Instutional Communication Applications: a Research on Sme'S in Eskisehir

Abstract

Small and medium-sized enterprises (SMEs) need new, planned and strategic communications capabilities to compete successfully in this highly dynamic and competitive context. The main aim of this study is to investigate the corporate communication activities of SMEs located in Eskisehir. Based on this, the definitions of communication, the aims of small and medium-sized enterprises, how they communicate with the target audience, and what kind of means and environments they use have been investigated. The study is descriptive. The results suggest that: most of the sampled SMEs do not have a communications department; their target audience is mainly their customers and financial institutions from which they get financial support; their main communication aim is to facilitate trade; written and oral intra-business and sales promotion activities are seen as communication activities relevant to internal target audiences; for external target audiences face to face communication, printed materials and the internet are used.