By Stanley Olisa This would be my initial strategic communications salvo for 2021, and it dwells on a concept germane to an impactful public relations practice- the stakeholders. As a PR practitioner, the earlier you understand that you’re a middleman between an organisation or a brand and its audiences or stakeholders, the better for you. And your ability to understand the peculiarities of each stakeholder group is directly proportional to whether your communication efforts will be effectual or not. Let’s leave PR a bit and briefly talk about simple interpersonal communication, like a public speaking context. In public speaking classes, we’re taught, emphatically, to always plan our presentations, and an integral part of such planning requires a thorough understanding of your audience and the key parameters that define them. It is believed that taking cognisance of these variables will help make your speech more effective. This basic communication truth also applies to public relations- just that it’s more complex and reflects a bigger scope.