To increase the efficiency and effectiveness of its communication activities, the institution identifies the major groups and sub-groups of its stakeholders.
Guideline code
COM_00600
Mechanism
Mechanism
- The communication unit should propose a communication strategy that maps out the goals for external and internal communication and the most important groups to be targeted.
- Segmentation of external stakeholders may be carried out on the basis of the relationship with the institution. Such stakeholders may include:
- Legislators, policy-makers and regulatory authorities;
- Business journalists, columnists, reporters, radio and television hosts, and other commentators;
- Groups or associations such as employer confederations, trade and labour unions, lobby groups;
- Members and beneficiaries, which may further be segmented according to:
- Social security programme (e.g. retired, unemployed, disabled);
- Service mode (e.g. third party, agent, staff assisted, self);
- Societal group (e.g. working age, baby boomer, migrant);
- Geography (e.g. metropolitan, rural, remote);
- Life event (e.g. birth, marriage, separation, change in employment, death);
- Gender;
- ICT adoption (e.g. early adopter, follower, no access);
- Income;
- Age.
- Segmentation of internal stakeholders may be carried out on the basis of functional relationships, a cross-section of internal units, by branch location, etc.
Parent
Structure
Structure
- Management should identify the major stakeholder groups and sub-groups with similar needs, wants and interests. This may be based on programme lines or demographics, social partners, other stakeholders and/or a cross-section of different groups.
- The communication unit should propose to management how best to communicate with each stakeholder segment. Care should be taken that the message content remains consistent across all segments and forms of media used.
Title HTML
Guideline 5. Segmenting stakeholders into groups
Type
Guideline_1
Weight
8