Dr. Ana Tkalec Verčič

FULL PROFESSOR FOR MARKET COMMUNICATION AND PUBLIC RELATIONS AT THE FACULTY OF ECONOMICS, UNIVERSITY OF ZAGREB

Ana Tkalac Verčič, PhD, is a full professor of marketing communication and public relations at the Faculty of Economics, University of Zagreb. She is a former Fulbright Scholar and a Chartered Institute of Public Relations graduate. She is the author, co-author, and editor of numerous books, including Public Relations Metrics: Research and Evaluation, and is the author of the first Croatian public relations textbook. She has published more than 100 articles in various academic journals. She serves on various editorial boards such as the International Journal of Strategic Communication, the Journal of Public Relations Research, and the Public Relations Review.

WHEN PEOPLE ARE FINALLY FIRST – ACHIEVING COMMITMENT WITH INTERNAL COMMUNICATION

The future of modern organisations, their attractiveness and profitability, depends on their willingness to put employees and potential employees first and identify them as the most important stakeholders for organisation development. The results of a study of almost 4,000 employees from 25 corporations will be presented, in which they examined the relationship between internal communication practices and various organisational outcomes, such as the company’s reputation as an employer and employee commitment. The study’s findings indicate that greater satisfaction with communication leads to greater employee engagement and greater employer attractiveness in the eyes of job seekers.