Authentic Advocacy: How Five Leading Companies are Redefining Stakeholder Engagement

Authentic Advocacy:
How Five Leading Companies are Redefining Stakeholder Engagement

Authentic Advocacy offers an in-depth look at how stakeholder engagement strategies are evolving and how CCOs can best undertake them within their enterprise. It includes compelling findings about the nature of stakeholder engagement in today’s environment, learned through interviews conducted with five leading companies – Cargill, Chevron, Lundbeck, Southwest Airlines and USAA, and offers seven action steps for CCOs to consider when devising their approach to building and maintaining these critical stakeholder relationships.

The Building Belief report, published in 2012, introduced a Page Model describing how enterprises can create advocacy among their organization’s key stakeholders. In 2013, we addressed the Corporate Character aspect of the model in a report that encouraged CCOs to use their organization’s beliefs, values, purpose and actions to clearly define and activate a character that permeates the operations of the enterprise. Authentic Advocacy continues that work, lending new insight into how the Page Model applies in today’s environment in terms of generating advocacy among stakeholders and moving them to action.

Download Executive Summary Download Full Report

Related reports

The CCO as Pacesetter:
What It Means, Why It Matters, How to Get There

The CCO as Pacesetter: What It Means, Why It Matters, How to Get There

This is our most exhaustive research project on the evolving role of the CCO. The results are undeniable: The CCO is at the nexus of enterprise transformation, producing new demands and requirements that, when met, elevate the function to be more essential and strategic than ever before.

The CEO View:
Communications at the Center of the Enterprise

The CEO View: Communications at the Center of the Enterprise

Have CEOs' expectations of their CCOs changed given the rapidly changing nature of our enterprises and the circumstances in which they operate? What are CEOs priorities, and in what ways are they looking to their CCO for leadership?

The CCO as Builder of Digital Engagement Systems

The CCO as Builder of Digital Engagement Systems

This paper focuses on helping Page Society members implement one of the three core dimensions of the contemporary framework for the new CCO role described in The New CCO: Transforming Enterprises in a Changing World: that of strategic enterprise leadership and engineering of "Digital Engagement Systems" to create enterprise-wide competitive advantage.

Latest from Page

Honoring Harold Burson, 1921-2020

To commemorate Harold Burson following his passing at age 98, we are republishing a past podcast featuring Harold’s conversation with Becky Edwards, now CCO of Schneider Electric, at the 2018 Page Spring Seminar. Harold explains why he’s bullish on the future of the communications, his roundabout path into the profession, and how the digital era has and will continue to reshape it.

A Conversation with Mike Wing, Page's Author

As The New CCO wraps up 2019, we sit down with Mike Wing, the lead writer of Page’s most seminal research reports, to discuss the common threads of the CCO role from our first publication in 2007 to the present.

Dealing with Deepfakes - Danielle Citron, Boston University

Professor Danielle Citron is the vice president of the Cyber Civil Rights Initiative and an expert in online privacy at the Boston University School of Law. She discusses deepfakes’ rise to prominence, their proliferation, the ongoing battle to regulate them through legislation and the best ways for us to steel our organizations against attacks.

The Payment Platform with a Purpose - Franz Paasche, PayPal

Purpose and values are often derided as corporate buzzwords or feel-good messaging. But for Franz Paasche, SVP of Corporate Affairs at PayPal, these foundational elements of corporate character are the lifeblood of the enterprise. They are what differentiates this financial disruptor from its peers.