stakeholder analysis presentation 1

8/2/2019 Stakeholder Analysis Presentation 1

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Goal Of The Workshop

Develop a workshop for a commercialbank

Identify the banks primary & secondarystakeholders, both internal & external

Identify the types of stakeholders for thebank

Practice a variety of types of messagesthat are addressed to the differentstakeholders


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Workshop Trainees

Initially designed for the executiveteam comprised of the President and

Executive Vice President Can be used by the departments in

preparation of the annual strategic

plan & subsequent marketing andcommunication plans


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Workshop Test of

Framework and Content Tested on the

Executive Vice

President Image Management

Education

Stakeholderidentification under1. Issuesidentification

1.Issuesidentify

-cation

5.Issuesimplementatio

n

6.Issuesevalua-

tion

2.Issuesanalysi

s

3.Issuesrankin

g

4.Issuesrespon

se


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Results from Workshop

Test Workshop offers value - stakeholder

information before development of strategicplan

Timing is critical - integrated early in thestrategic planning process

Mapping system valuable-requires education Stakeholder Audit will require facilitation

time in the workshop to resolve differentperspectives and determine the one voicefor the stakeholders


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Module 1 Who Are Our

Stakeholders? Goal

Theoretical Explanation

Process

Reference Materials

Learning Materials


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Workshop Table of

Contents Pre-Workshop Questionnaire Module 1 Who Are Our Stakeholders?

Learning Material Stakeholder Map

Module 2 What Are the Stakeholder Coalitions?

Learning Material Stakeholder Coalition Map Module 3 What is the Nature of Stakeholders Interests?

Learning Material Stakeholder Audit

Module 4 What is the Power Our Stakeholders Have OverUs?

Learning Material Stakeholder Power Analysis

Module 5 What Responsibilities Do We Have To OurStakeholders?

Learning Material Stakeholder Responsibility Matrix

Module 6 What Are our Communication Strategies withOur Stakeholders?

Learning Material Stakeholder Communication Strategy Matrix

Next Steps

Post-Workshop Questionnaire


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Example

The following series of slides are anexample of one of the six modules in

the workshop


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Stakeholders? Goal: to understand who are our

current stakeholders and potential

stakeseekers


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Stakeholders?Theoretical Explanation: A stake is anything --- tangible or intangible, material or immaterial --- that a

person or group has that is of value to another person or group (Heath, 1997,p. 18).

Stakeholders are any persons or groups that hold something of value that

can be used as rewards or constraints in exchange for goods, services, ororganizational policies and operating standards. (Heath, 1997, p. 28) What is issues management? The answer: It is the management of

organizational and community resources through the public policy process toadvance organizational interests and rights by striking a mutual balance withthose of stakeholders. (Heath, 1997, p. 9)

If Enrons senior leadership would have let independent researchers conducta random survey of its 2,000 employees, the companys key stakeholders

would have been afforded a very cost-effective insurance policy against self-destruction .. The final bill would have cost significantly less in the long runand the information collected would have provided reassurance or, perhapsin this case, set off warning signals. (Walker, 2003)

A nod to stakeholders can produce results. At Starbucks Corp., whichprovides all employees even part-time store clerks with health insurance,stock options, and training and career counseling, worker turnover is lessthan 60% annually, well below the 300% restaurant industry average.

(Hammonds, Zellner, Melcher, 1996)


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Stakeholders?Process The goal of Module I is to identify the stakeholders for the entire bank, both internal and

external. We will identify the current stakeholders, the potential stakeholders, also known inthe literature as stakeseekers. Analysis of the stakeholders for the bank is necessary in orderto prepare the strategic plan. Because stakeholders and stakeseekers affect all areas of thecurrent operations and future operations of the bank, identifying them is crucial, not only for

the strategic plans, but also for the subsidiary plans including the marketing and communicationefforts. Identifying stakeholders is also part of an issues management program because it ishelpful in determining current and emerging issues that can affect the viability of the bank andmeeting its mission and goals. The key is to identify the issues before they become an imageissue. Thus the need for a Stakeholder Analysis to analyze the banks stakeholders andstakeseekers and find a way to communicate with them hoping to determine the evolvingissues that the bank is currently facing or may face in the future. The goal is to manage theissues so they can be contained or solved before they become a critical issues and crises.

This module will answer the following questions:

Who are our current stakeholders? Internal stakeholders? External stakeholders? Are they primary (ultimately affected by the bank) or secondary stakeholders

(intermediaries that support the banks mission and goals)? Are stakeholders at our branches different from the stakeholders for the main branch or

for the bank holding company? Who are our potential stakeholders (stakeseekers)?


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Stakeholders?Reference Materials, called Read more about it!

Dunfee, T. (1996). Toward a Generic StakeholderTheory: Social Contracts and Stakeholder

Oblications. Retrieved 12/10/2003 fromhttp://knowledge.wharton.upenn.edu/papers/282.pdf

Heath, R. (1997). Strategic Issues Management.Thousand Oaks, CA: Sage Publications

Weiss, J. W. (1998). Business Ethics: AStakeholder and Issues Management Approach.Philadelphia: Dryden Press


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Stakeholders?Learning Materials Stakeholder Map

For each circle, add secondary circles with names orgroups and note if internal or external stakeholders

How would you draw a circle(s) for the branches? Arethey separate stakeholder maps or can they beincluded in the main New Mexico Community Banksstakeholder map?

Note next to each stakeholder code a P for PrimaryStakeholder or a S for Secondary Stakeholder

After each P or S code each secondary circle withan a, b, c, etc.


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Questions?

stakeholder analysis presentation 1

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