Consumer behaviour engagement relies in social media and is recognised primarily as part of this campaign. As Saxton and Waters (2014) addressed in their recent research, “the increasingly wide adoption of social media offers public relations scholars an enormous opportunity to observe stakeholders’ online engagement corresponding to organizational communication”. The main stakeholder groups of this campaign involves the college community, social clubs and public groups which is important as part of the stakeholder engagement that can advance our connections.
| Stakeholders | Communication Methods | Effective Communication Methods | Engagement Strategy |
| Current WSU Students | Social media/Student Email/Outlook/Traditional Mail | meetings, social media | Create content based on students’ interest |
| Potential WSU Students | Social media, O-Week/Orientation | Social media, word of mouth, seminars | Host engaging forums during orientation week |
| Parents | Telephone, Written Communication | Written communication, social media | Voice out university values and the university’s mission for the future students |
| General Public | Word of mouth, Written Communication | Word of mouth, traditional advertising | Prioritizing interests of the general public |
| Uni Social groups | Meetings, University Events | Meetings, social media | Offer helpful content about what the university has to offer |
| Uni Administrators | Meetings, | Meetings, seminars | Meetings, Seminars |
References:
Saxton, G. D., & Waters, R. D. (2014). What do stakeholderslikeon Facebook? examining public reactions to nonprofit organizations’ informational, promotional, and community-building messages. Journal of Public Relations Research, 26(3), 280–299. https://doi.org/10.1080/1062726x.2014.908721
Authentic Communications 