It is not so important any more that one
earns a spot on the news or has a featured
article in the local newspaper.
As the graph on the previous page shows Stakeholders are mapped by assigning them attributes. The more attributes a stakeholder
is assigned, the higher importance such
a stakeholder has.
Today communication challenges companies to become personal and get directly in
On the other hand, if a group or an individual cannot be assigned a single attribute they should not be considered as
stakeholders.
Going through a careful selection process takes valuable time but will also
save a lot of time down the road when it
really matters.
Separating a stakeholder form a nonstakeholder allows a company to focus
efforts and resources on satisfying
stakeholder needs and requirements
without wasting time and resources on
non-stakeholders.
Non-stakeholders can be groups or individuals demanding something from
your organization but lacking the most
important stakeholder attributes—
legitimacy and power.
Legitimacy means that the stakeholder
has the right to demand something
from a company. Normally, legitimacy
is connected to vested interest, dependency or business specific regulatory institutional relations.
On the previous page media was not
mentioned among one’s most important stakeholders. The reason is that
though media is still prominent and every
pany should pay the necessary attention
reality today has changed the way people
municate.
even
comto it,
com-
contact with consumers.
Thus, the so far very important media stakeholder is replaced by the general public and
our target groups specifically.
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