@inproceedings { , title = {RGyoU listening? Stakeholder communication and the digital interface: a case study of a Scottish university.}, abstract = {Rapidly evolving digital media platforms have created an environment where communication can take place between anyone at any time and the traditional boundaries between internal and external communication have become porous and unpredictable. The technological facilitation and social acceptance of fast yet meaningful conversation through a range of media has created an expectation that organisations will engage in similar practices. This paper presents the findings of a research project designed to assess the efficacy of corporate communication at a Scottish university from the point of view of internal and external stakeholders. The qualitative research addressed questions of message, medium, audience, impact and exchange within the digital era of conversational communication where active stakeholder engagement with strategic developments, are drivers for success.}, conference = {13th International marketing trends conference}, isbn = {9782953281170}, note = {INFO COMPLETE (info via contact 25/6/2019 LM) PERMISSION GRANTED ("The authors can use their papers in part or in full for any use without asking the International Marketing Trends Conference permission to re-use their own work" website 23/7/2019 LM) DOCUMENT RECEIVED (paper downloaded from website 23/7/2019 LM -- PPT file rec'd from contact 17/7/2019)}, publicationstatus = {Published}, publisher = {International Marketing Trends Conference}, url = {https://rgu-repository.worktribe.com/output/324060}, keyword = {Corporate, Communication, Stakeholders, Conversational, Digital media}, year = {2014}, author = {Crawford, Izzy} editor = {Andreani, Jean-Claude and Collesei, Umberto} }