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Content
Why should communicators segment and know their stakeholders?
Why should communicators know and segment their stakeholders?
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Know your stakeholders
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Communicating effectively is the only way for building a strong stakeholder strategy
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An organizational communicator is the one who is able of motivate and break down the boundaries
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Why should communicators segment and know their Stakeholders?
Many organizations create programs and groups, which gather information and develop strategies that most of the times, are not implemented by the lack of internal support and external support. What those
“The term stakeholder, was used for the first time in
groups should do, it's to create a disciplined process
1984 by RE Freeman in his book Strategic
for identifying stakeholders inside and outside the
Management: A Stakeholder Approach, by referring
organization.
to those who can affect or are affected by the activities of a company” (Expoknews, 2010). A dictionary definition concerning to this term is: "A person, group or organization that has interest or concern in an organization" (BusinessDictionary, 2015). The official translation of ISO 26000 is: “Individuo o grupo que tiene interés en cualquier decisión o actividad de la organización” (Guioteca, 2014). Image
taken
from:
http://intraemprendiendo.com/wp-
content/uploads/2015/03/personasoprocesos.gif
In the past, stakeholders were involved in a very superficial way, through meetings, newsletters, among others. Now, the importance that they have within the organization is recognized, so these are already taken into account in decision-making and the development of new projects. The supply management programs are responsible Image
taken
from:
http://ec.europa.eu/enterprise/policies/sustainablebusiness/media/photos/corporate-social-responsibility_multistakeholder-forum.jpg
for identifying key stakeholders for the organization. Communicators must segment the stakeholders appropriately according to the needs of the project that will be performed, wondering: Who their stakeholders are? What they care about? The relation
But, why is it so important to know and segment the
with the strategy that the communicators want to
stakeholders?
launch, among many more. 3
The stakeholders get involved in the projects differently, when these are already identified, communicators have to prioritize them according to the degree of influence that they have on the program outcomes and their attitudes toward the program, whether negative or positive. Also, it is important to identify which stakeholders are useful for the project, so, what communicators have to do, it's try to build the support of the stakeholders.
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from:
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Many of these programs or groups have certain weaknesses, because they believe that they already know customer needs, not knowing that those needs are changing daily. Each stakeholder is different, each one knows something and each one has different perspectives, so, for that reason it is very
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from:
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content/uploads/2013/07/2-blog.png
But, How to build their support?
necessary to segment and know them, inasmuch as each one of them knows their own needs and their
• Stakeholders should be aware of the existence of
own interests, and also not all the perspectives or
the program and its purpose, they must be involved
knowledge would apply for a single project.
in the whole process, and they must know the benefits that this program has.
These programs should consider that internal customers and external customers are fundamental
• Stakeholders must be understood, they have to be
for the development of any project. Communicators
aware of why they want or why they are interested in
should encourage stakeholders to participate in these
the project.
programs through stakeholder engagement, which is
• Stakeholders must feel involved, they have to be
to win the support of them, because their support is crucial to make the project a success.
sure that their opinions are valued; also they must understand the importance of the project that is being performed. 4
• They must receive the necessary attention
the stakeholders what's happening with the project,
according to how they were prioritized at the
so, like that, stakeholders will feel that they really are
beginning, because some of them need more
being part of the project.
engagement than others.
"If an organization is part of the group of the
• If they participate in any survey or any activity in
stakeholders, what should be done is to find a leader
which
opinions,
who represents that company, someone with which
communicators have to make them know that what
the project leader can communicate and stay abreast
they say it's very important and it's a fundamental
of what is being performed" (Sharma, 2008).
they
must
provide
their
part of the project. • Communicators must communicate through different channels what's what they want to achieve with the project, this will create more confidence and knowledge in the stakeholders. (Sharma, 2008).
