This document discusses stakeholder management and analysis in the digital era. It emphasizes the importance of stakeholder mapping, identifying stakeholders' interests, and understanding key people involved. Effective stakeholder analysis helps avoid risks and engage stakeholders. Measuring relationships involves factors like control, trust, and commitment. Strategic stakeholder integration aims to build positive relationships and manage communications to protect an organization's reputation.

1. STAKEHOLDERS
MANAGEMENT: MAPPING
AND ANALYSIS
A Solid Platform To Measure Relationship
Magdalena Wenas, M.Comm, CPR
Magdalena Wenas– President PR Society of Indonesia: 0813 814 815 56, 0878787 65655

2. THE INFORMATION DIGITAL
ERA
• Information Era = Public /Stakeholders
Transparency Era
• Information Explosion
• Media Explosion –> New Social Media
• UU KETERBUKAAN INFORMASI PUBLIK UU14/2008
• Advancement of ICT
• Freedom of Expression – Human Rights
• Changes in Values in the Society and Your
Stakeholders
• Global Perception & Perspective
Magdalena Wenas– President PR Society of Indonesia

3. Magdalena Wenas– President PR Society of Indonesia

4. The connective mechanism that
enables parts of the organization to
coordinate with one another is
communication including stakeholders
Mekanisme konektivitas yang memungkinkan
bagianbagian dari organisasi untuk
berkordinasi satu dengan yang lain
adalah dengan komunikasi termasuk
Para stakeholders
Magdalena Wenas– President PR Society of Indonesia: 0813 814 815 56, 0878787 65655

5. FREEDOM OF EXPRESSION
Magdalena Wenas– President PR Society of Indonesia

6. VALUE CREATION OF CORPORATE
COMMUNICATION
Corporate
Strategy
Financial Business
Results Activities
The Business Cycle
The Communication Cycle
Supportive Behaviors Corporate
Toward Company Communication
Corporate
Reputation
Magdalena Wenas– President PR Society of Indonesia

7. Magdalena Wenas– President PR Society of Indonesia

8. STAKEHOLDERS MAPPING
Magdalena Wenas– President PR Society of Indonesia

9. STAKEHOLDERS MAPPING
1. Identify your stakeholders
2. Analyze stakeholders by impact and influence
3. Plan stakeholder communications and reporting
4. Engage with your stakeholders
Use these steps along with the stakeholder maps and
templates to manage your stakeholders effectively…
Magdalena Wenas– President PR Society of Indonesia

10. The key element of an effective mapping
process is as far as possible to replace
subjectivity with objective measures and
to make the assessment process
transparent.
This transparency will allow the basis of
any assessment to be clearly understood by
others and will facilitate review and
updating as appropriate.
Magdalena Wenas– President PR Society of Indonesia

11. STAKEHOLDERS
Management and
Analysis in The Digital
Era
Magdalena Wenas– President PR Society of Indonesia: 0813 814 815 56, 0878787 65655

12. STAKEHOLDER MAPPING
POWER
LEGITIMACY
Dominant
Dormant stakeholder Discretionary
stakeholder stakeholder
Definitive
stakeholder
Dangerous Dependent
stakeholder stakeholder
Non-stakeholder
Non-stakeholder
Demanding
stakeholder
URGENCY
Magdalena Wenas– President PR Society of Indonesia

13. STAKEHOLDERS ANALYSIS
• STAKEHOLDER ANALYSIS HELPS WITH THE
IDENTIFICATION OF
• Stakeholders’ interests
• Mechanism to influence other stakeholders
• Avoiding Potential Risks
• Understand Key People Involved
• Negative Stakeholders
Magdalena Wenas– President PR Society of Indonesia

14. Magdalena Wenas– President PR Society of Indonesia

15. A more recent form of Stakeholder Analysis
can be seen in Triple Task Method
Is to blend three disciplines:
psychoanalytic theory, systems
analysis and action research
Magdalena Wenas– President PR Society of Indonesia: 0813 814 815 56, 0878787 65655

