Developing communications in a non-profit organization : Case: Hostelling International Finland
Rantanen, Annika (2015)
Rantanen, Annika
Haaga-Helia ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015121120298
https://urn.fi/URN:NBN:fi:amk-2015121120298
Tiivistelmä
In today´s complex world, all sorts of organizations look for the attention and admiration of their stakeholders, such as customers, employees, investors, and donors. Non-profit organizations face competition just like any other businesses; they compete against other service providers but also against people´s passivity. In so doing, not only corporations but also nonprofit organizations make strategic decisions about the resources used to such efforts and use strategic communications to reach their goals.
In this thesis the objective is to develop communications in a non-profit organization with the focus on strategic communications planning. This thesis is a portfolio thesis consisting of three individual assignments that have been completed during studies. They are all accomplished for the same target organization Hostelling International Finland and they work as tools for communication development. The portfolio assignments are completed in one year time frame and they present the situation at the focus organization at the time of completion.
The thesis highlights the organization in focus and the communication development tools that this thesis is based on. The assignments are presented in the logical order starting from HI Finland´s communications strategy, the main tool, and continuing with two components of special fields that complement it: HI Finland´s content strategy for social media and a crisis communication plan.
The literature review clarifies what are the main theoretical findings to topics discussed. Literature also defines and analyses the key concepts needed to help to understand the bigger picture of the communication areas discussed in the assignments.
The main findings of the thesis are reflected on the final chapter. With the development ideas the aim is to look ahead.
In this thesis the objective is to develop communications in a non-profit organization with the focus on strategic communications planning. This thesis is a portfolio thesis consisting of three individual assignments that have been completed during studies. They are all accomplished for the same target organization Hostelling International Finland and they work as tools for communication development. The portfolio assignments are completed in one year time frame and they present the situation at the focus organization at the time of completion.
The thesis highlights the organization in focus and the communication development tools that this thesis is based on. The assignments are presented in the logical order starting from HI Finland´s communications strategy, the main tool, and continuing with two components of special fields that complement it: HI Finland´s content strategy for social media and a crisis communication plan.
The literature review clarifies what are the main theoretical findings to topics discussed. Literature also defines and analyses the key concepts needed to help to understand the bigger picture of the communication areas discussed in the assignments.
The main findings of the thesis are reflected on the final chapter. With the development ideas the aim is to look ahead.