Brad Rawlins recently posted a really helpful paper (PDF, 13 pages) at the Intutue for Public Relations site in which he discusses public relations stakeholder theory and stakeholder management. He guides readers through a four-step process: identifying all your potential stakeholders according to their relationship to the organization; ranking stakeholders by attributes; ranking stakeholders by relationship to the situation; and ranking the publics according to the communication strategy (including key publics, intervening publics, and influentials). Brad teaches communications at Brigham Young University.
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