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MANAGING STAKEHOLDER PERCEPTIONS |
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- Companies are accountable to their stakeholders
- Stakeholders can help make or break the enterprise
- In an era of globalization, stakeholders can reside anywhere in the world and demand attention
- Online opinions by thought-leaders and armchair ‘experts’ can hurt corporate and brand reputations
- Perceptions vary from Stakeholder Group to Stakeholder Group
- In traditional PR practice, insufficient attention is given to the view from the external environment
- PR & Communications campaigns often address the needs of the enterprise through inside-out one-way messaging initiatives
- To be truly effective, messages must consider the needs of the stakeholder; They must be directed towards helping to shape or change perceptions
- Managing perceptions means communicating with an outside-in perspective
- Messages must be measured by their ability to change or enhance perceptions held by a stakeholder group towards the company or brand
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