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What is stakeholder engagement? Why on earth would you want to engage with the negative nellies and nimby's who just want to oppose what you're doing? And how might you go about conducting a stakeholder engagement or public consultation program?
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how to make betterdecisions, create better outcomes, and turn OPPOSITION into SUPPORT
STAKEHOLDER ENGAGEMENT
why do stakeholder engagement?
here’s what I’ll cover in this presentation:
why do stakeholder engagement?
here’s what I’ll cover in this presentation:
it really won’t take long
why do stakeholder engagement?
just three key concepts
here’s what I’ll cover in this presentation:
it really won’t take long
why do stakeholder engagement?
1. what is stakeholder engagement?
why do stakeholder engagement?
2. why on earth would you want to do stakeholder engagement?
why do stakeholder engagement?
2. why on earth would you want to do stakeholder engagement?
(aren’t they all just negative naysayers who get in
the way of progress?)
why do stakeholder engagement?
and 3. how do you do stakeholder engagement?
what is stakeholder engagement?
it’s the process by which we involve
people who may be affected by the
decisions we make...
...or who can influence the implementation of
our decisions
why do stakeholder engagement?
before we get too far, let’s make sure we understand the difference between communication and engagement
communication is one-way information sharing
communication is one-way information sharing
the only possible responses are: “yes,” “no,” or “I don’t care”
communication is one-way information sharing
the only possible responses are: “yes,” “no,” or “I don’t care”
there’s not much you can do about the no’s if you don’t know why
they’re saying no
engagement is two-way
engagement is two-way
it provides information and seeks input
engagement is two-way
it provides information and seeks input
it’s about talking and listening
engagement is two-way
it provides information and seeks input
it’s about talking and listening
it’s conversational and interactive
engagement is two-way
it provides information and seeks input
it’s about talking and listening
it’s conversational and interactive
it’s purpose-driven
why do stakeholder engagement?
okay, now we know what stakeholder engagement is
why do stakeholder engagement?
okay, now we know what stakeholder engagement is
the next question is, why do it?
why do stakeholder engagement?
nobody wants this
nobody wants this
except me and my friend over there in the dapper orange vest, of course
because it results in this
because it results in this
why do stakeholder engagement?
which leads us to the first of the THREE MAIN REASONS why you might want to do stakeholder engagement
SOCIAL LICENSE
SOCIAL LICENSEyou can have all the legal and
regulatory approvals you want
SOCIAL LICENSEyou can have all the legal and
regulatory approvals you want
but unless you have the support of society,
or social license
SOCIAL LICENSEyou can have all the legal and
regulatory approvals you want
but unless you have the support of society,
or social license
you WILL face opposition
SOCIAL LICENSE
turns opposition into support
why do stakeholder engagement?
here are the other two reasons
*Ede
lman
Tru
st B
arom
eter
TRUST
*Ede
lman
Tru
st B
arom
eter
TRUST
if you’re an untrusted organization 59% of people will believe negative information about you after hearing it just once or twice
*Ede
lman
Tru
st B
arom
eter
TRUST
if you’re an untrusted organization 59% of people will believe negative information about you after hearing it just once or twice
only 9% will believe positive information after hearing it once or twice
*Ede
lman
Tru
st B
arom
eter
TRUST
*Ede
lman
Tru
st B
arom
eter
if you’re an trusted organization 52% of people will believe positive information about you after hearing it just once or twice
TRUST
*Ede
lman
Tru
st B
arom
eter
if you’re an trusted organization 52% of people will believe positive information about you after hearing it just once or twice
and only 14% will believe negative information
TRUST
*Spi
nnin
g G
old:
The
Fin
anci
al R
etur
ns to
Ext
erna
l Sta
keho
lder
Eng
agem
ent,
Wito
ld H
enis
z
ECONOMICS
*Spi
nnin
g G
old:
The
Fin
anci
al R
etur
ns to
Ext
erna
l Sta
keho
lder
Eng
agem
ent,
Wito
ld H
enis
z
ECONOMICS
publicly traded companies that do stakeholder engagement increase their market valuation
*Spi
nnin
g G
old:
The
Fin
anci
al R
etur
ns to
Ext
erna
l Sta
keho
lder
Eng
agem
ent,
Wito
ld H
enis
z
0
23
45
68
90
NET
PR
ESEN
T VA
LUE
AFTE
R M
ARKE
T D
ISCO
UNT
LEVEL OF STAKEHOLDER ENGAGEMENT
ECONOMICS
publicly traded companies that do stakeholder engagement increase their market valuation
why do stakeholder engagement?
