Internal Communication in Building Organizational Culture and Organizational Branding of Government Institution

Abstract

: The nightmare of a government institutions is losing the trust of the public. At present, government institutions are still identical with the bureaucracy, rigid, and slow performance, so that the public still has a negative perception of the government. Building public trust and reputation should be done and can be started from the internal of the institution. Internal communication and organizational culture are two things that can help branding government institution known for their good performance. This research aims to examine theoretically how internal communication can build an organizational culture and ultimately build government institutions branding. The literature study method is used to answer research problems. The results of the study show that internal communication contributes to the formation of organizational culture and organizational culture can help manage the branding of government institutions. However, branding efforts only are not enough if not helped by improving the quality of performance. Therefore, strengthening organizational culture will be very significant towards improving individual performance in government institutions. Internal communication influences organizational culture, and it will play a role in a company’s reputation. So that, in the end, it will have an impact on the branding of positive government institutions.