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Stakeholder mapping by Insignia Communications


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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

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Stakeholder mapping by Insignia Communications

  1. 1. "What people say behind your back is your standing in the community." Edgar Watson Howe
  2. 2. Reputation – what is it?1. The beliefs or opinions that are generally held about someone or something2. A widespread belief that someone or something has a particular habit or characteristicWhat are the characteristics or habits that you or your company are known for?
  3. 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. 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 fiascoRBS had to set aside £310m to This is Money, 17 July 2012repair its reputation after theIT meltdown and two mis- 65% of chief communicationsselling scandals of 2012 officers see improvement in The Independent, 3 August 2012 corporate reputation as their highest priority PRNewswire, 26 June 2012
  5. 5. Your reputation depends on your stakeholdersWhile the reputation of an organisation is influencedby its:• performance• policies• peopleit is ultimately stakeholders who decide what thereputation of the organisation actually is.
  6. 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. 7. Do you know who your key Your reputationstakeholders are?
  8. 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. 9. Do you understand your stakeholders’needs, wants and why they chooseyour product over your competitors? VS
  10. 10. Have you identified the most effectiveway to communicate with them?
  11. 11. 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
  12. 12. 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
  13. 13. Why understanding stakeholders underpins successful communication - video
  14. 14. Stakeholder mapping in practice:“We appointed Insignia Communications to conduct astakeholder audit to provide deep insights into stakeholderswhich would help us build a strong reputation andrelationships.Insignia’s contribution went beyond the information providedby the research: they added insight and analysis to zero in onthe key reputation and communication challenges facing theorganisation – and recommendations as to how we shouldaddress them.” Diana Thomas, Malaria Consortium
  15. 15. Contact DetailsInsignia CommunicationsEmail: info@insigniacomms.comWebsite: www.insigniacomms.comPhone: +44 (0)121 382 5304