ABSTRACT
This chapter highlights the most common classifications of stakeholders, and factors underlying such classifications. Important to the concept of stakeholder management is the organization's need to continuously engage and communicate with different individuals, groups and or institutions and to systematically pay attention to interests and relationships between the organization and its stakeholders, and make sure that these are balanced and acceptable. Podnar and Jancic established that various groups of stakeholders are not equally important for a company, but can be classified according to their importance. For the management of corporate communication, it is therefore necessary to identify the key stakeholders and publics. Manktelow suggests dividing different stakeholders according to their power and interest they have in relation to an organization. Friedman and Miles constructed a model that presents possible relations between an organization and its stakeholders, in which they claim that relations can be necessary and contingent, while the organization and its stakeholders can be either compatible or incompatible.
