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What are the most effective stakeholder segmentation strategies for CC?

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Stakeholder segmentation is a key process in corporate communications (CC), as it helps you identify and prioritize the groups that affect or are affected by your organization's goals, actions, and messages. By segmenting your stakeholders, you can tailor your CC strategies to address their needs, interests, expectations, and preferences, and build more effective and lasting relationships. But how do you segment your stakeholders in a way that is relevant, efficient, and consistent? Here are some of the most effective stakeholder segmentation strategies for CC.

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Mohamad Malaky

CEO / Founder | Director @ Gulf eMedia Marketing Agency

1 Power-Interest Matrix

One of the most common and simple ways to segment your stakeholders is to use a power-interest matrix, which plots them according to their level of influence and interest in your organization. This helps you determine how much attention and communication each stakeholder group requires, and what kind of approach you should adopt. For example, stakeholders with high power and high interest are key players that you need to engage and consult regularly, while stakeholders with low power and low interest are less important and can be monitored occasionally.

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Mohamad Malaky

CEO / Founder | Director @ Gulf eMedia Marketing Agency
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The power-interest matrix is a straightforward and effective tool for stakeholder segmentation. It categorizes stakeholders based on their influence and interest in your organization, guiding you on how to engage with each group. Stakeholders with high power and high interest are critical - they are the 'key players' whose needs and opinions can significantly impact your organization. Regular engagement and consultation with this group are essential.

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??Oluwafemi Adeniba

Sustainable Marketing Advocate | Fractional CMO | Business Leader
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The Power-Interest Matrix stands out as one of the most effective stakeholder segmentation strategies for Corporate Comms.It's like a strategic chessboard; placing stakeholders based on their power and interest ensures targeted communication.Actively categorize stakeholders,much like positioning chess pieces, to prioritize engagement efforts.Picture it as a tailored approach;high-power stakeholders get focused attention.This not only streamlines communication but also cultivates stronger relationships with influential parties.By employing the Power-Interest Matrix, Corporate Comms can navigate stakeholder dynamics adeptly, ensuring that messages are tailored to resonate effectively with key players, driving engagement & strategic alignment

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2 Salience Model

Another way to segment your stakeholders is to use the salience model, which considers three attributes: power, legitimacy, and urgency. Power is the ability to influence your organization, legitimacy is the degree to which your organization recognizes and respects the stakeholder's claim or right, and urgency is the extent to which the stakeholder's issue or demand is time-sensitive or critical. By combining these attributes, you can identify seven types of stakeholders, such as dominant, dependent, or dormant, and adjust your CC strategies accordingly.

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Mohamad Malaky

CEO / Founder | Director @ Gulf eMedia Marketing Agency
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power, legitimacy, and urgency. 1. Power: This attribute assesses a stakeholder's ability to influence your organization. 2. Legitimacy: This evaluates how much your organization recognizes and respects the stakeholder's claims or rights. 3. Urgency: This measures the time sensitivity or criticality of the stakeholder's issues or demands. By evaluating stakeholders against these attributes, you can categorize them into seven types, including dominant, dependent, and dormant stakeholders, among others. - Dominant stakeholders possess power and legitimacy. - Dependent stakeholders have urgency and legitimacy but lack power. - Dormant stakeholders have power but lack legitimacy and urgency.

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3 Stakeholder Persona

A more detailed and personalized way to segment your stakeholders is to create stakeholder personas, which are fictional profiles that represent the characteristics, motivations, goals, and pain points of each stakeholder group. By creating stakeholder personas, you can gain a deeper understanding of your stakeholders' perspectives, preferences, and behaviors, and design more relevant and engaging CC messages and channels. For example, you can create personas for your customers, employees, investors, media, or regulators, and use them to guide your CC planning and execution.

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Mohamad Malaky

CEO / Founder | Director @ Gulf eMedia Marketing Agency
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Developing stakeholder personas offers a deep understanding of each group's unique attributes and needs, enhancing communication planning and execution. By creating detailed profiles for customers, employees, investors, media, and regulators, you can tailor your messages and channels to their specific perspectives, preferences, and behaviors. This approach ensures that your communications are not only relevant and engaging but also resonate effectively with each stakeholder group, leading to better engagement and outcomes.

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4 Stakeholder Map

A visual way to segment your stakeholders is to use a stakeholder map, which is a diagram that shows the relationships and connections between your organization and your stakeholder groups. A stakeholder map can help you identify the key influencers, allies, opponents, and intermediaries among your stakeholders, and how they interact with each other. This can help you leverage your existing relationships, build new ones, manage conflicts, and create coalitions. A stakeholder map can also help you communicate your CC strategy and objectives to your internal and external audiences.

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5 Stakeholder Value

A strategic way to segment your stakeholders is to use a stakeholder value approach, which evaluates the contribution and expectation of each stakeholder group in relation to your organization's mission, vision, and values. By using this approach, you can align your CC strategy with your organization's core purpose and principles, and demonstrate how you create value for your stakeholders and society. You can also identify the gaps and opportunities for improving your stakeholder value proposition, and communicate your impact and performance more effectively.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the most effective stakeholder segmentation strategies for CC?

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4

5

6

1 Power-Interest Matrix

2 Salience Model

3 Stakeholder Persona

4 Stakeholder Map

5 Stakeholder Value

6 Here’s what else to consider

Corporate Communications

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What are the most effective stakeholder segmentation strategies for CC?

1

2

3

4

5

6

1 Power-Interest Matrix

2 Salience Model

3 Stakeholder Persona

4 Stakeholder Map

5 Stakeholder Value

6 Here’s what else to consider

Corporate Communications

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