Image taken from: http://www.elfinancierocr.com/gerencia/exitoconstruir-positivo-actos-logros_ELFIMA20140528_0011_1.jpg
With this, I realized of the importance of segmenting and knowing each one of the stakeholders, because to carry out programs or projects as the mentioned in Image
taken
from:
http://www.noticias-de-
seguros.com/http://www.noticias-de-seguros.com/wp-
the reading, I see that not only it is necessary to take
content/uploads/2015/03/confianza.jpg
into account all the stakeholders, but it is necessary
We must also know each one of the stakeholder that are involved in the project, and the best way to make this happen is talking directly with them, so you will know firsthand what are their interests, what are they expecting with the project, why are they interested on that, among many other things. Whoever who
to know who are interested in our project, who may block it or who can help positively on it. Also, when the stakeholders are segmented, we can know what they are looking for, how they can contribute to the project, and with them, we can find more ways to make our project succeed.
manages the project, must be able to communicate to 5
we want our project to succeed, we must engage the stakeholders and communicate them everything that we are doing for the triumphant construction of this.
Image
taken
from:
http://www.managementjournal.net/media/k2/items/cache/e708039e0 1de95e712f809849cd2cc0b_XL.jpg
References: BusinessDictionary. (07 de April de 2015). BusinessDictionary Obtenido de BusinessDictionary: http://www.businessdictionary.com/definition/stakeholder.html Expoknews. (01 de Enero de 2010). Expoknews. Obtenido de Expoknews: http://www.expoknews.com/la-importancia-de-lagestion-de-stakeholders/ Guioteca. (23 de January de 2014). Guioteca. Obtenido de Guioteca: http://www.guioteca.com/rse/que-son-los-stakeholders-y-por-queson-importantes/ Sharma, R. (October de 2008). Supply Cahin, Management Review. The 6 principles of stakeholder engagement . Washington DC: Reed Elsevie, Inc.
Likewise, I see that not only is necessary to have a record or a database of what are the key stakeholders, but also we must know each one of them, because if
Natalia Isabel Rodr铆guez L贸pez Modern Languages student, 4th semester EAN University
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Why should communicators know and segment their stakeholders?
strength and is a very important factor in the company performance and production.
Jenniffer Astrid MartĂnez
Image taken from: https://goo.gl/cfHk1V
Image taken from: https://goo.gl/AqrQkY To develop this topic properly, first we are going to define what a stakeholder is. A stakeholder is a person or group of persons having a stake or share in something, predominantly, in the past, a financial stake or share.
As we know, an enterprise goes well when all the components work symmetrically. For example, in the communication field the role leaders have to think about the message structuring and the receptors cautiously to communicate what they want. If everybody receives the message as the communicator wanted the work was perfectly done. But to achieve it, he has to follow an arduous and careful process.
In the field of project management a stakeholder is an individual and/or organisation having an interest in the success of a project. So that is why in the business world this concept is taking great 7
Image taken from: https://goo.gl/HnsLD9 As a first step, communicators have to know their stakeholders. The key idea here is to develop a comprehensive understanding of who your stakeholders are, what they care about, and how the relate to the initiative you're trying to launch. To identify the different stakeholder we have different tools and techniques. For example, use past stakeholder information consisting in referring to previous similar projects can save time and flag up stakeholders risks, liabilities, or unresolved issues that can then be included in the analysis. Also to identify those groups or organizations that are not directly impacted by the project but whose interests determine them as stakeholders.
Having conducted a stakeholder analysis exercise, we will have most of the information we need to plan how to include our stakeholders. The next stage is to plan these communications so that we can win them around to support the project. Stakeholder communications planning is the process by which we do this. As a second step we can take the message structuring. The message has to be structured depending on the stakeholder that is targeted. The words, the channels by which the message will be disseminated, and the tools are essential. We have to analyze the message cause/effect and if the receptors will receive the right idea. If we cannot use one message different for each stakeholder the best solution is to write a general message and spread it by conventional channels.
