Competing for attention: using stakeholder engagement to shift the focus from the Beijing Olympics to minority pressure groups

Abstract

This is a case study, highlighting China's plight to secure consistent, positive media coverage in the lead up to the 2008 Beijing Olympics. While this paper is neither anti-China nor pro-Tibetan, it highlights that large organisations and governments can learn from activist and pressure groups, which have become increasingly successful in engaging stakeholders. The author argues that Olympic marketing programs have focused too much on traditional marketing tools, whilst ignoring the importance of integrated communication programs and stakeholder engagement.