prsi int pr conf 2011 - day 2 - stakeholders management mapping and analysis - a solid platform to...
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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
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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
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Magdalena Wenas– President PR Society of Indonesia
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Magdalena Wenas– President PR Society of Indonesia: 0813 814 815 56, 0878787 65655
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
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Magdalena Wenas– President PR Society of Indonesia
FREEDOM OF EXPRESSION
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Magdalena Wenas– President PR Society of Indonesia
VALUE CREATION OF CORPORATE COMMUNICATION
CorporateStrategy
BusinessActivities
FinancialResults
Supportive BehaviorsToward Company
CorporateReputation
CorporateCommunication
The Business Cycle
The Communication Cycle
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Magdalena Wenas– President PR Society of Indonesia
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Magdalena Wenas– President PR Society of Indonesia
STAKEHOLDERS MAPPING
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Magdalena Wenas– President PR Society of Indonesia
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
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Magdalena Wenas– President PR Society of Indonesia
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.
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Magdalena Wenas– President PR Society of Indonesia: 0813 814 815 56, 0878787 65655
STAKEHOLDERSManagement and
Analysis in The Digital Era
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Magdalena Wenas– President PR Society of Indonesia
STAKEHOLDER MAPPING
Dominant stakeholder
Definitivestakeholder
Demandingstakeholder
Dangerousstakeholder
Dependentstakeholder
Discretionarystakeholder
Dormantstakeholder
Non-stakeholder
URGENCY
LEGITIMACYPOWER
Non-stakeholder
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Magdalena Wenas– President PR Society of Indonesia
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
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Magdalena Wenas– President PR Society of Indonesia
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Magdalena Wenas– President PR Society of Indonesia: 0813 814 815 56, 0878787 65655
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
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Magdalena Wenas– President PR Society of Indonesia
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Magdalena Wenas– President PR Society of Indonesia
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Magdalena Wenas– President PR Society of Indonesia
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
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Magdalena Wenas– President PR Society of Indonesia
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
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Magdalena Wenas– President PR Society of Indonesia
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
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Magdalena Wenas– President PR Society of Indonesia
Value Creation of Perception and
Expectation
STAKEHOLDERSExpectation/Perception
OrganizationObjectives
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Magdalena Wenas– President PR Society of Indonesia
Kentongan
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Magdalena Wenas– President PR Society of Indonesia
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
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Magdalena Wenas– President PR Society of Indonesia
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Magdalena Wenas– President PR Society of Indonesia
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Magdalena Wenas– President PR Society of Indonesia
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Magdalena Wenas– President PR Society of Indonesia
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Magdalena Wenas– President PR Society of Indonesia
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Magdalena Wenas– President PR Society of Indonesia
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Magdalena Wenas– President PR Society of Indonesia
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Magdalena Wenas– President PR Society of Indonesia
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Magdalena Wenas– President PR Society of Indonesia
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Magdalena Wenas– President PR Society of Indonesia
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
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Magdalena Wenas– President PR Society of Indonesia
KEY WORDS
• Humanity Integration• Build Positive Relationship• All Stakeholders• Managing All Communication Contacts• Create and Protect Reputation
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Magdalena Wenas– President PR Society of Indonesia
• Corporate Communication is about reputation, the result of what you do, what you say and what others (STAKEHOLDERS) say about you...
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Magdalena Wenas– President PR Society of Indonesia
VALUE-DRIVEN CORPORATE COMMUNICATION
• NOT ONLY AS A METHOD OF COMMUNICATION – CLOSED SYSTEM COMMUNICATION
• AS A STATE OF BEING - OPEN SYSTEM
COMMUNICATION
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Magdalena Wenas– President PR Society of Indonesia
SUCCESS CAN BE ACHIEVED BY
Consensus omnium EVERYONE IN THE
ORGANIZATION IS A COMMUNICATOR
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Magdalena Wenas– President PR Society of Indonesia
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
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Magdalena Wenas– President PR Society of Indonesia
COMMENTS…..
QUESTIONS? SHARINGS?
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Magdalena Wenas– President PR Society of Indonesia
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Magdalena Wenas– President PR Society of Indonesia: 0813 814 815 56, 0878787 65655
Thank YouMagdalena Wenas
Communication Analyst and StrategistPhone. 021 – 71631177-7631199
Fax. 74701880Hp. 0813 814 815 56 – 0878787 6565 5
Email: [email protected]