Despite Grunig and Hunt’s (1984) situational theory of publics, there is still one theory widely used by PR people when dealing with stakeholders issues – Johnson and Scholes’s (2002) stakeholder mapping.
There are some factors when thinking about stakeholders mapping. Such as their potential influence on the organisation and therefore their profits, requirements, strengths and expectations all close connect with the organisation.
The Power – Interest map is very helpful for PR practitioners when distinguishing different stakeholders. With clear division it is easy to match label them in different grids. And this is critical for PR practitioners to choose varies strategies when facing varies groups. For people with highly interest but little power, what communicators need to do is let they informed. For people come with highly power but seems have few interests in this issue, keep them satisfied is fairly enough. It is no doubt that stakeholder with both high level of power and interest is the one who is connecting with the organisation deeply and managing it closely.
However one question showing up now– what should we do if both two groups have high powers but conflicting interests?
Reference:
Tench R. and Yeomans L., (2009). Exploring Public Relations. 2nd ed. Navarro: Pearson Education Limited. Audiences, stakeholders, publics: Choo G., P229-230.
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