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.
CRAWFORD, I. 2015. RGyoU listening? Stakeholder communication and digital interface: a case study of a Scottish university. Presented at 2015 Aberdeen Business School (ABS) 50 conference (ABS 50): the business of business schools; learning from the past, building for the future, 12-13 November 2015, Aberdeen, UK.