Nacionalinės mokėjimo agentūros prie žemės ūkio ministerijos išorinė komunikacija interesantų požiūriu

LTNacionalinės mokėjimo agentūra prie Žemės ūkio ministerijos su išorės klientais komunikuoja įvairiais komunikacijos kanalais: socialiniuose tinkluose, organizacijos internetinėje svetainėje. Straipsnyje analizuojamos šių priemonių taikymas kiekybinių metodu ir kokybiniu metodu, anketinėje apklausoje pateikiami klientų vertinimai apie organizacijos komunikaciją. Klientų požiūriu daugiausiai lankoma ir geriausiai vertinama – oficiali NMA internetinė svetainė. Pagal lankomumą nedaug atsilieka organizacijos paskyra socialiniame tinkle "Facebook“, tačiau jo įvertinimas pats mažiausias. Raktiniai žodžiai: komunikacija, socialinė žiniasklaida.

ENCommunication is one of the key success-determining activities of the organization. In the era of digital and social media, companies must carefully evaluate their target audience, goals and resources to determine the most effective way to connect with customers and achieve their business goals. The internal communication of the organization is important for the smooth and efficient operation of the company, and business ethics help to create greater added value. External communication of the organization helps the organization to be noticed and heard, through correctly and responsibly chosen communication channels and forms of information presentation. The National Payment Agency under the Ministry of Agriculture communicates with external clients through various communication channels, but the official NMA website and accounts in social networks can be singled out as the most relevant. In order to find out the effectiveness of the communicated information, a qualitative research monitoring method was chosen. NMA carries out communication in various forms and channels. The most visited and best rated is the official NMA website. In terms of attendance, the organization's account on the social network "Facebook" is not far behind, but the rating is the lowest. Although social media is the most popular means of communication these days, customers value the consultation and communication at the NMA branch by communicating with employees live. The organization claims that their internal communication is very effective, but it has been noticed that employees do not follow all the principles of ethical behavior provided for in the ethics rules.