community and stakeholder relations - event perspectives series

Community & Stakeholder

Relations

Chris Austin

26 November 2014

twitter.com/chrisaustin87 | linkedin.com/in/chrisaustin87 | slideshare.net/christopheraustin

Stakeholders

• “…individuals or groups who depend

on an organisation to fulfil their own

goals and on whom, in turn, the

organisation depends.”Johnson et al. (2008:134)


Stakeholders

• “…are people or organisations that

can influence your event or event

organisation, or are affected by you.

The degree to which they are

consulted and supported can

determine your success, so

‘stakeholder management’ is a vital

part of event management.”Getz (2005:55)


Stakeholders and event impacts

• Social and cultural

• Political

• Environmental

• Tourism and economic

Allen et al (2008:64)


Social and cultural impacts

(recap)

• Positives…• Shared experience

• Revitalisation of traditions

• Building of community pride

• Validation of community groups

• Increased participation

• Introduction of new and challenging ideas

• Expansion of cultural perspectives


Social and cultural impacts

(recap)

• Negatives…

• Community alienation

• Manipulation of community

• Negative community image

• Bad behaviour

• Substance abuse

• Social dislocation

• Loss of amenity


Political impacts (recap)

• Positives…

• International prestige

• Improved profile

• Promotion of investment

• Social cohesion

• Development of administrative skills


Political impacts (recap)

• Negatives…

• Risk of event failure

• Misallocation of funds

• Lack of accountability

• Propaganda

• Loss of community ownership and control


Tourism and economic impacts

(recap)

• Positives…• Destination promotion and increased

tourist visits

• Extended length of stay

• Higher yield

• Increased tax revenue

• Business opportunities

• Commercial activity

• Job creation


Tourism and economic impacts

(recap)

• Negatives…• Community resistance to tourism

• Loss of authenticity

• Damage to reputation

• Exploitation

• Inflated prices

• Opportunity costs

• Financial mismanagement

• Financial loss


Stakeholder groups

• Volunteers and staff

• Suppliers, performers and other participants

• Agencies providing grants

• Corporate sponsors

• Participating organisations (i.e. partners)

• The media

• Local community/residents

• Social and environmental lobby groups

• Customers and potential customers

• Government agenciesGetz (2005:55)


Stakeholder groups

Tertiary stakeholders

Secondary stakeholders

Primary stakeholders

Reid and Arcodia (2002)



• “those on whom the festival is

dependent”



• “those on whom the festival is dependent”• Employees

• Volunteers

• Sponsors

• Suppliers

• Spectators

• Attendees

• Participants



• “…have an interest in the event

programme, but are not indispensible

for event production”



• “…have an interest in the event programme, but are not indispensible for event production”• Host community

• Government

• Services

• Media

• Tourist organisations

• Businesses


Destination team

Gartrell (1994)


Stakeholder analysis

• “…is a process of systematically

gathering and analysing qualitative

information to determine whose

interests should be taken into account

when developing and/or

implementing a policy, [project] or

programme.”Richards and Palmer (2010:149)


Stakeholder analysis

Keep satisfied Key player

Monitor

(minimum effort)Keep informed

Low High

High

Low

InfluenceIn

tere

st

Tum at al (2009:66)


Stakeholder relationships

• Power

• Legitimacy

• UrgencyMitchell et al (1997)


Resource dependency

• “dependence of stakeholders within

an inter-organisational relationship, in

which one party may be dependant

on another who holds a particular

resource.”Pfeffer and Salancik (1978)


Stakeholder management

Bowdin et al (2012:275)



stakeholdermap.com (2014:online)



• Communication channels

• Meetings (face-to-face)

• Events (launches, hospitality)

• Letters / email

• Newsletters

• Briefings

• PR

• Conventional and modern media


Community relations


Community relations

BBC News (2004:online)


Discussion

• Stakeholder Management Strategies

of Festivals (Andersson and Getz, 2008)


References

Allen, J., O’Toole, W., Harris, R. and McDonnell, I. (2008) Festival and

Special Event Management, Fourth Edition, Australia: Wiley & Sons Ltd.

BBC News (2004) Couple fail in fireworks bid ban [online] Available at

http://news.bbc.co.uk/1/hi/england/staffordshire/3756690.stm

[Accessed 23.11.14].

Bowdin, G., Allen, J., O’Toole, W., Harris, R. and McDonnell, I. (2012)

Events Management, Third Edition, Oxford: Butterworth-Heinemann.

Ferdinand, N. and Kitchin, P.J. (2012) Events Management: An

International Approach, London: SAGE Publications.

Gartrell, R.B. (1994) Destination Marketing for Convention and Visitor

Bureaus, Iowa: Kendall/Hunt Publishing Company.

Getz, D. (2010) Event Management & Event Tourism, Second Edition,

USA: Cognizant Communication Corporation.


References

Johnson, G., Scholes, K. and Whittington, R. (2008) Exploring Corporate

Strategy, Eighth Edition, Essex: Prentice-Hall.

Mitchell, R.K., Agele, B.R. and Wood, D.J. (1997) ‘Toward a theory of

stakeholder identification and salience: defining the principle of who

and what really counts’, Academy of Management Review, 22, pg.853-

886.

Pfeffer, J. and Salancik G.R. (1978) The External Control of Organizations:

A Resource Dependence Perspective, New York: Harper and Row.

Reid, S. and Arcodia, C. (2002) ‘Understanding the Role of the

Stakeholder in Event Management’, Events and Place Making, Event

Research Conference, 15-16 July, Sydney: University of Technology.

Richards, G. and Palmer, R. (2010) Eventful Cities: Cultural management

and urban revitalisation, Oxford: Butterworth-Heinemann.


References

stakeholdermap.com (2014) Stakeholder Analysis, Project Management,

templates and advice [online] Available at

http://stakeholdermap.com/stakeholder-management.html [Accessed

23.11.2014].

Tum, J., Norton, P. and Wright, J.N. (2009) Management of Event

Operations, Oxford: Elsevier Ltd.


Contact

• [email protected]

• Twitter @chrisaustin87

• linkedin.com/in/chrisaustin87

• slideshare.net/christopheraustin

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