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PR practitioners work during organizational change: Implications for employee engagement and empowerment?
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media.
2012 (English)Conference paper (Other academic)
Abstract [en]

Contemporary organizations continue to face the long-standing trend in which they are being transformed from hierarchical to decentralized organizations. This period is often referred to as the "age of empowerment". Organizations attempt to find ways to empower their employees and to encourage them to become more engaged in their work. Communication in various forms may therefore get a more prominent role in organizations. A comparative case study of organizational changes in three business organizations provides an analysis of the work of PR practitioners. To what extent and if so, how, do PR practitioners adjust and adapt their work to this “age of empowerment” phenomenon? The data reveal that although PR practitioners in all three organizations were involved in communication about respective change it was only PR practitioners in one of the organizations that worked actively and strategically to both engage employees in the present change process and to empower them. 

Place, publisher, year, edition, pages
Keyword [en]
Empowerment, organizational communication, internal communication, engagement, PR practitioners
National Category
Media and Communications Communication Studies
Research subject
Media and Communication Studies
URN: urn:nbn:se:uu:diva-181373OAI: oai:DiVA.org:uu-181373DiVA: diva2:555984
62rd Annual Conference of the International Communication Association (ICA).
Available from: 2012-09-23 Created: 2012-09-23 Last updated: 2013-08-22

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Monstad, Therese
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Department of Informatics and Media
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