Vilma Luoma-aho

Towards a more dynamic stakeholder model: acknowledging multiple issue arenas

Purpose – The purpose of this paper is to suggest that corporate communications is becoming less predictable as interaction with stakeholders is moving from organizational control toward “issue arenas”, places of interaction where an issue is discussed by stakeholders and organizations both online and within the traditional media. The role of corporate communications and public relations (PR) is broadening beyond the traditional relationship management to issue arena monitoring.Design/methodology/approach – The paper takes a theoretical approach with six axioms suggested.Findings – Several central theories of corporate communications are combined with issues management and stakeholder theory to argue for a multiplicity of new “issue arenas”, which require an increased amount of monitoring. Six axioms are suggested for future research on corporate communications, and a mosaic of multiple strategies for multiple publics moved by multiple issues is recommended.Research limitations/implications – The axioms s...

Actor‐networking stakeholder theory for today's corporate communications

Purpose – The purpose of this paper is to suggest a need to widen stakeholder theory to include non‐human influences to better describe the complex corporate environment. Drawing from actor‐network theory, non‐human entities may “translate” new, unexpected stakeholders to support their aims.Design/methodology/approach – The paper employs a theoretical conceptual approach with three illustrative examples.Findings – The examples provided show that corporate crises result partly from previously unacknowledged non‐human spheres of influence and cause corporations serious losses. Corporations that take a proactive stance and monitor the weak signals of change are able to improve their standing and maintain legitimacy.Research limitations/implications – The framework created requires more testing with different examples across contexts and cultures. Future studies should examine the process of translation more deeply and examine who can potentially be translated into a stakeholder.Practical implications – Corpo...

Sector reputation and public organisations

Purpose – Economic pressures and rising stakeholder expectations have led public sector organisations to measure their reputation. The paper aims to highlight the importance of reputation for the public sector, define sector reputation and report findings on a quantitative study of sector reputations of four different types of Finnish public sector organisations.Design/methodology/approach – Inspired by stakeholder theory and the value of organisational reputation, a quantitative survey of stakeholder assessments on reputation was carried out in the 12 organisations from the field of the Finnish Ministry of Social Affairs and Health in 2003. The organisations represented four sectors: research, authority‐functions, semi‐commercial functions and legislation. Survey data were first analysed with factor analysis to form five reputational factors for public sector organisations. Further analyses were carried out to compare differences between the organisational types and groups of stakeholders (analysis of va...

Recognizing definitive stakeholders in corporate environmental management

Purpose – The purpose of this paper is to present four examples of stakeholder relationships related to issues of corporate environmental management (CEM) and analyze them based on the model of Mitchell et al. (1997).Design/methodology/approach – Secondary data are used in the case studies.Findings – The four cases presented show that basically any stakeholder can become definitive over time in the complex network of stakeholders with mutual relationships. The definitive stakeholders in CEM are no longer merely the NGOs and policymakers but now include many diverse groups such as customers, locals and suppliers.Research limitations/implications – These case studies cannot be generalized, but they could contribute to more comprehensive studies on stakeholder strategies in the future by raising up new CEM issues.Practical implications – The paper indicates that stakeholder strategies need to be changed in corporations over time. Latent stakeholders can become expectant and definitive stakeholders gradually ...

Monitoring the issue arenas of the swine‐flu discussion

Purpose – This paper seeks to describe the changing organizational environment and stakeholder debate currently taking place in various “issue arenas” during a crisis. Organizations today need to find and monitor these arenas before being able to communicate with their stakeholders.Design/methodology/approach – Communications of authorities and discussions by citizens are studied and analyzed in a case study related to the 2009 swine flu or influenza A (H1N1) episode in Finland. The organizational point of view is studied through media releases of the National Institute for Health and Welfare (THL), and the citizen point of view through a content analysis of popular discussion online forums through which the authorities attempted an intervention.Findings – The analysis of the media releases revealed that the crisis communication of the authorities was timely and factual, yet failed both in using understandable concepts and responding to the emotional needs of people threatened by swine‐flu and questioning...

