The document outlines the importance of stakeholder engagement in decision-making processes, highlighting that it involves two-way communication and can help transform opposition into support. Key reasons for stakeholder engagement include acquiring social license, building trust, and gaining economic benefits, while noting potential drawbacks such as cost and loss of control. It concludes with a six-stage framework for effective stakeholder engagement, including setting objectives and evaluating results.

1. how to make
better
decisions,
create
better
outcomes,
and turn
OPPOSITION
into SUPPORT
OLDER ENGAG EMENT
STAKEH

2. here’s what I’ll cover in this presentation:
why do stakeholder engagement?

3. here’s what I’ll cover in this presentation:
it really won’t take long
why do stakeholder engagement?

4. here’s what I’ll cover in this presentation:
it really won’t take long
why do stakeholder engagement?
just three key concepts

5. 1. what is stakeholder engagement?
why do stakeholder engagement?

6. 2. why on earth would you want to do stakeholder engagement?
why do stakeholder engagement?

7. 2. why on earth would you want to do stakeholder engagement?
why do stakeholder engagement? (aren’t they all just
negative naysayers who get in
the way of progress?)

8. why do stakeholder engagement?
and 3. how do you do stakeholder engagement?

9. what is stakeholder engagement?

10. it’s the process by
which we involve ...or who can influence
people who may be the implementation of
affected by the our decisions
decisions we make...

11. before we get too far, let’s make sure we understand
the difference between communication and engagement
why do stakeholder engagement?

12. communication is one-way information sharing

13. communication is one-way information sharing
the only possible
responses are:
“yes,” “no,” or
“I don’t care”

14. communication is one-way information sharing
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

15. engagement is two-way

16. engagement is two-way
it provides information
and seeks input

17. engagement is two-way
it provides information
and seeks input
it’s about talking
and listening

18. engagement is two-way
it provides information
and seeks input
it’s about talking
and listening
it’s conversational
and interactive

19. engagement is two-way
it provides information
and seeks input
it’s about talking
and listening
it’s conversational
and interactive
it’s purpose-driven

20. okay, now we know what stakeholder engagement is
why do stakeholder engagement?

21. okay, now we know what stakeholder engagement is
why do stakeholder engagement?
the next question is, why do it?

22. why do stakeholder engagement?

24. nobody
wants
this

25. except me and my friend over there
in the dapper orange vest, of course
nobody
wants
this

26. because it
results in
this

27. because it
results in
this

28. which leads us to the first of the THREE MAIN REASONS
why you might want to do stakeholder engagement
why do stakeholder engagement?

29. SO CIAL LI CENSE

30. SO CIAL LI CENSE
you can have all the legal and
regulatory approvals you want

31. SO CIAL LI CENSE
you can have all the legal and
regulatory approvals you want
but unless you have
the support of society,
or social license

32. SO CIAL LI CENSE
you can have all the legal and
regulatory approvals you want
but unless you have
the support of society,
or social license
you WILL face opposition

33. SO CIAL LI CENSE
turns opposition into support

34. here are the other two reasons
why do stakeholder engagement?

35. TRUST
*Edelman Trust Barometer

36. if you’re an untrusted organization
59% of people will believe negative information
about you after hearing it just once or twice
TRUST
*Edelman Trust Barometer

37. if you’re an untrusted organization
59% of people will believe negative information
about you after hearing it just once or twice
TRUST
*Edelman Trust Barometer
only 9% will believe
positive information
after hearing it
once or twice

38. TRUST
*Edelman Trust Barometer

39. if you’re an trusted organization
52% of people will believe positive information
about you after hearing it just once or twice
TRUST
*Edelman Trust Barometer

40. if you’re an trusted organization
52% of people will believe positive information
about you after hearing it just once or twice
TRUST
*Edelman Trust Barometer
and only 14%
will believe
negative
information

41. ECONOMICS
*Spinning Gold: The Financial Returns to External Stakeholder Engagement, Witold Henisz

42. publicly traded companies that do stakeholder
*Spinning Gold: The Financial Returns to External Stakeholder Engagement, Witold Henisz
engagement increase their market valuation
ECONOMICS

43. publicly traded companies that do stakeholder
*Spinning Gold: The Financial Returns to External Stakeholder Engagement, Witold Henisz
engagement increase their market valuation
ECONOMICS
NET PRESENT VALUE AFTER MARKET DISCOUNT
90
68
45
23
0
LEVEL OF STAKEHOLDER ENGAGEMENT

44. of course, there are lots of other
benefits to doing stakeholder engagement
why do stakeholder engagement?

45. of course, there are lots of other
benefits to doing stakeholder engagement
why do stakeholder engagement?
and here they are

46. BENEFITS

47. save time and money
BENEFITS

48. save time and money
reduce conflict BENEFITS

49. save time and money
reduce conflict BENEFITS
effective decision making

50. save time and money
reduce conflict BENEFITS
effective decision making
share responsibility

51. save time and money
reduce conflict BENEFITS
effective decision making
share responsibility
better outcomes

52. save time and money
reduce conflict BENEFITS
effective decision making
share responsibility
better outcomes
better policy

53. save time and money
reduce conflict BENEFITS
effective decision making
share responsibility
better outcomes
better policy
manage issues

54. save time and money
reduce conflict BENEFITS
effective decision making
share responsibility
better outcomes
better policy
manage issues
build credibility and trust

55. I’d be lying to you if I didn’t say there are also some
drawbacks to doing stakeholder engagement
why do stakeholder engagement?

