Crisis Situations in Internal Communication Determined by the Difference in Values between the Organization and Employees

Abstract

Internal communication is closely related to the organizational culture cultivated in an organization, which is represented by the system of beliefs, values, beliefs, attitudes and shared experiences, which together influence the behavior of employees. The employer's interest is that the entire team shares the organization's values with an important role in both internal and external communication of the organization. The specific values of the organization's culture make it unique and different from other competing organizations. However, each employee has his own values, specific to the culture of the environment from which he comes, and it can be difficult to assume new values if the manager does not provide support in order to help the process of assuming the vision and values of the organization by the employees. This support is offered by communication and public relations specialists, and I want to emphasize in the paper the importance of being aware of the complexity of public relations activities and internal communication in an organization. The premise from which I start in this study is that, in an organization, the manager - PR specialist - employees relationship has an important impact on the performance and optimization of internal communication and the organizational culture, which is decisive in this process, having as the central pillar the values the organization. The research uses qualitative methods to highlight the crisis situations that are determined by the insufficient assumption of the organization's values by the employees and the effects generated.