Stakeholder Communication: The Passionate and the Passive Stakeholder
Every business model has both passive and passionate stakeholders; these two types live on opposite ends of your stakeholder communication spectrum—appealing to one more than the other can make or break your media strategy.
Stakeholders: Passive vs. Passionate
Passive stakeholders are the wallflowers of your business. Although they mostly fly under the radar, they’re still relatively up-to-date on your company’s most significant developments. They’ll make guest appearances in meetings now and then but rarely complain about your choices—which constantly keeps you guessing whether or not they’re content with your work.
On the other hand, passionate stakeholders need to be in the know. Even the most minute piece of information is important to them. They’re both your brand’s biggest fans and worst critics. They’ll make the time for you, despite having jam-packed schedules and multiple ongoing projects. They’re the type to always give you notes on every product release or announcement.
These two types of stakeholders are far from the same. And it seems virtually impossible to satisfy both of their needs—but as is the case with all business models, you have to. So how do you satisfy one stakeholder breathing down your neck and the other who trusts that you have everything under control?
It can be polarizing to create a catch-all stakeholder communication strategy, especially when the expectations and deliverables for both are diametrically different. They each have varying levels of interest, influence, and involvement.
While they may seem like the most unlikely duo, understanding their communication needs can greatly inform how your company moves forward.
Passive Stakeholders: Keep it Low-Key
Passionate Stakeholders: Go All Out
The Catch-all Stakeholder Communication Strategy
An effective stakeholder communication plan makes way for constructive partnerships and successful products. By boosting stakeholder engagement, you avoid communication silos that can greatly limit not just your media strategies, but the potential of your company’s performance.
Clearly defining the opposite ends of your communication spectrum can be the key to an A1 stakeholder strategy.
And who knows? A passive stakeholder is one great product feature away from being a passionate stakeholder.
Need help developing your Stakeholder Communication Strategy?
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