Corporate Agenda Setting

Corporate agenda setting refers to corporations as the public agenda setters. As consumers, clients, employees, and/or shareholders, publics are the crucial stakeholders of corporations. Their perceptions of various aspects of corporations, such as products and services, leadership, innovation, financial performance, social responsibility, and reputation as a whole, influence their attitudes and behaviors toward these corporations. To be successful, corporations need to build a good image in the public’s minds. Therefore, corporations engage in activities that could have an influence on what and how publics think about them, that is, the public agenda. These activities could influence the public agenda directly or indirectly. Both the direct influence and the indirect influence would affect corporations’ reputations in the public’s minds. This entry outlines the direct influences of ...