DASAR-DASAR PR stakeholder

PERTEMUAN KE-5
DEFINING STAKEHOLDER &
PUBLIC
 The terms stakeholder and public are often used interchangeably, but
they shouldn’t be.
Stakeholders have been identified in the business literature according
to their relationships to organizations.
Publics, in the public relations and other mass media literature, are
often identified according to their relationships to messages.
DEFINING STAKEHOLDER &
PUBLIC
 James Grunig has differentiated the terms “stakeholder” and “public”
in the following way
organizations choose stakeholders by their marketing strategies,
recruiting, and investment plans,
 but “publics arise on their own and choose the organization for
attention.”
 DEFINITION OF
STAKEHOLDER (FREEMAN)

“any group or individual who is affected by or can affect the

achievement of an organization’s objectives.”

“any identifiable group or individual on which the organization

is dependent for its continued survival.”
 HOW TO IDENTIFY
STAKEHOLDER ???
It identify stakeholders who The Function those that are essential to the
enabling al function of the organization, and
have some control and authority
are divided between input &
over the organization linkages linkages output functions

the most difficult to identify because

Normativ they include stakeholders who do not
associations or groups with Diffused have frequent interaction with the
which the organization has a e
linkages organization, but become involved
common interest. linkages
based on the actions of the organization

Linkage Model by Grunig & Hunt

HOW TO IDENTIFY
STAKEHOLDER ???

Stakeholder Typology : One, Two, Three Attributes Present by Mitchell

 The stakeholders who have all three attributes are
definitive stakeholders and have the highest priority.
Dangerous stakeholders have urgency and
power, but lack legitimacy.

Dependent stakeholders have

legitimacy and urgency.
Dominant stakeholders have power and legitimacy,
and because they can act on their claims, they
receive much of management’s attention.
The demanding stakeholder has urgency, but no legitimacy or
power. These groups could be bothersome, but not dangerous.

Discretionary stakeholders possess

legitimacy, but no power to influence and no
urgency in the claim.

The dormant stakeholder has power but no legitimacy or

urgency in its claim. Therefore its power remains unused
HOW TO IDENTIFY
STAKEHOLDER ???
 Advocate Stakeholders: This is the group that you want involved in supportive.
Messages should be action and behavior oriented.
Keywords : active and supportive
 Dormant Stakeholders: This is a group that isn’t ready to be involved.
Keywords : inactive and supportive
 Adversarial Stakeholders: The initial response to this group is to be defensive.
Keywords : active and non-supportive
Apathetic Stakeholders: Again, the gut reaction to this group is to ignore it.
Keywords : inactive and non-supportive
WHY USE STAKEHOLDER-
BASED APPROACH ???
 A STAKEHOLDER-BASED
APPROACH GIVES YOU FOUR
KEY BENEFITS:
1. Getting Your Projects Into Shape
You can use the opinions of your most powerful stakeholders to help define your projects at an early stage. These stakeholders will then
more likely support you, and their input can also improve the quality of your project.
2. Winning Resources
Gaining support from powerful stakeholders can help you to win more resources, such as people, time or money. This makes it more
likely that your projects will be successful.
3. Building Understanding
By communicating with your stakeholders early and often, you can ensure that they fully grasp what you’re doing and understand the
benefits of your project. This means that they can more actively support you when necessary.
4. Getting Ahead of the Game
Understanding your stakeholders means that you can anticipate and predict their reactions to your project as it develops. This allows
you to plan actions that will more likely win their support.
CLASS ACTIVITY :
HOW TO CONDUCT PUBLIC &
STAKEHOLDER MAPPING
 GROUP TASK !!!
1. Public Mapping (Implementasi Public Situational Theory by Grunig)
Case 1 : Merger 3 Bank Syariah oleh Kementerian BUMN (BNI Syariah, Mandiri Syariah,
BRI Syariah)
Case 2 : Pengesahan UU Cipta Kerja oleh DPR
2. Stakeholder Mapping
A. Masing-masing kelompok silahkan mengajukan 1 nama lembaga/instansi/corporate yang
dekat dengan aktivitas sehari-hari (bisa produk ataupun jasa) dan tuliskan di group Line
B. Dosen akan memilih 4 lembaga/instansi/corporate untuk dilakukan stakeholder mapping
C. Dosen mengundi nama lembaga untuk masing-masing kelompok dan model stakeholder
mapping yang dilakukan
 PEMBAGIAN KELOMPOK
(KELAS E)
PUBLIC MAPPING Case 1 : Kelompok E
PUBLIC MAPPING Case 2 : Kelompok H
Stakeholder Mapping Pyramid :
Tokopedia : Kelompok B Wardah : Kelompok C
Pepsodent : Kelompok F Gojek : Kelompok G
Stakeholder Mapping Spider Web :

Tokopedia : Kelompok I Wardah : Kelompok A

Unilever : Kelompok D Gojek : Kelompok J
 PEMBAGIAN KELOMPOK
(KELAS D)
PUBLIC MAPPING Case 1 : Kelompok I
PUBLIC MAPPING Case 2 : Kelompok F
Stakeholder Mapping Pyramid :
- PT CICIL SOLUSI MITRA TEKNOLOGI : Kelompok C - Shopee Indonesia : Kelompok A
- PT Indofood Sukses Makmur (holding brand): Kelompok J - Telkomsel : Kelompok E
Stakeholder Mapping Spider Web :
- PT CICIL SOLUSI MITRA TEKNOLOGI : Kelompok H - Shopee Indonesia : Kelompok G
- PT Indofood Sukses Makmur (holding brand) : Kelompok B - Telkomsel : Kelompok D