Mastery of public relations and communication suggests a knowledge of the groups we want to develop relationships with.
Our Guide to Stakeholder Identification and Mapping explains the terminology - publics, stakeholders, constituencies, communities - and explores some approaches and tools for identifying and understanding these groups.
Practitioners should know what they want from relationships with stakeholders: whether it's to make them aware of something; to get them to change their attitude, or to change their behaviour. Each will suggest different approaches to communication.
Stakeholder identification and segmentation is an essential step in any public relations campaign or programme and our guide presents the six steps to stakeholder identification and mapping.
The guide is available now, free to registered PR Place members.
Richard Bailey is editor of PR Place. He teaches and assesses undergraduate, postgraduate and professional students.
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