of course, there are lots of other benefits to doing stakeholder engagement
why do stakeholder engagement?
of course, there are lots of other benefits to doing stakeholder engagement
and here they are
SPECIAL INTERESTS
BENEFITS
SPECIAL INTERESTS
BENEFITSsave time and money
SPECIAL INTERESTS
BENEFITSsave time and money
reduce conflict
SPECIAL INTERESTS
BENEFITSsave time and money
reduce conflict
effective decision making
SPECIAL INTERESTS
BENEFITSsave time and money
reduce conflict
effective decision making
share responsibility
SPECIAL INTERESTS
BENEFITSsave time and money
reduce conflict
effective decision making
share responsibility
better outcomes
SPECIAL INTERESTS
BENEFITSsave time and money
reduce conflict
effective decision making
share responsibility
better outcomes
better policy
SPECIAL INTERESTS
BENEFITSsave time and money
reduce conflict
effective decision making
share responsibility
better outcomes
better policy
manage issues
SPECIAL INTERESTS
BENEFITSsave time and money
reduce conflict
effective decision making
share responsibility
better outcomes
better policy
manage issues
build credibility and trust
why do stakeholder engagement?
I’d be lying to you if I didn’t say there are also some drawbacks to doing stakeholder engagement
why do stakeholder engagement?
I’d be lying to you if I didn’t say there are also some drawbacks to doing stakeholder engagement
so here they are
NIMBY BACKLASH
SPECIAL INTERESTS
PITFALLS
NIMBY BACKLASH
SPECIAL INTERESTS
PITFALLScosts time and money
NIMBY BACKLASH
SPECIAL INTERESTS
PITFALLScosts time and money
nimby backlash
NIMBY BACKLASH
SPECIAL INTERESTS
PITFALLScosts time and money
nimby backlash
perpetual indecision
NIMBY BACKLASH
SPECIAL INTERESTS
PITFALLScosts time and money
nimby backlash
perpetual indecision
special interests
NIMBY BACKLASH
SPECIAL INTERESTS
PITFALLScosts time and money
nimby backlash
perpetual indecision
special interests
loss of control
NIMBY BACKLASH
SPECIAL INTERESTS
PITFALLScosts time and money
nimby backlash
perpetual indecision
special interests
loss of control
it’s not easy
why do stakeholder engagement?
I know what you’re thinking
why do stakeholder engagement?“okay,now I know WHY I might want to think
about engaging with my stakeholders”
I know what you’re thinking
why do stakeholder engagement?“okay,now I know WHY I might want to think
about engaging with my stakeholders”
I know what you’re thinking
“but HOW do I do that?”
why do stakeholder engagement?
I thought you’d never ask!
the six stages of stakeholder engagement*
*just an fyi…stakeholder engagement can be pretty
complex and multifaceted, but these are the six biggies
1. set engagement objectives
here’s a really good tool to help
set engagement objectives
ask yourself these questions
ask yourself these questions
what do you want to achieve?
ask yourself these questions
what do you want to achieve?
do you want to inform and build awareness?
ask yourself these questions
what do you want to achieve?
do you want to inform and build awareness?
understand your stakeholders and get their input?
ask yourself these questions
what do you want to achieve?
do you want to inform and build awareness?
understand your stakeholders and get their input?
involve them in the decision-making?
ask yourself these questions
what do you want to achieve?
