Naslov
The Role of Corporate Communications in the Corporate Governance Process – Example of Insurance Industry in Croatia

Autori
Milas, Zdeslav ; Borić, Stanko ; Žigić, Ivica

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
2nd International OFEL Conference on Governance, Management and Entrepreneurship / Tipurić, Darko ; Mešin, Marina - Zagreb : Centar za istraživanje i razvoj upravljanja (CIRU), 2014, 243-255

ISBN
978-953-57413-3-6

Skup
Inside and Outside of Managerial Mind. Building the bridges between disciplines

Mjesto i datum
Dubrovnik, Hrvatska, 04.04.2014. - 05.04.2014

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
communication ; corporate communication ; corporate governance ; function of corporate communication ; insurance industry ; reputation management

Sažetak
Corporate communication, as an instrument of management, has the task to harmonize all the consciously used forms of internal and external communication, including their stakeholders (van Riel, 1995). Corporate communication connects corporate governance, communication and social integration and includes internal communication, public relations and market communication (Zerfaß, 2004). Modern corporate management demands a two- way and strategically planned communication based on optimal use of all tools and functions of internal and external communication of the company. In this paper authors analyze position and role of corporate communication within insurance companies and the frequency of use of basic functions in managing process of these companies. The goal of this research is to define to what extent the boards of directors of the insurance houses use these basic functions. For the purpose of this research, the sample comprised 5 insurance companies in Croatia, which were categorized based on their market share and the number of employees. The result indicates disproportion in use of basic function of corporate communication. The use of internal communication is more frequent than the use of functions of public relations. In internal communication, evaluation of data, which were gathered through horizontal communication within companies, is less used than one-way transfer of information towards internal public. The authors conclude there is a significant potential in use of certain corporate communication functions in managing insurance companies. Through their significant use in segment of strategic business planning as well as in corporate management, it is possible to achieve positive results in insurance companies' business activities. Authors also recommend the ways of efficient use of basic functions of corporate communication which aim at improvement of business activities, public positioning and reputation management of insurance companies.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti

POVEZANOST RADA