Impression Management Strategies Employees Use When Discussing Their Organization's Public Image

Abstract

This study investigates the impression management strategies embedded within messages dealing with the public image of an organization in crisis. Interview data reflected the impression management strategies employees use when discussing their organization's situation with outsiders. The impression management strategies appearing in interview data were compared to those embedded in more public statements (eg.. hearing transcripts, newspaper articles, brochures, and press releases). Ingratiation strategies most frequently occurred in the more public statements. Justification strategies were most common in interview data. Managers and nonmanagers used similar impression management strategies. Strategy use during interviews is explained using social identity theory and responsibility through global association. The implications of this study to public relations practitioners trying to understand and manage employee comments to external audiences are discussed.