The Importance in Transparency of Communication

The importance of transparent two-way communication between an organization and its Athletic Training stakeholders in achieving a positive trajectory of a national brand.

Social media has transformed the ways that a brand interacts with stakeholders, reshaping a brand's relationships with multiplicity of stakeholder groups. The brand is a product of interactions, a connection that is inclined to form a relationship. Interactivity and centering on user-generated content becomes a mechanism to evoke citizen participation in national branding campaigns via shaping and promoting a national brand identity at the grassroots. This creates transparency and democracy.

Social media can be used as an innovative way to enhance the role of guiding public opinion and maximizing social agreement on different topics. It creates discussion about the components that pose a threat to authentic stakeholder engagement in national branding.

This conceptual development enriches the stakeholder's relationship management paradigm and moves the conventional goals of national branding towards inspiring social development.

National branding is a critical cultural approach, it is employed to nurture an emotional connection with domestic publics in an attempt to achieve a loyal relationship between the overseeing organization and the members. Engagement recognizes the individuals who have mixed back-grounds (Cognitive and Cultural Diversity) in co-creating brand meaning, becoming dependent on the participatory approach to motivate citizens to take part in national building projects. A collaborative approach creates outcomes of members internalizing the universal elements of nationhood.

Coordinating actions of various stakeholder engagement refers to how the government establishes mechanisms that enable stakeholders to have the capacity to participate in and influence decision-making about the nation's brand and trajectory at the individual and social level in the pursuit of achieving the inner and outer aims of national branding.

Li, X., Feng, J. Empowerment or disempowerment: Exploring stakeholder engagement in nation branding through a mixed method approach to social network analysis. Public Relations Review. 2021:47(3)

Shelby 8/2024