Stakeholder Engagement


From inactive publics to brand ambassadors, organizations must consider how best to communicate with a variety of stakeholders. With the growth of social media, ethical engagement with stakeholders has become more challenging. Engagement implies a two-way exchange. If not necessarily a meeting of minds, then certainly a swapping of ideas and opinions through listening and talking. Stakeholders have expectations that require ethical standards.

Read more about our stakeholder engagement research on the Page Center blog

2013/2014 Call: Stakeholder Engagement

Outcomes to date

Austin, L. (2015). "Approaching Ethical Crisis Communication with Accuracy and Sensitivity." Public Relations Journal, 9(1), 27.
Blog post

A special issue of the PRism journal on stakeholder engagement features research funded by the Page Center through the 2013/2014 call for research proposals.
Blog post

Projects funded

“Approaching ethical crisis communication with accuracy and sensitivity: Exploring Common Ground and Gaps between Journalism and Public Relations” Lucinda L. Austin, Elon University, and Yan Jin, University of Georgia

 “Exploring the role of the dominant coalition in creating an ethical culture for internal stakeholders” Shannon A. Bowen, University of South Carolina

 “Identifying the values that guide stakeholder expectations of organizations” John Brummette and Lynn M. Zoch, Radford University

“Ethically measuring social media engagement” Marcia W. DiStaso, Pennsylvania State University, Tina McCorkindale, Appalachian State University and Hilary Fussell Sisco, Quinnipiac University

“Communicating ethical corporate social responsibility: A case study” Heidi Hatfield Edwards, Florida Institute of Technology 

“Employee resource groups as corporate image: A critical/cultural analysis of company websites” Cheryl Ann Lambert and Catalina Quintana, Boston University

“Social media communicators’ motivations for professional engagement: A study of altruism, reciprocity, and reputation”Alisa P. Lertpratchya and Serena Carpenter, Michigan State University

“Considering ethics in visual storytelling: A study of nonprofits on Instagram” Marcus Messner and Jeanine Guidry, Virginia Commonwealth University

“From principle to policy to practice? Evaluating diversity as a driver of ethical internal and external stakeholder engagement” Dean Mundy, Appalachian State University

“Ethical community stakeholder engagement in the global environment: Strategies and assessment” Lan Ni, University of Houston, Qi Wang and Maria De la Flor, Villanova University and Renato Peñaflor, Communica PR Consulting

“The Role of Ethical Leadership in Internal Communication: Influences on Communication Symmetry, Leader Credibility, and Employee Engagement” Linjuan Rita Men, Southern Methodist University

“Examining the impact of advertising vs. public relations in consumer engagement” Dustin W. Supa, Boston University, and Melissa D. Dodd, University of Central Florida 

“Public health and health care public relations: Ethics in new contexts” Jennifer Vardeman-Winter, University of Houston 

 “Ethical stakeholder engagement: Exploring the Relationship between Corporations and NGOs” Tom Watson, Georgiana Grigore, & Anastasios Theofilou, Bournemouth University