Evaluate how stakeholder theory can inform an organisation’s [operating in a sector of your choice] approach to corporate social responsibility.

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Questions
1. Examine the statement that : ‘This overlap and complementarity between marketing and public relations have suggested to organisations that it is useful to align both disciplines more closely or at least manage them in a more integrated manner.’
J Cornelissen, (2008:20) Corporate Communication (2nd Ed) London: Sage
2. Evaluate how stakeholder theory can inform an organisation’s [operating in a sector of your choice] approach to corporate social responsibility.
3. ‘The fact laid bare by the fragmentation of media is that communications is what everyone does within an organisation.’ (Waddington 2014) Analyse the implications of this statement for modern PR practice.
Waddington, S 2014 The Real PR Professionals are Stepping Forward www.cirp.co.uk [online] 11.04.14 Available from: http://conversation.cipr.co.uk/2014/04/11/the-real-pr-professionals-are-stepping-forward/
(accessed 27.11.14)
4. Discuss whether it is possible to reconcile dialogue and persuasion models of public relations.

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