The document summarizes key concepts in two-way symmetrical public relations and stakeholder engagement. It shows that two-way symmetrical communication aims to move an organization and its publics to an acceptable "win-win zone" through understanding different positions. Stakeholder analysis and engagement are important for understanding who deserves an organization's attention. Public relations should be strategic and goal-oriented to manage stakeholder influence. Communication policies, strategies, and techniques are needed to build reputation through performance and interacting with interest groups, media, and government on public issues.

2. “Two-Way Symmetrical Public Relations” - James E. Grunig in “Handbook of Public Relations” – Robert L. Heath (ed.), 2001 2

3. Dominant
Coalition’s Win-Win Zone Public’s
Position Position
1 2
3 3
Organization’s Position Mixed Motive Public’s Position
Dominates (Asymmetric) (Symmetric) Dominates (Asymmetric)
Communication used to dominate public,
1 accept dominant coalition’s position
Communication used to convince dominant
2 coalition to cave in to public’s position
3 Communication used to move public, dominant co-
alition’s position, or both to acceptable ‘win-win
zone
“Manager’s Guide to Excellence in Public Relations and Communication Management” - David M. Dozier, Larissa Grunig, James E. Grunig, 1995 3

4. 4

5. 5

6. “Strategic Management - A Stakeholder Approach” – R. Edward Freeman, 1984 6

7. PUBLIC RELATIONS is the management
of mutually influential relationships
within a web of stakeholder and
organizational relationships
By better understanding stakeholders,
managers can decide who deserves their
attention and time.
Stakeholders can shape organizational
practices through their giving or retracting
of stakes (support)
Public relations should be deliberate and
goal-oriented – it is based on strategy
7
“PR Strategy and Application: Managing Influence” – Coombs, W.T. & Holladay, S.J., 2010

8. 8

9. CORPORATE
POLICY
STAKEHOLDER STAKEHOLDER COMMUNICATION
MANAGEMENT ENGAGEMENT STRATEGY
PUBLIC COMMUNICATION
RELATIONS FUNCTIONS
INVESTOR EMPLOYEE COMMUNITY MEDIA PUBLIC
RELATIONS RELATIONS RELATIONS RELATIONS AFFAIRS
Event Management/Press Conference/Press
COMMUNICATION TOOLS Release /Media Monitoring/Interview/FGD, etc.
9

10. STAKEHOLDER
MANAGEMENT
Stakeholder COMMUNICATION
Analysis POLICY
Stakeholder Communication
Engagement Strategy
Communication
Techniques
10

11. 11

12. PERFORMANCE COMMUNICATION REPUTATION
12
“Reputation Management: The Key to Successful Public Relations and Corporate Communication,” John Doorley & Helio Fred Garcia, 2nd ed., 2003

13. 13
“CEO Capital: A Guide to Building CEO Reputation and Company Success,” Leslie Gaines-Ross, 2003 13

14. 14
“Corporate Public Affairs: Interacting with Interest Groups, Media and Government,”,Otto Lerbinger, 2006 14

15. 15

16. 16

17. 17

18. Public Issues Management
18

19. Mobil Oil Citibank
Citibank/JP
Citibank
Morgan
….and three out of the four started their professional
career as accountants

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