Stakeholders and unintended outcomes in strategic communication

Abstract

The uncontrolled reactions caused by communication actions are known as outcomes unintended according to the most widespread evaluation models. The measurement of these outcomes becomes enormously relevant as they can represent adverse effects for the stakeholders that are linked to the organization: this correlation jeopardizes communication goals and could impact its activity in a negative way. This article discusses the unwanted outcome of a strategic communication action. More specifically, a content analysis is carried out of the appearance of criticisms of misleading policies on environmental commitment (greenwashing) that occurred in the framework of the Climate Summit (COP25) held in Madrid in December 2019. Through the quantitative observation of the media coverage and the quantification of the extracted variables, it is possible to define the true media involvement of the greenwashing perspective, and, specifically, its effect on
potential stakeholders.