Creating Ambassadors
Guy Thompson
Executive Director, External Affairs

2,300 Environmental Leaders
Employee survey 2007 Agree
I am confident in advocating Natural England’s key 16%
policy positions to our stakeholders
I am confident in advocating Natural England’s 33%
core purpose to our stakeholders
Natural England does a good job of keeping me 24%
informed about matters affecting me

Phase one
Workshop Employee survey External
feedback (post workshop – Stakeholder
08) research – post
workshop - 08)
I can confidently I am confident How well are people
describe the purpose advocating Natural from Natural England
of Natural England England’s core able to communicate
purpose to our core purpose?
stakeholders
90% 59% 76% (agree)

Content: varied and creative

Success speaks for itself
• 96% of staff attending the policy briefings felt they were
now more equipped to talk confidently about our policies
A very useful Good, well
session, well
informed
presented and
informative presentation
As a relatively
new starter I
A really good idea found the
and well executed briefing very
useful. Thank
you.

The acid test: Oct 2009
2008- 2008- 2009- Half-
09 09 10 year
target result target! results
Percentage of 75% 72% 90% 78%
our staff
confident
talking about
our purpose
Percentage of 50% 70% 80% 76%
staff confident
in talking
about out
policies, as
appropriate to
their role

90
80
70 Percentage of staff
confident in talking
60
about our purpose
50
40
Percentage of staff
30
confident in talking
about our policies,
20
as appropriate to
10
their role.
0
Target Oct-07 Mar-08 Oct-08 March 09* Oct-09
08/09

Stakeholder Relationship Management
in Natural England
• Stakeholder
• NAMs, RAMs and
Relations Team
Relationship
Directors
• Account
Management
• Relationship
principles
Plans
• Account
• Stakeholder
Management
Survey
Framework

Where Account Managers Operate
Us Our Stake-
holders

Conclusions and our next steps