Towards a new model to describe the organisation stakeholder relationship building process: A strategic corporate communication perspective
Abstract Successful organisations depend on stakeholder perceptions to address changes in turbulent organisational environments, report on the social and environmental impact of activities, the prevalence of public activism, globalisation, emerging issues and crises, and the need to be good corporate citizens through ethical and socially responsible behaviour. Despite the current emphasis on stakeholder relations and management, a lack of research exists on how to build these relationships. This article aims to report and discuss the findings of a study that explored the lack of organisation stakeholder relationship (OSR) building models, to emphasise the elements and development of an OSR and highlight the need for a generic, strategic, integrated approach for sustainable OSR to contribute towards organisational effectiveness. This will be done using an exploratory literature review to constitute a conceptual framework for OSR building, of which the principles of the framework will be measured among leading Johannesburg Stock Exchange listed South African organisations, by means of a quantitative web based survey and qualitative one on one interviews. The dominant focus on organisational stakeholders has provided added impetus and importance to the role of corporate communication, hence, this article will simultaneously endeavour to highlight the importance of practising corporate communication strategically, by emphasising its role in OSR.