Stakeholder Relationship Management

Marketing Institute of Singapore - Executive Development

Course introduction

People are most important in the complex ecosystem of interdependent parts of an organisation. So how do you build a close working relationship with your stakeholders in today's world of information overload, fast-moving happenings and ever-changing office arena? How do you communicate effectively, have their ears and hearts, and affinity? Through this course, you will better understand your stakeholders, develop a positive working relationship based on cooperation and mutual respect, and maximise long-term benefits.

Course Benefits

  • Better identify your organisation's stakeholders
  • Manage their expectations through strong rapport and an enhanced working relationship
  • Effectively communicate through identifying and overcoming communication barriers in a 2-way communication environment
  • Apply stakeholder relationship management techniques to gain stakeholders' confidence and cooperation in new product roll-outs, news announcements, 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

Course Outline:

  • Stakeholders' Interest and Expectations
  • Definition of a stakeholder
  • What is at stake?
  • Who are your stakeholders?
  • Stakeholder interests
  • What are stakeholder relationships?
  • How stakeholders impact an organisation
  • Stakeholder, Shareholder, Target Audience
  • "Needs" and "Wants" of stakeholders
  • What customers really want
Stakeholder Engagement
  • How to conduct a stakeholder analysis
  • How to create a stakeholder grid
  • Principles of engagement
  • Framework of engagement
  • 5Cs for interacting with stakeholders
  • Benefits of engagement
  • Areas of focus
Effective Communication to Enhance Outcome
  • What are stakeholder communications?
  • Communication barriers
  • Communication techniques
  • Feedback
  • Key messages
  • Impact of globalism
Relationship Threats
  • Personality types and office behaviour
  • Dealing with office politics
  • Managing conflicts
Sustaining the Relationship Fostered
  • Leveraging stakeholder relationship to improve business performance
Group Exercises

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.