Organisation and PR practitioner

This chapter (Chapter 8 – Reputation Management: A Driving Force for Action) basically covers about the organisation’s aspects that can affect the way public relations practitioner does his work. It is not always that plans can be accepted easily by the organisation. There are certain ‘ground rules’ for the practitioner to follow. I will talk about one of the aspects and that is stakeholders of the organisation.

A stakeholder seems to be another ‘boss’ to the public relations practitioner. Building good relations with the stakeholders will help the practitioner to be able to carry out strategies in ways which both parties can negotiate.



The model above shows the different types of stakeholders. According to Mitchell, Agle and Wood (1997), power refers to the degree of control which the stakeholder has over the members in the organisation. Legitimacy refers to the amount of investment which the stakeholder has put in that can be used to have a say in certain decision. Urgency refers to the amount of time which can affect the relationship or a claim. It can also refer to the importance of the relationship or claim to the stakeholder. I added this model to help us to know more about the various types of stakeholders in today’s society that still exists. However, there could be more as this diagram was more than 10 years ago.