8.1 Identifying and Prioritizing Stakeholders

Identifying and prioritizing stakeholders is crucial in crisis management. It involves analyzing who's affected by or can influence the crisis outcome. This process helps organizations tailor their communication and engagement strategies effectively.

Tools like the power-interest grid and salience model help categorize stakeholders based on their influence and importance. Stakeholder mapping and prioritization matrices further refine this process, ensuring resources are allocated to the most critical groups during a crisis.

Identifying Stakeholders

Types of Stakeholders and Analysis

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• Stakeholder analysis involves systematically gathering and analyzing qualitative information to determine whose interests should be considered when developing and implementing a policy or program
• Primary stakeholders directly affected by or have a direct influence on the crisis outcome (employees, customers, shareholders)
• Secondary stakeholders indirectly affected by or have an indirect influence on the crisis outcome (media, government agencies, community groups)
• Key influencers shape public opinion or decision-making processes during a crisis (industry experts, social media personalities, community leaders)

Stakeholder Analysis Process

• Identify all potential stakeholders impacted by or influencing the crisis
• Assess stakeholders' interests, needs, and concerns related to the crisis
• Evaluate stakeholders' level of influence and power in the crisis situation
• Determine stakeholders' potential impact on crisis management efforts
• Prioritize stakeholders based on their importance and relevance to the crisis

Stakeholder Engagement Strategies

• Develop tailored communication strategies for different stakeholder groups
• Establish two-way communication channels to gather feedback and address concerns
• Create stakeholder engagement plans to involve key groups in decision-making processes
• Monitor stakeholder sentiment and adjust engagement approaches as needed
• Build and maintain relationships with stakeholders before, during, and after the crisis

Stakeholder Prioritization Tools

Power-Interest Grid

• Power-interest grid categorizes stakeholders based on their level of power and interest in the crisis
• Vertical axis represents stakeholders' power or influence over the crisis
• Horizontal axis represents stakeholders' level of interest or concern about the crisis
• Grid divides stakeholders into four quadrants: high power/high interest, high power/low interest, low power/high interest, low power/low interest
• Helps determine appropriate engagement strategies for each stakeholder group (close management, keep satisfied, keep informed, monitor)

Salience Model

• Salience model assesses stakeholders based on three attributes: power, legitimacy, and urgency
• Power refers to stakeholders' ability to influence the organization or crisis outcome
• Legitimacy relates to stakeholders' perceived valid or justifiable claims in the crisis
• Urgency represents the degree to which stakeholder claims require immediate attention
• Stakeholders classified into seven categories based on the presence of one, two, or all three attributes (dormant, discretionary, demanding, dominant, dangerous, dependent, definitive)
• Helps prioritize stakeholders and determine appropriate levels of attention and resources

Stakeholder Mapping

• Stakeholder mapping visually represents relationships between stakeholders and the organization
• Identifies connections, influences, and interdependencies among stakeholder groups
• Helps understand potential alliances or conflicts between stakeholders
• Facilitates the development of targeted engagement strategies
• Assists in identifying key stakeholders who can act as intermediaries or influencers

Stakeholder Prioritization Matrix

• Stakeholder prioritization matrix evaluates stakeholders based on multiple criteria
• Criteria may include impact on stakeholder, stakeholder's impact on crisis, level of support, and ability to influence others
• Assigns numerical values or scores to each criterion for each stakeholder
• Calculates overall priority score for each stakeholder based on weighted criteria
• Helps allocate resources and attention to the most critical stakeholders during crisis management