Mapping cultural change and engineering consent – through social networks and identifying key stakeholders

Abstract

Purpose To provide insight into how Public Relations can be used in an innovative manner, when looking to harmonise social, resource-based and financial equity - through strengthening stakeholder relations and capitalising on dynamic extended networks. Following this, the suggestion is that the root of its successful execution lies in mapping cultural change and then embarking on a process of engineering consent. Areas of discussion are offered, in the interests of stimulating new thinking and further knowledge - surrounding public relations, also within a Muslim context. More specifically, Iranian culture and the differences between Arab and Persian-centric approaches, towards an adherence to Islamic ethea are considered. Design/methodology/approach Interpretive phenomenological analysis and syllogisms, as a basis for conceptual metaphor theory, inductive reasoning and critical discourse analysis. Evidence supported by discussions and participant observation methods. Findings Consumers are becoming more significant in shaping the PR agenda. Furthermore, the evolutionary growth and mutations spawned by Web 2.0 draw non-brand users, social networks and anti-branding movements towards engagement and the possession of greater social capital. When gifting stakeholders with a larger share of voice, consumption definitions become judged less by tangible transactions; and more by figurative, intangible and co-dependent communication drivers. In addition, with the increase in interactivity afforded by media channels, two-way communication, and the inclusion of more parties; a normalisation and leveling of information also occurs. Originality/value The paper attempts to respond conceptually to phenomena with point towards an increase in the significance of technology, fused with social networks and cultural hybridisation. Finally, there currently exists little academic material examining public relations, with consideration of varying Muslim perspectives, cultures and schools of thought. Furthermore, analyses which are reflective of examining the nuances between different Muslim nations remains scarce. To this end the following paper attempts to highlight and address some of these issues