Voice of the management or employee advocate? How editors of employee magazines see their professional role

Abstract

Purpose Editors of employee magazines work in a grey area between public relations and journalism. On the one hand, they need to accommodate the company management’s interest in a positive presentation; on the other, they must meet the employees’ need for objective and independent information. Although employee magazines reach millions of recipients every day, its editors have rarely been the focus of academic work. The purpose of this paper is to change this and scrutinise the way the editors view their professional role and the role conflicts to which they are subjected. Design/methodology/approach We conduct 15 qualitative semi-structured interviews with editors of employee magazines to analyse their professional role and possible conflicts in their work. Findings The editors’ self-concept varies significantly along two dimensions, which the authors use as the basis for distinguishing four types: the management ambassador, the employee representative, the mediator and the service provider. Originality/value The study sheds light on employee magazines, a medium between public relations and journalism that has not been analysed before. It helps to specify the role of these magazines and its editors’ between the expectations of the management and the employees.