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Die toenemende mediakapasiteit van die verhoogde gefragmenteerde medialandskap kan voordelig of nadelig vir individue wees. Vanuit 'n organisatoriese kommunikasie-oogpunt word geargumenteer dat gedeelde kennis deur inlynkommunikasiemedia kan bydra tot volhoubare strategiese belangegroepverhoudings. Om dit te kan doen, word die artikel oorhoofs benader vanuit die Kommunikatiewe Konstitusie van Organisasies (KKO)-denkrigting as begrondingsraamwerk, met 'n spesifieke fokus op die kennisbestuurperspektief as multidissiplinêre benadering om gedeelde kennis en betekenis te bewerkstellig. Vanuit die kennisbestuursbenadering word geargumenteer dat organisasies inlynkommunikasiemedia as veranderingsagent kan gebruik om hierdie betekenis en bewustheid te skep. Vir die doel van hierdie artikel verwys inlynkommunikasiemedia na die integrasie van aanlyn en aflyn interaktiewe kommunikasie tussen die organisasie en belangegroepe en die beweging tot gedeelde betekenis deur kruis-medialiteit vir die versterking van volhoubare strategiese belangegroepeverhouding. Volgens Larghi, Lemus, Moguillansky en Welschinger (2015:22) is die integrasie van optredes en gedrag waardevol om strategiese belangegroepe te verstaan en kan dit gebruik word om die manier waarop hulle betekenis aan realiteit gee, sistematies te verander. Dit beklemtoon die siening tot 'n benadering om aanlyn en aflyn interaktiewe media te kombineer om verhoudings met strategiese belangegroepe te versterk. In lyn met die KKO-denkrigting word geargumenteer dat konnektiwiteit, wat persepsies oor tyd, spasie en verhoudings skep en individue van die digitale na die fisiese omgewing en terug te beweeg, moontlik gemaak word (Larghi et al. 2015:28). Inlynkommunikasiemedia skep dus verskillende kruis-kanaal-raakpunte vir kommunikasie om verhoudingsbestuur met strategiese belangegroepe tot voordeel van die organisasie te versterk. 'n Belangrike aspek is die beweging na gedeelde kennis wat uit 'n organisatoriese oogpunt verskil van die fokus van die media om slegs inligting oor te dra om voorsiening te maak vir die vinnige verandering in die nuwe- en sosiale- media-omgewing. Die artikel fokus op hierdie leemte in die literatuur om van inligtingoordrag deur die media te beweeg na gedeelde inligting waar die organisasie inlynkommunikasiemedia as veranderingsagent kan gebruik om gedeelde kennis, betekenis en innoverende samewerking vir probleemoplossing en volhoubare verhoudings met strategiese belangegroepe te skep. Die bydrae van die artikel is tweeledig: eerstens om vanuit 'n organisatoriese oogpunt 'n nuwe perspektief voor te stel waar inlynkommunikasiemedia gebruik kan word as veranderingsagent vir die oordrag van gedeelde kennis; en tweedens dat hierdie gedeelde kennis betekenis skep wat deur kennisbestuur moontlik gemaak word om die organisasie se verhouding met strategiese belangegroepe te versterk. The accelerated capacity of the media can be to the advantage or disadvantage of individuals. From an organisational communication perspective, it is argued that shared knowledge through inline communication media could contribute towards sustainable strategic stakeholder relationships. To achieve this, this article is addressed from the Communicate Constitution of Organisations (CCO) school of thought as foundation with a specific focus on the knowledge management perspective as multidisciplinary approach to create shared knowledge and meaning. From a knowledge management perspective, it is argued that inline communication media could be used as change agent to create this meaning and awareness. For the purpose of this article, inline communication media refers to the integration of online and offline interactive communication between the organisation and stakeholders and the move towards shared meaning through cross-mediality for sustainable stakeholder relationship building. According to Larghi, Lemus, Moguillansky and Welschinger (2015:22) the integration of actions and behaviour are valuable to understand strategic stakeholders and it could be used as a manner to systematically change how they add meaning to reality. This underlines the need for an approach to combine online and offline interactive media to strengthen strategic stakeholder relationships. In line with the CCO school of thought, it is argued that connectivity, which creates perceptions over time, space and relationships, allows individuals to move from the digital to the physical envrionment and back (Larghi et al. 2015:28). Inline communication media therefore creates various cross-channel touch points to strengthen communication to apply relationship management with strategic stakeholders to the advantage of the organisation. An important aspect is the movement towards shared knowledge which, from an organisational communication perspective, differ from the mere transfer of information through the media to make provision for the continuous change in the new and social media context. This article addresses this gap to move from information transfer through the media towards shared information where inline communication media is used as change agent to create shared knowledge, meaning, innovative collaboration and problem-solving to contribute towards sustainable relationship building with strategic stakeholders. This article provides a two-fold contribution: Firstly, from an organisational communication viewpoint, this article proposes a new perspective where inline communication media could be used as change agent for the transfer of shared meaning; and secondly, that this shared meaning, made possible through knowledge management, could contribute towards strengthening the organisation's relationships with strategic stakeholders.