Stakeholder Prioritization for the Construction of Organizational Social Capital

Abstract

Today everything is interconnected and, in a world of shared power, no organization can contain its actions within it. In fact, the correct unit of analysis for an organization’s profitability and competitiveness should include its social capital, composed of the relationship network established with its stakeholders, which are the groups interested in its development. This research aims at testing a theoretical model proposed by Brad Rawlins (2006), which enables the identification, inventory, prioritization, and profiling of groups that have an interest in the development of the organization. The model also helps define the publics that would concentrate the communication efforts, and contributes to the construction of the organization’s social capital. The results show that the model does probe useful for communication directors at public relations firms, corporations, non-for-profit organizations, and government.