Diving deeper into shared meaning-making: Exploring the zones of engagement within a single case study |
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| Institution: | 1. Journalism Department, Faculty of Social and Communication Sciences, University of the Basque Country UPV/EHU, Barrio Sarriena s/n, 48940, Leioa, Bizkaia, Spain;2. Department of Advertising and Public Relations, Grady College of Journalism and Mass Communication, University of Georgia, 120 Hooper Street, Athens, GA, 30602, USA;1. Huddersfield Business School, University of Huddersfield, Firth Street, Huddersfield, HD1 3EH, United Kingdom;2. School of Communication, University of Technology Sydney, PO Box 123, Broadway NSW 2007, Australia;1. Departament of Communication and Social Psychology, University of Alicante, San Vicente del Raspeig, Alicante, 03690, Spain;2. Technology Transfer Office, University of Alicante, San Vicente del Raspeig, Alicante, 03690, Spain;3. School of Computer Science and Informatics, Cardiff University, Queen''s Buildings, 5 The Parade, Roath, Cardiff, CF24 3AA, UK |
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| Abstract: | The purpose of this research is to use a case study method to investigate how employees within a specific context experience and make-meaning of Lemon and Palenchar’s (2018) zones of engagement. This is in response to the authors research call to use case study methods, specifically here interviews and focus groups (n = 77), to see how the zones of engagement are operating in a bound context, which in this case is a government contractor. The findings demonstrate the value of using the zones of engagement conceptual model to develop employee-centric engagement tactics rooted in both formal and dialogic communication. In addition, the study cautions an overuse of encouraging discretionary effort, highlighting the potential dark side of engagement. In taking a non-functionalist approach to understand government contractor employee experiences, the findings illustrate the meaning that derives from shared experiences and offer insight into a particular context beneficial to internal communication practitioners. |
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| Keywords: | Public relations Employee engagement Internal communication Zones of engagement |
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