The Stakeholders in Public Relations

Stakeholders play a cent­ral role in pub­lic relations.

In pub­lic rela­tions, we typ­ic­ally seg­ment three audi­ences: pub­lics, influ­en­cers, and stake­hold­ers. These audi­ences over­lap to some extent but are used for dif­fer­ent purposes.

The stake­hold­er mod­el (as described in detail below) is so import­ant that our pro­fes­sion­al spe­cial­isa­tions are named after each major stake­hold­er group.

Here we go:

The Stakeholders in Public Relations

In pub­lic rela­tions (PR), we often dis­cuss ‘stake­hold­ers’:

Stakeholders = rep­res­ent­at­ives of vari­ous ves­ted interests dir­ectly or indir­ectly con­nec­ted to a brand. ¹Silfwer, J. (2021, January 5). The Stakeholders in Public Relations. Doctor Spin | The PR Blog. https://​doc​tor​spin​.net/​s​t​a​k​e​h​o​l​d​e​r​s​-​i​n​-​p​u​b​l​i​c​-​r​e​l​a​t​i​o​ns/

Establishing and sus­tain­ing rela­tion­ships with vari­ous stake­hold­ers is a sig­ni­fic­ant chal­lenge for PR pro­fes­sion­als since their inform­a­tion needs are typ­ic­ally very different. 

“Public rela­tions dis­tin­guishes itself from mar­ket­ing by focus­ing on the stake­hold­er-organ­iz­a­tion rela­tion­ship, which com­prises mutu­al ori­ent­a­tion around a com­mon interest point and a mul­ti­pli­city of stakes.”
Source: Public Relations Review ²Smith, B. (2012). Public rela­tions iden­tity and the stake­hold­er – organ­iz­a­tion rela­tion­ship: A revised the­or­et­ic­al pos­i­tion for pub­lic rela­tions schol­ar­ship. Public Relations Review, 38, 838 – 845. … Continue read­ing

The PR Stakeholder Model

PR pro­fes­sion­als have vari­ous spe­cial­isa­tions (based on the Stakeholder Model), includ­ing cor­por­ate com­mu­nic­a­tions, investor rela­tions (IR), media rela­tions, digit­al PR, pub­lic affairs (PA), lob­by­ing, intern­al com­mu­nic­a­tions (IC), crisis com­mu­nic­a­tions, mar­ket­ing PR, and industry PR (B2B).

“In a cor­por­a­tion, a stake­hold­er is a mem­ber of ‘groups without whose sup­port the organ­isa­tion would cease to exist’, as defined in the first usage of the word in a 1963 intern­al memor­andum at the Stanford Research Institute. The the­ory was later developed and cham­pioned by R. Edward Freeman in the 1980s. Since then it has gained wide accept­ance in busi­ness prac­tice and in the­or­ising relat­ing to stra­tegic man­age­ment, cor­por­ate gov­ernance, busi­ness pur­pose and cor­por­ate social respons­ib­il­ity (CSR).”
Source: Wikipedia ³Stakeholder (cor­por­ate). (2023, October 27). In Wikipedia. https://​en​.wiki​pe​dia​.org/​w​i​k​i​/​S​t​a​k​e​h​o​l​d​e​r​_​(​c​o​r​p​o​r​ate)

PR spe­cial­isa­tions are typ­ic­ally named based on which stake­hold­er type they manage:

Corporate com­mu­nic­a­tions = an organ­isa­tion’s stra­tegic use of mes­saging to shape its repu­ta­tion, artic­u­late its vis­ion, and engage with key audi­ences across intern­al and extern­al chan­nels.

Targets: External and intern­al pub­lics, busi­ness journ­al­ists, reg­u­lat­ory insti­tu­tions, part­ners, sup­pli­ers, vendors, etc.

Investor rela­tions (IR) = an organ­isa­tion’s delib­er­ate com­mu­nic­a­tion efforts to build trust and main­tain trans­par­ency with investors, ana­lysts, and the fin­an­cial com­munity.

Targets: Shareholders, investors, mar­ket hubs, mar­ket ana­lysts, fin­an­cial insti­tu­tions, trade journ­al­ists etc.

Media rela­tions = a brand’s tar­geted use of com­mu­nic­a­tion to foster pos­it­ive inter­ac­tions with journ­al­ists, edit­ors, and media out­lets and to gain favour­able cov­er­age.

Targets: Journalists, edit­ors, influ­en­cers, etc.

Digital PR = the stra­tegic use of online com­mu­nic­a­tion to build brand com­munit­ies, foster engage­ment, and man­age repu­ta­tion in the digit­al space. ⁴Silfwer, J. (2017, November 20). What is Digital PR? Doctor Spin | The PR Blog. https://​doc​tor​spin​.net/​w​h​a​t​-​i​s​-​d​i​g​i​t​a​l​-​pr/

Targets: Inbound web traffic, brand com­munit­ies, sub­scribers, fans, fol­low­ers, influ­en­cers, social net­works, etc.

