Vad är en organisationsidentitet och hur kommuniceras den? : En kvalitativ studie om kommunikatörers relation till organisationsidentitet.

Sammanfattning: A society with more organizations that want to reach out with their messages, as well as an increasingly changing role as a communicator form the background and the problem area of this study. This essay is placed within the area of organizational identity, more specifically how communicators communicate and maintain an organizational identity, and whether organizational identity can contribute to sensemaking within the organization. The study also examines communicators' familiarity with the concept of organizational identity and what their perception of the concept looks like. This study is based on a theoretical framework that consists of theory about the concept of organizational identity, Corporate Identity Mix, the SIR COPE model and sensemaking in the form of Communicative Constitution of Organizations and Employee Communication Behavior. The study's research gap is shown by taking up the already existing research in the areas of the role of communicators in the organization, the internal management of organizational identity and sensemaking linked to communication.    The empirical material was collected through qualitative interviews that used two focus groups, consisting of a total of eight communication professionals. The result shows that the knowledge of the concept of organizational identity is relatively low among the respondents, but similar concepts were used instead. The perceptions around the concept after a definition was established, were positive and the respondents considered it important for a communicator to know what an organizational identity is. What the results also show is that the respondents communicate organizational identity by highlighting what makes an organization unique. The role of the communication professionals is described in the results as leading in the communication of organizational identity, but also in other communication issues that concern the entire organization. The result indicates that organizations benefit from investing resources in communication management. The result also showed that sensemaking can be achieved within the organization, but it was not something that the organizations actively worked on, but rather something that they hoped would arise because of their work. The conclusions of this essay are that the concept of organizational identity was unknown to the professional role of communicators. Another conclusion is that the communicator has an important role in communicating and maintaining the organizational identity. The study also concluded that sensemaking is difficult to work with but that it can be achieved through work with the organizational identity.