Companies are facing an increasingly complex, contentious stakeholder landscape – from legislators and regulators to environmental and activist groups to communities and the media. Smart businesses realize they must earn permission to build, to operate and to exist, by engaging with stakeholders proactively and transparently.
From environmental, resource and land use concerns to labor disputes to protests over company policies, it’s easy for communications leaders to find themselves playing defense. In the current threat environment for corporate reputation, “business as usual” isn’t an option.
Companies that maintain community trust and earn the approvals necessary to build and grow follow these principles:
- Lead with a strategic plan. A plan helps teams anticipate criticism and react to feedback, while highlighting the broader value of the business for stakeholders and society.
- Foster two-way dialogue. It’s not just about pushing messages out – listening is just as important. Aim to foster two-way dialogue and listen closely to concerns, feedback and sentiment from those impacted.
- Be open to evolving. Stakeholder engagement isn’t a box to be checked – it’s a process. Effective companies are willing to adapt, revise or even rethink elements of their plans to meet legitimate concerns. Sometimes the way forward is through compromise.
- Document and demonstrate. When companies show how they’ve engaged with stakeholders – and how that input influenced outcomes – they build trust and credibility over time.
In today’s environment, the ability to communicate transparently and engage authentically isn’t a nice-to-have – it must be a core competency.
Facing public scrutiny or need help with a stakeholder challenge? Reach out to us, we'd love to help.
