A3 Book section, Chapters in research books
Love Wins : A Love Lens Approach to Cultivation of Organization-Stakeholder Relationships (2020)

Badham, M. (2020). Love Wins : A Love Lens Approach to Cultivation of Organization-Stakeholder Relationships. In A. Tkalac Verčič, R. Tench, & S. Einwiller (Eds.), Joy : Using Strategic Communication to Improve Well-being and Organizational Success (pp. 3-20). Emerald. Advances in Public Relations and Communication Management, 5. https://doi.org/10.1108/S2398-391420200000005003

JYU authors or editors

Publication details

All authors or editors: Badham, Mark

Parent publication: Joy : Using Strategic Communication to Improve Well-being and Organizational Success

Parent publication editors: Tkalac Verčič, Ana; Tench, Ralph; Einwiller, Sabine

ISBN: 978-1-80043-241-3

eISBN: 978-1-80043-240-6

Journal or series: Advances in Public Relations and Communication Management

ISSN: 2398-3914

Publication year: 2020

Publication date: 26/11/2020

Number in series: 5

Pages range: 3-20

Number of pages in the book: 384

Publisher: Emerald

Place of Publication: Bingley

Publication country: United Kingdom

Publication language: English

DOI: https://doi.org/10.1108/S2398-391420200000005003

Publication open access: Not open

Publication channel open access:

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/78466


This chapter adds to emerging research exploring the construct of joy by drawing attention to the value of more loving stakeholder relationships. Relationship management research has focussed attention on the antecedents, outcomes and quality of an organization’s relationships with various publics and stakeholders and has examined strategies that can nurture these relationships. However, not much of this research has addressed intimacy and passion in these relationships.
Accordingly, this chapter draws on the theory of brand love developed in relationship marketing research and the theory of love from psychological research to build a theoretical framework of organization–stakeholder love (OSL) that can be applied to organizational relationships with publics and stakeholders. An OSL framework switches emphasis from how organizations can attract stakeholder affection (e.g., love) towards organizations to how organizations can and should love their stakeholders. The proposition put forward in this chapter is that OSL can and should become a driving force behind organizations’ interactions with stakeholders, thus contributing to ethical public relations practices.
OSL is important because it has the potential to contribute to addressing public relations’ image problems (e.g., relating to terms such as spin and corporate greenwashing); it offers a new love orientation that guides organizations towards a focus on the primacy of stakeholder needs and values, which in turn may shape the way organizations initiate and manage relationships with stakeholders. This chapter concludes with practical ways to implement OSL and
a research agenda suggesting ways OSL may open up new research opportunities in public relations.

Keywords: organisations (systems); public relations; stakeholder groups; communication; reputation; reputation management; image (profile); values (conceptions)

Free keywords: ethical public relations; intimacy; love; organizational orientation; organization-public relationships (OPRs); organization-stakeholder relationships (OSRs)

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2021

JUFO rating: 1

Last updated on 2022-14-09 at 11:53