Friday, June 09, 2006

Stakeholder mapping - Clarity made simple


I have just been working on how I can make The Clarity Concept, which Jon White Peter Prowse Dejan Verčič and I have been working at for longer than I care to remember, more accesible to practitioners.

It is a way that Public Relations practitioners can develop a 360 degree view of the publics that are key to organisations.

Using Gliffy, the free counterpart to Visio and it was not too difficult at all.

Friday, June 02, 2006

Mapping stakeholders by communication channel

I have been thinking about a new way of mapping stakeholders.This methodology starts by looking at all the channels for communication available to an organisation and identifying them by existing levels of importance and influence. The next phase being to identify which stakeholders are influenced by each of these channels. Finally one would map a go-forward approach to use and application of channels for each stakeholder groups.

Here is an example map of such channels:
















Inevitably this will show that many stakeholders will need a multi-touch range of channels for communication.

The range of channels is pretty extensive.



Telephone

Mobile voice

Mail

RSS & RSS optimisation

Search engine optimisation

Own site

SMS

Email

Search engines

Press Radio and TV advertising

Media relations

Brochures

VoIP

Blogs

Bloggers

Chat

Other web sites/portals

Instant Messenger

Usenet

Direct Mail

Exhibitions

Conferences

Point of sale

Tele-sales

Discussion lists