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Combining big and small data in postmodern corporate communications Focused on stakeholders’ perceptions, the described approach is naturally putting a question mark against significance-orientated communications management. The Return on Investment (ROI) from a postmodern communications strategy cannot be limited to unilateral aggregates like trust, media attention and image. Rather, the interactional aspect of exchange with stakeholder groups must be taken into account – as seen in the form of expert dialogue, the balancing of interests and joint projects. This is not about achieving a given level of reputational status, but about achieving quality relations (see Figure 29.7). In postmodern communications management, the original communicative currency of reputation can only be one component of a broader-based resource. This resource should reflect the relationship between the company and its environment, and, ultimately, generate stakeholder capital, the value of which is confirmed in the form of cooperation, reciprocity and trust.
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