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PRSI Int PR Conf 2011 - Day 2  - Stakeholders management mapping and analysis - a solid platform to measure relationship by Magdalena Wenas
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PRSI Int PR Conf 2011 - Day 2 - Stakeholders management mapping and analysis - a solid platform to measure relationship by Magdalena Wenas

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  • 1. STAKEHOLDERS MANAGEMENT: MAPPING AND ANALYSIS A Solid Platform To Measure Relationship Magdalena Wenas, M.Comm, CPRMagdalena Wenas– President PR Society of Indonesia: 0813 814 815 56, 0878787 65655
  • 2. THE INFORMATION DIGITAL ERA • Information Era = Public /Stakeholders Transparency Era • Information Explosion • Media Explosion –> New Social Media • UU KETERBUKAAN INFORMASI PUBLIK UU14/2008 • Advancement of ICT • Freedom of Expression – Human Rights • Changes in Values in the Society and Your Stakeholders • Global Perception & PerspectiveMagdalena Wenas– President PR Society of Indonesia
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  • 4. The connective mechanism that enables parts of the organization to coordinate with one another is communication including stakeholders Mekanisme konektivitas yang memungkinkan bagianbagian dari organisasi untuk berkordinasi satu dengan yang lain adalah dengan komunikasi termasuk Para stakeholdersMagdalena Wenas– President PR Society of Indonesia: 0813 814 815 56, 0878787 65655
  • 5. FREEDOM OF EXPRESSIONMagdalena Wenas– President PR Society of Indonesia
  • 6. VALUE CREATION OF CORPORATE COMMUNICATION Corporate Strategy Financial Business Results Activities The Business Cycle The Communication Cycle Supportive Behaviors Corporate Toward Company Communication Corporate ReputationMagdalena Wenas– President PR Society of Indonesia
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  • 8. STAKEHOLDERS MAPPINGMagdalena Wenas– President PR Society of Indonesia
  • 9. STAKEHOLDERS MAPPING 1. Identify your stakeholders 2. Analyze stakeholders by impact and influence 3. Plan stakeholder communications and reporting 4. Engage with your stakeholders Use these steps along with the stakeholder maps and templates to manage your stakeholders effectively…Magdalena Wenas– President PR Society of Indonesia
  • 10. The key element of an effective mapping process is as far as possible to replace subjectivity with objective measures and to make the assessment process transparent. This transparency will allow the basis of any assessment to be clearly understood by others and will facilitate review and updating as appropriate.Magdalena Wenas– President PR Society of Indonesia
  • 11. STAKEHOLDERS Management and Analysis in The Digital EraMagdalena Wenas– President PR Society of Indonesia: 0813 814 815 56, 0878787 65655
  • 12. STAKEHOLDER MAPPINGPOWER LEGITIMACY Dominant Dormant stakeholder Discretionary stakeholder stakeholder Definitive stakeholder Dangerous Dependent stakeholder stakeholder Non-stakeholder Non-stakeholder Demanding stakeholder URGENCYMagdalena Wenas– President PR Society of Indonesia
  • 13. STAKEHOLDERS ANALYSIS • STAKEHOLDER ANALYSIS HELPS WITH THE IDENTIFICATION OF • Stakeholders’ interests • Mechanism to influence other stakeholders • Avoiding Potential Risks • Understand Key People Involved • Negative StakeholdersMagdalena Wenas– President PR Society of Indonesia
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  • 15. A more recent form of Stakeholder Analysis can be seen in Triple Task Method Is to blend three disciplines: psychoanalytic theory, systems analysis and action researchMagdalena Wenas– President PR Society of Indonesia: 0813 814 815 56, 0878787 65655
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  • 18. SIX KEY COMPONENTS OF MEASURING RELATIONSHIPS • Control Mutuality -- The degree to which parties agree on who has the rightful power to influence one another • Trust -- One party’s level of confidence in and willingness to open oneself to the other party • Satisfaction -- The extent to which each party feels favorably toward the other because positive expectations about the relationship are reinforcedMagdalena Wenas– President PR Society of Indonesia
  • 19. SIX KEY COMPONENTS OF MEASURING RELATIONSHIPS • Commitment -- The extent to which each party believes and feels that the relationship is worth spending energy to maintain and promote • Exchange Relationship -- In an exchange relationship, one party gives benefits to the other only because the other has provided benefits in the past or is expected to do so in the futureMagdalena Wenas– President PR Society of Indonesia
  • 20. SIX KEY COMPONENTS OF MEASURING RELATIONSHIPS • Communal Relationship -- In a communal relationship, both parties provide benefits to the other because they are concerned for the welfare of the other -- even when they get nothing in returnMagdalena Wenas– President PR Society of Indonesia
  • 21. Value Creation of Perception and Expectation Organization Objectives STAKEHOLDERS Expectation/ PerceptionMagdalena Wenas– President PR Society of Indonesia
  • 22. KentonganMagdalena Wenas– President PR Society of Indonesia
  • 23. PR 2.0 • Dialogue (two-ways communication, interactive) • Sharing your views, though and opinions with the worlds through Social Media Network • Mass Collaboration • User Generated ContentMagdalena Wenas– President PR Society of Indonesia
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  • 33. STRATEGIC STAKEHOLDER INTEGRATION Is the humanity integration of an organization’s to build positive relationship with all stakeholders by managing all communications contacts with that create and protect the reputation of the organizationMagdalena Wenas– President PR Society of Indonesia
  • 34. KEY WORDS • Humanity Integration • Build Positive Relationship • All Stakeholders • Managing All Communication Contacts • Create and Protect ReputationMagdalena Wenas– President PR Society of Indonesia
  • 35. • Corporate Communication is about reputation, the result of what you do, what you say and what others (STAKEHOLDERS) say about you...Magdalena Wenas– President PR Society of Indonesia
  • 36. VALUE-DRIVEN CORPORATE COMMUNICATION • NOT ONLY AS A METHOD OF COMMUNICATION – CLOSED SYSTEM COMMUNICATION • AS A STATE OF BEING - OPEN SYSTEM COMMUNICATIONMagdalena Wenas– President PR Society of Indonesia
  • 37. SUCCESS CAN BE ACHIEVED BY Consensus omnium EVERYONE IN THE ORGANIZATION IS A COMMUNICATORMagdalena Wenas– President PR Society of Indonesia
  • 38. TEN STRATEGIES FOR STRATEGIC STAKEHODER ENGAGEMENT • Build Self- Awareness • Listen Actively • Respect • Ask Questions Differences • Be Honest • Distinguish • Be Flexible Perspective • Think Twice Before • Recognize Sending out a Message Complexity • Avoid StereotypingMagdalena Wenas– President PR Society of Indonesia
  • 39. QUESTIONS? SHARINGS? COMMENTS…..Magdalena Wenas– President PR Society of Indonesia
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  • 41. Thank You Magdalena Wenas Communication Analyst and Strategist Phone. 021 – 71631177-7631199 Fax. 74701880 Hp. 0813 814 815 56 – 0878787 6565 5 Email: magdalena@magdalenawenas.com secretariat@prsociety.or.idMagdalena Wenas– President PR Society of Indonesia: 0813 814 815 56, 0878787 65655

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