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Identification of stakeholders in a company is not only an academic problem, or as simple as many might think. It is certainly not only the bank and shareholders are stakeholders. There are actually a variety of key influencers not only affects the operational performance, but also how the company is perceived. Every business needs to identify and examine on a regular basis.

Definition of the value chain

Each trade is involved in business, and this applies regardless of the size and type of business. In addition, you can not generalize. Every company is different and change over time relativity. Some initially seem more important than others depending on the size and immediately. In addition to their ranking, it is important to recognize them and their relationship with each other and the business, with an emphasis on cause and effect.

Cause and effect examples

Some of the following examples, deliberately chosen to cover a wide range of types of businesses may seem simplistic or exaggerated, but are they? Relations Again, cause and effect both short and long.

A small manufacturer can include not only donors but also the actors that influence purchases, technical issues and delivery. Okay, but what about machines that are not happy that a large proportion of the components are overseas, so their jobs at risk? Unless the company has a clear strategy, explains and ensures its continued importance and believe that your work environment and conditions, there is considerable potential for negative publicity on a scale that can quickly get out of control. These guys talk to a woman who works at the bank, a union representative, a supplier, competitor, often in a campaign of negativity and disruption.

Large companies such as supermarket chains have all the answers for the money they spend on research and change the CEO or advertising agency on a regular basis. The buyer looks for a financial return, but the importance of low-volume lines, but strategically important? How many times a client needs to find several of your favorite products have been removed before moving to the competition? Multiply that by hundreds of times a hundred shoppers and shops, the effect is more relevant.

Another typical example is the importer / agent service for one or more international brands of equipment such as machines, instruments or components. Most of these companies, he wants both directions. They want to provide retailers – especially small retailers, but they also usually want to sell directly to specialists such as associations or government and perhaps the general public. Mix of stakeholders is actually quite complex as the cause and effect scenarios. Breaking distribution or pricing models for the producer of the parents is the quick way to lose the Agency. Sales to the general public is unlikely that the ends of the agent to a dealer. Trade associations, magazines and online reviewers, the authorities of compliance and so should be able to distinguish between a professional and a consumer version of the product, so the distribution of the product positioning and values ​​are quite clear for anyone to be assured.

Message Development

Although there is no simple answer that fits all scenarios, the primary consideration should be to understand the characteristics, motivations and information needs of each stakeholder group, develop value propositions for each group to be linked, then develop a comprehensive communication strategy and delivery.

A basic requirement of the strategy is to reject the objectivity or revise beliefs based on expensive “we know our business better” and / or “that’s the way we do here” arguments. They must be considered, but they should not interfere with the need for change. The newly defined value propositions presented in a matrix that includes and classifies all stakeholders should be enough to convince management of the affairs of their validity, especially if the process involved discussions with selected stakeholders.

Communications with stakeholders

You should now be clear that the development of communication materials concise and efficient is not as simple as it seems at first have appeared. These value propositions, with the support of product selection guidelines, specifications, perhaps testimonies, stories and everything that is appropriate to the needs of each stakeholder group should not only be developed, which should also be designed to suit every relevant media, may be one or more websites, intranet or the use of personnel and resellers, newsletters, direct mail, advertising on each channel and so on.