This course outlines the notion of a stakeholder and provides best practice advice on how to engage with stakeholders in order to achieve organizational goals.
Who should attend?
Suitable for anyone who is responsible for stakeholder management within organisations, whether for improving current relationships or for identifying new groups.
What to expect
v practical application of theoretical models and concepts
v practical exercises and case studies
v Group discussions.
Course objectives
Participation in the course will provide you with the knowledge to:
v define stakeholders
v understand the concept of stakeholding and its relevance to PR practice
v identify, segment and prioritise stakeholders
v map stakeholders
v engage with hard to reach groups
v influence stakeholders
v Evaluate stakeholder relationships.
Training materials and Certificates provided from CIPR
Trainer
Dr Jon White FCIPR
Jon is a consultant in management and organisation development, public affairs, public relations and corporate communications management. He has worked in public and private sector organisations in Europe, the United States, South Africa, Australia, and Canada. Clients have included companies such as Shell, Motorola, British Airways, National Express and AEA Technology, as well as governments in the UK, Canada, Norway and Macedonia. He works with the UK's Foreign and Commonwealth Office on programmes relating to the skills needed by diplomats and with the European Commission and Parliament on aspects of communication, internal and external to the institutions.
A chartered psychologist with a doctorate in psychology, he is Involved in university programmes aimed at building knowledge of public relations and communication management, previously in Canada (Mount Saint Vincent University) and the UK (Cranfield University School of Management). He is now a visiting professor at Henley Business School, University of Reading and Cardiff University (school of journalism, media and cultural studies). He is also a visiting professor at the German Graduate School of Management and Law, Heilbronn, Germany.
He has written articles and books on public affairs, public relations and corporate communications practice, including How to understand and Manage Public Relations (Business Books, 1991) and Strategic Communications Management: Making Public Relations Work, with Laura Mazur (Addison-Wesley, 1995). He contributed to Excellence in Public Relations and Communications Management (Lawrence Erlbaum and Associates, 1992) as part of a research team with University of Maryland Professor James Grunig.
He has also written a number of management case studies for teaching purposes on organisations such as Dunhill, Lloyds of London, AEA Technology, Diageo and the South African company, Barloworld.