Document Type
Article
Language
eng
Publication Date
7-1-2018
Publisher
Taylor & Francis
Source Publication
International Journal of Strategic Communication
Source ISSN
1553-118X
Abstract
Private corporations that do not normally interact with, nor regularly communicate with, the public often do not perceive the public as a relevant or active stakeholder. The public may not view themselves as a stakeholder, particularly when they are unaware of, have no direct dealings with, or do not have any problems associated with such a corporation. The current study, utilizing a national survey of the United States public (N = 424) found that through directed strategic communication activities of a private spaceflight corporation, utilizing social and new media tools, a latent public can perceive a corporation and its mission in a positive manner, and transition it towards a status of an aware public and possible active public. Positive perceptions were found regarding corporate credibility, brand awareness, public engagement, communicating a corporate mission, educating the public, and influencing public opinion.
Recommended Citation
D'Urso, Scott C., "Towards the Final Frontier: Using Strategic Communication Activities to Engage the Latent Public as a Key Stakeholder in a Corporate Mission" (2018). College of Communication Faculty Research and Publications. 515.
https://epublications.marquette.edu/comm_fac/515
Comments
Accepted version. International Journal of Strategic Communication, Vol. 12, No. 3 (July/August 2018): 288-307. DOI. © 2018 Taylor & Francis. Used with permission.