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

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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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: 17 Jun 2020 16:51
URI: https://eprints.worc.ac.uk/id/eprint/590

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