Pub Date : 1900-01-01DOI: 10.37804/1691-6077-2021-12-157-175
D. Škuškovnika, Anita Zvingule
The article analyses the theoretical principles and practical experience in planning communication with society to change its behaviour towards reduction of waste generation and promotion of its recycling. Research objective: Analysis of a case study, examining the communication of a Latvian regional utility service provider with customers and making proposals for developing the company’s communication strategy to change waste sorting habits of community. Within the framework of the research, waste management and communication experts were interviewed and the previous experience of SIA “Kuldīgas komunālie pakalpojumi” was analysed. Media content analysis (2017–2019), customer survey and focus group interviews were conducted. The analysis of the results obtained revealed that SIA “Kuldīgas komunālie pakalpojumi” lacks a unified strategic approach in its communication with customers. The company's communication strategy for 2021–2023 was developed and a follow‐up analysis is planned after its implementation. The article concludes with recommendations for developing a business communication strategy to change waste sorting habits of society.
本文分析了规划与社会沟通的理论原则和实践经验，以改变社会行为，减少废物产生，促进废物回收利用。研究目的:通过案例分析，考察拉脱维亚某区域公用事业服务提供商与客户的沟通，并为该公司制定沟通策略以改变社区垃圾分类习惯提出建议。在研究的框架内，采访了废物管理和通信专家，并分析了SIA“kuld gas komunālie pakalpojumi”以前的经验。媒体内容分析(2017-2019)、客户调查和焦点小组访谈。对结果的分析表明，SIA“kuld gas komunālie pakalpojumi”在与客户的沟通中缺乏统一的战略方法。制定了公司2021-2023年的传播战略，并计划在实施后进行后续分析。文章最后提出了制定商业沟通策略以改变社会垃圾分类习惯的建议。
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