| Abstract [eng] |
In the scientific world corporate communication is discussed in several respects. From one perspective corporate communication breaks down into three major activities: marketing, management and organizational. From other perspective, it assigns a number of other communication activities. Some theorists also distinguish the essential activities among which the most important and fundamental is described as relationship with the community. However, due to the lack of understanding of its benefits, communication with the local community in Lithuania is not sufficiently established. It was therefore important to take a comprehensive approach to the relationship with the community within the field of corporate communication and discuss the prospects of their application in practice. The aim of this paper is to investigate corporate communication within the scope of local community relations. This objective is disclosed using a theoretical analysis in the first two parts, and a qualitative study in the third. In this context, the following conclusions stand out. Local community relations are one of the key corporate communication activities. It is therefore communication with organization‘s target audience should be based on a permanent two-way communication, dialogue, cooperation and the mutual benefits. Furthermore, communication with the community is the best when it is responsible and proactive. Organization also should maintain the initiatives arising from the community. Communication must be clear, informative, targeted and appropriate. Moreover, all actions should be directed to priority areas of the community, bearing in mind the objectives and strategy of the organization. In Lithuania, local community relations aren’t treated as strategic-high-priority action and organizations in this area are relatively weak. The case study of Hanner showed that there was communicational misbalance between local community and organization. Information vacuum phenomenon was identified. Thus, in assessing Hanner’s position in case of conflict between in and the local community, it is concluded that the company's actions were not appropriate. Following the decision to sue the local community forum promoter to the court, there was a threat to the company's reputation, good relationships not only with the community, but also with other interest groups. |
