On how to deal with your stakeholders


For a company to create a perception in its target audiences that is both long-lasting and responds to its communication, marketing and even sales goals, the process to define those goals should be a priority. Going from decision to communicate to the act of communication without following through this prior process of analysis and definition usually only generates dissatisfaction or results that fall short of the set expectations. 


This is due to the fact that goals should not be set without first assessing the strong and weak areas of the organization from a communication point of view, selecting the areas that are being addressed in the communication and defining a consistent action plan. Since creating or changing the perception of one organization or company is not something that can be made immediately, it is a continuous improvement process in which specific cases are shown, such as interviews, presence in events with strong visibility and tied to the relevant audiences and messages, among other initiatives.


In a first phase, it is important to understand whom we want to reach out to when we communicate, as well as the messages that we want to convey and, as a result, what is the information that we want to provide them. A specific point that to keep in mind, when we do and decide on these processes, should be “what’s the benefit that I am giving my stakeholder? In which way am I helping or creating a closer affinity / closeness with my brand/company? How can I start a dialogue with my relevant stakeholder?.” If we do not succeed, the interest in the communication is one-way, and our stakeholders will have a neutral to negative response (“Why am I sent things / information that I do not want / need?” is a complaint more common than we believe.


Lastly, it is important to understand where our customers are getting information from and how they accept to receive them (organization’s site, media, email/newsletter, social media be it professional or personal, industry presentations or from the organization itself, existing or to be created interest groups, etc.). With this information, it should be identified the adequate mix of communication channels that makes information more effective, an issue of special relevance at a juncture when Customers are increasingly informed and have growing demands on how they are approached by organizations.


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