Wednesday, May 18, 2011

Six Tips for Strengthening Stakeholder Relationships

First, by way of disclosure, assessing the strength of relationships and helping organizations improve them is one of the things I do for a living. That said ...

THE FUNCTION OF PR
PR practitioners have argued for as long as I can remember about what the actual function of PR is. Some say it is to generate publicity. Some, to generate awareness. Others cite behavioral goals, such as increasing sales, reducing employee turnover, or increasing stock price. There also is a camp that argues the real purpose of public relations is to help organizations build and manage effective relationships.
                                                                                                                                   
If you'd like to learn more about managing and strengthening stakeholder relationships, e-mail me at fanderson@forrestwanderson.com or call me at 415.513.5042.
                                                                                                                                   

A WAY TO MEASURE THE STRENGTH OF RELATIONSHIPS In 1999, Dr. James Grunig and Dr. Linda Hon published through IPR "Guidelines for Measuring Relationships in Public Relations." Grunig and Hon drew on literature exploring personal and business-based relationships as well as insights regarding how organizations and stakeholders can affect each other. They developed a list of six factors that collectively assess the state of a relationship between an organization and a stakeholder group. These are (definitions from Grunig and Hon):
  1. Control mutuality (think "mutual control") -- the degree to which parties agree on who has the rightful power to influence one another.
  2. Trust -- one party's level of confidence in and willingness to open one's self to the other party.
  3. Commitment -- The extent to which each party believes and feels that the relationship is worth spending energy to maintain and promote.
  4. Satisfaction -- The extent to which each party feels favorably toward the other because positive expectations about the relationship are reinforced.
  5. Exchange relationships -- 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.
  6. Communal relationships -- In a communal relationship, both parties provide benefits to the other because they are concerned for the welfare of the other -- even if they get nothing in return.
Grunig and Hon included in the paper a set of tested perceptual questions addressing each of the six factors above. Grunig and others have validated these questions. So, by measuring the strength of stakeholder perceptions of the organization on these six relationship factors, we can gauge the strength of a relationship between the organization and the stakeholder group.

Following are my tips on strengthening stakeholder relationships.


TIP 1: ASSESS THE STRENGTH OF THE RELATIONSHIP

Tip number one is to survey your stakeholder group using some variant of the questionnaire Grunig developed, so you know how weak or strong your relationship is and where it is weak or strong. For example, in one project I did, we learned the organization had excellent scores with all stakeholder groups on all but one of these six factors. So improving stakeholder relationships in that case was a matter of focusing on that one factor.
ORGANIZATIONAL BEHAVIOR AND COMMUNICATIONS
The remaining five tips have more to do with how organizations behave than strictly with communications.
However, if PR has played the border spanning role of identifying key stakeholder groups and where they stand on the issues that matter to them and has shared this information with management, PR will have made a great start toward helping the organization truly manage its stakeholder relationships and, ultimately, its reputation. PR can further enhance the organization's reputation by educating management on this model of relationship assessment, why it is important and how to measure progress.
Finally, one reason some organizations under perform on these factors is that the organization does not communicate to stakeholders what it is doing in relation to the factors. Most stakeholder groups are too large to deal with one on one, so organizations get input from representative members of these groups. But organizations should communicate to the entire stakeholder group its responses to the input. In addition, it usually makes sense to describe the process of inclusion the organization used to get the input, so stakeholders who were not personally involved know people like them were. This, clearly, is the responsibility of PR or Communications.

TIP 2: BUILD STAKEHOLDERS TRUST IN THE ORGANIZATION

  • Consistently treat stakeholders fairly.
  • Whenever your organization makes important decisions take stakeholder opinions into account and otherwise demonstrate concern for stakeholders.
  • Keep organizational promises.
  • Demonstrate competence by doing what you say you will do.
TIP 3: PAY ATTENTION AND RESPOND TO WHAT STAKEHOLDERS SAY AND DO
  • Demonstrate you believe stakeholder opinions are legitimate by responding to them.
  • Give stakeholders a say in the organization's decision-making process, especially in those areas that affect the stakeholder group.
TIP 4: DEMONSTRATE COMMITMENT TO STAKEHOLDERS
  • Show stakeholders that your organization wants to maintain a long-term relationship with them.
  • Engage stakeholders to build loyalty to your organization.
TIP 5: SATISFY STAKEHOLDERS
  • Identify and enhance the ways stakeholders benefit from their association with the organization.
  • Make interacting with the organization a "delightful" experience.
  • Make stakeholders feel they are important to the organization.
TIP 6: MOVE BEYOND AN EXCHANGE RELATIONSHIP TO A COMMUNAL RELATIONSHIPAs noted above, exchange relationships are those in which two parties in a relationship expect a benefit in return for a benefit -- tit for tat. These relationships are the basis of most for-profit businesses. That is, a customer expects a certain quality product in exchange for the money she spends, and the organization expects the money in return for the product. Employees expect pay, benefits and a sense of fulfillment and organizations expect work and engagement.

