The Stakeholder Journey as a Tool for Communication Management

Thomas Mickeleit (), Paul Peters (), Julian Pining (), Michael Schmitz () and Benita Daube ()
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Thomas Mickeleit: KommunikationNeuDenken (RethinkCommunications)
Paul Peters: smava GmbH
Julian Pining: DIN Deutsches Institut für Normung e. V.
Michael Schmitz: Scompler Technologies GmbH
Benita Daube: Scompler Technologies GmbH

A chapter in Mastering CommTech, 2025, pp 43-62 from Springer

Abstract: Abstract In an era of increasing content saturation driven by artificial intelligence and digital communication, organizations face heightened competition for stakeholder attention. This paper introduces the stakeholder journey model as a strategic framework to navigate this landscape by placing stakeholders at the center of corporate communication efforts. The model systematically outlines the phases of stakeholder engagement—from awareness to loyalty—emphasizing the importance of data-driven, personalized communication. By leveraging CommTech (Communication Technology) and aligning with the corporate value chain, organizations can enhance their communicative efficiency, measure impact, and foster long-term stakeholder relationships. Practical insights and case studies, such as the German Institute for Standardization’s AI roadmap, illustrate how the stakeholder journey toolkit enables scalable, targeted communication across diverse stakeholder groups. The paper highlights structural and organizational prerequisites for successful implementation, addressing challenges like silo thinking and technological integration. Ultimately, this research underscores the pivotal role of the stakeholder journey in driving corporate legitimacy, value creation, and sustainable competitive advantage.

Keywords: Stakeholder journey; Corporate communication; CommTech; Digital transformation; Data-driven strategies; Stakeholder engagement; Communication value chain; Hyper-personalization; Artificial Intelligence (AI); Conversion Rate Optimization (CRO) (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/978-3-031-90302-1_3

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