STRATEJİK İLETİŞİM YÖNETİMİ BAĞLAMINDA PAYDAŞ KURAMI’NIN ELEŞTİREL BİR DEĞERLENDİRMESİ

Abstract

Today organisations which are operating in a complex environment and network of relationships are engaging in strategic communication effort based on unavoidable dialogue with their stakeholders following a power/impact analysis of those stakeholders. In this article, with reference to the ‘Stakeholder Theory’ as a strategic management concept, the rationale of organizations grounds of analysing its stakeholders and/or publics of in order to establish dialogue has been discussed with a critical review. To this end, the problematic of defining and framing of ‘stakeholders’ and ‘publics’ concepts translated from English and used in Turkish public relations and management literature has been mentioned. On the other hand, how the ‘Stakeholder Theory’ creates an environment to meet stakeholders’ expectations, persuade stakeholders who may pose a problem, and as a consequence operates in accordance with organizational goals will also be analysed. Organisations might also seek concession to maintain hegemony to maximize their own interests and realise the organisational sustainability if required. Stakeholder management is essential for organisations in terms of strategic planning (identification of opportunities and threats), institutional legitimacy and the idea of corporate social responsibility (CSR). ‘Stakeholder Theory’ and other concepts such as ‘stakeholder engagement’, ‘CSR’, ‘sustainability’ and ‘corporate citizenship’ in this context, have been designed in order to create a ‘corporate ethos’ within utilitarian ethics framework, and to provide suitable setting for the implementation of neoliberal economy policies