The thesis of this study was to evaluate and identify what obstacles that are preventing the Municipality of Nybro from a functional internal communication. A part of the thesis was also, after the evaluation, to define what communicative actions that has to be taken in the Municipality of Nybro to create a unified communication platform. Using a qualitative approach and interviews, the question asked was: “What is stopping the Municipality of Nybro from having the organizational control over the internal communicative condicions?”

The theoretical framework can mostly be found in internal communication and strategic communication but also in place marketing and public relations from an internal perspective. After a comparison between strategic documents from the Municipality of Nybro, interviews with the municipal and the theoretical approach, the results show that the municipality lacks a solid message platform, a working internal communication and an established identity. The communicative actions that the Municipality of Nybro needs to take are that they have to see themselves as a brand and find the qualities that describe the municipality in a positive way. They also need to work on internal communication and create a common identity and a common message platform to succeed in taking control over the internal communicative conditions.