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Tool 15

Media use of the Stakeholders

Tool 15: Media use of the stakeholders
Pfannenberg/Tessmer/Wecker: JP KOM Toolbox EN

Guiding question

Which channels can be used to reach stakeholders?


  • Know the media usage of stakeholders
  • Provide criteria for the design of the media portfolio


There are numerous studies on media use by communications and media service providers, such as:

These studies are usually based on surveys, and in some cases also on web tracking results. They are available, both globally and for individual regions/countries, for different types of channels such as social media, and for overall populations as well as for individual stakeholder groups and segments. 

In individual cases, these studies can be supplemented by own surveys (cf. Tool 16).