Stakeholder Engagement—Creating and Sustaining Advocacy
Michael Fernandez, Matthew Gonring, and Sally Benjamin Young
This chapter provides a case-based understanding of stakeholder engagement as a strategic, organized, and structured approach to managing relationships with key constituencies that can influence enterprise business. A stakeholder is a particular individual or group of individuals who influence or are influenced by the enterprise. As such, stakeholders may be customers, employees, stockholders, investors, and governmental and nongovernmental organizations (Michaelson and Stacks 2017).
Stakeholder Engagement is an emerging strategic role played by the public relations/corporate communication function in managing environments, ...
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