Applying the Stakeholder Relationship Model as an Issue Management and Risk Communication Tool

This chapter argues that because of the changing nature of crises, global environments, and reputation management organizations can no longer view crisis management and crisis communication as a process that begins when a crisis is triggered. Instead this chapter argues that good crisis communication is built on an active and socially responsible approach to stakeholder engagement involving issues and risk management as cornerstones of being an ethical organization serving the needs and interests of its stakeholders. In order to accomplish this goal, it argues that researchers and practitioners need to move away from organization-centered models to focus on stakeholder-centric models. Finally, it proposes that by applying the stakeholder relationship management model as an issue management and risk communication tool, organizations will be better positioned to minimize or mitigate risks to stakeholders and develop better overall strategies for responding to situations as they arise or crises as they are triggered.

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