Stakeholders. We all know what they are. This word is used over and over in every assignment we do but getting into the nitty gritty real life experience you actually realise the importance of knowing who your stakeholders are.
I've always been interesting in the community relations side of PR, getting involved with the people and forming that relationship with the public. Through my placement though I have been reminded that there are usually two or more sets of stakeholders and both are equally as important.
In working at Swan Districts Football Club, I have realised the importance of knowing your stakeholders through and through and there are two sets at SDFC.
The first lot of stakeholders are the fans, the members, the supporters of the football club. These stakeholders are reached through the footy, talking about the players and merchandise.
The second group of stakeholders are the sponsors and financial contributors. This communication is more strategic and involves an in depth plan to reach them, specifically to provide financial support for the club.
I know this might seem a bit obvious but the need for different communication plans within one organisation surprised me. It makes sense though because by tailoring your communication to the stakeholder, your message will have more impact.
So over my time at SDFC I have had to do stories for oil and gas magazines, as well as writing Media Releases for family days.
I think this placement has really drummed into my mind the importance of being diligent in figuring out just how unique each stakeholder is and making sure they are provided for in a way that is perfect for them.
Just some musings!
I hope everyone is enjoying their placements, we're at the pointy end!
Lucy
4 comments:
Hi Lucy,
It is fantastic that you have been able to take a step back and really analise who your stakeholders are. I think this is a really important part of being a PR professional, not just knowing who your stakeholders are, but UNDERSTANDING who they are - their values, attitudes, opinions etc all matter in PR!
It is interesting that you have such a broad scope of stakeholders, the two who you have mentioned seem polar opposite!
But in the end, as long as you can reflect on which stakeholder you are targeting for which project, that's all that matters!
Keep up the good work and I look forward to reading how your internship wraps up.
Lisa
Hi Lucy,
It really is amazing and interesting to see how organizations interact with their stakeholders in various ways according to who they stakeholrrs are and the role they play in your business or organization.
I have been workjng a a sporting organisation like yourself and have identified 2 similar key stakeholder groups.
At my placement, Netball WA we have our members and our West Coast Fever supporters, and we also have our corporate sponsors.
Learning how to communicate and jnteract eith these two key groups is vital for the sucess of Netball WA.
It seems like you have this understanding pretty down pat, and the swan districts foitball club are lucky to have you on board!
Hi Lucy,
It seems in every organisation there are several different communication plans for the different stakeholders.
I completed my internship at a boutique consultancy. The communication plan would depend on the type of stakeholder they were working with. Because the consultancy catered for many different sectors from many different industries, the communication plans varied dramatically.
It was always helpful, though, when a new client would come through from a similar industry as a previous client because you could use that communication plan as a template for the new client.
It's always good to see the two sides of the organisation as well... You will learn so much from working with two different sets of stakeholders.
Enjoy the rest of your internship!
Aimee
Thanks Lisa, Rebecca and Aimee for your responses and feedback.
It definitely is something that seems to be a factor in every organisation and definitely interesting to see.
I hope you have enjoyed your internships also!
Good luck.
Lucy
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