Stakeholders and unintended outcomes in strategic communication
Stakeholders y outcomes no intencionados en la comunicación estratégica
Stakeholders e outcomes não intencionados na comunicação estratégica
| 2020 | |
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stakeholders unintended outcomes evaluation strategic communication public relations greenwashing stakeholders outcomes no intencionados evaluación comunicación estratégica relaciones públicas greenwashing stakeholders outcomes não intencionados avaliação comunicação estratégica relações públicas greenwashing |
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| Español | |
| Universidad ORT Uruguay | |
| RAD | |
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https://revistas.ort.edu.uy/inmediaciones-de-la-comunicacion/article/view/2961
http://hdl.handle.net/20.500.11968/4171 |
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| Acceso abierto | |
| Derechos de autor 2020 InMediaciones de la Comunicación |
| Sumario: | The uncontrolled reactions caused by communication actions are known as outcomes unintended according to the most widespread evaluation models. The measurement of these outcomes becomes enormously relevant as they can represent adverse effects for the stakeholders that are linked to the organization: this correlation jeopardizes communication goals and could impact its activity in a negative way. This article discusses the unwanted outcome of a strategic communication action. More specifically, a content analysis is carried out of the appearance of criticisms of misleading policies on environmental commitment (greenwashing) that occurred in the framework of the Climate Summit (COP25) held in Madrid in December 2019. Through the quantitative observation of the media coverage and the quantification of the extracted variables, it is possible to define the true media involvement of the greenwashing perspective, and, specifically, its effect onpotential stakeholders. |
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