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Strategic Communication and the Stakeholder Concept: Merging Marketing Communication and PR

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Oestreicher, Klaus (2009) Strategic Communication and the Stakeholder Concept: Merging Marketing Communication and PR. In: 4th International Research Days on Marketing Communications, 26 to 27 March 2009, University of Aarhus, Denmark.

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Official URL: http://www.asb.dk/article.aspx?pid=17316

Abstract

Corporate communication is a strategic endeavour of two major directions; market and non-market
communication. Within this differentiation, marketing and communication/Public Relations usually operate
separately with a major focus on stakeholder communication since scholars’ research provides evidence for its
sustainable advantage. But with regard to different stakeholders’ requirements, the differentiation between
market and non-market-related communication has diminished and a number of objectives have become both
disciplines’ targets.
This paper suggests an extension for the notion communication and introduces a strategic model merging both
disciplines under the new function of Strategic Communication.
Key Words: Corporate communication, strategic communication, stakeholder concept, unitary perception.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Discrete Keywords:	Corporate communication, strategic communication, stakeholder concept, unitary perception
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	College of Business, Psychology and Sport > Worcester Business School
Depositing User:	Klaus Oestreicher
Date Deposited:	05 Mar 2009 09:15
Last Modified:	08 Jun 2021 09:25
URI:	https://eprints.worc.ac.uk/id/eprint/590

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