Deciding whether, and how, to weigh in on political or societal issues is an increasingly common and difficult challenge for brands. When opinions are so divided, why risk alienating a segment of your customer base? But in today’s environment, staying silent can be even more damaging to a brand’s reputation. More and more often, internal, … Continue reading To Speak Up or Stay Quiet? How Brands Should Think About Engaging on Societal Issues
This blog is based on the original journal article in the Public Relations Journal. The concept of American democracy has conventionally been structured around voters receiving political information from government institutions, political parties, and news media sources. Today, corporations play a major role in a democratic society by taking public stances on controversial social-political issues, … Continue reading The Impact of Corporate Social Advocacy on Stakeholders’ Issue Awareness, Attitudes, and Voting Behaviors
Stakeholder engagement has risen on the public relations agenda recently mostly due to the introduction of social media and new hybrid forms of marketing, advertising, and public relations. New technologies have made it possible for organizational messages to have direct stakeholder audience access but only if they are used properly. This article distinguishes between three … Continue reading Understanding Stakeholder Engagement: Faith-holders, Hateholders & Fakeholders
Bowen, Shannon A. (2013). Using classic social media cases to distill ethical guidelines for digital engagement. Journal of Mass Media Ethics: Exploring Questions of Media Morality, 28(2), 119-133. Summary Through systematic case analyses of much-discussed social media cases, both negative aspects and best practices of social media use are revealed. Ethical theory is applied to … Continue reading Using Classic Social Media Cases to Distill Ethical Guidelines for Digital Engagement