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Stakeholder Engagement & Messaging

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by

Michael Clarke

on 8 December 2014

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Transcript of Stakeholder Engagement & Messaging

STAKEHOLDER ENGAGEMENT
& MESSAGING

An
individual
,
group
or
organisation
that can materially affect your organisation's
ability
to achieve its
objectives
Regulator
Legislator /
policymaker
Service user
Media
Etc...
They're
important
...
So they need to be
managed...
So you need to
communicate
with them.
Effective communication
depends on a good
understanding
of
drivers
needs
concerns
interests
so your communication
resonates.
A simple, logical process
Identify your own
objectives
Identify who holds
the

keys
to your success
Prioritise
them...
What do you want them to
do?
Or
not
do?
What's important to them?
What's worrying them?
What do they want?
In general? From
you?
What do they want to avoid?
How do they like to work?
How do they like to communicate?
Who are they connected to?
Source of funding
What do your stakeholders need to be
told
?
...or
shown
?
What
evidence
do you need to be
credible
?
What are the best platforms or channels?
Face to face?
Social media?
Traditional media?
Create messages
backed by evidence
which will resonate
and are suitable for the
channels you are using.
Build in mechanisms for
feedback and dialogue.
Key message
The
need
and the
vision
The underpinning
The
details
The proof points
The
evidence
In an environment characterised by...
[trends, dynamics, constraints]
And with customers / citizens /
service users demanding...
[needs, concerns]
We are delivering / planning...
[unique contribution and ambition]
Underpinned by...
[capacity, capability, credibility, compatibility]
Which provides the unique benefits of...
[customer / citizen / user outcomes]
What we are doing
Scale
How we do it
Skills
Our record
Understanding
Our impact
Commitment
Resources
Methodologies
Behaviour
Assurance
OR
OR
Clear, demonstrable, relevant
Statistics
Case studies
Endorsements
Anecdotes
30 seconds
2 minutes
30-60 minutes
Messages
Evidence
Channels & Platforms
Resources
Timeline
= Plan
+
+
+
+
Stakeholders
+
A Systematic Approach
resonates.
resonates.
An
individual
,
group
or
organisation
that can materially affect your organisation's
ability
to achieve its
objectives
Regulator
Legislator /
policymaker
Service user
Media
Etc...
They're
important
...
So they need to be
managed...
So you need to
communicate
with them.
Effective communication
depends on a good
understanding
of
drivers
needs
concerns
interests
so your communication
resonates.
A simple, logical process
Identify your own
objectives
Identify who holds
the

keys
to your success
Prioritise
them...
Influence
Interest
x
x
x
x
x
x
x
x
What do you want them to
do?
Or
not
do?
What's important to them?
What's worrying them?
What do they want?
In general? From
you?
What do they want to avoid?
How do they like to work?
How do they like to communicate?
Who are they connected to?
Source of funding
resonates.
resonates.
Things you need to understand about your stakeholders
What do they know about you now?
How do they feel about you and your plans?
Influence
Interest
Approval
Staff
What do we offer?
Stakeholder analysis workshop
Engagement plan
Messaging workshop
Content for engagement
Full transcript