Managing internal communication in the media-the new paradigm
Managing internal communication in the media-the new paradigm

Summary/Abstract: The aim of this paper is to analyse and explain the objectives of the internal communication in the media sector in Macedonia. The emphasis is put primarily on communication between leadership and employees, and also on the role of communication through different stages of companies and media outlets, promotion of media services and elements of communication at an internal level as well as influence on an external level – public audience. Internal communications (IC) is the function responsible for effective communications among participants within an organization and internal communications strategy, plans and programs are essential for successful development of any company, this is also valid for the media. The primary intention is to show the value and importance of internal communication and to explain how this should be improved within organizations, namely in the media in Macedonia. New trends might be considered as a paradigm of internal media functioning that leads to less listening of the employees (journalist) and to more implementing of the attitudes of management.

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