What Impact Can Internal Social Media PR Have on Organisational Culture? Results from three consecutive interview studies concerning internal social media within 500 German companies, 2013- 2019

Abstract

The impact that Public Relations can have on
society in general and even more on organization internally in special, has not been examined
sufficiently in the past. According to Verčič et al.
(2020, p. 11), “that our field has not adequately
addressed this aspect of our existence, which has
led to reputa-tional issues such as public relations being construed mostly as “spin doctoring”
on behalf of corporate or similar interests”. In
this context, the following paper invites to take
a small look on the precise impact that Internal
Social Media PR can have on organizational culture.

Keywords: Social Media

JEL Classification: Sievert, H. & Preisinger, M. (2021): What Impact Can Internal Social Media PR Have on Organisational