4 pages and 3 sources. This paper provides an overview of the nature of stakeholder perspectives and the implications for certain situations. This paper relates the fact that stakeholder perspective can influence the way in which certain situations are perceived and how "truth" is defined. This paper goes on to define how stakeholder perspective can influence views of the truth and can alter perceptions of what occurs based on personal interest.
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and employees; and external stakeholders who are not in the financial group, such as the community (Camarota, 1999). The organization must keep all of these groups satisfied and in support
of the organizations business, whatever that might be (Camarota, 1999). Kelly then tells us that to maintain positive perceptions among the different groups of stakeholders, it is essential to have
an excellent public relations program (2003). This is even more important during periods of economic recession (Kelly, 2003). In fact, one way to measure the value and return on investment
of public relations expenditures is the attitude and perceptions of the stakeholders (Kelly, 2003). It is important to remember that people act on their perceptions, not necessarily what the truth
is, only on their own interpretation of the information they access (Kelly, 2003). Kelly notes that public relations is in the behavior business because "people act on their own perception
of the facts," therefore, public relations must strive "to create, change or reinforce public opinion by reaching, persuading and moving-to-action those people whose behaviors affect the organization. When the behavioral
changes become apparent, and meet the programs original behavior modification goal, a public relations venture can be deemed a success" (Kelly, 2003). Public relations must be concerned about the perceptions
of the key stakeholders, the groups and individuals whose behaviors can help the company reach its goals or fail to reach those goals (Kelly, 2003). The first step is to
list the organizations stakeholder groups as well as the audiences that can affect the companys success (Kelly, 2003). Some of these audiences might include prospects, business partners, shareholders, local and
trade media, customers, employees, local business and community leaders, journalists, insurance carriers, customers, prospects, such as potential customers, legislators, community residents, minority groups and so on (Kelly, 2003). These groups