Keeping Shtum and Other Communication Strategies: A disruptive look at public relations, reputation and crisis management that redefines communication strategy by Steven Olivant

Author:Steven Olivant [Olivant, Steven]
Language: eng
Format: azw3
Published: 2016-04-02T16:00:00+00:00

…and make them Allies

Having identified the strategic (priority) stakeholders, what should you do with them?

Identifying a strategic stakeholder as a potential ally or strategic partner does not mean that the relationship between organization and stakeholder needs to be one with warm personal feelings in either direction. Nor does it mean that the relationship needs to be equal. Nor does it mean that the parties’ interests have to be identical. Nor, finally, does it mean that the organization should be completely open and transparent to the stakeholder.

Investor relations provides one model for this relationship. Providing large shareholders of a public company with inside information would both embarrass them and compromise their ability to trade in the shares, as well as being against the rules. However, there does need to be trust, and it means recognition that the support of the stakeholder is required to achieve the organization’s objectives, which means converting the stakeholder into an ally in achieving its objectives. It may well mean persuasion.

The most effective communication strategy is focusing on strategic stakeholders (allies) – the Allies Strategy. This says that, once the organization has determined whose ultimate interest it should serve, it should decide and pursue its own strategy. Stakeholders should then be managed in the interests of the organization. The ones who matter are the strategic stakeholders, who need to be made allies. This is a winning strategy.

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