Reputational Crisis Stakeholders – Fluidity in Identities

Critics of Freeman’s early stakeholder theory suggested it is narcissistic in nature, but the popular simplified interpretation of stakeholder theory ensured that it is used by much vigour for anyone wishing to improve their own position. Hence it must have seemed like an easy means to establishing a crisis communication dialogue whereby the organisation at the centre of the crisis focuses on solving that crisis for its own benefit. Through understanding the roles these stakeholders play in reputational crises, it becomes clearer that a reputational crisis cannot exist without these stakeholders, and that the motivations of these stakeholders means that reputational crises will continue to occur. Juxtaposing Freeman’s more recent revisions of stakeholder theory with the advent of social media creates more complex stakeholder types. This also requires us to have a better understanding of stakeholder’s viewpoints and motivations. A model to determine the salience of social media stakeholders in reputational crises is proposed to better understand how these actors can be influential and play an active role in developing a reputational crisis.