematically executed or measured. This thesis will focus on developing the communication at the company by explaining the needs and aspects of effective corporate communication and from that build a functionable communication plan for the company to improve its stakeholder communication. The content and structure of this thesis was built around the research questions.
The literature sources in the theoretical part helped to apply the knowledge gained from the
research in a theoretical framework and to map out the company’s key stakeholders. The
theoretical part of the thesis describes first corporate communications and consist of topics
like strategic corporate communication, strategic messaging, the changing media environment due to digitalization, and crisis communication, which is followed by presenting stakeholder theory and stakeholder communication in the other part. A quantitative approach was chosen, with content analysis and an analysis of two customer satisfaction surveys carried out in 2019 and 2020. The surveys gave insight in how the stakeholders perceive the company’s communication and communication channels and were possible improvements need to be considered and implemented. To narrow down the topic, the thesis concentrates only on external communication and internal communication is left unstudied.
The research shows that the company already has started evolving from a non-planning and
reactive communication approach to a more systematic a proactive way of communicating,
and that many approvements have already been made during the process of the research,
showing that development is naturally being continuous. The communication plan presented in this thesis can be used as guidelines to the communication through different channels externally. For the communication plan to remain functional, it needs to be updated regularly. The communication plan can also be modified to include projects.
in an expert service company operating in the B2B market. The company has rather had a
reactive approach on communication and actions have not been very systematically executed or measured. This thesis will focus on developing the communication at the company by explaining the needs and aspects of effective corporate communication and from that build a functionable communication plan for the company to improve its stakeholder communication. The content and structure of this thesis was built around the research questions.
The literature sources in the theoretical part helped to apply the knowledge gained from the
research in a theoretical framework and to map out the company’s key stakeholders. The
theoretical part of the thesis describes first corporate communications and consist of topics
like strategic corporate communication, strategic messaging, the changing media environment due to digitalization, and crisis communication, which is followed by presenting stakeholder theory and stakeholder communication in the other part. A quantitative approach was chosen, with content analysis and an analysis of two customer satisfaction surveys carried out in 2019 and 2020. The surveys gave insight in how the stakeholders perceive the company’s communication and communication channels and were possible improvements need to be considered and implemented. To narrow down the topic, the thesis concentrates only on external communication and internal communication is left unstudied.
The research shows that the company already has started evolving from a non-planning and
reactive communication approach to a more systematic a proactive way of communicating,
and that many approvements have already been made during the process of the research,
showing that development is naturally being continuous. The communication plan presented in this thesis can be used as guidelines to the communication through different channels externally. For the communication plan to remain functional, it needs to be updated regularly. The communication plan can also be modified to include projects.