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How can brands use stakeholder mapping in crisis management?

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Crisis management is a vital skill for any brand that wants to protect its reputation, trust, and value in the face of unexpected challenges. Whether it's a product recall, a social media backlash, or a legal dispute, how a brand responds to a crisis can make or break its relationship with its stakeholders. But who are these stakeholders, and how can a brand identify and prioritize them in a crisis situation? This is where stakeholder mapping comes in handy.

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Udit Gupta

The Coca Cola Company | XLRI

1 What is stakeholder mapping?

Stakeholder mapping is a process of identifying and analyzing the people or groups that have an interest or influence in a brand's activities, goals, or decisions. Stakeholders can be internal, such as employees, managers, or shareholders, or external, such as customers, suppliers, media, or regulators. By mapping out the stakeholders, a brand can understand their needs, expectations, and perceptions, as well as their level of power, interest, and impact on the brand.

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Siddharth Upadhyaya

Strategic Partnerships @ VersaFleet | Sustainability Strategies | Driving Business Growth | Enterprise SaaS | Design to Delivery | APAC & India
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By utilising stakeholder mapping in crisis management, brands can enhance their ability to navigate challenging situations, maintain trust, and protect their reputation. Some of the possible engagement lever could be . . . Identify Key Stakeholders: Categorize crucial groups like customers, employees, investors, suppliers, and regulators to prioritize crisis engagement Customise Communication: Tailor the crisis strategy for each stakeholder, ensuring the message aligns with their needs Build Trust: Proactively engage with stakeholders, making collaboration easier during crisis Feedback Loop: Continuously monitor stakeholder sentiment and gather feedback Learn and Improve: After a crisis, reevaluate and refine the stakeholder strategy

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2 Why is stakeholder mapping important for crisis management?

Stakeholder mapping can help a brand prepare for and manage a crisis in several ways. First, it can help a brand anticipate the potential risks and opportunities that a crisis may pose for different stakeholders, and plan accordingly. Second, it can help a brand communicate effectively and transparently with the most relevant and influential stakeholders, and address their concerns and feedback. Third, it can help a brand monitor and measure the impact of the crisis and the response on the stakeholder satisfaction and loyalty.

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Udit Gupta

The Coca Cola Company | XLRI
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The needs and wants of different stakeholders vary with the level of engagement they exhibit. Information mismatch between managers and shareholders creates a difference in where they want the company to grow. Similarly, companies want to take on debt almost always which does not align well with shareholders. Especially during crisis, when everyone has their own view, it is difficult to align all in one direction and move ahead. This boils down to understanding that stakeholder mapping is one of the critical aspects during a crisis.

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3 How to create a stakeholder map for a crisis?

The power-interest matrix is a popular and simple tool for creating a stakeholder map. It divides stakeholders into four quadrants based on their level of power and interest. High power, high interest stakeholders are key players that should be engaged with closely and regularly during a crisis, such as customers, media, regulators, or investors. High power, low interest stakeholders are influencers that should be kept satisfied and informed; these may include competitors, industry associations, or political groups. Low power, high interest stakeholders are supporters that should be kept involved and updated; these may include employees, suppliers, or community members. Finally, low power, low interest stakeholders are bystanders that should be monitored and communicated with minimally; these may include academic researchers, the general public, or niche media.

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4 How to use a stakeholder map for a crisis response?

Once a brand has created a stakeholder map for a crisis, it can use it to guide its crisis response strategy and tactics. For instance, the stakeholder map can be used to pinpoint the most urgent and important messages and channels for each group, as well as to allocate resources and responsibilities for engaging with them. Furthermore, the tone and style of communication should be adapted to suit each stakeholder group, and feedback should be sought and responded to. Additionally, the effectiveness and outcomes of communication with each group should be evaluated.

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5 How to update a stakeholder map for a crisis recovery?

A stakeholder map is not a static document, but a dynamic one that should be revised and updated as the crisis evolves and the brand recovers. Brands should regularly assess their stakeholder map to reflect changes in power, interest, and impact. This may involve moving stakeholders from one quadrant to another, adding new stakeholders that emerge or become relevant, reducing attention to stakeholders that lose relevance or influence, and modifying communication strategies and tactics based on feedback and results.

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Sumit Singh Jamwal

Business Growth | Marketing | Top 20 Digital Creator | Top 30 under 30 PR Professional | Helping businesses communicate better
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It is now more important than ever to walk the talk. It is of paramount importance to stakeholders on how the boardroom decisions translate into real work on the ground. If a company is following ethical and sustainable business practices, it is transparent and the senior leadership acts as the role model, it gets easier for the business to navigate through crisis without much damage. When it comes to stakeholders, actions speak louder than words.

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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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How can brands use stakeholder mapping in crisis management?

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6

1 What is stakeholder mapping?

2 Why is stakeholder mapping important for crisis management?

3 How to create a stakeholder map for a crisis?

4 How to use a stakeholder map for a crisis response?

5 How to update a stakeholder map for a crisis recovery?

6 Here’s what else to consider

Brand Management

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How can brands use stakeholder mapping in crisis management?

1

2

3

4

5

6

1 What is stakeholder mapping?

2 Why is stakeholder mapping important for crisis management?

3 How to create a stakeholder map for a crisis?

4 How to use a stakeholder map for a crisis response?

5 How to update a stakeholder map for a crisis recovery?

6 Here’s what else to consider

Brand Management

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