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Public Affairs Insights from the Centre

16 Feb 2010

Integration of communication and stakeholder engagement

George Onisiforou

The Centre’s research in Australia verifies that companies, and especially multinational corporations, are integrating their stakeholder engagement and communication efforts within the public affairs management function.

Our 2009 research of public affairs functions in Australia shows that most organisations have developed integrated public affairs functions that include external communications, issues and crisis management and media relations as their primary focus activities.

Companies operating in Australia are increasingly also including brand management/image in their integrated approach to stakeholder engagement and relations.

An important trend in stakeholder engagement and communication involves the rise of internal communications as a prominent focus in corporate management, and the re-integration of the sub-function into the corporate public affairs/corporate communications function in organisations where it may have sat traditionally in the human resources area.

This suggests that many corporations are now realising that good internal communications strategy and execution have as an important role in creating a good corporate reputation as external communication.

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