A communal relationship goes beyond that. One party in the relationship believes the other will give benefits with no expectation of a return. An example of this is corporate social responsibility programs, such as when a bank goes beyond the basic business exchange to "give back" to the community by supporting programs that benefit neighborhoods.
Some argue that this corporate giving is not really selfless in that the organization expects good will in return for the benefit it bestows on the community. And this may be. Nevertheless, when a stakeholder believes an organization helps people without expecting anything in return, the relationship is at a different level than if the stakeholder believes the organization only trades benefit for benefit.

PARTING THOUGHT
In closing, I'd like to re-emphasize the importance of assessing the strength of the relationship at the outset. That there are six factors to manage when building relationships is a great insight. But to manage we must be able to measure. This tells us not only where to focus our efforts but also whether we have succeeded.

41 comments:

preeti said...

Any affordable online marketing company stands on these steps . Thanks for the informative post.

Unknown said...

Thanks for this post, Forrest. Those tips that you mentioned will be a great help in strengthening relationships with the stakeholders. Anyway, what really got me is tip #3. This is, in my opinion, the most important among the six. It seems to me that following that one will allow us to do the rest and achieve our goal.

Sabrina Garza

Forrest W. Anderson said...

Thanks for your comment Sabrina.

Forrest W. Anderson said...
This comment has been removed by the author.
Unknown said...

I take pleasure in the efforts you have situate in this, thankfulness for all the fantastic blog posts.spencer peter golden

Anonymous said...

What are the key things that one needs to consider when going to an interview for the post of the Manager: Stakeholders Relations?

Unknown said...

The main function of PR is not only to maintain a good company reputation, but also to build a harmonious trust relationship with the stake holders, also known as the public. It is one way of strengthening the foundation of a company's business structure.

#Wanda@GillottCommunications.WordPress.com

John Michle said...

Its really good to know about that some facts and other points given here are quite considerable and to the point as well would be so far better idea to look for more of these kind for efficient results for your business.

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Unknown said...

Stakeholders can play a major part in the success of a business. Having a PR firm that can manage a good public relation is crucial. Being able to make the stakeholders feel like they're well informed is very important.

Sara Welsh | http://www.etcadvertising.com/public-relations/

Elizabeth J. Neal said...
This comment has been removed by a blog administrator.
Unknown said...
This comment has been removed by a blog administrator.
Unknown said...

Thanks for the informative post..it is indeed an eye opener to the importance of PR to an organization

Charli Smith said...
This comment has been removed by a blog administrator.
Steve Berke said...

I think this article will fully complement you article. PLease continue publishing helpful topics like this. Regards, from Always Open Commerce

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EMAIL: unemespellben@gmail.com WHATSAPP HIM @ +2348143813120


Thank You Once Again Dr.UNEME

Adams Vera said...

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brendaharri77@gmail.com said...

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lisa said...


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Unknown said...

HOW DR. UNEME brought back my ex lover unemespellben@gmail.com
Am DONNA, am from UK. After been in a relationship with my Boyfriend for 1 year now and we were planning to get married soon and all of a sudden he left me for another girl. of a truth, I really love this guy and never can I imagine life without him. I further tried all my best to get him back but all my effort to get him back in my life did not work out. It was on this faithful day, I came across some Testimonies on a website about this great spell caster called (Dr. UNEME) any persons claimed that he help them to renew their relationship and bring their ex lover back, I had to contact him because he was my last hope. I contacted him through his email and he assured me that in three days time my boyfriend is going to leave the other girl and come back to me and it was a very great surprise to see my boyfriend coming back to me after three days the spell was done. I am so very happy today that he came back to me and i achieved this with the help of Dr UNEME I equally want to use this opportunity to Tell/Advice to as many who need their ex back, if you need his help you can Contact him through
EMAIL: unemespellben@gmail.com WHATSAPP HIM @ +2348143813120


Thank You Once Again Dr.UNEME

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LESTER RICHARDS said...

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Unknown said...

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Engel angel said...

