ABSTRACT
Communications emanating from an organisation are harder to control because individual staff, contractors, and partners have access to 24-hour networked communications systems. This chapter focuses on L. Boltanski and E. Chiapello’s notion of a profoundly new organisational type – the projective city. It considers the public relations activities and challenges of organisations which have embraced the digital world, to understand how online and projective brands are developing their sense of corporate character and narrative in a way which is authentic to stakeholders. In projective organisations personal fulfilment of workers is connected to the effective participation in a multitude of projects, which liberate flexibility and creativity in the individual worker, whilst also providing an opportunity to network with potential providers of new projects. Ozdora-Aksak and S. Atakan- S. A Duman argue that one of the key roles of public relations practitioners is to support organisational legitimisation through the construction and communication of an organisation’s identity.
