Communicating Organizational Culture Through the Website at The 2022 Indonesia Public Relations Award-Winning Institution

10.2478/bjlp-2023-00000102

Abstract

Understanding culture in the life of higher education organizations is a challenge. Communicating science sometimes clashes with complex organizational and operational structures. Davies (2020) notes that presenting information science and other higher organizational products not only scientific facts and research knowledge, but also the culture of the organizations that produce those products. This study analyzes organizational culture communicated through the website as one of the organizational artefacts that can be seen and accessed by the public. This study used quantitative content analysis using measurements based on 5 main dimensions and 23 sub dimensions of organizational culture developed by Overbeeke and Snizek (2005). The organizations were selected based on the awards won at the 2022 Public Relations Indonesia Award in the Digital Channel category with the website sub category. 18 organizational websites were selected, then divided into seven organizational categories, namely SOEs, SOE Subsidiaries, Institutions, Ministries, Local Governments, Universities and Private Companies. Based on the findings, the organizations relatively convey all dimensions of organizational culture on the website. The first dimension of organizational practice mentions sub dimensions such as logo, founder, employee rewards, organizational rewards, and heroic figures. The second dimension of organizational values denotes the mission statement, values, beliefs, strategies, and goals. The third dimension of organization and society shows code of conduct, awareness of the environment, consumer needs, and contribution to society. The fourth dimension of website appearance includes the number of categories, animation on the homepage, video clips on the site, possibility to place interactivity with the public, and professionalism. The fifth dimension of organizational culture consists of mentioning the terms organizational culture, elements of organizational culture, and emphasizing organizational culture as part of the organization.