Petrobras publics of interest : Definition and rating
In the Petrobras Vision, provided in its 2020 Strategic Plan, the company challenge is to be “one of the five largest integrated energy companies in the world and the preferred choice among our stakeholders”.
This goal reaffirms the importance of interactions to be established by the company with its stakeholders. Therefore, it is essential to clearly define the general concept and categories that comprise the Petrobras stakeholders. In this way it is possible to identify, on a structured and systematic basis, their requirements, expectations and opinions, as well as learning the degree of influence, participation and dependence of each stakeholder (to assure ongoing full relationship and dialogue).
The result was supported by methodology based both on theories about stakeholders and on widespread inquiries in the business, corporate, financial and service areas and subsidiaries of Petrobras. Eight workshops were held, attended by representatives from more than 20 areas of the Petrobras System. At the meetings, all participants contributed with their experiences and discussed the definition and rating of Petrobras stakeholders, raised by the Integrated Communication Plan (PIC) 2008-2012.
On these occasions, a risk matrix was prepared that enabled each area to do a preliminary assessment of the potential risks for Petrobras and/or for its stakeholders from interactions between both parties. In this way, Petrobras can identify the stakeholder categories with which it relates, map their main segments, in order to guide the company efforts in questions or requirements of each stakeholder, permit structured learning and assessment of the results of such relations.
DEFINING PETROBRAS PUBLICS OF INTEREST
Stakeholders are groups of individuals or organizations with common cultural, economic, environmental, political or social requirements that establish or may establish relations with Petrobras. They are, moreover, able to influence – or be influenced by – the company’s activities, business and reputation.
Even more so, individuals and organizations may belong to more than one public of interest, since a single representative can have multiple questions and varying needs. The understanding is also reinforced that stakeholders network and can dialogue and be influenced by each other. From this new viewpoint, the organization no longer has centrality in relations with its stakeholders and is formed by a set of connections between individuals that network and share the same issues or requirements.
CATEGORIES OF PETROBRAS PUBLICS OF INTEREST
- > Clients
- > Scientific and academic community
- > Communities
- > Competitors
- > Consumers
- > Suppliers/investors
- > The press
- > Civil society organizations
- > Partners
- > Public authorities
- > Internal public
- > Resellers