The essential first step in effective communication and reputation management lies in understanding the perspective of your stakeholders. Our presentation explores stakeholder mapping, a tool to help you achieve your communication objectives. For more information visit Insignia Communication's website at http://insigniacomms.com/services/reputation-management/stakeholder-mapping/
MyCharityConnects Ottawa - Social Media Policies [2011-03-22]
Stakeholder mapping by Insignia Communications
1. "What people say behind your back is your standing in the community."
Edgar Watson Howe
2. Reputation – what is it?
1. The beliefs or opinions that are generally held
about someone or something
2. A widespread belief that someone or
something has a particular habit or
characteristic
What are the characteristics or habits that you or
your company are known for?
3. Reputation – what is it?
• Reputation is the reason why people and
organisations do business with you
• It influences your ability to attract and retain
employees, investors and strategic partners
• It affects your relationship with regulatory
bodies, pressure groups, the media and local
community
• Reputation is ultimately a measure of trust
4. Value of reputation:
numbers speak louder than words
60% of market value is
attributable to a
company’s reputation Around £700mln was
Weber Shandwick, 18 January 2012
wiped off G4S value after
the London 2012 Olympics
fiasco
RBS had to set aside £310m to This is Money, 17 July 2012
repair its reputation after the
IT meltdown and two mis- 65% of chief communications
selling scandals of 2012 officers see improvement in
The Independent, 3 August 2012
corporate reputation as their
highest priority
PRNewswire, 26 June 2012
5. Your reputation depends on your
stakeholders
While the reputation of an organisation is influenced
by its:
• performance
• policies
• people
it is ultimately stakeholders who decide what the
reputation of the organisation actually is.
6. Stakeholders defined
• A stakeholder is anyone affected by or having an
influence over the organisation
• Historically, companies tended to prioritise two
groups: customers and shareholders but nowadays
the stakeholder landscape is much more complex
7. Do you
know who
your key Your
reputation
stakeholders
are?
8. How much do you know about:
• What your stakeholders say, what they like and
what they don’t like about you?
• How they perceive you?
• Their relative importance to your business?
9. Do you understand your stakeholders’
needs, wants and why they choose
your product over your competitor's?
VS
12. Stakeholder mapping helps you to:
• Identify and prioritise key stakeholders
• Understand stakeholders’ relative importance and
influence over your business
• Understand the beliefs and objectives which motivate
stakeholder views and behaviour
• Reveal how your stakeholders currently perceive you
• Identify where they source their information and how
they’d like to be communicated with
• Tailor your communications depending on the influence
of stakeholders
• Create the reputation you desire and deserve
13. Stakeholder mapping adds value by:
• Uncovering the real attitudes, perceptions and
pre-conceptions of your stakeholders
• Reflecting a reality which may be very different
to the conventional wisdom (this may be
challenging, but it’s always valuable)
• Revealing a strategy to drive your
communication forward
15. Stakeholder mapping in practice:
“We appointed Insignia Communications to conduct a
stakeholder audit to provide deep insights into stakeholders
which would help us build a strong reputation and
relationships.
Insignia’s contribution went beyond the information provided
by the research: they added insight and analysis to zero in on
the key reputation and communication challenges facing the
organisation – and recommendations as to how we should
address them.”
Diana Thomas, Malaria Consortium