Download - Stakeholder Engagement: Simple Steps to Better Public Consultation

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:



it really won’t take long


just three key concepts


it really won’t take long


1. what is stakeholder engagement?


2. why on earth would you want to 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?)


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


before we get too far, let’s make sure we understand the difference between communication and engagement

communication is one-way information sharing


the only possible responses are: “yes,” “no,” or “I don’t care”


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


it provides information and seeks input



it’s about talking and listening




it’s conversational and interactive




it’s conversational and interactive

it’s purpose-driven


okay, now we know what stakeholder engagement is


okay, now we know what stakeholder engagement is

the next question is, why do it?

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


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



but unless you have the support of society,

or social license



but unless you have the support of society,

or social license

you WILL face opposition

SOCIAL LICENSE

turns opposition into support


here are the other two reasons

*Ede

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TRUST

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if you’re an untrusted organization 59% of people will believe negative information about you after hearing it just once or twice

*Ede

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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

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if you’re an trusted organization 52% of people will believe positive information about you after hearing it just once or twice

TRUST

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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

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ECONOMICS

http://www-management.wharton.upenn.edu/henisz/hdn.pdf


























































































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publicly traded companies that do stakeholder engagement increase their market valuation



























































































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LEVEL OF STAKEHOLDER ENGAGEMENT

ECONOMICS

publicly traded companies that do stakeholder engagement increase their market valuation




























































































of course, there are lots of other benefits to doing 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


reduce conflict

SPECIAL INTERESTS


reduce conflict

effective decision making

SPECIAL INTERESTS


reduce conflict


share responsibility

SPECIAL INTERESTS


reduce conflict



better outcomes

SPECIAL INTERESTS


reduce conflict



better outcomes

better policy

SPECIAL INTERESTS


reduce conflict



better outcomes

better policy

manage issues

SPECIAL INTERESTS


reduce conflict



better outcomes

better policy

manage issues

build credibility and trust


I’d be lying to you if I didn’t say there are also some drawbacks to doing 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


nimby backlash

NIMBY BACKLASH

SPECIAL INTERESTS


nimby backlash

perpetual indecision

NIMBY BACKLASH

SPECIAL INTERESTS


nimby backlash


special interests

NIMBY BACKLASH

SPECIAL INTERESTS


nimby backlash


special interests

loss of control

NIMBY BACKLASH

SPECIAL INTERESTS


nimby backlash


special interests

loss of control

it’s not easy


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”


why do stakeholder engagement?“okay,now I know WHY I might want to think

about engaging with my stakeholders”


“but HOW do I do that?”


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


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?





involve them in the decision-making?

figure out where you might need to make changes?


the greater the impact...

the further along the spectrum you want to be

2. identify and assess stakeholders

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



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


that helps determine which groups and individuals require the most effort

LEVEL OF INTEREST

LEVE

L OF

INFL

UEN

CE

LOW EFFORT


LEVEL OF INTEREST

LEVE

L OF

INFL

UEN

CE KEEP HAPPY

LOW EFFORT


LEVEL OF INTEREST

LEVE

L OF

INFL

UEN

CE KEEP HAPPY

KEEP INFORMEDLOW EFFORT


LEVEL OF INTEREST

LEVE

L OF

INFL

UEN

CE KEY INFLUENCERSKEEP HAPPY

KEEP INFORMEDLOW EFFORT


3. develop engagement plan


design the strategy


design the strategy

develop key messages to set the stage

and tell the story


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


communicate (don’t sell)



be inclusive



be inclusive

engage early and often



ensure clarity, honesty and transparency

be inclusive

engage early and often

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

are changes required to the project plan?




make sure you communicate back

to stakeholders



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 identify

and assess stakeholders




develop engagement plan





implement engagement plan






evaluate results






evaluate results

adjust and correct 6 STAGES OF

STAKEHOLDER ENGAGEMENT

download this presentation at

www.slideshare.net/cmcalpine

Cam [email protected]

www.prmedia.ca

250.961.6611

twitter: @cmcalpine

linkedin.com/in/cammcalpine

thank you!

Download - Stakeholder Engagement: Simple Steps to Better Public Consultation

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