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I want to work there: how public relations agencies communicate organizational culture and identity on Instagram

Brandi Watkins (Communication, Virginia Polytechnic Institute and State University, Blacksburg, Virginia, USA)
Stephanie A. Smith (Communication, Virginia Polytechnic Institute and State University, Blacksburg, Virginia, USA)

Journal of Communication Management

ISSN: 1363-254X

Article publication date: 12 November 2021

Issue publication date: 23 February 2022

1459

Abstract

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.

Keywords

Citation

Watkins, B. and Smith, S.A. (2022), "I want to work there: how public relations agencies communicate organizational culture and identity on Instagram", Journal of Communication Management, Vol. 26 No. 1, pp. 58-83. https://doi.org/10.1108/JCOM-01-2021-0005

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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