| Abstract [eng] |
Acknowledgement enables organization to show up from other participants in the market and to make a spectacle of itself because of earned award or acknowledgement. In order to gain benefit of it, organizations have not only seek and work for acknowledgement but also to involve it into corporate communication of organization. However there are organizations which do not communicate about acknowledgement, so they do not exploit the chance to make its’ image better. The object of the master paper is organizations acknowledgement. Goal of the work – after examination of corporate communication’s and acknowledgement’s impact to organization, to sift, how Lithuanian organizations handle acknowledgement in their corporate communications. Tasks of the work are: to determine to whom organization’s corporate communication is dedicated; to sift the conception of acknowledgement; to determine spheres in which organization can seek for acknowledgement and disclose benefits of acknowledgement; to examine corporate communication of organizations and communication about gained acknowledgement; determine what acknowledgement organizations seek for. After scientific articles and literature analysis it was disclosed that organizations start to create corporate communications which includes marketing, organizational and management communications. Those elements enables organization to gain acknowledgement by communicating with it’s stakeholders who can be classified by using one of five main classifications. Acknowledgement is the element of reputation, which marks very high, positive, prestige evaluation of organization. Also with reference to reputation elements it was determined spheres in which organization can gain acknowledgement: social responsible, leadership, qualitative seller, the best brand or financial performance acknowledgement. After content analysis of web sites, it was determined that 57% organizations communicate about their acknowledgement and 48% of them communicate about it in press release, that is not effective way to communicate about it. Only 19% of investigated organizations have their corporate communication program. Results of the research show that the most of organizations are seeking service or goods quality and leadership acknowledgements. Conclusion was done that the stakeholder of priority for the most organizations is their clients and also they care about their investors, that means that organizations still are concentrated to marketing communication, not into corporate communication. |
