Stakeholder identifying and positioning (SIP) models: From Google's operation in China to a general case-analysis framework

Research output: Contribution to journalArticle

21 Scopus citations


Through examining online search service provider Google's much-talked about business operation in China over the past several years, this research introduced a series of practical stakeholder identifying and positioning (SIP) models that can be used for various PR case analysis, issue management and decision-making process. Stakeholder, though an important concept that is at the epicenter for understanding and practicing public relations, has nonetheless received insufficient scholarly scrutiny from the public relations' perspective, and has been so loosely defined that it often leads to confusion rather than clarification. This study categorized all stakeholders into three broad "PR" dimensions, namely, (1) Product and Revenue; (2) Policy and Regulation; and (3) Perception and Reputation. The dynamic interactions and interrelations of these stakeholders were further streamlined and illustrated through several commonly applicable models.

Original languageEnglish (US)
Pages (from-to)415-425
Number of pages11
JournalPublic Relations Review
Issue number4
StatePublished - Nov 1 2007



  • Google
  • Issue management
  • Optimization model
  • Stakeholder
  • Stakeholder analysis
  • Stakeholder identifying and positioning (SIP)

ASJC Scopus subject areas

  • Communication
  • Organizational Behavior and Human Resource Management
  • Marketing

Cite this