Transcription of Prioritizing Stakeholders for Public Relations
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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. Rawlins Copyright 2006, Institute for Public Relations Prioritizing Stakeholders 1 Prioritizing Stakeholders for Public Relations Brad L. Rawlins Department of Communications 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.
“Publics” is the term used for stakeholders in the public relations literature. Because the public relations profession evolved from journalism, the term has frequently been related to the recipients of messages from organizations. These publics, or more accurately,
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