The Conference Board uses cookies to improve our website, enhance your experience, and deliver relevant messages and offers about our products. Detailed information on the use of cookies on this site is provided in our cookie policy. For more information on how The Conference Board collects and uses personal data, please visit our privacy policy. By continuing to use this Site or by clicking "OK", you consent to the use of cookies. 

10 May, 2012 | (01 hr)

Sign In to access this Webcast

Sign In

Professor Mark Lee Hunter and his colleagues Luk N. Van Wassenhove and Maria Besiou have identified a powerful sector of media that is controlled by stakeholders with the purpose of influencing other stakeholders and organizations (like governments or firms). He will share the reasons why stakeholder media matter to firms and why they are not identical to “social media” – though ironically, they are more influential in many cases.

Professor Hunter and his colleagues are currently on predictive models relating to stakeholder media processes and effects to develop frameworks and templates to further understand their underlying mechanisms and to therefore drive actionable strategies and tactics.

The Conference Board has published research relevant to the webcast, which can be accessed by clicking the following titles: ‘Managing the Conversation’, CEO Challenge Reflections: Social Media Goes to Work and Get Social: A Guide to Creating Your Company's Social Media Strategy.

Certainly, social media such as Facebook may be used by stakeholder groups. But the primary purpose of stakeholder media is not to make friends. Stakeholder media drive solutions to perceived issues. 


Who should attend

Executives, Professionals and Specialists working in Corporate Communications, Public Relations, Digital Strategy, Corporate Branding, Social Media. Customer Engagement, Reputation Management and Corporate Social Responsibility roles and functions.


Dr. Uwe G. Schulte

Dr. Uwe G. Schulte
Leader, Global Sustainability Centre and Program Director
The Conference Board

Dr. Uwe G. Schulte is Leader, Global Sustainability Centre, and Program Director for the European Sustainability Council at The Conference Board.

Schulte was executive director of the INSEAD Social Innovation Centre and spent most of his professional career at Unilever. In his final role,...Full Bio

Prof. Mark Lee Hunter

Prof. Mark Lee Hunter
Adjunct Professor and Senior Research Fellow
INSEAD Social Innovation Centre

Mark Lee Hunter is an Adjunct Professor and Senior Research Fellow at the INSEAD Social Innovation Centre, where he is a founding member of the Stakeholder Media Project.

His manual for investigative reporters, Story-Based Inquiry (UNESCO 2009), is the most widely-distributed reporting me...Full Bio

Registration and Pricing
Complimentary: Sign in or create an account to receive it.
Webcast Information

Webcast Help

Frequently Asked Questions

Customer Service

Flash Information

To view our webcasts Flash Player 9.0.28 and above is required.

Detect My Version

Upgrade Flash Player

Support Our Work

Support our nonpartisan, nonprofit research and insights which help leaders address societal challenges.




23 Insights from the 2019 HR M&A Conference

23 Insights from the 2019 HR M&A Conference

January 09, 2020 | Conference KeyNotes

Growing the American Workforce

Growing the American Workforce

October 31, 2019 | Committee for Economic Development

20 Insights from the 2018 Change Communication Seminar

20 Insights from the 2018 Change Communication Seminar

January 14, 2019 | Conference KeyNotes