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23 Emp. Resp. & Rts. J. 1 (2011)

handle is hein.journals/emprrj23 and id is 1 raw text is: Employ Respons Rights J (2011) 23:1-16 DOI 10.1007/s10672-010-9157-8 An Autoethnographic Tale of Image-Generation Tactics on Employees Staci M. Zavattaro Published online: 14 September 2010 O Springer Science+Business Media, LLC 2010 Abstract Using an autoethnographic approach, this paper presents the impacts of image- generation programs and policies with a government organization. Based on three years' experience with The Government, I offer autoethnographic observations of three themes that have emerged: general confusion, avoiding conformity and brand bewilderment. The research brings attention to internal marketing, public relations and image-generation tactics, including human resources policies, practices and organization culture-elements not typically considered image-generation tools. The research details how internal communication breakdowns regarding image-generation tactics affect employees. Key words Public relations - Branding - Internal marketing - Cities - Organization culture I sat around a small, black conference room table, part of a staff meeting at The Government (a pseudonym, as are all names throughout). The organization launched a new branding campaign, and staff created images and taglines to go along with the brand. Colors were identified, a logo was selected. The Government put out media pieces containing this new brand, new images, new discourse. It was not until this particular staff meeting in July 2009, months after the re-branding initiative was underway, that Jane asked: What does this brand mean? The room went quiet. We looked at each other, waiting for an answer. There was a realization that no one in The Government knew precisely what the brand meant. The new brand in The Government came down from top management without guidance for creative department employees, who had to spin something from nothing to pump life and meaning into the brand. We had meetings, gave ideas. What was missing was a cogent S. M. Zavattaro (E) School of Public Administration, University of Texas at Brownsville Government Department, 80 Fort Brown, Brownsville, TX 78520, USA e-mail: staci.zavattaro(autb.edu 4_ Springer