It’s important to know who your stakeholders and your audience are. Whether you’re carrying out a
strategic review or designing a new campaign, knowing who influences you and who you influence helps
you understand the potential impact of your actions.
We find that a powerful approach to understanding your stakeholders is to view them as parts of a
wider ecosystem. To do this, start with this mapping exercise as a group process. The power of the
group process means you’re more likely to uncover the best information and the learning goes much
deeper. Once you’ve defined the audience, you can go on to identify relationships, who influencers who
and then to develop appropriate messages and channels to connect with them.