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The following diagram (Figure 8.1.) shows the different stakeholders that
organisations need to communicate with. Public relations activity is crucial

to communicate with the media, as the media in certain countries such as
the UK is extremely influential. The media should be used to generate
good publicity and to counteract bad publicity. Other stakeholders include

local communities and pressure groups that can have a huge influence on
public opinion. This was the case with Hong Kong Disneyland when it first

entered the market and was the target of pressure groups and adverse
public opinion. Other stakeholders include employees, banks, distributors,
suppliers and local communities.

Figure 8.1: Different stakeholders

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Source: Jobber, D. (2007) Principles and Practice of Marketing, 5 Edition,
Berkshire: McGraw-Hill

8.3 Different stakeholders

It is important to mention that with regards to communication, it is not just

the ‘end consumer’ that needs to be targeted. There are many different
stakeholders within the international market that need specific attention.

These different stakeholders include the media, shareholders, banks,
governments, employees, suppliers, local communities and pressure
groups to name a few (Doole and Lowe, 2008). Organisations need to

tailor the communications strategy to deal with not only consumers but
other stakeholders as well. When Disneyland entered Hong Kong, it