The Stakeholder Engagement Manual Volume 2 - AccountAbility

Th ink Strategically
Cement manufacturer
What issue?
Where should we site a new
factory?
Why? Engage with local
community to help identify
issues related to different sites
and reduce risk of planning
permission being blocked.
Who? Local groups and
individuals.
PROCESS
Th e actions and tools outlined in this Stage are based on three linked questions
which need to be answered in order to align your stakeholder engagement
processes with your organisation’s strategic objectives.
You do not have to work through this Stage in the order presented in this
chapter – where you start will depend on your own context, and on whether you
are already engaging or are a newcomer. Th e four examples below highlight the
routes taken by four diff erent organisations each starting from a diff erent point.
Branded sportswear company
Why? We need to respond to
criticisms and campaigns,
which are damaging our
reputation.
What issue? Labour standards
in our supply chains.
Who? Which NGOs and other
groups can we work with
constructively?
STAGE 1. THINK STRATEGICALLY.
Who to
engage with
Global retailer
Why
engage?
Stage 1
Think
Strategically
Strategic
Alignment
Example sequences in approaching stakeholder engagement strategically:
Who? Potential new customers,
staff and communities in
emerging markets.
Why? To understand them
and their social and cultural
expectations.
What issues? Identify issues
considered important by
stakeholder groups.
What to
engage about
Industry association
Why? To develop and gain
support for sector level
sustainability strategy.
Who? Member companies and
wider stakeholders.
What issues? Identify issues
and challenges relevant to
sector sustainability with
stakeholders.