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Stakeholder communication management on the Internet: An integrated matrix for the identification of opportunities

Article Information:

Title:

Stakeholder communication management on the Internet: An integrated matrix for the identification of opportunities

Author(s):

Nigel M. de Bussy, Richard T. Watson, Leyland F. Pitt, Michael T. Ewing

Journal:

Journal of Communication Management

Year:

2000

Volume:

5

Issue:

2

Page:

138 - 146


ISSN:

1363-254X


DOI:

10.1108/13632540110806721

Publisher:

MCB UP Ltd

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Abstract:

Until recently stakeholder communication has tended to be mostly unidirectional and simple. However, the advent of the Internet has brought unprecedented change. Stakeholder communication is no longer unidirectional, and as stakeholders increasingly communicate with each other this communication becomes infinitely more complex. Unfortunately many of the tools and models of PR were developed and refined in a pre-Internet world. This paper introduces an integrated Internet stake-holder communication matrix (I2SCM), and explains its use for the identification of issues that need to be managed with regard to the Internet and2 PR.

Keywords:

Integration, Internet, Opportunity matrix, Stakeholder communication


Article Type:

General review


Article URL:

http://www.emeraldinsight.com/10.1108/13632540110806721

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