PRSI Int PR Conf 2011 - Day 2 - Stakeholders management mapping and analysis - a solid platform to...

Magdalena Wenas– President PR Society of Indonesia: 0813 814 815 56, 0878787 65655

STAKEHOLDERS MANAGEMENT: MAPPING AND

ANALYSISA Solid Platform To Measure

RelationshipMagdalena Wenas, M.Comm,

CPR

Magdalena Wenas– President PR Society of Indonesia

THE INFORMATION DIGITAL ERA

• Information Era = Public /Stakeholders Transparency Era

• Information Explosion • Media Explosion –> New Social Media • UU KETERBUKAAN INFORMASI PUBLIK UU14/2008• Advancement of ICT • Freedom of Expression – Human Rights• Changes in Values in the Society and Your

Stakeholders• Global Perception & Perspective


The connective mechanism that enables parts of the

organization to coordinate with one another is communication

including stakeholders Mekanisme konektivitas yang memungkinkan

bagianbagian dari organisasi untuk berkordinasi satu dengan yang lain

adalah dengan komunikasi termasuk Para stakeholders


FREEDOM OF EXPRESSION


VALUE CREATION OF CORPORATE COMMUNICATION

CorporateStrategy

BusinessActivities

FinancialResults

Supportive BehaviorsToward Company

CorporateReputation

CorporateCommunication

The Business Cycle

The Communication Cycle


STAKEHOLDERS MAPPING


1. Identify your stakeholders 2. Analyze stakeholders by impact and influence 3. Plan stakeholder communications and reporting 4. Engage with your stakeholders Use these steps along with the stakeholder maps and templates to manage your stakeholders effectively…

STAKEHOLDERS MAPPING


The key element of an effective mapping process is as far as possible to replace subjectivity with objective

measures and to make the assessment process transparent.

This transparency will allow the basis of any assessment to be clearly

understood by others and will facilitate review and updating as appropriate.


STAKEHOLDERSManagement and

Analysis in The Digital Era


STAKEHOLDER MAPPING

Dominant stakeholder

Definitivestakeholder

Demandingstakeholder

Dangerousstakeholder

Dependentstakeholder

Discretionarystakeholder

Dormantstakeholder

Non-stakeholder

URGENCY

LEGITIMACYPOWER

Non-stakeholder


STAKEHOLDERS ANALYSIS• STAKEHOLDER ANALYSIS HELPS WITH THE

IDENTIFICATION OF

• Stakeholders’ interests• Mechanism to influence other stakeholders• Avoiding Potential Risks• Understand Key People Involved• Negative Stakeholders


A more recent form of Stakeholder Analysis can be seen in Triple Task Method

Is to blend three disciplines: psychoanalytic theory,

systems analysis and action research


SIX KEY COMPONENTS OF MEASURING RELATIONSHIPS• Control Mutuality -- The degree to which

parties agree on who has the rightful power to influence one another

• Trust -- One party’s level of confidence in and willingness to open oneself to the other party

• Satisfaction -- The extent to which each party feels favorably toward the other because positive expectations about the relationship are reinforced


SIX KEY COMPONENTS OF MEASURING RELATIONSHIPS

• Commitment -- The extent to which each party believes and feels that the relationship is worth spending energy to maintain and promote

• Exchange Relationship -- In an exchange relationship, one party gives benefits to the other only because the other has provided benefits in the past or is expected to do so in the future


SIX KEY COMPONENTS OF MEASURING RELATIONSHIPS• Communal Relationship -- In a

communal relationship, both parties provide benefits to the other because they are concerned for the welfare of the other -- even when they get nothing in return


Value Creation of Perception and

Expectation

STAKEHOLDERSExpectation/Perception

OrganizationObjectives


Kentongan


PR 2.0• Dialogue (two-

ways communication, interactive)

• Sharing your views, though and opinions with the worlds through Social Media Network

• Mass Collaboration

• User Generated Content


Is the humanity integration of an organization’s to build positive relationship

with all stakeholders by managing all communications contacts with that create

and protect the reputation of the organization

STRATEGIC STAKEHOLDER INTEGRATION


KEY WORDS

• Humanity Integration• Build Positive Relationship• All Stakeholders• Managing All Communication Contacts• Create and Protect Reputation


• Corporate Communication is about reputation, the result of what you do, what you say and what others (STAKEHOLDERS) say about you...


VALUE-DRIVEN CORPORATE COMMUNICATION

• NOT ONLY AS A METHOD OF COMMUNICATION – CLOSED SYSTEM COMMUNICATION

• AS A STATE OF BEING - OPEN SYSTEM

COMMUNICATION


SUCCESS CAN BE ACHIEVED BY

Consensus omnium EVERYONE IN THE

ORGANIZATION IS A COMMUNICATOR


TEN STRATEGIES FOR STRATEGIC STAKEHODER

ENGAGEMENT • Build Self-

Awareness• Respect

Differences• Distinguish

Perspective• Recognize

Complexity• Avoid

Stereotyping

• Listen Actively • Ask Questions• Be Honest• Be Flexible• Think Twice Before

Sending out a Message


COMMENTS…..

QUESTIONS? SHARINGS?


Thank YouMagdalena Wenas

Communication Analyst and StrategistPhone. 021 – 71631177-7631199

Fax. 74701880Hp. 0813 814 815 56 – 0878787 6565 5

Email: [email protected]

[email protected]

mailto:[email protected]

PRSI Int PR Conf 2011 - Day 2 - Stakeholders management mapping and analysis - a solid platform to...

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