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'Publics' or 'stakeholders'? Performing social responsibility through stakeholder software

Demetrious, Kristin and Hughes, Patrick 2004, 'Publics' or 'stakeholders'? Performing social responsibility through stakeholder software, Asia Pacific public relations journal, vol. 5, no. 2, pp. 1-12.

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Title 'Publics' or 'stakeholders'? Performing social responsibility through stakeholder software
Author(s) Demetrious, Kristin
Hughes, Patrick
Journal name Asia Pacific public relations journal
Volume number 5
Issue number 2
Start page 1
End page 12
Publisher School of Communication and Creative Arts, Deakin University
Place of publication Geelong, Vic.
Publication date 2004
ISSN 1440-4389
Summary Government and corporate organizations increasingly seek the support of the communities where they operate and represent themselves as good corporate citizens with a sense of Corporate Social Responsibility (CSR). These organizations seek to create and sustain dialogue with their many and varied ‘stakeholders’ and reject traditional ‘PR’ approaches that regard communication as a way to manipulate ‘target publics’. Some of these organizations use a form of ‘stakeholder software’ to guide and support their efforts to embrace CSR in their operations and this article examines two such software packages. It sets their use and the broader drive for CSR in the context of a diminishing trust in traditional institutions and a rise in new, extra-parliamentary forms of activism (new activism); and it examines stakeholder software’s potential contribution to a values-based approach to PR training in universities and colleges.
Notes Reproduced with the specific permission of the copyright owner.
Language eng
Field of Research 200199 Communication and Media Studies not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Persistent URL http://hdl.handle.net/10536/DRO/DU:30002875

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