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Stakeholders – The Drivers Of A Successful Communication Strategy

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.

Mapping the Communications Funnel

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.

Strategic Stakeholder Planning: Key Questions

To approach stakeholder strategy, consider the following steps and questions:

  • Who are we ultimately trying to influence to take action (the actual audience)?
  • Are there intermediaries we need to reach first (i.e. bloggers, journalists)?
  • Are there individuals who are influential over the actual audience we need to reach first?
  • Are the stakeholders aware that we exist? Are they aware of our products, and our services?
  • Are stakeholders supportive of what we are trying to do? Are they interested in us, our products, our services?

Prioritise

  • Who are my most important stakeholders?
  • Which stakeholders need to be communicated with first?
  • Which stakeholders will help us best achieve our goal?

Approach

  • What is the best way to reach each stakeholder?
  • Which tools and techniques might be used to deliver the message(s)?

Messages

  • What should we say to each stakeholder to shift their perspective (impact) and encourage action (outcome)?

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.