Yanica Dimitrova – Management of Organizational Identity through New Media Tools

Abstract: The article argues the importance of the new media / Web 2.0; Web 3.0 / for competent management of organizational identity. The problem addressed is significant because the dynamic conditions of the modern business environment, driven by the change of the nature of the organization, are achieved by the members of the company’s organizational identity. The organizational identity is a prerequisite for maintaining a positive corporate reputation, which is necessary for the successful development of the organization. Creating, managing and changing of the organizational identity, is run through organizational communication and management communication practices that increasingly emphasize the advantages of the new media. The article presents the characteristics of the new media and the opportunities offered to be applied successfully in the design and maintenance of the construct of organizational identity. The need in the process of construction and reconstruction of the organizational identity is to involve key stakeholders of the company – employees, customers,  groups of interests and representatives of top management who, through interactive communication, to form the main features of the construct. On the example of real Bulgarian companies submitted proposals for the management of organizational identity in the context of the issues considered in the article.

Keywords: organizational identity, organizational communication, management communication, new media, autocommunication, corporate reputation

Rhetoric and Communications Е-Journal, Issue 12, April 2014, http://rhetoric.bg/, ISSN 1314-4464

Read the original of the article (in Bulgarian)