RGyoU listening? Stakeholder communication and the digital interface: a case study of a Scottish university.

Crawford, Izzy

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.

Citation

CRAWFORD, I. 2014. RGyoU listening? Stakeholder communication and the digital interface: a case study of a Scottish university. In Andreani, J.-C. and Collesei, U. (eds.) Proceedings of the 13th International marketing trends conference, 24-25 January 2014, Venice, Italy. Paris: Marketing Trends Association [online], article ID 208. Available from: http://archives.marketing-trends-congress.com/2014/pages/PDF/208.pdf

• Conference Name: 13th International marketing trends conference
• Conference Location: Venice, Italy.
• Start Date: Jan 24, 2014
• End Date: Jan 25, 2014
• Acceptance Date: Jan 25, 2014
• Online Publication Date: Jan 25, 2014
• Publication Date: Dec 31, 2014
• Deposit Date: Jul 23, 2019
• Publicly Available Date: Jul 23, 2019
• Publisher: International Marketing Trends Conference
• ISBN: 9782953281170
• Keywords: Corporate; Communication; Stakeholders; Conversational; Digital media
• Public URL: https://rgu-repository.worktribe.com/output/324060
• Publisher URL: http://archives.marketing-trends-congress.com/2014/pages/PDF/208.pdf