How can you assess stakeholder power and influence in PR?

1 Power-interest matrix

The power-interest matrix is a simple way to map your stakeholders based on their level of power (how much they can affect your PR goals) and their level of interest (how much they care about your PR issues). You can use a four-quadrant chart to plot your stakeholders along these two dimensions, and then assign them to one of four categories: high power, high interest; high power, low interest; low power, high interest; low power, low interest. Each category requires a different communication strategy. For example, you should focus on engaging and satisfying the high power, high interest stakeholders, while keeping the high power, low interest stakeholders informed and satisfied.

3 How to collect data

To use the power-interest matrix or the influence-impact grid, you need to collect data on your stakeholders' characteristics and relationships. You can use various sources and methods to gather this information, such as desk research, surveys, interviews, focus groups, observation, or social media analysis. You should aim to answer questions such as: Who are your stakeholders? What are their goals, values, needs, and expectations? How do they perceive your PR issues and messages? How do they communicate and interact with each other? How do they respond to your PR actions?

4 How to analyze data

Once you have collected data on your stakeholders, you need to analyze it and assign scores or ratings to their power, interest, influence, and impact. You can use quantitative or qualitative methods to do this, depending on the type and quality of your data. For example, you can use numerical scales, percentages, rankings, or ratings to measure power and interest, or you can use descriptive labels, such as high, medium, or low. You can also use criteria, such as resources, authority, legitimacy, or urgency, to assess power and interest. You should be consistent and transparent in your scoring or rating system, and validate it with other sources or stakeholders if possible.

5 How to present data

After you have analyzed your data and scored or rated your stakeholders, you need to present it in a clear and concise way. You can use visual tools, such as charts, graphs, tables, or diagrams, to display your data and show the distribution and categories of your stakeholders. You can also use narratives, such as stories, case studies, or scenarios, to illustrate your data and highlight the key issues and implications of your stakeholder analysis. You should tailor your presentation to your audience and purpose, and use appropriate language and tone to communicate your findings and recommendations.

6 How to use data

The final step in stakeholder analysis is to use your data to inform and improve your PR strategy and tactics. You should use your data to identify and prioritize your communication objectives, target audiences, messages, channels, and activities. You should also use your data to anticipate and manage potential risks or opportunities, such as conflicts, alliances, or feedback, that may arise from your stakeholder interactions. You should monitor and evaluate your data regularly, and update your stakeholder analysis as your PR situation changes or new information emerges.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?