Identifying and prioritizing publics or stakeholders is very important for Public Relations practitioners especially for in-house PR. In fact, some groups of stakeholders can influence the way an organization acts. Some people will often support an organization such as shareholders others have to be won over or at least monitored to avoid a crisis such as consumers or pressure groups. It is therefore important to have a model that helps classifying stakeholders.
Correctly identifying and assessing the role and importance of each stakeholder can make the difference between a successful and a non-successful organization.
One tool that might help prioritizing stakeholders is the power interest matrix.
In fact, although a lot of different stakeholders may exist, some of them may have more importance than others: some of them might be affected by your organization, some of them might have the power to block you, and others might not care at all about what you do.
Minimal effort: stakeholders with low power and a low level of interest à no immediate action required but have to be monitored carefully in case their position in the matrix changes
Keep informed: Stakeholders with low power and a high level of interest à no immediate action required but have to be kept informed and monitored carefully in case their position in the matrix changes.
Keep satisfied: Stakeholders with high power but a low level of interest àmost challenging stakeholders to maintain relationship with: despite their lack of interest in general, they might exercise their power in reaction to a particular project or initiative.
Key players: stakeholders with high power and a high level of interest à these are the “key players”, their reaction towards the organization’s projects and initiatives must be given primary consideration.
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