I’m so excited because my broken marriage has been restored & my husband is back after he left me and our 2 kids for another woman. After 8 years of marriage, me and my husband has been into one quarrel or the other until he finally left me and moved to California to be with another woman. i felt my life was over and my kids thought they would never see their father again. i tried to be strong just for the kids but i could not control the pains that torments my heart, my heart was filled with sorrows and pains because i was really in love with my husband. Every day and night i think of him and always wish he would come back to me, I was really upset and i needed help, so i searched for help online and I came across a website that suggested that DR.Osasu can help get ex back fast. So, I felt I should give him a try. I contacted him and he told me what to do and i did it then he did a (Love spell) for me. 28 hours later, my husband really called me and told me that he miss me and the kids so much, So Amazing!! So that was how he came back that same day,with lots of love and joy,and he apologized for his mistake,and for the pain he caused me and the kids. Then from that day,our Marriage was now stronger than how it were before,All thanks to DR.Osasu . he is so powerful and i decided to share my story on the internet that DR.Osasu real and powerful spell caster who i will always pray to live long to help his children in the time of trouble, if you are here and you need your Ex back or your husband moved to another woman, do not cry anymore, contact this powerful spell caster now. Here’s his contact: Email him at:Account:
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Alomio Sheeran said...

How I get back my ex-lover contact Dr Azaka for urgent and fast love spell via azakaspelltemple@gmail.com , I never believed in spell casting but After 6 years of dating my ex-lover she broke up with me, I still imagine how Dr Azaka brought my ex-lover back to me in just 48 hours. No one could have ever made me believe that there is a real spell caster that really works. Am from Seattle Washington, I want to quickly tell the world that there is a real online spell caster that is powerful and genuine, His name is Dr Azaka. He helped me recently to reunite my relationship with my ex-lover who left me, When I contacted Dr Azaka he cast a love spell for me and my ex-lover who said she doesn't have anything to do with me again called me and started begging me. She is back now with so much love and caring. today I am glad to let you all know that this spell caster has the powers of bringing lovers back. because I am now happy with my lover, and the most surprising, is that our love is very strong, every day is happiness and joy. and there is nothing like been with the woman you love. I am so happy my love is back to me with the help of Dr Azaka if you have similar problem or you want to fix your broken relationship, stop divorce, get your ex back, get your divorce wife or husband back, I will advise you to contact him ,he is there to help you and put a smile on your face as he did to me and others. Contact him via Whatsapp +2349059389105 Or Email azakaspelltemple@gmail.com

Engel angel said...

I want to thank Dr Osasu a very powerful spell caster who help me to bring
my husband back to me, few month ago i have a serious problem with my
husband, to the extend that he left the house, and he started dating
another woman and he stayed with the woman, i tried all i can to bring him
back, but all my effort was useless until till the day my friend came to my
house and i told her every thing that had happened between me and my
husband, then she told me of a powerful spell caster who help her when she
was in the same problem I then contact Dr Osasu and told him every think
and he told me not to worry my self again that my husband will come back to
me after he has cast a spell on him,i thought it was a joke, after he had
finish casting the spell, he told me that he had just finish casting the
spell, to my greatest surprise within that 3 days, my husband really came
back begging me to forgive him, if you need his help you can contact him
with his email address [drosasu25@gmail.com or directory y on whasapp
+2347064365391

Olivia Jayden said...

HOW I GOT MY EX HUSBAND BACK WITH THE HELP OF REAL AND EFFECTIVE SPELL FROM DR Osasu My name is Olivia Jayden, I never thought I will smile again, My husband left me with two kids for one year, All effort to bring him back failed I thought I'm not going to see him again not until I met a lady called Jesse who told me about a spell caster called Dr. Osasu , She gave me his email address and mobile number and I contacted him and he assured me that within 48hours my husband will come back to me, In less than 48hours my husband came back started begging for forgiveness saying it is the devils work, so I'm still surprise till now about this miracle,i couldn't conceive but as soon as the spell was cast,i became pregnant and gave birth to my third child,if you need any assistance from him you can contact him via:email: drosasu25@gmail.com Or WhatsApp or call him now:
+2347064365391 . Dr.Osasu also cures: 1. HIV / AIDS 2. HERPES 1/2 3. CANCER 4. ALS (Lou Gehrig’s disease) 5. Hepatitis B

Theresa williams said...

