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Page history last edited by PBworks 18 years, 4 months ago




The Clarity Concept uses focus groups to identify the relative significance of Stakeholders and social groups such as PR publics (stakeholders, social groups, organisations etc.). This process provides powerful insights into third party attitudes and their perceptions of relative significance of key stakeholders, issues, product or brand management.


Clarity Focus Groups using Publigram, identify Stakeholders. They also identify the relative significance of Stakeholders to Organisations or Issues.


The key benefit of The Clarity Concept approach is that the relative significance of the Stakeholders under discussion become clear and reflect actualitie for:





The word “stakeholder” was first recorded in 1708 as “a person who holds the stake or stakes in a bet”; the current definition is “a person with an interest or concern in something” (Bisset, personal communication, 1998). Freeman (1984, p. vi) defines a stakeholder as “any group or individual who can affect, or is affected by, the achievement of a corporation’s purpose.” Other terms are used interchangeably with stakeholder in colloquial language, but with slightly different connotations. For example, systems analysts refer to an “actor” as “a person who carries out one or more of the activities in the system” (Checkland 1981, p. 312); sociologists talk about “social actors” as individuals or social entities who are knowledgeable and capable (Long 1992) and can thus formulate and defend decisions (Hindess 1986). One recent article (Mitchell et al. 1997) lists 27 definitions of “stakeholder” in the business literature.

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