A1 Journal article (refereed)
Organizational Voicing Architecture in the Age of Social Media : a Case Study in Professional Service Organizations (2024)

Pekkala, K., & Erkkilä, T. (2024). Organizational Voicing Architecture in the Age of Social Media : a Case Study in Professional Service Organizations. International Journal of Strategic Communication, Early online. https://doi.org/10.1080/1553118x.2024.2325690

JYU authors or editors

Publication details

All authors or editors: Pekkala, Kaisa; Erkkilä, Taina

Journal or series: International Journal of Strategic Communication

ISSN: 1553-118X

eISSN: 1553-1198

Publication year: 2024

Publication date: 11/04/2024

Volume: Early online

Publisher: Routledge

Publication country: United States

Publication language: English

DOI: https://doi.org/10.1080/1553118x.2024.2325690

Publication open access: Openly available

Publication channel open access: Partially open access channel

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/94506

Abstract

Digital communication technologies, particularly social media, enable members of organizations at all levels and across all functions to communicate with external stakeholders. This has required organizations to rethink and restructure their strategic communication management, especially the orchestration of their communicative human resources. Using a qualitative case-study approach, this article examines how professional service organizations create and maintain their stakeholder relations in the contemporary media landscape through the orchestration of employee voice and enactment as organizational spokespersons. The findings show that organizations have created structural architectures that they use as a basis for strategic communication management. Based on these findings, the study introduces a novel concept of organizational voicing architecture, which refers to the conceptual structure and overall logical arrangement of organizational spokespersons who act as organizational representatives in the corporate communication system. Additionally, by integrating the findings related to the voicing architecture with existing knowledge about organizational listening, the study broadens understanding of the mechanism with which organizations strategically orchestrate their stakeholder relationships, and hence contributes to the strategic and corporate communication and public relations literature.

Keywords: organisations (systems); leadership (activity); strategic leadership; communication; organisational communication and public relations; stakeholder groups; social media

Contributing organizations

Ministry reporting: Yes

VIRTA submission year: 2024

Preliminary JUFO rating: 1