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. Marcia DiStaso, senior research fellow at the Arthur W. Page Center, managed a multi-year initiative on this topic.

2014 Projects

In 2014 the Arthur W. Page Center provided funding to 14 projects on Stakeholder Engagement, totaling over $80,000 in grant money.

The following projects were funded:

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

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

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

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

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

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

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

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

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

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

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

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

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

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