Private Companies in Romania - A Strategic Organizational Communication Outlook

• Author: Roxana Seitan
• Pages: 281-290

ISSN: 2067 – 9211 Interdisciplinary Dimensions of Communication Science

281

Interdisciplinary Dimensions of Communication Science

Private Companies in Romania - A Strategic Organizational

Communication Outlook

Roxana Şeitan1

Abstract: The objective of this study is to examine the strategic organizational communication

performed by the private companies from Romania in their annual reports published in 2014, 2015 and

2016. Following the studies performed by Rutherford (2005), Beattie, Dhanani, Jones (2008), Ditlevsen

(2010), Breeze (2013), Stanton (2017), we are analysing the structure as well as the content of the annual

reports. Findings of the study show the total and average number of pages per annual report, the total and

average numbers of words per annual report, the most frequently used words i n the twelve published

annual reports by the four considered companies. Through content analysis, the communication related to

the diversity of employees’ nationalities as well as the employees’ gender have been assessed, concluding

that the four private companies make known in their annual reports this type of information. Study of

strategic organizational communication provide significant information to the academics as well as to the

organizations.

Keywords: organizational communication; strategic communication; annual reports

1. Introduction and Theoretical Framework

Organizational communication, in the opinion of P ace (1983), is an understanding of both the

organizing process and the products that issue from an organization. The structure, the rules, the

expectations, and the meanings govern some of the communication activities that occur in an

organization; at the same time the communication activities produce, create, and affect the

organization. Hence, organizational communication is at the heart of the organization; it both affects

and is affected by the organization. (Pace, 1983, pp. 37 - 38)

Papa, Daniels, Spiker (2008) illustrated that strategic communication is the fundamental subject matter

for the significant perspective of organizational communication. Strategic communication i n

organizations is a complex process concerned about the transmission of messages in order to influence

various publics and with the ways in which publics seek out and use information. (Papa, Daniels,

Spiker, 2008, pp. 376-377)

Organizations reputation, image, and brand are connected, linked and all three are underpinned,

supported, reinforced by effective strategic communication. (Stanton, 2017, p. 45) Organizations

invest directly and indirectly in the sustainability of reputation, image and brand. Direct investment

1 University of Bucharest, Facul ty of Journalism and Communication Sciences, Doctoral School in Communication Sciences,

Romania, Address: Bd. Iuliu Maniu 1 -3, Complex Leu, Building A, Floor 6, Bucharest 061071, Romania, E-mail:

rseitan@yahoo.com.