do you want to inform and build awareness?
understand your stakeholders and get their input?
involve them in the decision-making?
figure out where you might need to make changes?
set engagement objectives
the greater the impact...
the further along the spectrum you want to be
2. identify and assess stakeholders
2. identify and assess stakeholders
the key here is that there is no such thing as “the general public”
the key here is that there is no such thing as “the general public”
you need to drill down
the key here is that there is no such thing as “the general public”
you need to drill down
decide who your key stakeholders are
the key here is that there is no such thing as “the general public”
you need to drill down
decide who your key stakeholders are
it might help to set them against a backdrop of interest and influence
LEVEL OF INTEREST
LEVE
L OF
INFL
UEN
CE
2. identify and assess stakeholders
that helps determine which groups and individuals require the most effort
LEVEL OF INTEREST
LEVE
L OF
INFL
UEN
CE
LOW EFFORT
2. identify and assess stakeholders
LEVEL OF INTEREST
LEVE
L OF
INFL
UEN
CE KEEP HAPPY
LOW EFFORT
2. identify and assess stakeholders
LEVEL OF INTEREST
LEVE
L OF
INFL
UEN
CE KEEP HAPPY
KEEP INFORMEDLOW EFFORT
2. identify and assess stakeholders
LEVEL OF INTEREST
LEVE
L OF
INFL
UEN
CE KEY INFLUENCERSKEEP HAPPY
KEEP INFORMEDLOW EFFORT
2. identify and assess stakeholders
3. develop engagement plan
3. develop engagement plan
3. develop engagement plan
design the strategy
3. develop engagement plan
design the strategy
develop key messages to set the stage
and tell the story
3. develop engagement plan
design the strategy
plan activities and align your engagement
timeline with the project timeline
develop key messages to set the stage
and tell the story
4. implement engagement plan
4. implement engagement plan
4. implement engagement plan
communicate (don’t sell)
4. implement engagement plan
communicate (don’t sell)
be inclusive
4. implement engagement plan
communicate (don’t sell)
be inclusive
engage early and often
4. implement engagement plan
communicate (don’t sell)
ensure clarity, honesty and transparency
be inclusive
engage early and often
5. evaluate results
5. evaluate results
5. evaluate results
collect feedback
5. evaluate results
ask specific questions
collect feedback
5. evaluate results
ask specific questions
collect feedback
remain open to unsolicited feedback
hi…me again
this last one is where the rubber really hits the road
hi…me again
5. adjust and correct
5. adjust and correct
are changes required to the project plan?
5. adjust and correct
are changes required to the project plan?
5. adjust and correct
make sure you communicate back
to stakeholders
are changes required to the project plan?
5. adjust and correct
make sure you communicate back
to stakeholders
and continue to address issues throughout the project
let’s recap
6 STAGES OF STAKEHOLDER ENGAGEMENT
set engagement objectives
6 STAGES OF STAKEHOLDER ENGAGEMENT
set engagement objectives identify
and assess stakeholders
6 STAGES OF STAKEHOLDER ENGAGEMENT
set engagement objectives identify
and assess stakeholders
develop engagement plan
6 STAGES OF STAKEHOLDER ENGAGEMENT
set engagement objectives identify
and assess stakeholders
develop engagement plan
implement engagement plan
6 STAGES OF STAKEHOLDER ENGAGEMENT
set engagement objectives identify
and assess stakeholders
develop engagement plan
implement engagement plan
evaluate results
6 STAGES OF STAKEHOLDER ENGAGEMENT
set engagement objectives identify
and assess stakeholders
develop engagement plan
implement engagement plan
evaluate results
adjust and correct 6 STAGES OF
STAKEHOLDER ENGAGEMENT
download this presentation at
www.slideshare.net/cmcalpine
Cam McAlpinecmcalpine@prmedia.ca
www.prmedia.ca
250.961.6611
twitter: @cmcalpine
linkedin.com/in/cammcalpine
thank you!
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