Much is currently expected from what PR campaigns involving social media can accomplish with regard to strengthening employee voice. Previous research on voice as a specific approach to employee relations has primarily relied on the effects and mechanisms of voice. There is scant research dealing with the processes and practices of employee voice. This article outlines a performative approach to conceptualizing the practice of employee voice. It focuses on how employees perform voice in a PR campaign involving Instagram takeover. The campaign was launched by a complex organization in Scandinavia, aimed at countering negative attention in local news media and improving the reputation of the organization. This article analyses the conditions of voicing concerns in the campaign through the lens of a dramaturgical approach to social life. First, the findings indicate that voicing is a form of individual and collective performance through which the meaning of work and the campaign are negotiated in relation to both other participants and an imagined audience. Second, visual conventions and organizational culture were found to govern performances of voice on Instagram. Third, findings underscore the need to understand employee voice as a socially and culturally embedded practice.

目前，在增强员工的言语能力方面，涉及社交媒体的公关活动可以取得什么成就，人们期望很多。以前关于语音作为员工关系具体方法的研究主要依靠语音的效果和机制。关于员工意见表达的过程和实践的研究很少。本文概述了一种有效的方法来概念化员工声音的实践。它着重于员工在涉及Instagram收购的PR活动中如何表达声音。该运动是由斯堪的纳维亚的一个复杂组织发起的，旨在抵制当地新闻媒体的负面关注并提高该组织的声誉。本文通过戏剧化的社会生活方法来分析竞选活动中表达关注的条件。第一的，研究结果表明，发声是个人和集体表演的一种形式，通过这种形式，工作和活动的含义可以与其他参与者和想象中的听众进行协商。其次，发现视觉习惯和组织文化支配着Instagram上声音的表现。第三，调查结果强调了理解员工的声音是一种社会和文化底蕴的做法的必要性。