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Literature on organization theory has long argued that organizations’ communication has an impact on their legitimacy, which is necessary for their survival. Nonetheless, studies focus on private organizations rather than public ones. This article examines how legitimacy is constructed by communicating through time. Using a mixed-method content-analysis, the paper focuses on the press releases of the Mexican Office of the Prosecutor concerning the 2014 disappearance of 43 students in Ayotiznapa. Findings indicate that, in order to pursue legitimacy, the organization uses mostly rationalization and authorization strategies, whereas normalization and moralization strategies are seldom used. Unlike private organizations, the legal system and the nature of the public service provided are relevant for public organizations, and these influence the strategies used to communicate for legitimacy. The article concludes by discussing implications for theory and practice. Resumen La literatura sobre teoria de la organizacion ha sostenido durante mucho tiempo que la comunicacion organizacional tiene impacto en su legitimidad, la cual es necesaria para su supervivencia. No obstante, los estudios se concentran en las organizaciones privadas mas que en las publicas. Este articulo examina como una organizacion publica se comunica para obtener legitimidad a traves del tiempo. Utilizando un analisis de contenido de metodo mixto, el trabajo se centra en los comunicados de prensa de la Procuraduria General de la Republica en Mexico relativos a la desaparicion en 2014 de 43 estudiantes en Ayotiznapa. Los resultados indican que, para lograr mayor legitimidad, la organizacion utiliza principalmente estrategias de racionalizacion y autorizacion, mientras que las estrategias de normalizacion y moralizacion rara vez se utilizan. A diferencia de las organizaciones privadas, el sistema legal y la naturaleza del servicio publico que se provee son relevantes para las organizaciones publicas, y estos influencian las estrategias usadas para comunicar hacia la legitimidad. El articulo concluye discutiendo las implicaciones para la teoria y para la practica. Palabras clave: legitimidad; organizacion; comunicacion; analisis de contenido; Mexico

Legitimacy of Public Organizations Through Time: Communicating the Case of the 43 Disappeared Students in Mexico