This document discusses stakeholder engagement and provides examples of engagement tactics used by different organizations. It defines stakeholders as any individuals or groups that may be impacted by or have an interest in an organization's actions. Engagement aims to change perceptions, behaviors, or gain buy-in for an idea. Effective engagement involves audience segmentation, evidence-based messaging, and convincing stakeholders to adopt a new way of thinking. Real-world examples include a technical college that drove enrollment through competitions and celebrity promotions, an awarding body that launched new qualifications using videos and webinars, and an e-assessment provider that promoted digital testing through thought leadership. Common factors for successful engagement are consistency, compelling unique selling points, and a clear call to action.

1. Stakeholder Engagement
What does it mean and
how do you do it?

2. Introduction
- Oliver Chesher
- Managing Director, Galibier PR
- 15 years in PR agencies
- Education specialist:
e-assessment providers
Awarding bodies
FE, HE
Public and private sector
oc@galibierpr.co.uk
07989 410 334
@GalibierPR

3. “Stakeholder Engagement”:
a nebulous term

4. Define “Stakeholder”
• Who are they?
• Where are they?
• What are their motivations?
• Could be a huge spectrum of audiences

5. Define “Engagement”
• What do you want them to do?
• Change perceptions
• Change behaviours
• Buy into an idea
• “Engaging” can’t be forced or faked – they have to want to

6. A Marketing Approach
• Audience segmentation
• Evidence over assumption
• Convincing people to “buy” – albeit a way of thinking or an idea,
rather than product
• This is what agencies are good at

7. Some real-life examples

8. • Client: A University Technical
College
• Stakeholders: pre-college and
college-age pupils in the region
• Objective: drive enrolment

9. Tactics
• “Building a School for the
Future” competition
• Celebrity tie-ins
• Twitter chats
• Local PR stunts and photo ops
• Facebook picture campaign to
promote STEM to female
learners

10. • Client: A leading awarding body
• Stakeholders: schools, colleges
and centres of learning
• Objective: launch functional
skills qualifications

11. Tactics
• Case studies
• YouTube videos
• Webinars and live web chats for
teachers
• Interviews and features in
teachers’ magazines and
websites

12. • Client: An e-assessment
provider
• Stakeholders: top level decision-
makers, public and private
sector
• Objective: drive the move from
pen+paper to CBT

13. Tactics
• Thought leadership
• Engaging with influential
media
• Debate, opinions, advice,
insight
• Taking position of expert /
industry spokesperson

14. Common Factors
• Consistency of message
• Compelling, unique selling points
• Clear call to action

15. Over to you
• Who are your stakeholders?
• What do you want from them?
• What do they want from you?