Chapter 3

Stakeholders and
Stakeholder Management
Corporate Communication Management
Chapter 3
Stakeholder
Is any group or individual who can affect od affected by the achievement of
the organization’s purpose an objectives (Cornelissen, 2005).
Persons or groups with legitimate interests in procedural and/or

substantive aspects of corporate activity (Donald and Preston)
“Organization is surrounded by so many stakeholder. Organization should

maintain and manage the relationships between its stakeholder effectively.”
Stakeholder
Internal Stakeholder External Stakeholder

• Are those group which directly • Are those group which indirectly
related with the organization. related with the organization.
• Ex: Employee, Director, Labor • Ex: Media, government,
Union costumer, community, NGO,
supplier.
Stakeholder
Contractual Stakeholder Community Stakeholder

• Contractual stakeholders are those • Community stakeholders involve
groups which have some form of those groups whose , setting the
legal relationship with the firm. general rules and regulations by
• Ex: customer, employees, which activities are carried out,
distributor, shareholder, supplier, and monitoring and publicly
lender. evaluating the conduct of business
operations.
• Ex: consumer, regulators,

government, media, local
communities, pressure group.
Stakeholder
Power-Legitimacy Urgency
• Power: of the stakeholder to • Urgency: The expectations of the
influence the organization stakeholder in terms of criticality
• Legitimacy: of the relationship in and time-sensitivity
terms of desirability or
appropriateness
Stakeholder
Primary Secondary
• primary groups being those groups that are • Secondary stakeholder groups are defined as
important for financial transactions and necessary those which generally influence or affect, or are
for an organization to survive. influenced or affected by, the corporation, but
• Ex: investor, costumer are not engaged in financial transactions with
the corporation and are not essential for its
survival in strict economic terms.
• Ex: Media
stakeholder
Traditional Future
• Current user of corporate’s • Groups or individual who are not
product. using the corporate’s product
• Ex: employee, customer, and potentially use it.
consumer
Stakeholder
Proponent Opponent
• Group or individual who are supporting the • Group or individual who are oppose the
organization organization.
• Maintaining the relationship to this kind of
stakeholder is needed to keep their trust toward
the company
Stakeholder Management
• Identify the people, groups, or organization that could impact or to be
impacted by your organization.
• Analyze stakeholder expectations and their impact.
• Develop appropriate management strategies for effectively engaging
stakeholders in project decision and execution.
Stakeholder Management Input Model
• Perusahaan merupakan pusat perekonomian, di mana suplier,
investor, dan karyawan memberikan kontribusi (input) yang kemudian
memberikan keuntungan (output) bagi customer
Stakeholder Management Output Model
• Hubungan perusahaan dengan stakeholder berlangsung secara timbal
balik, saling memberi keuntungan baik secara finansial dan legitimasi.
Stakeholder Collaboration
• Kini perusahaan mulai fokus untuk meningkatkan hubungan
organisasi dengan stakeholder menuju hubungan yang lebih baik dan
bersifat timbal balik dan ikut melibatkan stakeholder dalam berbagai
kegiatan organisasi dalam rangka mencapai tujuan organisasi.
• Perusahaan mulai berkolaborasi dengan stakeholder, interaksi
perusahaan dengan stakeholder menjadi berkelanjutan.
• Dasarnya adalah “two way symmetrical model”.
• Contohnya…?
Stakeholder Mapping
• Stakeholder mapping is a collaborative process of research, debate,
and discussion that draws from multiple perspectives to determine a
key list of stakeholders across the entire stakeholder spectrum.
The Process:
• Identifying: listing relevant groups, organizations, and people
• Analyzing: understanding stakeholder perspectives and interests
• Mapping: visualizing relationships to objectives and other
stakeholders
• Prioritizing: ranking stakeholder relevance and identifying issues
Stakeholder Salience
Stakeholder power’s to influence the firm
the legitimacy of the stakeholder's relationship with

the firm
the urgency of the stakeholder's claim on the firm.
This theory produces a comprehensive typology of stakeholders based on the

normative assumption that these variables define the field of stakeholders:
those entities to whom managers should pay attention.
• Dormant stakeholder : posses power to impose their will on organization,
but they miss legitimacy and urgency. They have coercive, utilitarian,
symbolic power. Ex: employee who have been fired from an organization.
• discretionary stakeholder : posses legitimate claims, but have no power to
influence the organization nor urgency to claim. (involve them only when
really necessary) Ex: recipient of CSR.
• Demanding stakeholder : these stakeholder have urgent claims, but
neither power of legitimacy to enforce them. (be careful not to invest too
much time in keeping them up to date).
• Dominant stakeholder: have both power and legitimate claims in the
organization giving them strong influence in the project. (keep them
informed) Ex: corporate boards of directors generally include
representatives of owners, significant creditors, and community leaders,
and there is normally an investor relations office to handle ongoing
relationships with investors.
• Dangerous stakeholder: have power and urgency, but lack of
legitimacy. They are seen as dangerous as they may resort to
coercion. (keep this stakeholder appropriately engaged or
satisfied). Ex: employee, terrorist.
• Dependent stakeholder: lack power but have urgency and
legitimate claims. (they need to be managed because they can
quite easily choose to align themselves and hence influence to
your project) Ex: group or individual who damaged from
organization’s activity.
• Definite stakeholder: have power, legitimacy, and urgency, and
therefore they need to be communicated with. Ex: Stockholder.
• Non-stakeholders have no power, no legitimacy, and no urgency.
(do not invest time in any communication with them.
Stakeholder Engagement
• Today, the term “stakeholder engagement” is emerging as a means of
describing a broader, more inclusive, and continuous process
between a company and those potentially impacted that
encompasses a range of activities and approaches, and spans the
entire life of a project
• Stakeholder engagement is an umbrella term encompassing a range
of activities and interactions over the life of a project.

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Stakeholders and

Persons or groups with legitimate interests in procedural and/or

“Organization is surrounded by so many stakeholder. Organization should

Internal Stakeholder External Stakeholder

Contractual Stakeholder Community Stakeholder

• Ex: consumer, regulators,

the legitimacy of the stakeholder's relationship with

the urgency of the stakeholder's claim on the firm.

This theory produces a comprehensive typology of stakeholders based on the

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