Guide to stakeholder identification and mapping

Mastery of public relations and communication suggests a knowledge of the groups we want to develop relationships with. It’s the “who” part of public relations planning.

Our Guide to Stakeholder Identification and Mapping explains the terminology – publics, stakeholders, constituencies, communities – and explores some approaches and tools for identifying and understanding these groups.

Many PR practitioners will be familiar with the power/interest matrix for analysing stakeholders – but its been around a while, so how can ensure it works for us when important stakeholders may not be seen as powerful?

Now we’ve updated the guide to contain a fantastic new case study that looks how effective stakeholder identification and understanding helped a London council to get people recycling.

Practitioners should know what they want from relationships with stakeholders: whether it’s to make them aware of something; to get them to change their attitude, or to change their behaviour. Each will suggest different approaches to communication.

But do we know what stakeholders want from a relationship with the organisation, campaign or cause?

Stakeholder identification and segmentation is an essential step in any public relations campaign or programme and our guide presents the six steps to stakeholder identification and mapping.

Download the guide using the form below and work through the six steps for your communications.