Mid Sweden University

This study uses the Payment Agency as a case study to examine how newly founded public organizations use social media to shape their public image. The research applies the Communication Worlds framework to analyze government agency communication styles and combines qualitative content analysis of LinkedIn posts with an interview with akey strategic communication employee.

The analysis reveals that the Payment Agency employs diverse strategies to emphasize its role and mission,addressing complexity and uncertainty in its environment. Akey finding is the need for effective communication about the transaction account's purpose to build trust. Peripheral route trust, driven by social media communication and third-party endorsements, is crucial in the agency's earlymonths.

The study identifies the Civic World as the predominant communication style, emphasizing transparency, engagement, and educational support. The agency’s efforts in the Market Domain focus on strategic recruitment, the Industrial Realm highlights efficiency and technology, the Domestic Sphere centers on internal relationships, the Realmof Renown boosts visibility, and the Land of Inspirationpromotes adaptability.

The findings suggest that a balanced communication approach across different worlds is essential for building trust and enhancing public perception in newly founded public sector organizations.