DEVELOPING A STAKEHOLDER ENGAGEMENT PLAN FOR SUCCESS

Overview

• Subject of engagement-scope
• Strategic objectives- intended outcomes
• Engagement approach-methods
• Targeted stakeholder
• Primary contact for engagement plan
• Date

Strategy

• Process to achieve desired outcome
• Measurable targets of success (e.g. turnout, networking, contacts made)
• Rules of engagement with the stakeholder
• Building alliances with third party endorser
• Creating/updating stakeholder profile (entity, individuals, picture, title, contact details)
• Internal briefing on the issue

Practical Plan

• Internal resources-team
• Internal resources-budget
• Internal resources- authorizations and sign-off (clients, GR team)
• Background work- briefing of position to the stakeholder
• Event logistics- venue, equipment, travelling
• Event logistics- agenda/plan
• Event logistics- minutes taker
• Follow-up- asking participants for feedback
• Follow-up- internal debriefing paper (including to the GR team)
• Follow-up- external debriefing letter
• Follow-up- PR opportunities

Engagement Review

• Measurable targets of success- Did it happen? (targets met)
• Intended outcomes- Did it happen? (objectives met)
• Overall appraisal on a scale of 1 to 10

Practical Review

• What went according to plan and why did it?
• What didn't go according to plan and why didn' it?
• What would you do differently next time?
• What would you do again next time? (best practice)
• Did the engagement make an impact on stakeholder's views/behaviours?
• Did the engagement make an impact on the company's views/actions?

Qualifications for stakeholder engagement

• Progressive and significant experience in stakeholder engagement and be an innovative, out-of-the-box thinker able to translate new ideas into action in a corporate setting.
• Broad proactive mindset, exceptional listening, framing and strategic abilities, and superb skills at creating new possibilities.

Core Qualifications

• Progressive and significant experience in and previous responsibility for stakeholder engagement
• Progressive experience in representing a company to and coalition-building with a wide variety of domestic and international constituencies.
• Proven ability to forge unique partnerships and initiatives with diverse internal and external constituents.
• Strong existing networks of stakeholder relationships a must.
• Sophisticated knowledge and understanding of the corporate social responsibility and stakeholder landscape globally, e.g., government, non-governmental, research/think tank, community stakeholders, etc., and in issue areas of importance to company
• Exceptional strategic thinking capabilities specifically around societal issues.
• Highly developed ability to think strategically about opportunities and challenges at the intersection of business and society. This includes bringing a broad perspective and using whole systems thinking.
• Ability to create context for collaboration and innovation including excellent listening skills.
• Demonstrated ability to lead initiatives and project teams.
• Ability to motivate and mentor others within work groups.
•  A thorough foundation in business and a solid understanding of how corporations operate.

Personal Qualifications/Attributes

• Energetic, committed and results-oriented. A self-starter with a very strong work ethic.
• A team player with outstanding leadership skills and the willingness to mentor and motivate others.
• Willingness and track record of a contributor.
• Innovative thinker who can constructively challenge conventional ways of thinking.
• Excellent written communications skills; excellent verbal skills including public speaking, meeting facilitation and presentations.
• Ability to understand challenges or underlying concerns, share ideas and develop effective responses or elevate to higher management.
• Excellent interpersonal skills.
• Excellent advocacy and political skills.
• Ability to establish and meet deadlines; ability to establish clear priorities quickly.
• Excellent reputation for integrity and judgment.
• Creative and level-headed approach to leveraging corporate resources.
• Readiness to accept significant challenges; not daunted by setbacks and defeats; resilient.

Good Practices (Sample of good practices and behaviours to develop)

Know

• Key stakeholders
• Emerging issues
• Decision-making processes
• Stakeholders' position on issues

Be vigilant

• Look for information (PEST analysis)
• Set up a network of sources of intelligence
• Analayse the web of influence
• Listen to key influencers
• Keep records of interactions with stakeholders
• Liaise with your stakeholder champion

Anticipate

• Intervene upstream and be timely in your engagement activity
• Don't just be critical- offer a concrete project or proposal as an alternative
• Be ready for any situation
• Be involved as an early adopter for initiatives
• Get informaton and intelligence in advance from your stakeholder champion
• Review your issues analysis regularly
• Keep your stakeholder mapping and profiles up to date.

Be a brand ambassador

• Be a team player: leverage relevant expertise within the business to support your stakeholder engagement
• Create trust and credibility
• Bring decision-makers the information they need
• Choose the relevant messenger for a particular issue/stakeholder
• Adapt your message to your audience
• Be clear, concise, and explicit
• Focus on important points
• Demonstrate consideration to your stakeholders and target audience
• Pass the appropriate message to the right person at the right time
• Provide documents ready-to-use

Be determined

• The more people you can get on your side, the better
• Be prepared to invest for the long run (months to years)
• Don't expect instant results; the messages and relationships you build over time will probably deliver more