Abstract

Stakeholder theory contends that organizations owe an obligation to other stakeholder groups that extends beyond shareholders. This study uses stakeholder theory to examine which groups public relations practitioners and journalists attend to as well as which attributes—legitimacy, power, and urgency—they highlight. Content analysis of press releases and news stories found that the stakeholder most frequently mentioned in both press releases and newspapers was the shareholder group. Both press releases and news stories focused more on legitimacy than power or urgency for all stakeholders except government. The findings support criticisms that, in general, business news and corporate communications concentrate on the interests of shareholders. The ethical implications from the perspective of stakeholder theory are discussed.