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Community & Stakeholder
Relations
Chris Austin
26 November 2014
twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Stakeholders
• “…individuals or groups who depend
on an organisation to fulfil their own
goals and on whom, in turn, the
organisation depends.”Johnson et al. (2008:134)
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Stakeholders
• “…are people or organisations that
can influence your event or event
organisation, or are affected by you.
The degree to which they are
consulted and supported can
determine your success, so
‘stakeholder management’ is a vital
part of event management.”Getz (2005:55)
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Stakeholders and event impacts
• Social and cultural
• Political
• Environmental
• Tourism and economic
Allen et al (2008:64)
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Social and cultural impacts
(recap)
• Positives…• Shared experience
• Revitalisation of traditions
• Building of community pride
• Validation of community groups
• Increased participation
• Introduction of new and challenging ideas
• Expansion of cultural perspectives
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Social and cultural impacts
(recap)
• Negatives…
• Community alienation
• Manipulation of community
• Negative community image
• Bad behaviour
• Substance abuse
• Social dislocation
• Loss of amenity
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Political impacts (recap)
• Positives…
• International prestige
• Improved profile
• Promotion of investment
• Social cohesion
• Development of administrative skills
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Political impacts (recap)
• Negatives…
• Risk of event failure
• Misallocation of funds
• Lack of accountability
• Propaganda
• Loss of community ownership and control
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Tourism and economic impacts
(recap)
• Positives…• Destination promotion and increased
tourist visits
• Extended length of stay
• Higher yield
• Increased tax revenue
• Business opportunities
• Commercial activity
• Job creation
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Tourism and economic impacts
(recap)
• Negatives…• Community resistance to tourism
• Loss of authenticity
• Damage to reputation
• Exploitation
• Inflated prices
• Opportunity costs
• Financial mismanagement
• Financial loss
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Stakeholder groups
• Volunteers and staff
• Suppliers, performers and other participants
• Agencies providing grants
• Corporate sponsors
• Participating organisations (i.e. partners)
• The media
• Local community/residents
• Social and environmental lobby groups
• Customers and potential customers
• Government agenciesGetz (2005:55)
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Stakeholder groups
Tertiary stakeholders
Secondary stakeholders
Primary stakeholders
Reid and Arcodia (2002)
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Primary stakeholders
• “those on whom the festival is
dependent”
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Primary stakeholders
• “those on whom the festival is dependent”• Employees
• Volunteers
• Sponsors
• Suppliers
• Spectators
• Attendees
• Participants
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Secondary stakeholders
• “…have an interest in the event
programme, but are not indispensible
for event production”
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Secondary stakeholders
• “…have an interest in the event programme, but are not indispensible for event production”• Host community
• Government
• Services
• Media
• Tourist organisations
• Businesses
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Destination team
Gartrell (1994)
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Stakeholder analysis
• “…is a process of systematically
gathering and analysing qualitative
information to determine whose
interests should be taken into account
when developing and/or
implementing a policy, [project] or
programme.”Richards and Palmer (2010:149)
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Stakeholder analysis
Keep satisfied Key player
Monitor
(minimum effort)Keep informed
Low High
High
Low
InfluenceIn
tere
st
Tum at al (2009:66)
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Stakeholder relationships
• Power
• Legitimacy
• UrgencyMitchell et al (1997)
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Resource dependency
• “dependence of stakeholders within
an inter-organisational relationship, in
which one party may be dependant
on another who holds a particular
resource.”Pfeffer and Salancik (1978)
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Stakeholder management
Bowdin et al (2012:275)
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Stakeholder management
stakeholdermap.com (2014:online)
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Stakeholder management
• Communication channels
• Meetings (face-to-face)
• Events (launches, hospitality)
• Letters / email
• Newsletters
• Briefings
• PR
• Conventional and modern media
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Stakeholder management
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Community relations
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Community relations
BBC News (2004:online)
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Discussion
• Stakeholder Management Strategies
of Festivals (Andersson and Getz, 2008)
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References
Allen, J., O’Toole, W., Harris, R. and McDonnell, I. (2008) Festival and
Special Event Management, Fourth Edition, Australia: Wiley & Sons Ltd.
BBC News (2004) Couple fail in fireworks bid ban [online] Available at
http://news.bbc.co.uk/1/hi/england/staffordshire/3756690.stm
[Accessed 23.11.14].
Bowdin, G., Allen, J., O’Toole, W., Harris, R. and McDonnell, I. (2012)
Events Management, Third Edition, Oxford: Butterworth-Heinemann.
Ferdinand, N. and Kitchin, P.J. (2012) Events Management: An
International Approach, London: SAGE Publications.
Gartrell, R.B. (1994) Destination Marketing for Convention and Visitor
Bureaus, Iowa: Kendall/Hunt Publishing Company.
Getz, D. (2010) Event Management & Event Tourism, Second Edition,
USA: Cognizant Communication Corporation.
twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
References
Johnson, G., Scholes, K. and Whittington, R. (2008) Exploring Corporate
Strategy, Eighth Edition, Essex: Prentice-Hall.
Mitchell, R.K., Agele, B.R. and Wood, D.J. (1997) ‘Toward a theory of
stakeholder identification and salience: defining the principle of who
and what really counts’, Academy of Management Review, 22, pg.853-
886.
Pfeffer, J. and Salancik G.R. (1978) The External Control of Organizations:
A Resource Dependence Perspective, New York: Harper and Row.
Reid, S. and Arcodia, C. (2002) ‘Understanding the Role of the
Stakeholder in Event Management’, Events and Place Making, Event
Research Conference, 15-16 July, Sydney: University of Technology.
Richards, G. and Palmer, R. (2010) Eventful Cities: Cultural management
and urban revitalisation, Oxford: Butterworth-Heinemann.
twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
References
stakeholdermap.com (2014) Stakeholder Analysis, Project Management,
templates and advice [online] Available at
http://stakeholdermap.com/stakeholder-management.html [Accessed
23.11.2014].
Tum, J., Norton, P. and Wright, J.N. (2009) Management of Event
Operations, Oxford: Elsevier Ltd.
twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin
Contact
• Twitter @chrisaustin87
• linkedin.com/in/chrisaustin87
• slideshare.net/christopheraustin