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
Abstract
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