Paper presented by Bourland-Davis at the meeting of AEJMC, Public Relations Division in San Francisco, CA.

Abstracts

Tapping into the stories of an organization provides an opportunity to capture an organization’s culture. This study examined an organization’s culture to assess the public relations role in regard to the culture. Focused interviews of employees and a content analysis of newsletters identified recurring cultural themes. The results provide support for public relations playing an integral role in advocating for or supporting the culture of the organization as identified in the key themes generated.