Ostalo

Ana Tkalac Verčič orcid.org/0000-0002-9538-673X ; Ekonomski fakultet u Zagrebu
Nina Pološki Vokić orcid.org/0000-0001-7600-7928 ; Ekonomski fakultet u Zagrebu
Dubravka Sinčić orcid.org/0000-0002-1834-5491 ; Ekonomski fakultet u Zagrebu

Sažetak

This is the first in a series of papers to discuss the concept of organizational communication audit in its
empirical appearances in the core organizational communication discipline and related communication
disciplines, like communication management, corporate communication and public relations. The final goal
is to make an overview of more than thirty years of research and propose an interdisciplinary approach to
auditing organizational communication that would be as disciplined as the core auditing movement within
the ICA was in the 1970s and as relevant to organizational realities as contemporary audits seem to be. The
focus of investigation is the analysis of research instruments and their applications.
The paper reviews the existing literature on organizational communication audits, primarily the four
instruments - The Organizational Communication Questionnaire, The Communication Satisfaction
Questionnaire, The Communication Audit Survey, and The Organizational Communication Audit
Questionnaire. Comparison of organizational communication audit to a physical (health, medical)
examination of a human body often used by authors on organizational communication audits exposes the
paradigm within which they work (i.e., organizations as human bodies). Besides the mainstream academic
communication research there is a multitude of more open, external- and process-oriented approaches to
organizational communication audits, in particularly in the practice and academic communities denoting
themselves with ‘public relations’, ‘corporate communication’, ‘communication management’, ‘reputation
management’.
After reviewing organizational communication audit literature and related suggestions for audits in
communication management, corporate communication, public relations and reputation management
literature, authors expose the proposed audit methodologies to contemporary body of knowledge on
evaluation research in social sciences.
Finally, the paper describes the development of an instrument crucial in the abovementioned context – an
organizational communication satisfaction questionnaire. The development of the questionnaire went
through two stages; the development of the original questionnaire with 107 items, administered to 259
respondents. On the basis of factor analyzed results, the original questionnaire was refined and reduced to
its final form – a short (32 item) instrument applicable for future theoretical and practical work. The
concept of multidimensionality of communication satisfaction was also confirmed and the analysis of
dimensions showed interesting results, comparable to existing findings but still culturally specific.

Ključne riječi

Hrčak ID:

137223

URI

https://hrcak.srce.hr/137223

Datum izdavanja:

19.5.2006.

Podaci na drugim jezicima: hrvatski

Posjeta: 1.738 *