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Organisations and stakeholders (Stakeholders (Main expectations…
Organisations and stakeholders
Stakeholders
Groups that the organisation interacts with and that have vested interest in what the organisation does
Different publics involved in communication
Main expectations
INFORMATION
TRUST
PR Background
Main features
Being spoken about, reputation
Informative messages
Long term benefits
NOT promotional (advertisement)
Mutually beneficial relationships require two-way communications
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Internal publics
Employees, managers and members
Expectations
Fair pay and conditions
Safe working environment
Access to information, training and development
General publics
Broader society
Can affect customer's or citizen's attitudes
Expectations
Transparency
Fair and honest practices
Ethical, responsible decision
Local community publics
Local residents and neighbourhood organisations
Importance for small organisation (local level)
Expectation
To be a good 'corporate' citizen
Citizens-actions publics
Groups that may scrutinise an organisation's behaviour/practices
E.G. Action groups such as environmental organisations
Expectation
To operate in an environmentally sustainable manner
Media publics
Print and electronic news reporting organisations
Expectations
Accurate and relevant information (
newsworthiness
)
Access to informations sources
Decision makers
Levels of decision, each with its own regulations
Expectation
To abide by their laws
Function of PR
Manage relationships between stakeholders and the organisation
Organisations
Listen to publics
Demonstrate they heard publics by ajusting policies/services
Commitment
High ethical standards
Strategic thinking
Effective communication
Trustworthy dialogue