PowerPointPrsentation

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Stakeholder engagement ACN meeting workshop 22
October, 2009
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Stakeholder engagement

• Stakeholders are those that have the means and
  desire to influence an organisation. This can
  manifest itself as impact on the organisations
  decisions and ultimately its reputation
• Stakeholder relations is the process of engaging
  key organisations ideally two way to help you
  achieve your PR goals

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Why is it important?

• Stakeholder communication is essential to the
  success of every project
• By appealing to the right people in the right
  way, you can make a big difference to success...
• Having identified the stakeholders and
  ascertained their position on a stakeholder map,
  you can plan your communication and create
  ambassadors and supporters

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A typical stakeholder map
Owners
Financial community
Political Groups
Activist Groups
Government
Customers
Suppliers
Organisation
Customer associations groups
Competitors
Unions
Trade Associations
Employees
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Groupwork

• Your own stakeholder lists

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Who are your stakeholders?

• MPs
• Local councillors
• Directors of childrens services
• Delivery partners Connexions, EBP, Lifelong
  Learning Network
• College principals
• School heads and governors
• Careers service managers
• Any more?

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Always have a plan

• High priority targets
• What do we want from them?
• Individual action plans
• Take their needs / agendas / availability into
  account
• Whats the hook?
• Whats the best tactic?

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Tactics

• Engaging their influencers
• Photocalls with local politicians
• 1-1 briefings and letters
• Roundtables
• Meetings
• Joint press work
• BIS leaflet
• Message amplification

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Stakeholders as message carriers

• Work with stakeholders to promote campaigns and
  successes
• Use the stakeholders websites, newsletters and
  other communication channels to reach their
  members or audiences
• Develop copy to reach key members directly

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MPs

• Potential to raise awareness in Government of the
  work Aimhigher does around the country, as well
  as locally
• Support for media activity
• Challenging divide time between Westminster and
  constituency
• BBC MPs database (search by postcode)

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MPs

• Chris Huhne
• ConstituencyEastleigh
• PartyLiberal Democrat
• Date of birth2 July 1954
• Office addressHouse of Commons, London, SW1A
  0AA
• Office phone[phone]
• Office fax[phone]
• Office e-mailhuhnec_at_parliament.uk
• Constituency addressEastleigh Liberal
  Democrats, 109A Leigh Road, Eastleigh, Hampshire,
  SO50 9DS

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MPs
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Establishing a database and keeping up to date

• Research interests, experience, qualifications
• theyworkforyou.com
• Capture the information and log contact
• Update eg general and local elections,
  resignations

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Making contact

• Visits and events choose carefully
• Informal works well learners experiences first
  hand
• Whats in it for them?
• The invitation diary manager or secretary, well
  in advance with details on Aimhigher and the
  event plus how much time you expect from them and
  what they might gain from attending
• Follow up by phone, and follow up again

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Managing the visit

• Another plan!
• Who will co-ordinate?
• 30-40 mins is about right
• Media? Check for topical controversy that might
  hijack your event
• Tour?
• Learners opportunity to speak?
• Info to take away?
• What do you want to achieve?
• Follow up with a letter and maintain contact
  every 4-6 months

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Election?

• Keep all three parties informed
• Do not cherry pick unless you KNOW the seat is
  safe!
• Meetings and correspondence in the form of
  information sharing rather than briefing or
  lobbying
• Common practice for organisations to speak to
  opposition parties
• Purdah - three weeks before election
• No public authority statements or council
  decisions which might prejudice election
• Cabinet Office guidelines avoid any
  communication that could be perceived as party
  political if in doubt, dont!
• ACN website - toolkit

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Finally
Your next steps, sharing ideas