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7.5 Chapter Summary

Developing positive relationships with stakeholders is a necessity for organizations. The first step is to identify your stakeholders and then prioritize them according to organizational goals and situations. A common tendency is to respond to the squeaky-wheel stakeholder. If the organization has not properly prioritized its stakeholders and their relationships, this group may get more attention than is deserved. This model demonstrates that the squeaky wheel may not be the stakeholder with the greatest priority. By using the steps outlined in this chapter, organizations can take a more systematic and comprehensive approach to prioritizing stakeholders.

To help organizations deal with varying situations, the four segment approach of the contingency model helps to create an effective public relations strategy. The understanding of these four main approaches offers you a theoretical foundation and a practical guide to practicing strategic public relations.