Today I am continuing with my series on factors that affect organisational effectiveness. When you hear the word black sheep, what comes to your mind?
In most cases, it will not be an actual sheep, but rather a person, whether in your family or at work. Black sheep is a term often used for people who are perceived to be troublemakers and those who deviate from the norm. A black sheep is also a member of a family or group who is regarded as a shame. Black sheep in an organisation, according to the salience stakeholder management model, are seen as demanding and dangerous stakeholders.
Part of organisational effectiveness lies in how companies manage stakeholders. The salience model of stakeholder management is one of the models used to effectively identify and manage stakeholders. It further analyses and organises stakeholders based on the importance and the priority they give to stakeholder expectations and needs when making decisions or embarking on a project. The model also helps businesses understand the influence that each stakeholder has on the organisation strategy.
The model consists of three variables. These are power, legitimacy and urgency. Power refers to the level of authority a stakeholder has over a decision. If, for example, the stakeholder can affect or influence decisions with respect to resources like money, people, policies and strategy, then that stakeholder has power.
Legitimacy: refers to a stakeholder who has a genuine interest in the business and wants the business to flourish.
Urgency: A stakeholder with urgency has critical needs that require immediate attention.
Now that we know the different variables, let’s look at the characteristics of demanding and dangerous stakeholders.
Demanding stakeholders
These stakeholders have high urgency, low power, and low legitimacy. They are usually very vocal and can influence other stakeholders if their requirements are not met. These stakeholders demand attention. If their needs and expectations are not well managed, they can become dangerous stakeholders and create havoc in your organisation. Which stakeholder fits this profile in your organisation?
Dangerous stakeholders
These stakeholders have high power, and high urgency but low legitimacy. This type of stakeholder is irrational and tends to be violent. They are highly sensitive, thus the need to manage them cautiously.
Do you have such stakeholders?
Stakeholder identification, mapping, analysing and organising, requires time and skills and resources. As an organisation it is important to have a comprehensive stakeholder engagement strategy in place.
*Morna Ikosa is a Senior Corporate Communications and Brand Reputation Strategist, CPRP, MA, AKA Fixer. To connect, send her a shout-out at micommunicationscc@gmail.com or find her on LinkedIn.
