MNEs’ Media Strategies Under Geopolitical Tensions

Multinational enterprises (MNEs) increasingly find themselves involved in geopolitical tensions, with the role of nonmarket stakeholders gaining importance. In particular, the news media can serve as an important nonmarket stakeholder by influencing the construction of corporate legitimacy, informing government policy, and shaping public perception of MNEs. This article explores how MNEs can develop media strategies to navigate geopolitical challenges and presents actionable insights for MNEs to communicate with nonmarket stakeholders. The proposed framework can guide MNEs to develop suitable media strategies on a case-by-case basis.