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Forming Loyalty: Tools for Working with the Internal Audiences of Large Corporations (HR-PR Projects)

Student: Samorodova Nataliya

Supervisor:

Faculty: Faculty of Creative Industries

Educational Programme: Integrated Communications (Master)

Year of Graduation: 2021

The study is devoted to the problem of loyalty in large corporations and the use of PR-tools to increase the loyalty of the internal audience of large corporations in HR-PR projects. An assumption about the relationship between the prevailing type of loyalty according to Meyer and Allen and the type of employee's profession is considered. Recommendations are given on the application of the research results in practical work with internal communications in large corporations. The research will be useful for communications professionals (internal and external), HR professionals, students and anyone whose research interests include loyalty in large corporations.

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