<h2 class = 'uawtitle'>The Importance Of Stakeholder Relations</h2><br />
<div style='font-style:italic;' class='uawbyline'>by Liliana Mills</div><br /><br />
<div class='uawarticle'>The decade of the megaprojects in terms of government and public spending did not really focus on stakeholder relations as much as it does during the past decade. Megaprojects were carried out with the sole commitment of getting something huge done fast and for the supposed benefit of everyone. These projects were largely infrastructure related in nature, with some focusing also on service provision such as health and education, and all designed to fast track development in the poorest of countries. However, projects of today have a considerable focus on the benefits to the stakeholder as well prior to such projects being done.<br />
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A working definition therefore is needed as regards what a stakeholder is. In essence a stakeholder is a person, regardless of age or gender, who has a direct stake in a project. This means that he or she directly benefits or does not benefit when the project is completed or is in the process of completion. Take for example an irrigation project for a farm in a small African country.<br />
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For this project the stakeholders will be the farmers themselves as they have a stake or an interest in the project being successful or not. Indirectly, other stakeholders can be the surrounding populations in urban areas who will have more supplies of farm products. Either way, they are all affected by the success or failure of the project.<br />
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Whether the project does its intended purpose or not, good relations with those who are either affected directly or indirectly should be nurtured and maintained. Social projects and the like are dependent on the goodwill of the populace wherein they are implemented. It must be noted however that does take time and effort to build this kind of goodwill with affected populations of a certain project whether it be proposed or ongoing.<br />
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The way to increase this relationship is through the new concept of social marketing. Social marketing is basically a modified approach to sell a social project or a social awareness program. This has been done most extensively by Greenpeace and non government organizations that are actively involved in social change and awareness.<br />
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Social marketing also makes use of brochures, flyers and other marketing materials to further the advocacy it is trying to enforce in the mind of people. Hand in hand with this it makes use of small personal interactions such as chats and interviews to get people involved and known. Venues like airport, malls and places of large foot traffic exists are great venues for this spot.<br />
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Although it still needs to be determined if a strong direct relationship exists between strong beneficiary relations and an effective social marketing program. What can be assured is that the existence of such marketing activities will increase advocacy awareness. This in turn will make it easier for stakeholders to understand and support you and your project.<br />
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The relative success therefore or failure of any social project or development project for that matter, will definitely be dependent on how strong or weak your stakeholder relations are and what you do to strengthen or weaken your relationships with beneficiaries. This however can be augmented or changed for the better alongside a good and focused social marketing program months or even years ahead of any proposed social change or even development project.<br />
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About the Author:<br />
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<div class='uawlinks'>You can visit the website <a href="http://rosehillcommunications.com">rosehillcommunications.com</a> for more helpful information about The Growing Importance Of Stakeholder Relations </div><br />
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