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Cultivating Relationships:


Above, you sorted your agency’s stakeholders
by the current level of relationship you have with them. A “1” was
assigned to those stakeholders where you can merely pick up the phone and have
a significant conversation. Relationship is “high” with those
individuals. You assigned a “2” to those stakeholders whom you could
appropriately call, but if you did, they would not know you personally.
Relationship with these individuals needs to be cultivated. Finally, you
assigned a “3” to those stakeholders where a direct relationship is
inappropriate but nevertheless important enough to develop a means of indirect
access. You need to cultivate relationships with the “2” stakeholders
and develop indirect access to those with a “3,” while maintaining
your relationships with the “1’s.”


What follows are technical approaches you can
use to cultivate relationships with members of the media, elected and
administrative officials, and the public with whom you do not have a
“1” relationship. The suggested techniques may also be used with
other stakeholder groups but are offered here in relation to these particular
groups since they tend to be the most difficult groups to pro-actively engage.





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