Social and Behavioral Sciences Commons^™

Towards The Final Frontier: Using Strategic Communication Activities To Engage The Latent Public As A Key Stakeholder In A Corporate Mission, Scott C. D'Urso

College of Communication Faculty Research and Publications

Private corporations that do not normally interact with, nor regularly communicate with, the public often do not perceive the public as a relevant or active stakeholder. The public may not view themselves as a stakeholder, particularly when they are unaware of, have no direct dealings with, or do not have any problems associated with such a corporation. The current study, utilizing a national survey of the United States public (N = 424) found that through directed strategic communication activities of a private spaceflight corporation, utilizing social and new media tools, a latent public can perceive a corporation and its mission …