i would like to discuss about the first part which is People. Even though all the parts which Kirk described are important still I believe in order to fulfill the project the first responsibility I to know the expectation of the stakeholders and audiences.
Audiences are the receivers of messages. Typically, companies or organizations are “pushing” information out to audiences – disseminating material without the goal of listening in return. A common example is when companies issue news releases. They have information about an event, an acquisition or a policy decision that is important for their audiences to know, but they most likely are not looking for those audiences to weigh in at the time of release – just like Jerry Seinfeld. He is telling us his jokes and humorous observations.
Stakeholders, on the other hand, are groups or individuals who are directly impacted by the decisions and actions of an organization or company. And that table can turn – stakeholders can impact an organization with their decisions and actions. They actively participate in an organization’s reputation management. That’s why it is important for organizations to take the time and resources to listen to their stakeholders and understand their expectations. Then, that organization can share back with its stakeholders how its meeting those expectations through its business operations, social impact and financial stability. A dialogue has started. And by engaging with its stakeholders, an organization is in a better position to actively practice reputation management by adapting, preparing or responding if an issue arises or becomes a crisis. In the scenario above, before a company makes a major decision about an event, an acquisition or a policy change – if reputation management is a genuine priority – it has sought and taken into account the input of its stakeholders.