ABSTRACT
Stakeholder identification and appreciation is essential for reputation management. Primary stakeholders are vital components of the organisation without whom it would cease to function: investors, employees, customers and suppliers. Secondary stakeholders play an important role and can influence the value of an organisation. Trade unions, the media, regulators and local or national government fall into the category of secondary stakeholders. For most organisations there is no simple, single hierarchy of stakeholders but more often a matrix of stakeholders reflecting different degrees of influence over and interest in the organisation. Mapping stakeholders against these two determinants helps to prioritise communications and prevent accidental reputation damage. There are two risk driver analyses worth mentioning; one from Henley Management College and one from the Centre for Stakeholding and Sustainable Enterprise at Kingston University. The Henley model is known as SPIRIT which is an acronym for Stakeholder Performance Indicator, Relationship Improvement Tool.
