Stakeholder Management in a Military Organization: An Exploration

• In Event: Organizational Perspectives on Public Relations, Corporate Communication, and Branding

Abstract

This case study explores how senior public affairs officers of the Air National Guard (ANG) define, identify, value and manage relationships with multiple internal and external stakeholders. The study used an inductive approach; interviewing public affairs practitioners, and analyzing internal and external documents, Web sites and Social media. According to the data, personal experience and relationships, as well as nuanced, targeted messaging, were vital in maintaining and strengthening the commitment and interest of various stakeholders.

Author

• Timothy Shaw Penn, University of Maryland