ABSTRACT
Today, organisations are facing a number of challenges from non-traditional, often unknown, stakeholders who have become important players, if not in running the organisation then in establishing its image and reputation. In this chapter, it is argued that communication can contribute to a different understanding of who a stakeholder is and what stakeholder relations are by providing a different focus, definition and explanation of how groups of individuals gain legitimacy in light of organisational matters. Specifically, this chapter advances early scholarly discussions on the role of communication in stakeholder relations by offering a communication-based deliberation on three major points: 1) the nature of people’s communicative behaviours and their empowerment to the status of a stakeholder, 2) the nature of relationships and relational dynamics and 3) the nature of stakeholder engagement and relational expectations. The chapter concludes with some reflections on the contribution of a communication perspective for stakeholder relationship management.
