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

Nigel M. de Bussy (School of Marketing, Curtin University of Technology, GPO Box U1987, Perth, 6845, Western Australia; tel: +61‐8 9266 2855; fax: +61‐8 9266 3937; e‐mail: debussyn@cbs.curtin.edu.au)
Richard T. Watson (Professor of Management Information Systems and director of the Center for Information Leadership in the Terry College of Business at the University of Georgia)
Leyland F. Pitt (Professor in the School of Marketing, Curtin University of Technology, Perth, Australia, and Fellow in Marketing and Strategy, Cardiff Business School, University of Cardiff, UK)
Michael T. Ewing (Senior lecturer in the School of Marketing at Curtin University of Technology, Perth, Western Australia)

Journal of Communication Management

ISSN: 1363-254X

Article publication date: 31 December 2000

2004

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

Citation

de Bussy, N.M., Watson, R.T., Pitt, L.F. and Ewing, M.T. (2000), "Stakeholder communication management on the Internet: An integrated matrix for the identification of opportunities", Journal of Communication Management, Vol. 5 No. 2, pp. 138-146. https://doi.org/10.1108/13632540110806721

Publisher

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MCB UP Ltd

Copyright © 2000, MCB UP Limited

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