To Petrobras, stakeholders are groups of individuals or organizations with common issues or common social, political, economic, environmental or cultural needs that establish or may establish relationships with the company and can influence or be influenced by company's activities, businesses or its reputation.
The definition and categories of stakeholders originated from the project titled "The stakeholders," which figures under Petrobras' Strategic Agenda. Conducted in 2008, the study consisted of reviewing the definition and classification of stakeholders appearing in the Integrated Communication Plan (CIP), as derived from Petrobras' Strategic Plan and Business Plan, so it would match Petrobras' Vision for 2020. In addition to bringing the stakeholder concepts and classifications, the CIP contains strategic communication goals drawn from surveys carried out among the stakeholders. It can be applied in different countries where the company has activities, considering the predefined environment and the nature of the operation.
The "Petrobras Stakeholders" concept was established based on extensive research and systematized queries done among the 20 areas and companies regarding the Petrobras System. Thirteen stakeholder categories were defined: civil society organizations; communities; competitors; consumers; customers; internal public; investors; partners; press; public authorities; resellers; scientific and academic community; and suppliers. The Executive Board approved the definition and the
categories in 2009, and since then they have been officially adopted.
The classification helped assess the relationships and guide the company's efforts regarding the particular needs of each stakeholder. Based on this content, each Petrobras area can now map their stakeholder categories, get to know their main segments, and guide activities towards them.
Definitions of the 13 categories of audiences
- Customers − Legal entities that purchase or may come to purchase Petrobras' goods and services for distribution or for their own use. Considering the variety of segments Petrobras operates in (fuels, lubricants, fertilizers, petrochemicals and services such as transport and distribution), the company has diverse clients. The company's growth in competitive markets increases the strategic importance of the relations with its audiences.
- Scientific and academic community − Bodies and institutions dedicated to fostering and/or developing scientific research and to education in the knowledge areas that are relevant to Petrobras, as well as the faculty and student body involved in such activities. They include schools, universities and other institutions involved in teaching.
- Community − Groups of individuals that may influence or be influenced as they inhabit or frequent regions where Petrobras operates. This presence refers to the existence of Petrobras facilities or to activities related to the company and the exposure of its brand, as is the case of sponsored projects, public contests and trading.
- Competition − Companies that compete with Petrobras in its business segments and in the goods, services or capitals markets. Competitors are considered stakeholders because of the mutual influences among the parties, a flow that is critical to business, to the economy, and to society. In a few scenarios, competitors can even be business partners. Publicly-held companies operating in other segments and competing for the interest of the investors are also considered competitors.
- Consumers − Individuals who use goods and/or services bearing Petrobras brands. Consumers include those who purchase residential and automotive fuels, lubricants, and also actual or potential users of Petrobras service stations, their services and their convenience stores.
- Suppliers − Individuals or legal entities that supply goods and/or services to Petrobras. Everyone, ranging from those working at Petrobras facilities to those who perform outside activities, is included in this group. Outsourced employees performing activities at company facilities are considered part of the internal audience.
- Investors − Individuals or legal entities that hold or may acquire Petrobras securities. These include corporate investors (pension funds, third party asset managers, insurance companies, financial analysts, and investment banks), individual investors (individuals holding shares in stock exchanges and equity funds), investment clubs (individuals with common goals to invest in the stock market) and mediators in the acquisition of securities, such as stock exchanges and analysts.
- Press − Media that deal with issues of interest to Petrobras and work as channels with the several stakeholders. They include professionals and organizations responsible or working for newspapers, magazines, TV and radio news shows, websites and blogs with journalistic content, news agencies and corporate publications related to entities that deal with topics of interest to Petrobras.
- Civil society organizations − Non-profit entities dedicated to defend or foster causes that are relevant to Petrobras and/or to its stakeholders. These include non-governmental organizations (NGOs), social welfare organizations and charities, professional associations, trade unions, sectoral organizations − such as federations and confederations − associations, foundations, and religious organizations.
- Partners − Organizations or individuals who have formal cooperation, investment or mutual support relationships with Petrobras in projects and/or business and/or institutional programs. They include companies that have joint ventures with the Petrobras in projects, businesses or other companies and even organizations or individuals whose cultural, social, environmental, scientific and sports projects are supported by Petrobras. They also include companies that, through formal partnerships, enable Petrobras activities.
- Public authorities − Institutions and agencies that have legislative, executive, or judicial functions in the countries and regions where the company operates, as well as entities that work in the sphere of global governance. Governments, parliaments, ministries, armed forces, regulatory and inspection bodies, and courts are included. Also included are global organizations that bring together representatives of public institutions in several countries like the United Nations (UN) and its agencies (UNESCO, UNICEF).
- Internal Audience − Employees and retirees, family members and pensioners, directors, apprentices and interns of Petrobras and its subsidiaries, as well as employees of service providers who work at Petrobras facilities. The internal audience includes a number of variables − demographic, psychographic, and functional − that create specifics the company must consider. It also includes existing or potential relations among individuals, teams and areas of Petrobras.
- Resellers − Legal entities who resell goods and/or services bearing Petrobras brands. Resellers provide a direct interface with consumers and play a strategic role in building and sustaining the company's image, brand and reputation. This audience includes companies such as Petrobras service station operators, retailers of domestic Liquigás LPG and attendants and other employees of such companies. It also includes retail outlets such as stores, supermarkets and workshops selling lubricants and other Petrobras products.