Sector-Based Corporate Citizenship

This paper approaches the much-debated issue of corporate citizenship (CC). Many models depict the development process of CC, and yet attempts to find one extensive definition remain in progress. We argue that more than one type of citizenship may be needed to fully describe the concept. So far, social factors have dominated the definitions of CC, but citizenship functions can also be found in other areas. In fact, for maximum benefit, the type of citizenship should be tied to the sector and business field of the corporation in question. Using data drawn from three internationally operating corporations headquartered in Finland, we introduce three different types of CC that are in line with their core business ideas: Cultural citizenship, environmental citizenship and technological citizenship. These new types of citizenships can help in grasping the complexity of business responsibility and ethics, and offer tools for gaining competitive advantage by differentiation.

Engagement valence duality and spillover effects in online brand communities

Purpose Online brand communities (OBCs) are an effective avenue for brands to engage consumers. While engaging with the brand, consumers simultaneously interact with other OBC members; thus engaging with multiple, interrelated engagement objects concurrently. The purpose of this paper is to explore both positively and negatively valenced consumer engagement with multiple engagement objects, the interplay between these, and the spillover effect from consumers’ engagement with the OBC to their engagement with the brand. Design/methodology/approach Drawing on 16 in-depth interviews with OBC members of a luxury accessory brand, a constant comparative method was adopted using axial and selective coding procedures. The objective was to understand the nature of participants’ engagement with the brand, the OBC, and the interplay between individuals’ engagement with these objects. The coding framework and resultant interpretive frameworks address engagement valence, outcomes, and direction. Findings This study illustrates consumer expressions of consumers’ positively and negatively valenced engagement with a focal brand, and with the OBC. Further, it demonstrates the interplay (spillover effect) that occurs between consumers’ engagement with the OBC, to their engagement with the brand. While the existence of positively valenced engagement with the OBC was found to further enhance consumer brand engagement (i.e. reflecting an engagement accumulation effect), negatively valenced engagement with the OBC was found to reduce consumer brand engagement (i.e. reflecting an engagement detraction effect). Originality/value While consumer engagement has been recognized to have both positive and negative manifestations, this study demonstrates that consumers’ engagement valence may differ across interrelated engagement objects (i.e. the brand and the OBC). Further, we demonstrate the existence of engagement spillover effects from the OBC to the brand for both positively and negatively valenced engagement.

Broadening the concept of expectations in public relations

Expectations have been connected to many central concepts of public relations research, yet definitions of what is meant by expectations are lacking. This article aims to broaden the understanding of expectations by taking into account their multidimensional nature, suggesting that there are several explanations to expectations depending on what the expectation is based on. We suggest that, in organizational context, expectations are two-fold assessments of what is considered good or desirable (expectation tone ranging from positive to negative) and the confidence placed in the organization (organization-specific context ranging from high to low confidence). As a result of the conceptual review with theoretical input from areas outside the scope of public relations, the article presents the Expectation Grid, where expectations are acknowledged as continuums of tone and context.

Public relations as expectation management

Purpose – The purpose of this paper is to assess how expectation management can contribute strategically to communication management, and how understanding and managing expectations can increase organizations’ sensitivity toward stakeholder voices and concerns. Design/methodology/approach – An example of mapping and identifying expectations is presented as a result of a thematic analysis of qualitative interview data, collected from six stakeholder groups of the media industry. Findings – Expectation types and gaps can be identified through the use of systematic expectation mapping, conceptualized in this paper as “expectation management.” Expectation management analyzes expectation types and priorities, and it assists in crafting response strategies. Four types of expectations (must, will, should, and could) were identified in an empirical study of the media industry. Research limitations/implications – As the empirical study focussed on one industry in one country, the findings should be considered an i...

Stakeholder relations as social capital in early modern international trade

Stakeholder relations that are available through networks of various sorts are one benefit from social capital. According to the stakeholder approach to organisations, those relationships that contain most of the important attributes – such as power, legitimacy, frequency of contact and urgency – hypothetically dominate the business environment. This has caused modern corporations to view chiefly the dominant stakeholders as important. This study tests the importance of these attributes in early modern international trade; in other words, which attributes played a major role in the relations between Finnish tradesmen and their foreign contacts? The archives of two major Finnish trading houses from 1781 to 1852 provide sources for studying these stakeholder relations. The results of the study seem to confirm the importance of legitimacy and power in stakeholder relations, but they particularly emphasise the significance of frequency and urgency. Furthermore, dealings repeated over time between the parties created a resource dependency, thus further underlining frequency and power as important stakeholder attributes.