3. 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
4. A typical stakeholder map
6. Groupwork Your own stakeholder lists…
7. Who are your stakeholders? MPs
Directors of children’s services
Delivery partners: Connexions, EBP, Lifelong Learning Network
School heads and governors
Careers service managers
8. Always have a plan High priority targets
What do we want from them?
Individual action plans
Take their needs / agendas / availability into account
What’s the hook?
What’s the best tactic?
9. Tactics Engaging their influencers
Photocalls with local politicians
1-1 briefings and letters
Joint press work
10. 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
11. 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)
Date of birth:2 July 1954
Office address:House of Commons, London, SW1A 0AA
Office phone:0207 219 5490
Office fax:0207 219 0214
Constituency address:Eastleigh Liberal Democrats, 109A Leigh Road, Eastleigh, Hampshire, SO50 9DS
14. Establishing a database and keeping up to date
Research: interests, experience, qualifications
Capture the information and log contact
Update: eg general and local elections, resignations
15. Making contact Visits and events – choose carefully
Informal works well: learners experiences first hand
What’s 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…
16. 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
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
17. 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, don’t!
ACN website - toolkit
18. Finally …