Stakeholder Analysis

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Heath (14 158) also looks at how "Stakeholder analysis entails the ability to identify stakes, isolate the attribution processes, and discover the communication plans and skills used to negotiate them". Heath recognises that this analysis may focus on many stakeholders at the same time.

There are a number of key stakeholder groups that would be affected by the reintroduction of hunting rights on Minke whales in Iceland, such as the Icelandic population, national and international animal protectionist bodies, conservationists, and tourism and trade organisation just to name a few. These stakeholders would all require specific communication and execution strategies to be developed by the Icelandic Ministry of Fisheries, many of which may need to run concurrently.

Stakeholder importance and the process of prioritisation are affected by the company decision-makers perceived stakeholder attributes, which include power, legitimacy and urgency. (Mitchell et al., 18 0).

The Internet must also to be considered when dealing with potential stakeholders. Holtz (1 176) highlights the global reach of the Internet and how this communication medium can increase the geographical locality of key stakeholder groups.

A good example of global virtual stakeholders can be seen on a UK based website www.divernet.com. The website ran the Minke Whales hunting as its lead story on 6th August 00. The story was a strong voice of opposition for the Icelandic Ministry of Fisheries. Conservationist's websites such as www.PlanetArk.com and www.greenpeaceusa.org have also covered the issue as a moral stakeholder. Economic stakeholders have also utilised the Internet through corporate websites such as www.traveltrade.com. · Heath, R.L., (14). Companies as negotiated enactment of stakeholder interests, in Management of corporate communication. Lawrence Erlbaum, New Jersey, pp. 158

· Mitchell, R.K., et al (18). Towards a theory of stakeholders identification and salience defining the principles of who and what really counts, in The corporation and it's stakeholders. Ed. Clarkson, M. University of Toronto Press, Canada. pp. 75-0.

-Holtz,S., (1). Public Relations on the Net. AMA Publications, New York, pp176-17.

http//www.divernet.com/news/stories/whales06080.shtml

http//www.traveltrade.com/headline_news.jsp?articleID=405

http//www.greenpeaceusa.org/takeaction/index.pl/8154/article/554.html

http//www.planetark.org/dailynewsstory.cfm/newsid/176/story.htm

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