How can you complete a targeted dialogue, then
progress on to a continuation – blog 4/4
What
do you need to do to continue and maintain this dialogue with your
stakeholders? As a corporate and socially responsible marketing and
communication expert, I can certainly help you - not only to keep the dialogue
open but continue and maintain it.
Blog
1, the first of the four blogs, is an introduction. Blog 2, clarifies and
includes recommendations as to how you can prepare a stakeholders dialogue for
a more control result! Blog 3, helps you to actually communicate with your
stakeholders in an off-line stakeholders dialogue. Blog 4, the last blog on
this item, offers tips on how, as a CSR, Communication and/or Project Manager,
to close a targeted stakeholder’s dialogue and to continue and maintain one.
What's next?
Summary & ’leaving a good, lasting,
impression’
It
is imperative to search for a constructive form, within your dialogue and to
build up ‘the right impression’ by using quotes, photos or even film. After
closing your targeted dialogue, it is important to make sure that your
stakeholders receive your summary, preferably, within 2 to 5 working days!
Evaluation
When
sending your summary, include a short, on-line form to evaluate, consolidate
and, perhaps confirm your results.
Follow-up
Make
sure that your appointments, including any internal ones, receive the correct
follow-up. This can be more difficult than it may, at first, seem! For example,
‘How can they be captivated?' Collating the information and outcome from the
participants, requires reflection on your own actions and work. This is not
always easy - it may reveal that your company might need to have a closer look
at its stakeholders (from inside out instead of looking, at the value of
emissions (outside in).
In
the case of the Dutch company VanHoutum, published in the book, 'De implementatie van MVO, Praktijkcases en tools voor ISO 26000', page138 -147)
their stakeholders helped them identify and fill-in any 'blind spots’.
Ultimately the goal is to keep, whilst filling any gaps, the balance between
the various corporate and social responsibilities both within and outside the
organization. However, it should not be underestimated, that, whilst your
stakeholder’s horizons have been broadened, that change, within their own
business or organization, will be inevitable.
Activation
Working
with 'Five powerful tools to ensure change' – a model from the book written by
the Dutch Annemarie Mars on - 'How to engage them?'[1], is recommended here. She
writes about ‘connection’ being the essence to stimulate a change in behaviour!
The ‘connection’ consists of a 'pushing' force (urgency), three driving forces
(planning, interaction and leadership) and a 'pulling' force (ambition)!
The
writer then clearly explains that ‘persuasion’ is not the only way to achieve
change. This strategy works by the ‘connection’ and fusion of both of
individual and the business interests. The ultimate achievement is, however,
that everyone is convinced that it is what they want themselves! Author Mars
goes on to describe another three strategies for change which are based on -
knowledge, obligation and awareness. The combinations are constantly changing
but the power of knowledge is processing and analysing any argument. Obligation
is loyalty and a sense of duty. Awareness is the power of flexibility and
creation (which is necessary for adaption of any new or unknown situations). The
person, conducting or instigating the change, is then able to adapt to a new
role or persuasion, having gained more knowledge, expertise and awareness of
their clients or, project manager/coach, as the case may be.
In
conclusion, Annemarie Mars continues to write, in her book, her view, regarding
any change - 'to remain completely neutral'. Neutrality ensures resistance to
any initial reaction and response you may, feel inclined, to make. This will
then enable use of your greatest assets: to be able to listen, analyse and
reflect before, significantly, joining in any dialogue.
Action – through Creative Communication
One
suggestion is to develop, together with communication expert(s) or
department(s), a creative communications concept to instigate action among the
stakeholders! The CSR Concept Development Module of GreenTreeModel is a way to
go forward.
An
example, to state this suggestion, is that of Eneco, a significant, Dutch
energy supplier, who challenged its customers to be more aware of their use of
energy! In particular with its regard to heating and its development of a
thermostat with the name of ‘TOON’. The launch, accompanied by a competition
included, amongst others, student residences. The competition’s result was that
Eneco’s customers felt challenged to reduce their own energy consumption! It
was of even more interest to find out, after the competition had ended, that
participants, energy consumption remained, significantly, lower! Eneco was,
therefore, not only able to prove that it was possible to save energy but could
initiate their goal, in a pleasurable way, resulting with a sustainable and
positive outcome. This launch experience of ‘TOON then replicated in the form
of both customer satisfaction and loyalty!
Moving together to achieve change!
It
is my contention that communication is the base for action and change!
In
conducting a continuous dialogue, we are able to understand and help each other
and in the broad concept to be able to contribute to a sustainable world! This
is my, personal, wish for you in both your private and business life!
Thank
you for taking the time and interest to read my Blogs!
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[1]
This book is highly recommended as a reference!