Image taken from: https://goo.gl/oUMgTm 8
Image taken from: https://goo.gl/A5d0jE This chart shows a hypothetic stakeholder analysis. As we look all the stakeholders have different likes so that is why the identification and the satisfaction of stakeholder’s communicative needs are significant. It is essential for communicators to know their stakeholders. What information do they want from us? What motivates those most of all? Equally the most important, know their behavior and structure the message depending on different cultural, social, economic and political factors. To use the proper channel based on the stakeholders preferences and to use of the different media.
to communicate the message in an appropriate and successful way. Jenniffer A Martínez* Modern Languages Student, 5th Semester Ean University References Sharma (2008) The 6 principles of Stakeholder Engagement. In: Supply Chain Management Review. Ritchie, M (2008). Project Stakeholder Engagement.
Image taken from: https://goo.gl/EdMwO1 As a communicator we should not, we must know, segment and identify the stakeholders 9
Know your stakeholders AndrĂŠs Vivas*
In a market that increases and changes every day, a world in which different companies compete for the control of stakeholders to position itself as a strong business group or just to establish a brand, a company must know the stakeholders. Various parameters must be set to continue in a process of growth or advancement, to involve the partners or stakeholders who are those who really give their identity and purpose to a company.
this point, communicators must first take several steps which shall give the importance to each group of stakeholders and learn how to make a profit of control on each.
First, a company must know which stakeholders account and in which area has better reception and strength. After identifying their own stakeholders, prioritize them and fix attention to several groups including if any company is losing the advantage. It always better to a focus on a group of stakeholder. After having identified and prioritized the stakeholders, there is a step to understand the stakeholders is taken is not always a difficult task taking into the account their needs and the way it will impact within the company.
Image taken from http://expertbusinessanalyst.com/sta keholder-analysis-and-management/
Stakeholders largely are those who share the future of the company, either for purpose of improvement and growth or to decline as usually happens. To excel with a company and avoid problems that generate the loss of an enterprise, communicators must always be aware of how to get to new customers and establish within one or more stakeholders. To reach
Image taken from www.tuatupr.com
Within each of the parameters to achieve well to understand the stakeholders must take into account what their primary concern, what are their needs, could we meet these needs, as we want to take 10
place, that within these measures we have control on how this one impact the company and what is the way we will communicate effectively with them.
Finally in the process, the company must organize a plan that allows to the stakeholders establish an effective communication. This can be achieved smoothly between each group of stakeholders and a company. Likewise to involve stakeholders in the company’s project, in an organized manner to have a sustainable support. All of these allows to take advantage in a group of interest and achieve correct positioning of the company way.
AndrĂŠs Vivas* Modern Languages Student, 5th Semester Ean University
To conclude, an enterprise must know that the stakeholders are part of company’s daily life and constitute the majority of its development, introducing and providing each company a plan to lead throughout the sector to which a company wants to focus his leadership.
Image taken from http://www.chilico.nl/index_files/stakeholders.jpg
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Communicating effectively is the only way for building a strong stakeholder relationship
If you want to have a successful achievement of each activity you will inexorably require other organizations, groups or individuals to contribute to realization of the agreed outcomes. Each initiative you are trying to launch must be related to engaging stakeholders. You have to take into account stakeholders, they may be impacted positively or
Angie Vanessa Palacios*
negatively by the outcome and impact of an action, project or program. (Bourne, 2009) You have to know and classify their needs, expectations, thoughts and behaviors. These aspects must be considered as a necessary part of any organizational project or program. When you are going to implement an organizational change, you have to take into
account
audiences
and
their
perception. They must be related with the Taken
from:
http://cdn.projectsmart.co.uk/img/boston-consultingmatrix-for-stakeholder-
development of strategies, you cannot forget them. Because in their hands is your success or failure.
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Why do stakeholders matter to the work that communicators deliver?
Who is related to this mission?
One of the functions of communicators is to reduce any risks that could create news crisis. For this reason, it is important for communicators to identify and classify stakeholders;
understanding
their
expectations;
managing
those
expectations;
monitoring
the
effectiveness of stakeholder engagement activities and making a continuous review of the stakeholder community. They are also focused in maintaining the relation between the organization and its Image
taken
from:
https://simakproject.files.wordpress.
