Stakeholder Management and Engagement for Business in Public Domain

This report analyzes approaches to stakeholder management and engagement for businesses in the public domain, evaluates cross-functional working, and managing difficult conversations with internal and external stakeholders. It includes improvement strategies, collaborative approaches, and application of theory to organizational practice. The case study of British Broadcasting Company is used to illustrate the concepts.

Stakeholders
Management

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................4
Critically analyse approaches to stakeholder management and engagement for business within
the public domain in order to identify improvement strategies..................................................4
Evaluate cross-functional working in delivery of positive results for the business....................4
The impact of collaborative working and managing difficult conversations with internal and
external stakeholders...................................................................................................................4
Application of theory to organisational practice.........................................................................4
Appraise collaborative approaches to managing internal and external stakeholders in a work-
based context...............................................................................................................................4
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Stakeholders management and analysis are the two major functions of a business which
helps in business development (Bierwolf, Frijns, and van Kemenade, 2017). It is major role of
key stakeholders of a business to focus on analysing the participation of major stakeholders in
order to increase their value. The management of stakeholders is major function of a business
which helps in increasing competitive strength of a business. In this project example of British
Broadcasting company, which performs its media based operations in public sector of UK
is taken into consideration for better understanding the stakeholders and their key aspects related
to an organisation. The British Broadcasting company is functioning under royal charter
which was established in the year 1922. Headquarters of British Broadcasting company are
situated in London, United Kingdom and the company is providing honesty and integrity based
media services all across the UK. This project will include analysis of approaches to stakeholder
management and engagement with a view to identifying strategies for improvement. The report
will cover cross-functional working to deliver positive results. The main focus of project will
also be to analyse the impact of collaborative working and managing difficult conversations with
internal and external stakeholders.

TASK
Critically analyse approaches to stakeholder management and engagement for business within
the public domain in order to identify improvement strategies
The management of stakeholders is one of the most significant functions of a business
which helps in assisting business development. In the era of stiff competition between different
companies, it is necessary for a business entity to take into consideration development of major
approaches which are beneficial in their management and engagement. The main approaches
which can help the British Broadcasting company in order to manage and engage stakeholders to
develop identification of improvement strategies are mentioned below:
 Descriptive approach- The descriptive approach of stakeholders states that company
should focus on analysing stakeholders according to their interests. In the recent times, it
is main role of company to focus on assessment of interest of stakeholders in order to
formulate best practices to fulfil them (Brown, and Bylund, 2022). British Broadcasting
company should establish key approach in managing stakeholders but their interest is also
essential to be protected in order to retain them.
 Instrumental approach- The instrumental approach of stakeholders is one of the major
approaches in managing key stakeholders. Main focus of this approach is on connecting
management of stakeholders and the financial outcomes of company. It is main role of a
business to provide best financial outcomes to the company in order to seek attention of
major stakeholders.
 Normative approach- The company should mainly put emphasis on analysing the
normative approach related to stakeholders in order to increase overall potential. This
approach focuses on considering stakeholders as ends in themselves instead of achieving
key financial results. The interest of stakeholders is protected by this approach in a well
defined manner by development of employee wants and needs.
Improvement strategies
 British Broadcasting company should consider welfare of all stakeholders and give
them priority according to the nature of business operations.
 The company should develop planning and policies which are beneficial for all
stakeholder time to time.

 British Broadcasting company should develop effective planning in order to lead the
competition in a set period of time.
 The company should essentially evaluate best approaches in order to satisfy
majority of stakeholders.
Evaluate cross-functional working in delivery of positive results for the business
The cross-functional teams in a business working are related to groups and various
departments which are effective in providing solutions to major business problems. The analysis
of cross functional working includes harmony in major departments of a business to achieve the
best results (Bruna, and Nicolò, 2020). The main departments of a business and their
contribution to British Broadcasting company in terms of cross-functional working are
mentioned below:
 Marketing- The marketing department of a business performs key functions related to
increasing sales. Also marketing department of British Broadcasting company helps in
promoting products with the support of advertisements and publicity. The marketing
department is essentially playing an important role in managing sales figures of the
company by increasing chances of growth and expansion. The cross-functional roles of
marketing department of a company includes interlinking it with majority of departments
like finance and HR management to achieve set targets in a set period of time.
 Product development- In order to gain competency edge in different functions, it is
essential for a business to focus on product development. The product development is
considered as one of the major approaches which helps a business entity to increase
satisfaction of customers. The product development department of business is essential to
increase chances of increasing business value (Chetcuti, 2020). Operations management
is one of the major units which is linked with product and production management to lead
the competition.
 Sales and finance- The sales and finance department is termed as backbone of a business
entity which is responsible for increasing approach to business development. The sales
and finance department of a business are inter linked with each other as a cross-functional
units. These departments are also responsible for managing culture in the business entity
in a well defined manner. In order to develop effectiveness in key operations, it is

