The Extent To Which Romanian Companies Orient Their Strategic Communication Efforts To Their Stakeholders

In its market relations, the organization sets direct or indirect contacts with various public categories, which are part of the internal or external environment. The profitability of such interactions is obtained by using communication techniques, media and messages that may prove to be a real strategic and operational capital to reach the organizational targets. New dimensions of the organization appear due to the complexity of the relations which the company develops with the stakeholders. Increasing the value perceived by customers involves at present an orientation of the organization towards all stakeholders, who are a value generating chain, and as such a valuable component of relationship marketing. This study aims to assess the extent to which the communicational flows of Romanian companies are stakeholder-oriented. The results of quantity research demonstrates that there is a significantly distinct approach between the relationship marketing theory and organizational practice. The orientation towards employees, suppliers and distributors is the concern of less than half of the companies under analysis, whereas customers are still the main category of stakeholders from the viewpoint of the strategic communication approach.