Stakeholder Relationship Management

Marketing Institute of Singapore - Executive Development

Course introduction

According to management guru Stephen Covey, stakeholders are your most important element in the complex ecosystem of multiple, interdependent parts of your organisation. To build a close working relationship with your stakeholders with today's excess information, how do you ensure you are communicating effectively and have their ears and hearts?

Course Benefits

  • Manage stakeholders’ expectations through better rapport and a stronger working relationship
  • Effectively communicate through first identifying and overcoming communication barriers, then giving and receiving feedback in a 2-way communication environment
  • Apply stakeholder relationship management techniques to gain stakeholders’ cooperation and assistance in new product roll outs, news announcements, in times of issues management and crisis, etc.

Target Audience

PR & Advertising, Investor Relations, Sales & Marketing managers and executives, Human Resource personnel, and anyone who strives to build a lasting business relationship.

Course Outline

Stakeholders’ Interest and Expectations

  • Definition of a stakeholder – Stakeholders vs. Target Audience
  • Who are your stakeholders? – Internal and External
  • Identifying the “wants” and “needs” of the various stakeholders
Effective Communication to Enhance Efficiency and Profitability
  • What are stakeholder communications?
  • Identifying communication barriers and straightening them – The importance of rapport and feedback
  • What is Key in key messages?
Stakeholder Relationship Management Techniques
  • What are stakeholder relationships?
  • What is a stakeholder symbiosis?
  • What defines a ‘close’ relationship?
  • Variation of relationship expectations between East and West
  • The role of the leader in balancing the shareholder and the employee’s interests
  • Office politics under the guise of relationships
Sustaining the Close Relationship you have fostered
  • Tools and techniques to evaluate, monitor or measure stakeholder relationship/satisfaction level - Surveys, structured performance appraisals, internet customer surveys, customer feedback, analysis of customer compliments and complaints

Available Course Sessions

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Trainer Profile

Rowena Lim

Rowena Lim has over 25 years of communications experience. Starting out in public relations and advertising, she ventured into journalism before entrenching her experience in corporate communications. Today, she is a Director of a multi-media investment company.

In corporate communications, her experience extends from corporate positioning, reputation management, brand management, consumer communications, crisis communications, financial communications to media training.

She started her corporate communications with Hickson Public Relations as Senior Consultant after 12 years of inhouse PR/Advertising and journalism. She became Vice President when the agency was acquired by Fleishman Hillard International Communications. Shortly after, she rose to Senior Vice President. At Fleishman Hillard, she served one of their top accounts and was also their Asia Pacific practice leader for the corporate group.

With her knack for 'total' communications, she has contributed to various clients including United Airlines, The Singapore e-Government Leadership Centre, Jardine Matheson Group, NEA, WDA, NOL, APEC Secretariat, Ngee Ann Polytechnic, J P Morgan, Scandinavian Airlines, Caterpillar, The Hearing Centre, Electrolux, Canon, Pioneer Electronics, Hitachi Asia, Cordlife, Caltex, and Shell.

Rowena has an MBA degree in Marketing from the University of Hull, UK.