One of the most common buzzwords in the PR industry is ‘stakeholders’—a broad term that describes individuals who have a reason to be interested in a client’s organisation, issue, event, or cause. Stakeholders are the people we aim to reach and influence through strategic communication programmes and, ideally, should guide much of our PR planning and implementation.
When it comes to communication strategy, thoroughly understanding stakeholders is crucial before making decisions about other PR planning components. An in-depth knowledge of stakeholder interests early in the strategic planning process will shape the communication objectives, messages, approach, tools, and tactics. Most importantly, this understanding is key to successful measurement and evaluation efforts.
In focusing on the stakeholder component of strategy, it’s essential to remember that each stakeholder moves through the ‘communications funnel’ as we work to shift their perspectives (impact) and encourage them to take action (outcome). Evaluation should be designed to measure the impact and outcomes achieved for each stakeholder.
Effective communication strategies should approach stakeholders with research upfront to identify them systematically and understand their current awareness, understanding, trust, support, and opinions.
Tip: Treat stakeholders as individuals, not categories like ‘Government’ or ‘General Public.’ Consider what they read, the blogs they follow, their awareness of your products or services, and their level of support for your organisation.
To approach stakeholder strategy, consider the following steps and questions:
Of course, stakeholder mapping, planning, engagement, and measurement is a complex area that deserves its own discussion. Thoughtful research and consideration of stakeholders upfront lay the groundwork for a successful communication strategy.