necessary for the business entity to set up goals and objectives. The interlinking of these
cross-functional units also helps in increasing chances of business growth and expansion
 Human resource management- The human resource management is one of the most
important department of a business. It helps the company to manage employees in a
precise manner by performing different functions. There are number of elements of group
dynamics that HR manager can encounter such as quality of
communication, engagement, openness and conflict interaction. In today's business world
there are number of employees from diverse location, education background, skills and
knowledge that can create a situation of conflict (Du, Wang, and Sharpley, 2019). In
addition to this it has been identified that as an HR professional there are number of
elements and factors prevailing in a business environment that can be encountered and
can create number of issues and problems. In this it is essential for them to overcome
these elements of group dynamics with the help of implementing efficient method as
techniques The HRM of British Broadcasting company is also helpful in performing
crucial functions like managing culture, conflict management, performance management
and providing training and development to employees.
The impact of collaborative working and managing difficult conversations with internal and
external stakeholders
In the functioning of a business entity, it is very much essential for a business
organisation to take support of collaborative working. In the era of stiff competition between
companies, it is very much essential to analyse the collaborative working and management of
hard conversations. Main role of a business is to support development of collaborative working
in order to analyse major strengths and weaknesses to deal with effective conversations.
Collaborative working is working with teams in an organisation in order to achieve common
goals (Freeman, 2022). Most of the companies in international and national marketplace focus on
collaborative working in order to accomplish targets in a specified period of time. The major
impact of collaborative working and managing difficult conversations with internal and external
stakeholders are mentioned below:
 Increases satisfaction- In the recent times, a business organisation gets benefit of
collaborative working as it includes working together. If the working of a business entity
is developed together by efforts of employees, it makes organisation more competent.

The overall satisfaction of stakeholders is also increased with the help and support of
collaborative working. Company should increase satisfaction of all stakeholders
including customers, government, employees and society to achieve key advantage in the
marketplace.
 Promoting engagement and participation- With the help of collaborative working, a
company achieves promotion of stakeholder participation. The stakeholder engagement is
also facilitated with the assistance of collaborative working. Managing difficult
conversations leads to increase the participation of employees in order to evaluate best
practices related to focused practices. The promoting engagement and participation of
stakeholders also helps in retaining customers (Järlström, Saru, and Vanhala, 2018). In
the corporate world, it is main role of a business to focus on development of effectiveness
and efficiency in order to increase chances of business growth and stability. The major
companies in the global and domestic marketplace put emphasis on developing precise
strategies for increasing chances of stakeholders help. British Broadcasting company
since years has believed that serving customers is one of the major priorities of a
company to manage key functions.
 Leading to business development- The main aim of every business is to focus on its
development in order to move ahead of its competitors. The business development of a
company is one of the major targets which needs to be achieved with help of strategic
frameworks. It is one of the major functions of a business to adopt major approaches and
strategies which are helping it to create development based practices (Kuppan, and
Chockalingam, 2021). The business development is also one of the crucial outcomes of
stakeholders participation and engagement. In order to achieve effectiveness and
efficiency in the business functions, it is main role of a business to support corporate
functions in order to increase value development. The business development will lead to
create competitive advantage by making business more effective.
 Co-operation increasing- The cooperation amongst different stakeholders is also
facilitated with the support of collaborative working. It is main role of a business to
increase the chances of business cooperation between key stakeholders. The companies
should adopt appropriate strategic and planning frameworks based approach to facilitate
business development. Key role of an organisation is to help out organisational

