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Journal Article 2.1: Mundy, D. E. (2015). Shifting, broadening, and diversifying: How gay pride organizations are reshaping their mission to build crucial relationships in a complex 21st century stakeholder network. Public Relations Inquiry, 4(1), 41-59.

Abstract: This study explores the 21st century context of “Gay Pride.” Leaders of gay pride organizations in major US cities revealed through in-depth interviews how they plan and execute what have become major events that attract millions of visitors annually. These leaders emphasized how their mission has changed over time. Forty years of progress toward lesbian, gay, bisexual, transgender equality has helped create a more inclusive environment that demands more from today’s gay pride organizations. Accordingly, the leaders detailed how they are adjusting their operational and communication strategy to better forge and maintain productive relationships among today’s immensely complex stakeholder network. The findings contribute to social movement scholarship and offer insight regarding the intersection of relationship management theory and stakeholder theory.

Journal Article 2.2: Melkote, S. R., Moore, D., & Velu, S. (2014). What makes an effective HIV/AIDS prevention communication campaign? Insights from theory and practice. Journal of Creative Communications, 9(1), 85-92.

Abstract: The lack of a medical cure for AIDS puts the spotlight on preventive efforts. Therefore, an enormous responsibility is placed on communication since it plays an important role in disseminating information that may prevent risky behavior as well as help in reducing stigma of AIDS patients. In this article, we wish to highlight what we consider to be important elements in a successful or effective campaign. The article will begin with an overview of important models/theories that are related to HIV/AIDS prevention noting their theoretical contributions as well as some of their weaknesses in addressing pertinent factors. This will be followed by our description of an effective HIV/AIDS prevention campaign. This article also underlines the importance of local stakeholders. The challenge for communication and programme managers/practitioners is to identify and seek collaboration of important local stakeholders.