This paper positions effective governance of stakeholder relationships as the new global frontier of the public relations and communication profession. This paper is dedicated to the art and science of stakeholder relationships governance from an organizational, systemic and relational perspective. The author contends that however complex it may be in today’s environment, the process of communication is probably the most relevant of the available tools to enable stakeholder relationships. The paper identifies and integrates societal perspectives with the value and network society models of organizations, and the argument is made that in the absence of a global- and relationship-based perspective, a professional communicator is not able to effectively perform at any level (local, regional, national, international). In order to effectively govern its different stakeholder relationships, the author suggests adoption of a generic “scrapbook approach,” which is defined as GOREL (governance of relationships), first developed in the mid-1980s and subsequently adjusted many times to remain useful in our ever-changing environment.
Global Stakeholder Relationship Governance
There is a portuguese version of this book?