Communicators are the ones who will create the bond with stakeholders. They will build loyalty to stakeholders. They must know each stakeholder in order to segment them. It is important to take into account the specific characteristics that
stakeholders, it has to be the best. For this reason, they will be in charge of managing relationships with stakeholders using directed
communication
through
different channels. All the messages used in
the
stakeholder
communication
process, must be structured according to the
stakeholder
segmentation
and
they have.
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research.
The key for building a strong stakeholder relationship
is‌.
communicating
effectively with all stakeholders. For this goal, they have to “identify the many disparate stakeholders involved and to understand the unique needs and interest of each�. (Boundless, 2014) Everyone is a different world, with different tastes, thoughts, ideals and perspectives. In such a way that they cannot be mixed, it is necessary to classify and treat them according to their needs, giving the right place to each segment. Taken
from:
http://sustainet.com/wp-
content/uploads/stakeholder-management-umbrella600p.png
Each
stakeholder
has
specific
characteristics, each one is good for something and has to develop a specific
They must take into account that each segment is different. In this way they will communicate the information in an effective way. Also, they have to stablish
function. For this reason, we have to classify them, in that way they are going to work articulately and we are not affecting them in a negative way.
the segment that will receive the message, in order to use the best channel
Segmenting and knowing stakeholders
for disseminating it. Messages have to be
are important issues for communicators,
structured according to segmentation.
because the perfect engagement of stakeholders is important for the right 14
development of programs. It would also
Which are the benefits of identifying
help to have the best results.
stakeholders?
When an emergency, news or situation takes place, communicators will choose who the affected people are and how they are going to give the right solution. For this reason it is important to segment stakeholders, establishing who they are, how they impact on the company, what they do, where we may need them and how we can have a good relation. In this way we are going to save time and the solution will be the best. Image
taken
from:
http://www.protimplant.com.br/sinal%20positivo.png
Firstly, you will reduce negative impacts on the company’s reputation. Because you are going to know which are the segments related to the organization. And who are the people affected by different decisions. You will have strategic allies for each situation.
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Secondly, you will be more close to
the direct or indirect relation that they
success.
have.
What is the meaning of success? Success
Fifthly, positive impacts will appear. Such
is related to how well the organization
as a perfect synchronization and cohesion
manages its activities. How well the
with
company knows and meets expectations
objectives will be entirely achieve.
of
its
stakeholders
(the
public,
government, shareholders, customers, employees, lobby groups or voters). According to these ideas, a company is successful if it segments and knows its stakeholders.
stakeholders,
also
company’s
In conclusion, segmenting and knowing stakeholders will generate many benefits for organization. It is a vital part of each strategy. It would create a good relation among people
and also
with
the
organization. There will be a good
Thirdly, each program that you implement will be effective, because it will be supported by your key stakeholders. Everybody will be concerned about it.
comprehension between them. Additionally, it will help communicators to disseminate the information. To ensure that stakeholders are aware of the
Fourthly, you will engage stakeholders
program existence and basic purposes.
and achieve their support. In that way you
Communicators
will know the type of stakeholder, the
awareness communications.
are
in
charge
of
relationship to the program and their potential
influence
on
program
outcomes. You will be able to know who you will give more relevance, according to
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*Angie Vanessa Palacios Gutiérrez Organizational Communication I Modern Languages Student, 4th semester Ean University
Taken
from:
http://www.gailterrygrimes.com/images/who_are_you r_stakeholders_large.jpg
References Boundless. “Relationship Building with Various Stakeholders.” Boundless Marketing. Boundless, 03 Jul. 2014. Retrieved 07 Apr. 2015 from https://www.boundless.com/marketing/tex tbooks/boundless-marketing-textbook/anoverview-of-marketing-1/introduction-tomarketing-18/relationship-building-with-variousstakeholders-111-3496/ Bourne, Lynda. Stakeholder Relationship Management: A Maturity Model for Organizational Implementation. Farnham, Surrey, GBR: Ashgate Publishing Ltd, 2009. ProQuest ebrary. Web. 7 April 2015. Sharma (2008) The 6 principles of Stakeholder Engagement. In: Supply Chain Management Review.
