Table Of ContentGlobal Stakeholder Relationships Governance
DOI: 10.1057/ 9781137396822
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DOI: 10.1057/9781137396822
Global Stakeholder
Relationships
Governance: An
Infrastructure
Toni Muzi Falconi
Senior Counsel, Methodos spa
with
James E. Grunig
University of Maryland, USA
Emilio Galli Zugaro
Head of Group Communications, Allianz
Joao Duarte
Head of Central-Eastern Europe Communication, Enel
DOI: 10.1057/ 9781137396822
global stakeholder relationships governance
Copyright © Toni Muzi Falconi, James E. Grunig, Emilio Galli Zugaro,
and Joao Duarte, 2014
Foreword © Toni Muzi Falconi, 2014
Softcover reprint of the hardcover 1st edition 2014 978-1-137-39680-8
All rights reserved.
First published in 2014 by
PALGRAVE MACMILLAN®
in the United States—a division of St. Martin’s Press LLC,
175 Fifth Avenue, New York, NY 10010.
Where this book is distributed in the UK, Europe and the rest of the world,
this is by Palgrave Macmillan, a division of Macmillan Publishers Limited,
registered in England, company number 785998, of Houndmills, Basingstoke,
Hampshire RG21 6XS.
Palgrave Macmillan is the global academic imprint of the above companies
and has companies and representatives throughout the world.
Palgrave® and Macmillan® are registered trademarks in the United States,
the United Kingdom, Europe and other countries.
ISBN: 978–1–137–39682–2 PDF
ISBN: 978-1-349-48471-3
Library of Congress Cataloging-in-Publication Data is available from the
Library of Congress.
A catalogue record of the book is available from the British Library.
First edition: 2014
www.palgrave.com/pivot
doi: 10.1057/9781137396822
Contents
List of Illustrations vi
Foreword vii
Toni Muzi Falconi
1 Global Stakeholder Relationships
Governance: An Infrastructure 1
Toni Muzi Falconi
2 Replacing Images, Reputations, and
Other Figments of the Mind with
Substantive Relationships 56
James E. Grunig
3 From the Field: Six Steps toward
Stakeholder Relationships Listening 83
Emilio Galli Zugaro
4 Challenges and Tools for Mapping and
Managing an Organization’s Relationships
Networks 104
Joao Duarte
Appendix: Best Practices in Global Stakeholder
Relationships Governance
The Global Alliance for Public Relations and
Communication Management 128
Index 150
DOI: 10.1057/9781137396822 v
List of Illustrations
Figures
1.1 A n infrastructure for global stakeholder
relationships governance 8
1.2 G eneric principles 10
1.3 Specific applications 11
1.4 Porosity and discontinuity in the profession:
why stakeholder relationships today are
either global or not 18
1.5 O utlook on the shift towards a global
stakeholder relationships approach 20
1.6 The organization’s stakeholders 26
1.7 Revisiting the gorel (governance of
relationships) scrapbook approach 33
1.8 Many diverse ways to listen effectively (1) 35
1.9 Many diverse ways to listen effectively (2) 36
1.10 Th e relationships-building process 36
2.1 M odel of strategic management of
public relations 76
3.1 Allianz operating model 96
4.1 Centralized, decentralized and
distributed networks 107
4.2 C ommunicative equation visualization 124
Tables
1.1 Th e organization’s stakeholders 27
4.1 Relationship strategies 114
vi DOI: 10.1057/9781137396822
Foreword
Dear Reader,
Before you peruse this book I wish to introduce myself and
the reasons that have led me to write it, as well as to ask
three cherished friends and colleagues to support my aim
with the depth of their diverse knowledge and practice .
I have been operating as practitioner, manager, consult-
ant, entrepreneur, teacher and scholar of public relations
for 52 years and have never regretted any one particular
day, although there are many I would have preferred
to have been different . . . Honi soit qui mal y pense. The
interpretation of this phrase, of course, is situational – as is
this book. Take both as you wish, yet always with a critical
mindset.
In some, possibly obscure, way I would hope this book
may be of assistance to both the young and seasoned pro-
fessional, scholar and student alike, and also to the social
critic and observer of what is possibly one of the least
understood professional activities: when it is overhyped
by many of its operators, as well as when it is blasted by
many of its critics, both having no really serious idea of
the powerful impact, for the bad and for the good, it really
has for the organization and for the public interest.
My aim is to present convincing (from the Latin vincere
cum) arguments and to develop a relationship with the
many (CEOs, managers, consultants, educators, students,
social critics and observers) who, for often very good
reasons, are not particularly stimulated by the idea of
reviewing their “business as usual” opinions, practices
and general approaches concerning relationships with
DOI: 10.1057/9781137396822 vii
viii Foreword
stakeholders – and who do not think that in developing aware and
effective policies and platforms to involve them, as well as to selectively
engage them, can significantly improve the quality of organizational
decisions and accelerate the process of their achievement, as I believe
this to be the most daunting dilemma of today’s organizations, be they
private, public or social.
To support this ambitious objective I have “recruited” three stellar
advocates: James Grunig, the world’s most respected and reputed scholar
in our field, who brilliantly articulates the substantial differences between
two different conceptual and organizational approaches to the role and
function of stakeholder relationships; Emilio Galli Zugaro, undoubtedly
positioned in the highest rankings of the top professionals in the field of
public relations in the world today, head of group communications of
Allianz, one of the largest global insurance and financial services groups,
and particularly knowledgeable in the practical implementation of our
field’s least-studied yet most important organizational skill and compe-
tency, that is, listening; and Joao Duarte, a young and brilliant interpreter
of twenty-first-century thinking, senior manager in the stakeholder rela-
tionship function of Enel, one of Europe’s major power companies, and
also versed in experiencing and applying the identification, mapping and
interactive monitoring of global stakeholder relationship systems.
So, we have here three generations on board: two elder citizens of the
world (Jim and I), a middle-aged Italian working from Germany and a
young Portuguese working from Italy.
The book also includes an appendix summarizing the recent ‘They
Have Seen The Future’ paper by the Global Alliance for Public Relations
and Communication Management: A Benchmark of Five Best-practice
Cases.
All this to prove my principal argument: not only it is possible for
organizations to measurably improve their license to operate by respon-
sibly governing global stakeholder relationships but, by doing so, they
improve both themselves and society.
Toni Muzi Falconi
DOI: 10.1057/9781137396822
1
Global Stakeholder
Relationships Governance:
An Infrastructure
Toni Muzi Falconi
Abstract: Muzi Falconi articulates why and how
managements of private, social and public-sector
organizations may improve the quality of their decision-
making process and accelerate the implementation of those
decisions by developing a soft/hard infrastructure to govern
stakeholder relationships. He argues that today these are
by definition global, regardless of the size and location, and
that a listening culture is necessary to involve and engage
stakeholders by implementing a continued, integrated,
multi-channel and multi-stakeholder reporting activity.
The chapter explains the two dominant approaches: the
symbolic interpretive management communicating-to, and
the stakeholder relationships with governance approaches;
the alignment of internal-/external-communication in an
updated generic principles and specific applications policy,
in parallel with an 11-step relationships governance process
defined as gorel (governance of relationships).
Muzi Falconi, Toni. ed. Global Stakeholder Relationships
Governance: An Infrastructure. New York: Palgrave
Macmillan, 2014. doi: 10.1057/9781137396822.
DOI: 10.1057/9781137396822