Hello, I am Theresa Williams After being in relationship with Anderson for years, he broke up with me, I did everything possible to bring him back but all was in vain, I wanted him back so much because of the love I have for him, I begged him with everything, I made promises but he refused. I explained my problem to my friend and she suggested that I should rather contact a spell caster that could help me cast a spell to bring him back but I am the type that never believed in spell, I had no choice than to try it, I mailed the spell caster, and he told me there was no problem that everything will be okay before three days, that my ex will return to me before three days, he cast the spell and surprisingly in the second day, it was around 4pm. My ex called me, I was so surprised, I answered the call and all he said was that he was so sorry for everything that happened that he wanted me to return to him, that he loves me so much. I was so happy and went to him that was how we started living together happily again. Since then, I have made promise that anybody I know that have a relationship problem, I would be of help to such person by referring him or her to the only real and powerful spell caster who helped me with my own problem. His email: {drogunduspellcaster@gmail.com} you can email him if you need his assistance in your relationship or any other Case.
1) Love Spells
2) Lost Love Spells
3) Divorce Spells
4) Marriage Spells
5) Binding Spells
6) Breakup Spells
7) Death spell
8.) You want to be promoted in your office
9) want to satisfy your lover 
10) Lottery
Contact this great man if you are having any problem for a lasting solution
through {drogunduspellcaster@gmail.com}

Hanna Rosin said...

Thank you sir for your genuine spells. This is really incredible, and I have never experienced anything like this in my life. Before i met you Sir, i have tried every possible means that i could to get my wife back, but i actually came to realize that nothing was working out for me, and that my wife had developed lot of hatred for me.. I thought there was no hope to reunite with my ex wife and kids. But when i read good reviews about your work sir, i decided to give it a try and i did everything that you instructed me and i Trusted in you and followed your instructions just as you have guaranteed me in 48 hours, and that was exactly when my wife called me.. We are more contented now than ever. Everything looks perfect and so natural! Thank you so much for your authentic and indisputable spells. Thanks Sir for your help. So I promise to tell the world about you great If you need help in your marriage of broken relationship,please contact Dr Osasu right now for urgent help WhatsApp +2347064365391 or Email drosasu25@gmail.com I want every one who is facing any problem should also give a testimony soon. Just like me today

Donna said...

HOW DR. UNEME brought back my ex lover unemespellben@gmail.com
Am DONNA, am from UK. After been in a relationship with my Boyfriend for 1 year now and we were planning to get married soon and all of a sudden he left me for another girl. of a truth, I really love this guy and never can I imagine life without him. I further tried all my best to get him back but all my effort to get him back in my life did not work out. It was on this faithful day, I came across some Testimonies on a website about this great spell caster called (Dr. UNEME) any persons claimed that he help them to renew their relationship and bring their ex lover back, I had to contact him because he was my last hope. I contacted him through his email and he assured me that in three days time my boyfriend is going to leave the other girl and come back to me and it was a very great surprise to see my boyfriend coming back to me after three days the spell was done. I am so very happy today that he came back to me and i achieved this with the help of Dr UNEME I equally want to use this opportunity to Tell/Advice to as many who need their ex back, if you need his help you can Contact him through
EMAIL: unemespellben@gmail.com WHATSAPP HIM @ +2348143813120


Thank You Once Again Dr.UNEME

West Valary said...

My name is Valary West.I'm from Canada, My husband and I have been married for about 7 yrs now. We were happily married with two kids, a boy and a girl. 3 months ago, I started to notice some strange behaviour from him and a few weeks later I found out that my husband is seeing someone else. He started coming home late from work, he hardly care about me or the kids anymore, Sometimes he goes out and doesn't even come back home for about 2-3 days.

I did all I could to rectify this problem but all to no avail. I became very worried and needed help. As I was browsing through I am very happy today with my family. My name is West Valary living in Canada, My husband left me for good 3 months now, and i love him so much, i have been looking for a way to get him back since then. i have tried many options but he did not come back, until i met a friend that darted me to Dr. Odumeje a spell caster, who helped me to bring back my husband after 48 hours. Me and my husband are living happily together today, That man is great, you can contact him via email odumejetemple@gmail.

com… Now i will advice any serious persons that found themselves in this kind of problem to contact him now a fast solution without stress.. He always hello, now i call him my father. contact him now he is always online email odumejetemple@gmail.com or contact him on his whatsapp mobile line +2349012479806

you can also contact me for more info about the DR here is my email. westvalary@gmail.com

Ben said...

Wow is good to be back with my ex again, thank you Dr Ekpen for the help, I just want to let you know that is reading this post in case you are having issues with your lover and is leading to divorce and you don’t want the divorce, Dr Ekpen is the answer to your problem. Or you are already divorce and you still want him/her contact Dr Ekpen the spell caster now on (ekpentemple@gmail.com) and you will be clad you did