Introduction

This chapter looks at different stakeholder groups and shows the different ways of engaging with an organization's stakeholders, with insights from a variety of practitioners working in the field. Stakeholders are essentially anyone who can affect or be affected by an organization. The chapter also shows the development from stakeholder management to stakeholder collaboration, where it is more important to build long-term relationships. A political relation provides an understanding of public affairs and government relations, for both those seeking to engage in the process and those working in it. Links between public affairs, the media and lobbying organizations are examined. Public opinion and the role of political bloggers are considered. Restrictions on those working in government and those targeting it are discussed alongside a debate on codes and regulation. The financial and investor relation provides an overview of the role that financial public relations plays in society and the nature of communications with key stakeholders and influencers.