16. Magdalena Wenas– President PR Society of Indonesia

17. Magdalena Wenas– President PR Society of Indonesia

18. SIX KEY COMPONENTS OF
MEASURING RELATIONSHIPS
• Control Mutuality -- The degree to which
parties agree on who has the rightful power to
influence one another
• Trust -- One party’s level of confidence in and
willingness to open oneself to the other party
• Satisfaction -- The extent to which each party
feels favorably toward the other because
positive expectations about the relationship are
reinforced
Magdalena Wenas– President PR Society of Indonesia

19. SIX KEY COMPONENTS OF
MEASURING RELATIONSHIPS
• Commitment -- The extent to which each party
believes and feels that the relationship is worth
spending energy to maintain and promote
• Exchange Relationship -- In an exchange
relationship, one party gives benefits to the
other only because the other has provided
benefits in the past or is expected to do so in
the future
Magdalena Wenas– President PR Society of Indonesia

20. SIX KEY COMPONENTS OF
MEASURING RELATIONSHIPS
• Communal Relationship -- In a communal
relationship, both parties provide benefits to
the other because they are concerned for the
welfare of the other -- even when they get
nothing in return
Magdalena Wenas– President PR Society of Indonesia

21. Value Creation of
Perception and
Expectation
Organization
Objectives
STAKEHOLDERS
Expectation/
Perception
Magdalena Wenas– President PR Society of Indonesia

22. Kentongan
Magdalena Wenas– President PR Society of Indonesia

23. PR 2.0
• Dialogue (two-ways
communication,
interactive)
• Sharing your views,
though and opinions
with the worlds
through Social Media
Network
• Mass Collaboration
• User Generated
Content
Magdalena Wenas– President PR Society of Indonesia

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28. Magdalena Wenas– President PR Society of Indonesia

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33. STRATEGIC STAKEHOLDER
INTEGRATION
Is the humanity integration of an organization’s
to build positive relationship with all
stakeholders by managing all communications
contacts with that create and protect the
reputation of the organization
Magdalena Wenas– President PR Society of Indonesia

34. KEY WORDS
• Humanity Integration
• Build Positive Relationship
• All Stakeholders
• Managing All Communication Contacts
• Create and Protect Reputation
Magdalena Wenas– President PR Society of Indonesia

35. • Corporate Communication is
about reputation, the result of
what you do, what you say and
what others (STAKEHOLDERS)
say about you...
Magdalena Wenas– President PR Society of Indonesia

36. VALUE-DRIVEN CORPORATE
COMMUNICATION
• NOT ONLY AS A METHOD OF
COMMUNICATION – CLOSED SYSTEM
COMMUNICATION
• AS A STATE OF BEING - OPEN SYSTEM
COMMUNICATION
Magdalena Wenas– President PR Society of Indonesia

37. SUCCESS CAN BE ACHIEVED BY
Consensus omnium
EVERYONE IN THE ORGANIZATION
IS A COMMUNICATOR
Magdalena Wenas– President PR Society of Indonesia

38. TEN STRATEGIES FOR STRATEGIC
STAKEHODER ENGAGEMENT
• Build Self-
Awareness • Listen Actively
• Respect • Ask Questions
Differences • Be Honest
• Distinguish • Be Flexible
Perspective • Think Twice Before
• Recognize Sending out a Message
Complexity
• Avoid Stereotyping
Magdalena Wenas– President PR Society of Indonesia

39. QUESTIONS?
SHARINGS?
COMMENTS…..
Magdalena Wenas– President PR Society of Indonesia

40. Magdalena Wenas– President PR Society of Indonesia

41. Thank You
Magdalena Wenas
Communication Analyst and Strategist
Phone. 021 – 71631177-7631199
Fax. 74701880
Hp. 0813 814 815 56 – 0878787 6565 5
Email: magdalena@magdalenawenas.com
secretariat@prsociety.or.id
Magdalena Wenas– President PR Society of Indonesia: 0813 814 815 56, 0878787 65655