I want to work there

How public relations agencies communicate organizational culture and identity on Instagram

Dados Bibliográficos

ID21696175
AutoresBrandi Watkins (0000-0001-5365-0582, Virginia Tech), Stephanie A Smith (0009-0003-3945-4966, Virginia Tech)
Ano2022
Volume26
Fascículo1
Páginas58-83
Data de publicação2022-02-23
Open AccessSim
TipoARTICLE
PeriódicoJournal of Communication Management (JOURNAL)
Identificadores do periódicoISSN: 1363-254X • E-ISSN: 1478-0852
EditoraEmerald (PUBLISHER)
DOI10.1108/jcom-01-2021-0005
OpenAlexW3211358441
IdiomaEN
Citações recebidas4
Referências citadas39

Purpose This study examined Instagram content shared by public relations (PR) agencies, through the sensitizing framework of organizational identity theory, to determine what messages related to organizational identity, culture and image were communicated to external audiences. This study highlights the various ways that Instagram can be used for strategic organizational communication. Design/methodology/approach A qualitative, thematic analysis of Instagram content was conducted. The constant comparative analysis was guided by organizational identity theory, which provided an individual-level perspective for interpreting organizational messages within the posts. Findings PR agencies use hashtags, employee sharing and communicating about agency outreach efforts and accolades to communicate organizational identity. PR agencies communicate aspects of its culture through employee engagement and development, employee cohesiveness and through communicating a commitment to diversity, philanthropy and community service. PR agencies influenced its organizational image by communicating content related to promotion and support of creative efforts, having a public Instagram account and retelling the history of the agency. Originality/value This study extends our understanding of corporate self-presentation strategies on social media

Grounded theory · Organizational commitment · Organizational communication · Organizational culture · Organizational identity · Political science · Public relations · Qualitative research · Social group · Social identity theory · Social science · Sociology · Thematic analysis · Corporate Identity and Reputation · Marketing and Advertising Strategies · Public Relations and Crisis Communication

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