| Abstract [eng] |
For every organization – public institution or private business – it’s important to reach their goals to be successful. For this purpose and organization should maintain good relationships with clients, suppliers, partners and other stakeholders. An organization can have lots of stakeholders, but it cannot communicate with all of them in the same way, and to give them all the same attention. That is why it should set priorities for stakeholders and to choose to communicate more with those stakeholders, who have more power and interest to influence the organization’s activity. Only after prioritization, it is possible to communicate with stakeholders effectively - when their all specific needs and interests are known to organization, it is easier to construct concrete messages which are adopted to stakeholders, and to reach goals. The stakeholders of public institutions and private business organizations are quite different. As public institutions affect life’s of every person more or less, this diploma work concentrates on the specifics of stakeholders of public institutions. Because of this reason the main goal of this paper is to reveal and explain the specifics of communication with stakeholders in public institutions of Lithuania: to identify which stakeholders have a priority in public institutions of Lithuania, how these institutions choose their priority stakeholders and what elements of internet page they use to satisfy their needs for information. Diploma work consists of three parts: First part of work contains information about: • The definition of stakeholder, main objectives and the need of setting priorities for stakeholders; • All steps from identification to the choice of communication strategy for successful cooperation with stakeholders; • Methods, which help to set priorities of stakeholders. Second part: • Communication channels and models, which are best suitable for communication which stakeholders of public institutions; • A web site and as one of the best channels for communication with stakeholders of public institutions. • The information elements needed to satisfy the needs of stakeholders on internet. Third part: • Websites‘, that belong to five public institutions of Lithuania, which have lots of clients, research, using one of the method on content analysis • Analysis of research results, critics and recommendations. This Diploma work is useful for government organizations, which are attempting to construct effective communication with their stakeholders — state and municipality institutions, and officials working there, also for private business organizations, academicians, who study in public relation and sociology field. The object of a research — the elements of information for stakeholders on web sites of public institutions, which have the most part of clients in Lithuania. There were used five web sites of Lithuania public instituions for a reaserch. |