Public affairs (PA) = a brand’s inten­tion­al use of com­mu­nic­a­tion to engage with gov­ern­ments, poli­cy­makers, and com­munit­ies to influ­ence pub­lic policy and social impact.

Targets: Voters, polit­ic­al journ­al­ists, polit­ic­al ana­lysts, colum­nists, interest groups, etc.

Lobbying = the focused use of advocacy and com­mu­nic­a­tion to dir­ectly influ­ence legis­lat­ive and reg­u­lat­ory decisions in favour of spe­cif­ic interests or causes.

Targets: Politicians, legis­lat­ors, gov­ern­ment offi­cials, com­mit­tees, influ­en­cers, etc.

Internal com­mu­nic­a­tions (IC) = an organ­isa­tion’s delib­er­ate use of mes­saging to align, inform, and motiv­ate employ­ees while fos­ter­ing a pro­duct­ive work­place cul­ture.

Targets: Coworkers, poten­tial recruits, etc.

Crisis com­mu­nic­a­tions = a brand’s rap­id, stra­tegic deploy­ment of com­mu­nic­a­tion to mit­ig­ate repu­ta­tion­al dam­age, address urgent chal­lenges, and restore pub­lic trust dur­ing crit­ic­al situ­ations.

Targets: Crisis vic­tims, wor­ried pub­lics, the gen­er­al pub­lic, cowork­ers, journ­al­ists, influ­en­cers, cus­tom­ers, share­hold­ers, etc.

Marketing PR = a brand’s tac­tic­al integ­ra­tion of com­mu­nic­a­tion and pro­mo­tion­al efforts to enhance product aware­ness, drive sales, and sup­port mar­ket­ing object­ives.

Targets: Potential cus­tom­ers, exist­ing cus­tom­ers, trade journ­al­ists, mem­bers, affil­i­ates, etc.

Industry PR (B2B) = a busi­ness’s pur­pose­ful use of com­mu­nic­a­tion to build cred­ib­il­ity, foster trust, and estab­lish thought lead­er­ship with­in its pro­fes­sion­al sec­tor.

Targets: B2B cli­ents, B2B pro­spects, trade journ­al­ists, trade organ­isa­tions, niche influ­en­cers, etc.

Learn more: Stakeholders in Public Relations

Groups With Information Needs

The PR func­tion is not just about man­aging media rela­tions or mar­ket­ing PR; it’s about com­pre­hens­ively man­aging rela­tion­ships with diverse stake­hold­er groups, each with unique inform­a­tion requirements.

The PR stake­hold­er mod­el includes vari­ous groups, such as busi­ness journ­al­ists, reg­u­lat­ory insti­tu­tions, share­hold­ers, fin­an­cial mar­kets, polit­ic­al entit­ies, and intern­al cowork­ers. Each group has dis­tinct inform­a­tion­al needs and priorities.

For instance, while investor rela­tions (IR) focus on deliv­er­ing fin­an­cial per­form­ance and strategy inform­a­tion to share­hold­ers and fin­an­cial insti­tu­tions, digit­al PR tar­gets brand com­munit­ies and online fol­low­ers with enga­ging con­tent that enhances brand image and loyalty. 

Similarly, intern­al com­mu­nic­a­tions cater to the inform­a­tion­al needs of cowork­ers and poten­tial recruits, ensur­ing they are aligned with the organ­isa­tion’s goals and cul­ture. This mul­ti­pli­city of stake­hold­ers neces­sit­ates a PR approach that is diverse in its reach and spe­cif­ic in its messaging.

The chal­lenge for PR pro­fes­sion­als lies in effect­ively identi­fy­ing and address­ing these var­ied needs. It involves craft­ing tailored com­mu­nic­a­tion strategies that res­on­ate with each stake­hold­er group while main­tain­ing a cohes­ive over­all mes­sage that aligns with the organ­isa­tion’s objectives. 

This requires under­stand­ing each stake­hold­er­’s per­spect­ive, interests, and com­mu­nic­a­tion preferences.

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Introducing Public Relations

• What is Public Relations?
• The Public Relations Definition
• The Stakeholders in Public Relations
• The Influencers in Public Relations
• The Publics in Public Relations
• What Public Relations Does for an Organisation
• Kirk Hallahan’s Five Types of Publics
• PR Approaches: Excellence, Rhetorical, and Critical
• The Four Models of Public Relations
• The PESO Model: Paid, Earned, Shared, and Owned Media

Comparing Public Relations

• Public Relations vs Marketing
• Public Relations vs Journalism
• Public Relations vs Media Relations
• Public Relations vs Publicity
• Public Relations vs Advertising (to be published)
• Public Relations vs Public Affairs (to be published)

Reading List: PR Blogs

• Doctor Spin’s List of PR Blogs

Learn more: All Free PR Courses

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