Narrating the organizational self: Reframing the role of the news release

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27 Scopus citations


Public relations practitioners have long relied on the press release, or news release, as a means of communicating with publics via the media. The news release may also be seen as an autobiographical narrative through which the organization seeks to express and negotiate aspects of its identity. Reconceptualizing news releases as a narrative genre offers a means of studying processes of identity construction as events unfold, rather than relying on post hoc reconstructions that can explain away inconsistencies. Organizational crises offer an excellent opportunity for research, as organizations strive to make sense of complex situations of uncertainty. This study examines the bankruptcy scandal of Italian multinational Parmalat to illustrate how the news release may be configured as a narrative genre that helps to construct organizational identity.

Original languageEnglish (US)
Pages (from-to)9-18
Number of pages10
JournalPublic Relations Review
Issue number1
StatePublished - Mar 2008
Externally publishedYes


  • Crisis communication
  • Narrative theory
  • Organizational identity
  • Parmalat
  • Public relations

ASJC Scopus subject areas

  • Communication
  • Organizational Behavior and Human Resource Management
  • Marketing


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