Understanding Stakeholder Engagement : Faith-holders, Hateholders & Fakeholders
Luoma-aho, V. (2015). Understanding Stakeholder Engagement: Faith-holders, Hateholders & Fakeholders. RJ-IPR : Research Journal of the Insitute for Public Relations, 2 (1). Retrieved from http://www.instituteforpr.org/understanding-stakeholder-engagement-fai...
Authors
Date
2015Discipline
YhteisöviestintäCopyright
© Institute for Public Relations and the author.
Stakeholder engagement has risen on the agenda of public relations recently mostly due to
the introduction of real-time media and new hybrid forms of marketing, advertising and public
relations. Engaging stakeholders is not a simple task in the information rich environment, and
can be compared to a pinball match; organizational messages now have direct access, but often
bounce randomly around in the online environment. To simplify measurement of public relations
in this complex, unpredictable environment, this article distinguishes between three different
types of stakeholder relationships: the positively engaged faith-holders, the negatively engaged
hateholders, and fakeholders the unauthentic persona produced by astroturf and algorithms. The
paper suggests that it is the future task of public relations professionals to support the faithholders,
engage the hateholders and reveal the fakeholders. This mostly conceptual article
introduces these three emerging groups, gives examples of all three and ponders their
significance and their implications for public relations in the future.
...


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Institute for Public RelationsKeywords
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http://www.instituteforpr.org/understanding-stakeholder-engagement-faith-holders-hateholders-fakeholders/Metadata
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