Once a priority issue has been identified, stakeholder mapping is the first step in developing an issues management strategy. Any group that can impact the issue outcome is considered a stakeholder. A comprehensive list of all potential stakeholders should be created, including allies and opposition stakeholders. In developing the list, it is important to think out of the box. Just like politics, issues can make strange bedfellows! It is often helpful to think in terms of broad categories. Typical categories include media (traditional and social), trade associations and other professional organizations, NGOs, consumer groups, regulatory agencies and legislative bodies.
Don’t limit yourself to groups that have historically engaged on the issue.