Be Mindful of Stakeholders

Stakeholders are a tricky lot.  They do not necessarily serve as part of an organization's customer base; nor are they part of the demographic that entities go after when they advertise, recruit or try to promote their initiatives or programs. Yet heaven help those same organizatrions if they make even close to a significant move without being sensitive to the perspectives or reactions of the stakeholders. This public, though often small in number, carries much weight and influence over the organization, and more directly, the men and women who run them. This, then, is a practical reason why any public relations practitioner needs to factor stakeholders into all promotional effort they undertake.

Who exactly are these stakeholders any way? The quick answer is they are individuals that have a vested interest in the well being of an organization or entity. An example is found at any institution of higher learning. All colleges and universities have some kind of governming body such as a board of visitors or trustess or, in some cases, both. These bodies are comprised of individuals that care about the welfare of their institution and, as a result, lend their expertise to helping oversee its budget, hire and fire its president, and give direct input into all major administrative decisions.  They are either appointed or, in some cases, elected to these positions. But do any of them actually take classes at the instittion, teach or work at them? Generally not.

Obviously, however, the stakeholders, collectively and individually, must not be ignored. They must be kept in the loop as well as any of the organization's other publics.  One challenge is found is determining specific strategies to do this. As they are a unique lot, whatever tactics the public relations worker devises must be unique to the stakeholders. Further, the strategies should be formulated with direct input and involvement from the organization's top administrators, including the president or chief executive officer. To ignore staekholders is to travel down a foolish path, one that could create.a gap between those who run the organization and those who care about it. For the well being of all involved, this should never happen.