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An organizational communicator is the one who is able of motivate and break down the boundaries
According to the article "Strategies to Motivate Your Staff" published in 2012, it is necessary to create a fluent organizational environment, in which stakeholders could make suggestions and participate at important decisions.
Giovanna Forero Orjuela*
The first action that communicators must take at developing strategies for a particular organizational plan is to know its stakeholders according to the relevance of each them within the organization, according to Raj Sharma stakeholders must be prioritize depending on its influence and participation during the program. It is so common to see how many projects fails due to a single stakeholder that could be negatively affected by the whole communication strategy.
I believe that the most important stakeholders are employees and direct collaborators, because without them it would be impossible to carry out the company's objectives. Then, communicators must find the way of catch up the attention and interests of its entire personal, while avoiding rotation and retaining the best. 18
segmented as internals stakeholders as well .We are conscious that global market is not homogeneous and communicators are in charge of adapting the message pursuant each audience. “In the past, companies promoted their massively, companies were few and competition was relatively low, but today’s competition is more acute, so the number of firms grows exponentially and consumers are more demanding.”(Carlos López, 2010). Raj Sharma says that it is essential to create a "learning environment”, which means to provide recurrent training while using the best technologies, in order to employees could get familiar with all that goes around the company.
For example, an enterprise who provides outsourcing services should offer a different personalized coaching for each of its campaigns. Principally, focusing in the customer expectation and generating more possible alliances at the same time. So now, if your internal stakeholders are not involved, nobody would beat on your project. It is known that mainly of company's objectives are planned outward , so implies that external stakeholders must be carefully identified and
It should be noted, that shareholders take an essential role in the organization too, and they represent a big part of incomes; so then, all these earnings would be invested in training, technology, advertising, infrastructure, among others. There are many Ideas that can be seen as a potential product by investors, but to carry them out it is necessary to determinate and give them the exclusiveness choosing from a wide variety.
If we make a parallel between the different campaigns of major brands, you could realize that most of them are aimed to a household or to a particular member of the family. Then, it seeks 19
to create the habit of buying not just as the product, but as the entire brand.
For example, Nestlé brand has been recognized at nutrition, health and wellness industry: “A commercial icon and brand which has impacted on at least seven generations of nationals (…) remembered by entire families, from the largest to the smallest.” (Manuel Andrés, presidente de Nestlé Colombia. Áymer Álvarez, El País)
We can see a variety of choices that Nestlé offers to each public (Housewives, elderly, youth children), and how it uses the accurate communication channels (TV, social networks ,contests, endorsement ) and campaigns specially designed for each one of them. “Take advantage of its resources to focus to really potential segments for the company.”(Stanton Walker and Etzel)
To display a more concrete example, we can draw a parallel between different breakfast cereals products offered by Nestlé as which are aimed at children (sugared, colorful and promoting fun through TV advertising and games at social networks) and which are aimed to adults (whole grain, promoting fitness lifestyle). To conclude, I would like to reinforce the fact that each stakeholder becomes part of the organization. By consequent, communicators must be able to maintain and disseminate the company’s values while achieve an outstanding performance and recognition outwardly.
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Nowadays, we can see that is not enough to creating a quality product but also it is necessary to create a communicational model able to grab different niches through segmentation and fidelity in the public as in the personal staff. Then the company will take significant advantage over its competitors due to the ability of handling and motivating its entire environment.
*Giovanna Forero Orjuela Organizational Communication I Modern Languages Student, 5th semester Ean University
Bibliography: Sharma, R. The Six Principles of Stakeholder Engagement. Supply Chain Management Review (2008) (October http://www.exeedu.com/publishing.cl/ strategy_manag_bus_rev/2011/Vol2/4 -SM06-11-full.pdf http://promocionsalud.ucaldas.edu.co/ downloads/Revista%207_4.pdf http://www.elpais.com.co/elpais/econ omia/noticias/presidente-nestlecolombia-le-apostamos-innovacion-yinfraestructura http://www.soyentrepreneur.com
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