Stakeholder Engagement Primer 2: Engagement Planning

Key Elements of Stakeholder Engagement Plan Development

1. Intent

As introduced in my previous post, this series is an overview of high level best practices for successful stakeholder engagement.

Successful stakeholder engagement planning combines two phases: groundwork and execution. This guidance provides an overview of this second phase: key elements of a stakeholder engagement plan.  This plan should be used to engage with stakeholders identified in pre-engagement preparation, and should mirror the landscape that you are trying to engage with.  

2. Stakeholder Engagement Plan Development

As every engagement is unique, each should have a customized stakeholder engagement plan. The elements below outline the elements that you should consider in preparing an actionable plan. All elements should be addressed (or thought about and set aside if they are not relevant) prior to any stakeholder engagement to ensure a smooth process and desirable outcome for all parties. Poor planning can derail progress and so every effort should be made to develop a comprehensive plan. The stakeholder engagement plan will outline all relevant aspects of the stakeholder engagement process, giving you the tools for a successful execution. Well designed plans should include the following elements:

1.      Engagement Plan Summary

Develop an executive summary of the new venture and anticipated scope of engagement.

2.      Purpose and Objectives

Clearly define the intent of the stakeholder engagement for the proposed project. Develop specific objectives for the engagement process. (e.g., manage community expectations, increase support from community stakeholders, or solicit feedback and perspectives). These objectives should be measureable as they will be used to document progress and success of the stakeholder engagement process.

3.      Project Description and Context

Review relevant details about the project/organization’s presence, historical involvement in the area, as well as intent of the stakeholder engagement as it relates to the project, issue or business.

4.      Key Issues and Challenges

Provide details of known challenges and other background data that may play a role in stakeholder engagement. Include relevant findings from any relevant social impact assessments (including ESIAs) as appropriate.

5.      Key Messages

Develop or leverage communications collateral (the materials to share with stakeholders) and key messages to support engagement. Adapt or develop messages to address key issues or challenges specific to the local context. Define these key messages in your plan.

6.      Stakeholder Engagement Guiding Principles

State guiding principles of your company/organization/group as they relate you your specific project. Following these principals will ensure your plan is consistent with the corporate values and reputation your organization intends to uphold throughout this process, and will serve as a reminder and clear tool for communicating your values to involved parties.

7.      Stakeholder Engagement Strategies and Methods

Identify which engagement forums are available and make the most sense for the goal of the engagement. There will likely be a mix of approaches (meetings, open houses, town halls, collaborative committees, etc.) used to reach out to different stakeholder groups within the community and throughout various phases of engagement. Identifying strategies allows for resource planning to ensure resources, skills and personnel required are available for the project execution. The following table provides guidance on appropriate strategies, although there are many more that are not included on this chart.

8.      Engagement Tracking and Communication

Identify appropriate internal and external communication channels (stakeholders, media, event sponsorship, educational material development and delivery). This includes identifying key contacts for responsible for managing communications.

9.      Stakeholder Feedback Process

Define specific channels, timing and personnel to manage stakeholder feedback.

10.   Stakeholder Engagement Resources and Funding

State how the resource and funding needs associated with plan execution will be met. It is possible that this will be covered under existing budgets.

11.   Engagement Phases and Timing

Define timelines and phases for engagement as appropriate.

3. Execute

During execution of the Stakeholder Engagement Plan, refer back to the planning guidance develop, and provide updates as changes occur or additional elements evolve.  As you execute direct engagement elements, consider the following elements and logistics when planning for your stakeholder interactions. These considerations will influence the outcome of your engagement process.

1. Authority: in house vs. third party hosting, # reps vs. # of stakeholders present

2. Formality:  dress code, marketing and display materials, tone of information presented

3. Atmosphere: impact of venue lighting, comfort and ease of access

4. Facilitation: facilitation approach for each audience (engaged, listening, interactive, professional, hands on etc)

5. Participation: dynamics of stakeholders in the room, approach to disputes, logistics affecting participants (time of meetings, location and accessibility). Communicate clear expectations for stakeholder involvement. Develop respectful rules of engagement.

4. Report

Upon completion of the Stakeholder Engagement process, report results about successes and challenges in the process to inform continuous improvement of your Stakeholder Engagement processes. Execute any community communication strategies outlined in the plan and engage with participant feedback.

5. Resources

1.      BSR: http://www.bsr.org/reports/BSR_Five-Step_Guide_to_Stakeholder_Engagement.pdf

2.      Accountability Stakeholder Engagement Standard  http://www.accountability.org/standards/aa1000ses/index.html

3.      IFC: http://www.ifc.org/wps/wcm/connect/938f1a0048855805beacfe6a6515bb18/IFC_StakeholderEngagement.pdf?MOD=AJPERES