This week’s topics
Internal Stakeholder Analysis
- Mendelow's power-interest matrix for internal groups
- Segmenting workforce communication needs
- Tailoring messages for operational versus executive staff
- Internal communication audit techniques
- System Stakeholders and the Power Matrix | Connected Leadership with Peter Boyd
- If I Had to Build an Internal Communications Function from Zero in 90 Days, Here's What I'd Do
What you will be able to do
- 3.3 Conduct an internal stakeholder analysis with a focus on communication.
Activity
Start with this week’s 2 videos, then: Seminar, guided reading and a short written task: conduct an internal stakeholder analysis with a focus on communication.
Study materials
Videos
- If I Had to Build an Internal Communications Function from Zero in 90 Days, Here's What I'd Do · YouTube · Joanna Parsons · 14 min · for registered students
- Stakeholders and Stakeholder Mapping · YouTube · tutor2u · 8 min · for registered students
- The Right Channel Mix for Internal Communications - Masterclass · YouTube · Staffbase · 8 min · for registered students
- How to Master Internal Comms Planning - Masterclass · YouTube · Staffbase · 10 min · for registered students
Further resources
- Business Ethics, ch. 3: Defining and Prioritizing Stakeholders · PDF · OpenStax, textbook chapter; pp. 69–92 · for registered students
- Internal marketing for internal consumer satisfaction and customer orientation · Reading · Reading, article · for registered students
- Corporate Governance, ch. 2: Governance and Accountability · PDF · Saylor Academy, textbook chapter; pp. 27–50 · for registered students
Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.
