IQ-Magazine-Issue-12

IQ business planning
Are you talking to me?
We all like to believe that our audiences - however diverse
- are at the forefront of our minds when making business
decisions. But all too often, the consideration we actually
give them is fleeting at best, and is either based on a
historical view, or is in fact our own opinion transposed
onto the audience in question.
In order to develop an effective communications strategy,
we need to identify and examine the stakeholders under
a number of headings, and, in the case of a science or
innovation park, those stakeholders, as stated above, can be
multiple and varied:
Who are they?
Which individuals or groups
influence the effective
development and continued
growth of the park or can be
influenced by its actions?
Stakeholder analysis, to
establish who and what their
considerations are, is key to
success here. Clearly identifying
what you want to say, to whom
and what action you wish
to elicit as a result of that
communication is paramount.
Different stakeholders require
different considerations, and
acknowledging these will ensure
that your communications are
appropriate to each.
Why should we
communicate with them?
The effective communication
of appropriate information
will help you develop a trusted
peer-to-peer relationship with
your stakeholders. Effective
communication can assist a
science or innovation park, for
example, in the development of
a good relationship between the
park and its environment (current
tenants, the local community,
industry organisations etc), and
can also influence the wider
environment by informing and
changing attitudes across target
groups.
What should we
communicate and how?
Aristotle hit the nail on the head
when, in 350 BC, he said: “If
communication is to change
behaviour, it must be grounded
in the desires and interests of
the receivers.”
In order to ensure that we are
communicating successfully,
we must always refer back to
our stakeholder considerations,
and design not only the
communication content, but
also the method of delivery
accordingly.
Methods of delivery link directly back to the target
audiences, and it is essential to recognise the differences
between the stakeholders and the way in which they
wish to receive and digest information. For example, a
commercial property agent who spends a great deal of time
out of the office undertaking prospective client viewings
will appreciate a website that is optimised for mobile
platforms, enabling him to easily access availability sheets
and property brochures via an iPad or smart phone. On
the other hand, an Office Manager for a mid-sized biotech
wishing to explore potential laboratory options in the area,
might find a hard copy brochure more appropriate, given
that their task is to gather information for the ultimate
decision maker to review at an opportune moment.
Whomever you are targeting, it is important to ensure that
every communication is clear, concise, includes a clear call
to action, is proactive rather than reactive, and is followed
up to determine effectiveness.
Stakeholder communication should become part of the
daily life of your organisation. Ensuring that stakeholders
become active and equal partners in the relationship, rather
than distant and passive objects, ensures a better foundation
from which you can challenge the way you have always
communicated…particularly if there is uncertainty about
whether current efforts are delivering the value required.
issue 12 | page 45