development by increasing chances of business development. It is main role of a business
to support business functions with the help of effectiveness in major considerations that
are related to stakeholders (Manatos, Rosa, and Sarrico, 2017). The cooperation is one
of the major factors which needs to evaluated with the help and support of major
functions and approaches. In the recent times, it is ethical duty of management of a
business in order to develop stability and growth chances by supporting systematic
development.
Application of theory to organisational practice
The organisational theory is main component of sociological study of structures and
operations social organisations which includes bureaucratic institutions. The stakeholders theory
on the other hand includes view of capitalism which states that there is a interlinking relationship
between a business and its customers, employees, suppliers, investors and communities. It is
essential for the business entity to take into account development of stakeholder theory to
facilitate business in a well defined manner. All business organisations should include primary
focus on application of this theory in order to achieve all goals and objectives. The business
entity should also put emphasis on its research and development department in order to achieve
key goals and objectives. Business development is one of the major achievement of British
Broadcasting company with the support of strategies and functions (Obel, and Gurkov, 2021). In
order to dominate marketplace, it is necessary for British Broadcasting company to analyse the
capabilities and strengths of its business functions. In order to implement the stakeholder theory,
the higher level authorities and board of directors should evaluate key measures which are
related to growth and opportunity development.
In order to fulfil all wants and needs of the customers, a business should analyse key
external and internal factors. The analysis of key external and internal factors is necessary for
the business to achieve all goals and objectives. Stakeholder participation is very much essential
to be promoted by a business to accomplish targets. The theory of stakeholders should be
executed by British Broadcasting company with supervision and control in order to achieve
desired results. Main frameworks related to stakeholder matrix must be implemented by a
business entity in order to develop chances of growth. In order to gain competitive growth, it is
crucial for British Broadcasting company to execute theories related to participation of
employees (Ogunrinde, Nnaji, and Amirkhanian, 2021). The participation of stakeholders is also

very much essential in order to lead the competition and gain competency edge. Main function of
a business should be to develop focused operations according to contemporary business
environment.
Appraise collaborative approaches to managing internal and external stakeholders in a work-
based context.
The collaborative working is one of the most adopted measure used by different
companies all over the world. It is the modern tool which helps in increasing coordination
between employees and also promotes employee development. Performance of employees is also
developed by support of collaborative working. Management of internal and external
stakeholders is also possible with the help of collaborative tools and techniques. In the modern
competitive world, the digital technology and platforms are also used as collaborative tools
which helps in increasing the approaches to manage stakeholders (Talei Gharegheshlaghi,
Ghayour, and Didar, 2019). The application of collaborative tools is also helpful in increasing
chances of success of a business. The main collaborative approaches are mentioned below in
order to manage internal and external stakeholders:
 Person to person collaboration- This type of collaboration is main collaboration
approaches which happens between two persons. The main purpose of this approach to
reach a common goal which is formulated by management of a company. This approach
in collaboration includes key focus on employee to employee contract in dealing with
main perspectives of company. The employees of a company focus on person to person
collaboration for effectively managing common goal. This is major role of a business to
focus on person to person collaboration for achievement of key goals. The internal and
external stakeholders of a company are also benefited with the support of collaboration
tools that are effectively performing majority of operations. In the overall development of
a company, the person to person collaboration play a key role. Employees of British
Broadcasting company adopt this approach to manage various functions related to
contemporary business environment.
 Context-Driven collaboration- The context driven collaboration is playing a significant
role in increasing probability of work (Van Staalduinen, and De Vries, 2019). Main task
of a business is to increase key possibilities of growth by development of systematic
approaches. Goals in context Driven collaboration are achieved by a business entity in a

short time period. Content that is well‐defined with metadata and organized with
consistent tags or descriptors can be automatically surfaced, presented, or recommended
approaches. The management of workplace and internal organisational environment is
also maintained with the help of context driven collaboration. This is major responsibility
of a business to increase chances of growth and development by performing majority of
operations in a well defined manner. In this approach a business entity choose best
settlement techniques to deal with employees and business related factors. The context
driven collaboration is also helpful in making essential changes in the organisation by
focusing on operations management.
 Process Driven Collaboration- The process driven collaboration is considered as key
approach which performs collaboration on the basis of a system. In this approach a
business entity focuses on systematic approach in dealing with majority of factors and
approaches which are essential to be adopted. The process driven collaboration is also
one of the major approaches which helps a business entity to set effective communication
based objectives. The process driven collaboration is also one of the major techniques to
maintain effectiveness related to main systems of the organisation. In order to develop
systematic process in the operations management, it is necessary for the company to take
support of business collaboration tools (Wojewnik-Filipkowska, and Węgrzyn, 2019).
The collaboration based working is used by many business entities to develop systematic
approach in managing key services. The companies are also trying to capture marketplace
with the help of collaborative working. Effective measures which could be adopted by
companies are effective in maintaining majority of operations, functions and tasks.
British Broadcasting company is using the application of process driven collaboration
with the support of key techniques that are formulated by top level authorities.

