Prioritizing Stakeholders for Public Relations

Prioritizing Stakeholders for Public Relations By Brad L. Rawlins Copyright 2006, Institute for Public Relations This is a Gold Standard paper of the Commission on Public Relations Measurement & Evaluation Prioritizing Stakeholders for Public Relations by Brad L. Rawlins Department of Communications, Brigham young University Member, Commission on Public Relations Measurement & Evaluation Published by the Institute for Public Relations March 2006 With special thanks to Shannon Bowen, Ken Plowman, and Elizabeth Stohlton for their contributions to this paper Prioritizing Stakeholders for Public Relations By Brad L.

Brigham Young University Purpose of the White Paper By reviewing the literature in stakeholder theory, stakeholder management, and public relations, this paper arrives at a model that prioritizes stakeholders through a four-step process: 1. Identifying all potential stakeholders according to their relationship to the organization; 2.

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  Young, Public, Stakeholder, Relations, Prioritizing, Prioritizing stakeholders for public relations

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