A strategic organisation-stakeholder relationship-building model: an external organisational-orientated perspective
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Date
2015
Authors
Slabbert, Yolandi
Journal Title
Journal ISSN
Volume Title
Publisher
Department of Communication Science, University of the Free State
Abstract
To fill the gap in existing literature to build organisation-stakeholder relationships
(OSRs) and to expand the body of knowledge on the process of OSR-building,
Slabbert (2012) developed a model that provided a partnership approach to
describe the process of OSR-building with strategic stakeholders. This model
was tested among in-house corporate communication professionals at JSE -listed
organisations. The main aim of this article is to describe a follow-up study that
further explored how the principles of this model resonate with the process of
OSR-building in practice, specifically in selected South African public relations
(PR) and communication agencies. By further exploring the principles of the
Sequential, Integrated, Sustainable Organisation-Stakeholder Relationship
model (SISOSR), this study explored whether OSR-building from a modernistic
perspective is still relevant in practice or whether it resembles a postmodernistic
move evident in recent academic literature. Although the findings indicate that
the OSR-building process presented by Slabbert’s 2012 model is more conducive
to in-house corporate communication professionals’ practices, it does tend to
resonate with OSR-building in practice which could be evident of communication
professionals’ slow uptake of postmodernistic approaches. The research findings
were used to provide guidelines for possible amendments of the SISOSR model to
align it with OSR-building in practice. This could be used as a starting point for
future studies in addressing the process of stakeholder relationship building from
a postmodern perspective.
Description
Keywords
Organisation-stakeholder relationships (OSRs), Public relations, Organisation-stakeholder relationship model (SISOSR), Corporate communication, Sequential
Citation
Slabbert, Y. (2015). A strategic organisation-stakeholder relationship-building model: an external organisational-orientated perspective. Communitas, 20, 62-83.