CONCLUSION
From the above analysis it can be concluded that serving the stakeholders is one of the
main priorities of a business which supports business functioning in a precise manner. In order to
develop systematic approach in managing the stakeholders, it is essential for a business to take
assistance of planning and strategic frameworks. This analysis concludes that collaborative
approaches are the key methods which can promote stakeholders engagement and participation
in a company. The project concludes that in order to survive and lead the competition, it is
essential for the company to take into account application of various theories and models. This
project also concludes that stakeholders are most valuable and important resource for a business
entity which increases the goodwill and reputation of the company.

REFERENCES
Books and Journals
Bierwolf, R., Frijns, P. and van Kemenade, P., 2017, October. Project management in a dynamic
environment: Balancing stakeholders. In 2017 IEEE European technology and
engineering management summit (E-TEMS) (pp. 1-6). IEEE.
Brown, L. and Bylund, P.L., 2022. Where do stakeholders come from?. Academy of
Management Review, (ja).
Bruna, M.G. and Nicolò, D., 2020. Corporate reputation and social sustainability in the early
stages of start-ups: A theoretical model to match stakeholders' expectations through
corporate social commitment. Finance Research Letters, 35, p.101508.
Chetcuti, N., 2020. Record of data processing activity for EASO’s Stakeholders’ Management
System (SCM).
Du, Y., Wang, X. and Sharpley, A., 2019. Multi-stakeholders’ preference for best management
practices based on environmental awareness. Journal of Cleaner Production, 236,
p.117682.
Freeman, R.E., 2022. Excerpt from Managing for Stakeholders. In Ethics of Data and
Analytics (pp. 212-216). Auerbach Publications.
Järlström, M., Saru, E. and Vanhala, S., 2018. Sustainable human resource management with
salience of stakeholders: A top management perspective. Journal of Business
Ethics, 152(3), pp.703-724.
Kuppan, S. and Chockalingam, O., 2021. Stakeholders’ Management of Migrant Workers in
Response to COVID-19 Pandemic.
Manatos, M.J., Rosa, M.J. and Sarrico, C.S., 2017. The perceptions of quality management by
universities’ internal stakeholders. In The University as a Critical Institution? (pp. 157-
172). SensePublishers, Rotterdam.
Obel, B. and Gurkov, I., 2021. Strategic orientation of the firm towards its stakeholders and
inclination towards sustainability–the conceptual framework. International Journal of
Organizational Analysis.
Ogunrinde, O., Nnaji, C. and Amirkhanian, A., 2021. Quality management technologies in
highway construction: Stakeholders’ perception of utility, benefits, and
barriers. Practice Periodical on Structural Design and Construction, 26(1), p.04020043.
Talei Gharegheshlaghi, Z., Ghayour, F. and Didar, H., 2019. The Role of Management
Behavioral Strains on Stakeholders Management Emphasizing the Moderating Effect of
Corporate Governance Quality. Journal of New Researches in Accounting and
Auditing, 3(1), pp.75-101.
Van Staalduinen, J.P. and De Vries, P., 2019. Organisational readiness for learning analytics:
Aligning ambitions with available infrastructure and stakeholders management. In 46th
SEFI Annual Conference 2018: Creativity, Innovation and Entrepreneurship for
Engineering Education Excellence: Creativity, Innovation and Entrepreneurship for
Engineering Education Excellence (pp. 1483-1485). European Society for Engineering
Education (SEFI).
Wojewnik-Filipkowska, A. and Węgrzyn, J., 2019. Understanding of public–private partnership
stakeholders as a condition of sustainable development. Sustainability, 11(4), p.1194.