Sample Essay on:
Changing Stakeholder Perceptions

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Essay / Research Paper Abstract

A 4 page paper. It is important to remember that people act on their perceptions, not necessarily what the truth is, only on their own interpretation of the information and facts they access. Because of this basic psychological fact, it is essential to identify the different groups of stakeholders and then take steps that will lead to positive perceptions of the company. The writer discusses some of the different stakeholders and audiences and offers suggestions for developing a PR program. Bibliography lists 3 sources.

Page Count:

4 pages (~225 words per page)

File: MM12_PGskhl.rtf

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Unformatted sample text from the term paper:

and employees; and external stakeholders who are not in the financial group, such as the community (Camarota, 1999). The organization must keep all of these groups satisfied and in support of the organizations business, whatever that might be (Camarota, 1999). Kelly then tells us that to maintain positive perceptions among the different groups of stakeholders, it is essential to have an excellent public relations program (2003). This is even more important during periods of economic recession (Kelly, 2003). In fact, one way to measure the value and return on investment of public relations expenditures is the attitude and perceptions of the stakeholders (Kelly, 2003). It is important to remember that people act on their perceptions, not necessarily what the truth is, only on their own interpretation of the information they access (Kelly, 2003). Kelly notes that public relations is in the behavior business because "people act on their own perception of the facts," therefore, public relations must strive "to create, change or reinforce public opinion by reaching, persuading and moving-to-action those people whose behaviors affect the organization. When the behavioral changes become apparent, and meet the programs original behavior modification goal, a public relations venture can be deemed a success" (Kelly, 2003). Public relations must be concerned about the perceptions of the key stakeholders, the groups and individuals whose behaviors can help the company reach its goals or fail to reach those goals (Kelly, 2003). The first step is to list the organizations stakeholder groups as well as the audiences that can affect the companys success (Kelly, 2003). Some of these audiences might include prospects, business partners, shareholders, local and trade media, customers, employees, local business and community leaders, journalists, insurance carriers, customers, prospects, such as potential customers, legislators, community residents, minority groups and so on (Kelly, 2003). These groups ...

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