Stakeholders play a central role in public relations.
In public relations, we typically segment three audiences; publics, influencers, and stakeholders. They 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:
What Is Public Relations?
What is Public Relations?
“The single biggest problem in communication is the illusion that it has taken place.”
— George Bernard Shaw
Public Relations (abbreviated “PR”) shapes perceptions and influences decision-making for specific interests. Industry insiders sometimes refer to PR as perception management or personal relationships.
PR professionals are tasked with various types of work, including corporate communications, investor relations, media relations, digital PR, public affairs, lobbying, internal communications, crisis communications, marketing communications, and industry PR.
Whereas marketing uses various forms of advertising (one-way) in paid channels, PR use strategic communication (two-way) in earned, shared and owned media channels.
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The Stakeholder Model in PR
Stakeholders in Public Relations
In PR, we often discuss stakeholders. And our PR specialisations are named based on which stakeholders we’re responsible for managing.
“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 1Stakeholder (corporate). (2023, October 27). In Wikipedia. https://en.wikipedia.org/wiki/Stakeholder_(corporate)
This is the stakeholder model in PR:
Developing and maintaining relationships with various stakeholders is a significant challenge for PR professionals since their information needs are typically very different. 2A widespread misconception is that the PR function only deals with journalists (Media Relations) and product promotion (Marketing PR). However, such work represents only a tiny fraction of all the … Continue reading
“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 3Smith, 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
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Stakeholders, Influencers, and Publics
How To Define Public Relations
Someone once tried to count the number of actual definitions of public relations, but they allegedly gave up after finding over 500+ different versions. 4Morris, T., & Goldsworthy, S. (2008). From PR to propaganda. 97 – 111. https://doi.org/10.1007/978 – 0‑230 – 59485-2_7
Amongst so many definitions of public relations, here’s the definition that I find to be most useful:
Public Relations (PR) = the strategic and tactical use of communication to develop and maintain productive relationships with stakeholders, influencers, and publics.
Please note:
Stakeholders in PR = incentivised representatives with various interests in the organisation.
Influencers in PR = independent gatekeepers with audiences of importance to the organisation.
Publics in PR = situational groups with similar communicative behaviours affecting the organisation.
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ANNOTATIONS
1 | Stakeholder (corporate). (2023, October 27). In Wikipedia. https://en.wikipedia.org/wiki/Stakeholder_(corporate) |
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2 | A widespread misconception is that the PR function only deals with journalists (Media Relations) and product promotion (Marketing PR). However, such work represents only a tiny fraction of all the stakeholder relationships PR professionals must manage daily. |
3 | Smith, B. (2012). Public relations identity and the stakeholder – organization relationship: A revised theoretical position for public relations scholarship. Public Relations Review, 38, 838 – 845. https://doi.org/10.1016/J.PUBREV.2012.06.011 |
4 | Morris, T., & Goldsworthy, S. (2008). From PR to propaganda. 97 – 111. https://doi.org/10.1007/978 – 0‑230 – 59485-2_7 |