The Role of Public Relation in Stakeholder Management




The Head of External Affairs and Legal, Vodafone Ghana, Mr. Gayheart Edem Mensah has stated that the bridge between Institution, organizations and its stakeholders hangs on the shoulders of Public Relation.

     Mr. Edem made the statement while addressing a cross section of participants at the just concluded seminar organized by The School of Communication, Wisconsin International University College, Accra.

   “The stakeholders theory suggest that the purpose of a business is to create as much value as possible for stakeholders, that is, the people that has a stake in the institution or organization, and that responsibility lies on the Public Relation department of every institution,” he said.

    In what seems like giving an incite about what he has learned so far in his professional career as a Public Relation expert, he lamented the general ignorance of many institutions and organizations about the role public relations play, which have resulted to some of them replacing public relations with marketing.

“I want to inform you that the understanding marketers have about Public Relation is little, probably only in the publicity aspect of it.”
“Through effective public relation, stakeholders are moved from the level of ignorance to the level of commitment,” he added.

In making it more understandable about who a stakeholder is, he said that a stakeholder is a person or group that can affect an institution, or can be affected by an institution, adding that a stakeholder can be inside or outside the business.

Giving instances about some organization who ran into problems and huge loss of money as a result of ignoring the role of public relation in stakeholder management, he said that organization who manage their stakeholders relationships effectively will survive longer and perform better than those who don’t.

“Stakeholders have different levels of commitments, I suggest that communication is key to changing their understanding,” he concluded.                               

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