Examining Public Relations’ Role in Shaping Organizational Culture, with Implications for PR, HR, and CSR/Sustainability

Tapping into an organization’s stories provides an opportunity to examine the organization’s culture and promotes understanding of ways an organization represents itself. Using a communication audit research method to examine organizational culture at a healthcare facility in the southeastern United States during a major change, the study reported in this chapter examines interplay among public relations (PR), human resources (HR) management, and corporate social responsibility or sustainability programs. Use of this research method enabled identification of consistently recurring cultural themes. The results provide support for PR and HR playing an integral role in advocating for and supporting the culture of organizations, although that role may be more implicit than explicit. Findings suggest that corporate social responsibility can be an integral part of organizational culture, and may work best serving as a source of employee pride if efforts develop organically from within the organization with employee support.