Stakeholder and interest groups, is the term used R. Edward Freeman at the end of the decade of the 90 to define all persons or entities that may affect or are affected by the activities of a company.
Today, the topic of Stakeholders is not just a business but to all organizations. According to the ISO 26000 "An interested party has one or more interests that may be affected by decisions and activities of an organization."
For an organization to relate to their stakeholders are various methodologies, one of the most known and used is:
• Identify and prioritize potential stakeholders (Primary and Secondary) (Internal and External) (Direct and Indirect)
• Dialogue with stakeholders to identify and understand the needs
• Analysis of Classification and prioritization according to their importance and influence
• Establishment commitment (engagement) with stakeholders
• Communication and information with stakeholders
Stakeholders are increasingly demanding organizations and require more active participation in decisions and activities affecting them. A form of communication is through dialogue with stakeholders to identify their needs and expectations, and another is through accountability of an organization to know which of those needs and expectations were met.
In order to delve into this subject, the # RSEchat at its third session was devoted to discussing what should be the participation of stakeholders in decisions an organization.
below the main conclusions:
• Companies do not exist in isolation but are embedded in a community should not ignore.
• Companies should discuss beyond existing standards, these are important to manage the dialogue, but they are only a guide to better manage relationships with stakeholders to move from one relationship to a definition.
• You must use all opportunities to interact with stakeholders, not necessarily only through standards or norms. These represent but a tool for dialogue do not represent the dialogue itself, it is important what you want.
• Most important are the issues on which debate. These must be the concern to the stakeholders and are critical as part of a preliminary recognition. This recognition also helps to understand how to talk with them.
• The dialogue should be consistent with an open mind, respecting the interests of others in a true honest and transparent dialogue through fear and distrust is impossible.
• The dialogue can be simple with the 1st openness, forums, surveys, meetings, social networks, papers, suggestion boxes.
• The dialogue must be bidirectional but formalized so that it is feasible to determine or relevant material respects. During the dialogue, you can capture the expectations and cross them with business strategy to be relevant. It is so important to the scope or amount of dialogue but the quality.
• The role of stakeholders is provided by the organization, it must have mechanisms of participation for those who want to aspire to be a dialogue or interest group.
• Organizations must propose issues to stakeholders and these discussions and propose new topics in turn.
• The organization establishes the 1st matrix starting material, taking into account the strategic interests of the company and the sector and then organize, design, formulate what is best for everyone.
• Providers as stakeholder should also express its commitment to compliance with CSR policies and practices.
• The best way to learn about the issues that matter to stakeholders is through the matrix material (thematic - local - global). The topics should leave the company's strategy for a win-win without losing sight of the relevant issues in society. Subsequently, the stakeholders themselves can add new themes or modify the importance of the issues initially proposed by the organization.
• Regarding sustainability reporting, stakeholder sign or not, they should participate in developing and the organization must validate and demonstrate this involvement. The report should include the mechanism used, and the objectives achieved during the process of interacting with stakeholders.
• In the social and business relationship college environment can help identify the actual needs of the GI.
• And finally: There can be involvement and commitment if there is love understood as a way of giving now rather than short-term returns over time. Organizations shy away from the emotional simply because they know they will not be sincere.
"A company only if it improves people's lives, not only its benefits," Charles Handy.
Perla Puterman
S. Ing @ FRSIberoamerica
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