Stakeholder Communication & Engagement
Stakeholder Engagement Services
Organisations rarely communicate internally just to keep people informed. It would be great if they did, but usually there’s a trigger driving the outreach. For example, a reaction to a major issue/challenge. Or critical need for substantial change (direction/leadership etc.). Maybe it’s a shift in operational priorities (Merger and Acquisition/efficiency drive etc.).
Whatever the reason, we help you manage the interaction and outcomes by identifying:
- Are we clear on what we want this engagement to achieve?
- How will this fit in with/support the strategic imperative?
- What information do we need to share (in what form) with which audience?
- Is there a logic underpinning this outreach, will people get it?
- What feedback mechanisms do we need to have in place?
- How do we leverage positive outcomes and mitigate dissatisfaction?
This approach provides the clear and efficient structure and roadmap needed to optimise engagement.
Finally, engagement is not ‘telling’ people what’s happening (or has occurred). It’s sharing (sometimes hard) information so stakeholders know what’s going on; what this means, and the options.
Stakeholder Mapping & Matrix
Here’s a Tip: Write a list of all the stakeholders your brand engages with.
Now triple that list.
Why? Most clients underestimate the stakeholders they have. On average, organisations have 20-30 people or groups who are important to that brand. And if you don’t identify and value these stakeholders, you’re missing out on beneficial relationships.
By mapping an organisation’s stakeholders, you get an insight into how relationships are valued internally. And because a stakeholder can be an ally, reputation-enhancer, or critic, knowing what makes them tick, and how to engage them must be high-priority.
So we developed The Now Protocol Stakeholder Matrix. This maps your key audiences via a simple, clear reference structure that highlights:
- Your critical audiences (internal and external)
- Their role and relationship with your brand
- Their specific needs
- The factors that influence their decision-making (related to you)
- Core messaging that will resonate with them
- Which channels are best to engage them through
Once this Matrix is mapped, you’ll have a single playbook and communication tool to engage every stakeholder. This simplifies the communication process, aligning every interaction to their wants and needs. So their experience with your brand stays consistent and positive. And messaging is delivered through their preferred communication channel.
The Stakeholder Matrix works a treat for both Not-for-Profit and For-Profit clients. And it’s available in a digital format for use across your organisation
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It may sound like a contradiction, but all stakeholders want to be treated differently. By this we mean make them feel special. And there are reasons for doing this. Firstly, because any stakeholder can trash a reputation online, every relationship is critical. So don’t prioritise some over others because their ‘value’ to you is higher. Secondly, every stakeholder can have a positive impact on your brand. And in the ‘network-of-networks’ dynamic, one person can be the connector to larger groups.
Simple ways to build long-lasting, positive relations include:
- Show them you know who that are, and what makes them tick
- Considering every interaction as mutually-beneficial
- Being proactive in your engagement with them
- Remember the ‘stake’ they have in your brand doesn’t have to be financial to be valuable
- Speaking their language, and connecting via their channel-of choice
Stakeholder Communication in the Education Sector
Communicating clearly and effectively with stakeholders is fundamental in any organisation, and especially so in the Education Sector. This is because the hierarchy and power held in certain groups needs to be m