Master komunikolog, doktorand na Fakultetu za kulturu i medije, Megatrend univerziteta u Beogradu; Professional Stock Invest A.D., Bulevar Vojvode Mišića 17, Beograd, Srbija
Ključne reči: interpersonalna komunikacija, privredna organizacija, interni PR, poverenje, saradnja
Abstract: As the most widespread and elementary form of social communication, interpersonal communication has become the object of interest of several scientific disciplines. Immediate feedback and non-verbal aspects are among the greatest advantages of interpersonal communication. The motivational power of interpersonal communication is great, as it satisfies cognitive, emotional and social needs. The quality and frequency of interpersonal communication plays a key role in creating a healthy working environment, good organizational culture and work motivation. The aim of drawing attention to the importance of the management of interpersonal communication within organizations, with emphasis on the role of internal public relations in this process, is to create milestones in managing business organizations. With all the problems faced by countries in transition, in addition to the race for profit and brutal struggle for survival on the turbulent global market, the issue of adequate communication with internal customers (employees) is neglected. The basic human needs of employees and their role in shaping the corporate identity, culture and image of the organization they work for, are ignored. Furthermore, much more is invested in building the public corporate image,at the expense of the internal public. The need to develop internal PR at the same rate and to the same extent as external PR is evident, because the gap between them is unsustainable in the long run. Since interpersonal communication within business organizations is the most important and indispensable motivational dimension, it is necessary to strengthen the internal PR department. Business is not just an economic and financial activity, but also a social one. In other words, the social dimensions of business (interpersonal, communicational, motivational, value and ethical aspects) are not just an accessory or option, but it's equally important part. The main aim of this study points to an attempt to detect and describe all relevant factors that indicate the importance of developing a comprehensive internal PR, and therefore adequate strategies of interpersonal communication with employees. Particular reference is certainly to be "modern" economic organization and the very strategy of interpersonal communication with internal users as an important element of motivation.
Key words: interpersonal communication, business organizations, internal PR, trust, cooperation