CONTEMPORARY CONCEPTS OF INTERNAL COMMUNICATIONS MANAGEMENT AND THEIR APPLICABILITY IN PUBLIC ENTERPRISES

Abstract

Internal corporate communications and relationships that develop in the working process have always been complex, stemming from different positions through which capital owners, management, and employees engage. The primary goal for owners is typically profit maximization, while employees seek higher wages and better working conditions, which imply higher operating costs, thus directly opposing the interests of the former. Whereas internal communications were previously largely neglected and their significance for the success of companies not fully understood, and disputes typically resolved through physical conflicts between employees and employers, today, communication and awareness of the existence of parties that should engage in dialogue rather than conflict have spawned new, contemporary theories of management and improvement of internal communications and relationships, directly contributing to the creation of new management concepts encountered in companies aiming for effective and efficient utilization of their most significant resources—human potential.
Planning internal communications now unfolds in an environment that is increasingly complex and challenging, with explosive growth in communication channels, a growing diversity of the employee base, and a vast amount of internal information being the reality management of companies faces daily. Traditional company leadership models based on rigid hierarchy, command, maintaining constant tension, and the like become counterproductive in such an environment. Given the above, this paper analyzes the communications of capital owners, management, and employees, highlights their legal regulation, international norms and standards, and emphasizes the importance of internal communications for public enterprises in Serbia, which should strive to create good internal interpersonal relationships, quality organizational culture and climate, and competitive advantages based on human potential in an increasingly demanding market. The paper is expected to stimulate the scientific and professional community to further research in this area and contribute to a better understanding of the importance internal communications have in achieving the goals of public enterprises in Serbia and their coping with the challenges of the modern environment.