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The role of the communication within the South Link Project - a study for the National Road administration Stockholm Regional Office
2005 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesis
Abstract [en]

The changes in the public sector management are often described in terms of the old ways and the new ways. The old ways would be the bureaucratic processes, control, monopoly and standardized services. The new ways are the pro-active management, empowerment, competition and customized services. It can be difficult for the average citizen to get a hold of what is going on with these changes in public sector management and of how public sector organizations work today, if they only have the mass-media to rely on in their interpretation of these events. Therefore, other, more direct, ways of communicating between the public sector organizations and the citizens are called for. With this comes whether or not influences can be made through other channels than just the election channel, for example communication channels. An additional aspect to this is that there is also a pressure from society to try to increase the efficiency with the public money spent, at the same time as the governing bodies themselves want to maintain political support. The Swedish’ National Road Administration is a large public sector organization and the national authority assigned with an overall sector responsibility for the entire transport system. Users of the National Road Administration services are both individuals and the business community. The framework of the commission for the National Road Administration, from the Swedish government and parliament, states that the working methods of the National Road Administration should result in fulfilling the users’ needs as far as possible. As a public office, the National Road Administration has an obligation toward the citizens to both pursue road projects that are in line with the needs and usefulness of the citizens and to carry out a dialogue around the execution of these projects. All communication work carried out by the National Road Administration shall contribute toward making the National Road Administration accessible and clear for the world around it. The South Link is Sweden’s largest road tunnel project and the Stockholm’s second largest road project ever. It was officially opened on October 24, 2004. The purpose of the communication work for the South Link project was to contribute to a smoother carrying out of the project, create understanding for its execution, as well as provide for the internal and external interest in the project. The task of the National Road Administration is to communicate with everyone affected by this project. Among other things, the National Road Administration shall inform regarding the execution of the project and carry out a dialogue with, firstly, groups directly affected by the construction work. From this, the research purpose was derived. The purpose of this master’s thesis is the studying of the communications process for the South Link project. In conducting their organizational communications process, there are two types of communication behaviour that an organization can be recognized as having externally. These have been developed into different models of Public Relations behaviour. Communication tactics is in large about planning the communication with the organization’s publics. It is usually associated with concepts such as management, strategy and control. Communication with the environment in a strategic manner, Public Relations, is inextricably tied to environmental information processing and to the processes of noticing and interpreting environmental information, concerning stakeholders, publics and issues. Organizations survive making sense of and giving sense to their environments. In this thesis it is concluded that it was the responsibility of the National Road Administration to engage in communication with all parties of society that were in any way affected by the South Link project. Also concluded was that the real exercising of power that the citizens affected by the South Link project were able to impose upon the National Road Administration, was in reality not that large. Additionally, as the National Road Administration decided upon the issues of communication beforehand, and did not negotiate them with the receivers of the information, it was concluded that they engaged themselves in a synchronic organizational communication behaviour. Additionally concluded was that the communication tactics theory which served as basis for the communication planning for the South Link project, is the working theory. It was also concluded that the Public Relations behaviour that the National Road Administration showed in the communication process for the South Link project was the public information kind. Additionally, the National Road Administration’s role as a sender was not of an indirect nature. Rather, their role was the one in charge of strategic communication decisions, the one of the communicator technician, as well as the one that gets the message “out there”. Thereby, the National Road Administration is seen to be clearly responsible for the entire communications process for the South Link project.

Place, publisher, year, edition, pages
2005. , 95 p.
Identifiers
URN: urn:nbn:se:kau:diva-52250Local ID: FEK D-61OAI: oai:DiVA.org:kau-52250DiVA: diva2:1100752
Subject / course
Business Administration
Available from: 2017-05-29 Created: 2017-05-29

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