Stakeholder communication management on the Internet: An integrated matrix for the identification of opportunities

Until recently stakeholder communication has tended to be mostly unidirectional and simple. However, the advent of the Internet has brought unprecedented change. Stakeholder communication is no longer unidirectional, and as stakeholders increasingly communicate with each other this communication becomes infinitely more complex. Unfortunately many of the tools and models of PR were developed and refined in a pre‐Internet world. This paper introduces an integrated Internet stake‐holder communication matrix (I 2 SCM), and explains its use for the identification of issues that need to be managed with regard to the Internet and2 PR.