56. I’d be lying to you if I didn’t say there are also some
drawbacks to doing stakeholder engagement
why do stakeholder engagement?
so here they are

57. NIMBY
BACKLASH
PI TFALLS

58. NIMBY
BACKLASH
PI TFALLS
costs time and money

59. NIMBY
BACKLASH
PI TFALLS
costs time and money
nimby backlash

60. NIMBY
BACKLASH
PI TFALLS
costs time and money
nimby backlash
perpetual indecision

61. NIMBY
BACKLASH
PI TFALLS
costs time and money
nimby backlash
perpetual indecision
special interests

62. NIMBY
BACKLASH
PI TFALLS
costs time and money
nimby backlash
perpetual indecision
special interests
loss of control

63. NIMBY
BACKLASH
PI TFALLS
costs time and money
nimby backlash
perpetual indecision
special interests
loss of control
it’s not easy

64. I know what you’re thinking
why do stakeholder engagement?

65. I know what you’re thinking
“okay,now I know WHY I might want to think
why do stakeholder engagement?
about engaging with my stakeholders”

66. I know what you’re thinking
“okay,now I know WHY I might want to think
why do stakeholder engagement?
about engaging with my stakeholders”
“but HOW do I do that?”

67. I thought you’d never ask!
why do stakeholder engagement?

68. the six stages of
stakeholder engagement*
*just an fyi…stakeholder
engagement can be pretty
complex and multifaceted, but
these are the six biggies

69. 1. set engagement objectives

70. here’s a really good tool to help

71. set engagement objectives

72. ask yourself these questions

73. ask yourself these questions
what do you want to achieve?

74. ask yourself these questions
what do you want to achieve?
do you want to inform and build awareness?

75. 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?

76. 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?

77. 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?
figure out where you might need to make changes?

78. set engagement objectives
the greater the impact...
the further along the
spectrum you want to be

79. 2. identify and assess stakeholders

80. 2. identify and assess stakeholders

81. the key here is that there is no
such thing as “the general public”

82. the key here is that there is no
such thing as “the general public”
you need to drill down

83. 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

84. 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
it might help to set them against
a backdrop of interest and influence

85. 2. identify and assess stakeholders
LEVEL OF INFLUENCE
LEVEL OF INTEREST

86. that helps determine which groups and
individuals require the most effort

87. 2. identify and assess stakeholders
LEVEL OF INFLUENCE
LOW EFFORT
LEVEL OF INTEREST

88. 2. identify and assess stakeholders
LEVEL OF INFLUENCE
KEEP HAPPY
LOW EFFORT
LEVEL OF INTEREST

89. 2. identify and assess stakeholders
LEVEL OF INFLUENCE
KEEP HAPPY
LOW EFFORT KEEP INFORMED
LEVEL OF INTEREST

90. 2. identify and assess stakeholders
KEY INFLUENCERS
LEVEL OF INFLUENCE
KEEP HAPPY
LOW EFFORT KEEP INFORMED
LEVEL OF INTEREST

91. 3. develop engagement plan

92. 3. develop engagement plan

93. 3. develop engagement plan
design the strategy

94. 3. develop engagement plan
design the strategy
develop key messages
to set the stage
and tell the story

95. 3. develop engagement plan
design the strategy
develop key messages
to set the stage
and tell the story
plan activities and
align your engagement
timeline with the
project timeline

96. 4. implement engagement plan

97. 4. implement engagement plan

98. 4. implement engagement plan
communicate (don’t sell)

99. 4. implement engagement plan
communicate (don’t sell)
be inclusive

100. 4. implement engagement plan
communicate (don’t sell)
be inclusive
engage early and often

101. 4. implement engagement plan
communicate (don’t sell)
be inclusive
engage early and often
ensure clarity, honesty
and transparency

102. 5. evaluate results

103. 5. evaluate results

104. 5. evaluate results
collect feedback

105. 5. evaluate results
collect feedback
ask specific questions

106. 5. evaluate results
collect feedback
ask specific questions
remain open to
unsolicited feedback

107. hi…me again

108. hi…me again
this last one is where the
rubber really hits the road

109. 5. adjust and correct

110. 5. adjust and correct

111. 5. adjust and correct
are changes required
to the project plan?

112. 5. adjust and correct
are changes required
to the project plan?
make sure you
communicate back
to stakeholders

113. 5. adjust and correct
are changes required
to the project plan?
make sure you
communicate back
to stakeholders
and continue to address issues
throughout the project

114. let’s recap

115. 6 STAGES OF
STAKEHOLDER
ENGAGEMENT

116. set engagement
objectives
6 STAGES OF
STAKEHOLDER
ENGAGEMENT

117. set engagement
objectives identify
and assess
stakeholders
6 STAGES OF
STAKEHOLDER
ENGAGEMENT

118. set engagement
objectives identify
and assess
stakeholders
6 STAGES OF
STAKEHOLDER
ENGAGEMENT
develop
engagement plan

119. set engagement
objectives identify
and assess
stakeholders
6 STAGES OF
STAKEHOLDER
ENGAGEMENT
develop
engagement plan
implement
engagement plan

120. set engagement
objectives identify
and assess
stakeholders
6 STAGES OF
STAKEHOLDER
ENGAGEMENT
evaluate develop
results engagement plan
implement
engagement plan

121. set engagement
objectives identify
and assess
stakeholders
adjust and
correct 6 STAGES OF
STAKEHOLDER
ENGAGEMENT
evaluate develop
results engagement plan
implement
engagement plan

122. thank you!
Cam McAlpine
cmcalpine@prmedia.ca
www.prmedia.ca
250.961.6611
twitter: @cmcalpine
linkedin.com/in/cammcalpine
download this presentation at
www.slideshare.net/cmcalpine