Explicating communicative organization-stakeholder relationships in the digital age: A systematic review and research agenda

The digital age is a game-changer for the communication between organizations and stakeholders. Relationships are pivotal to public relations. However, their conceptualizations, measures, and normative assumptions have neither been analyzed systematically and across disciplines, nor have they been studied in light of the changing digital communication landscape. This article re-examines the relationship paradigm in public relations and marketing in an online environment. By means of a systematic review, it seeks to explicate communicative relationships between organizations and their diverse stakeholders, to review how they are operationalized and measured, and to illuminate their normative evaluations. This conceptual specification is guided by systematic sampling and content analysis of all primary research on organization-stakeholder relationships in the broader social sciences. Results of a comprehensive analysis of 74 articles suggest that studies overemphasize the business contexts, follow an instrumental orientation based on transactions rather than communication, and lack analyses of digital data. To explicate a PR understanding of digital communicative organization-stakeholder relationships, a definition is provided and a research agenda is offered on theory, measures, and blind spots.