During a masterclass for students at the GR-Club of the Moscow State University of International Relations (MGIMO)
, Kesarev Partner Pavel Melnikov
described the theory of stakeholder mapping, including reasons for building it and key types of such a document.
According to Pavel, prior to creating a stakeholder map one should ask oneself the following questions:
- What type of the map is required (i.e. pie chart, formal map with listed areas of responsibilities, analytical map with prevalence of text over graphics);
- What type of structure is the most relevant (depends on the width of an issue for mapping, i.e. draft of a law or the whole industry, and seniority of personalities required to be present in the map);
- What the business expects from the content;
- Does the map requires specific design?
"A stakeholder map is not the end, but only a means to achieve the goal of a GR project aiming to prevent monetary losses of a business and ensure it addresses the key areas of concern and issues of the company," said Pavel. "In addition, it's important to keep in mind that the map is like a video and is never static. Once you start using it to achieve the goal, it may very quickly be transformed into a new one."
Following the lecture, the students used the new material to create high-level stakeholder maps for large national agricultural holding investing in a new region and for a major international company looking for an M&A deal in Russia. In both cases students received a thorough review of their work by Pavel.
Kesarev continues to develop relations with key universities in the countries in which it operates to share knowledge and expertise in building relations with stakeholders and understanding the regulatory environment.