Stakeholder Engagement - Cranfield School of Management ...

Contents
1. Executive Summary ....................................................................................................................................................................................................................... 7
2. Introduction...................................................................................................................................................................................................................................... 11
2.1 The Benefits of Engaging with Stakeholders .................................................................................................................................................... 11
2.2 Basic Principles of Stakeholder Participation ....................................................................................................................................................11
2.3 Current Stakeholder Engagement in Practice ................................................................................................................................................ 13
3. How to Engage Stakeholders ................................................................................................................................................................................................15
3.1 Stage 1: Plan ....................................................................................................................................................................................................................... 16
3.2 Stage 2: Understanding Stakeholders and their Wants and Needs ................................................................................................... 17
3.3 Stage 3: Internal Preparedness and Alignment with Stakeholders ..................................................................................................... 20
3.4 Stage 4: Building Trust ................................................................................................................................................................................................... 20
3.5 Stage 5: Consultation .................................................................................................................................................................................................... 22
3.6 Stage 6: Respond and Implement ......................................................................................................................................................................... 25
3.7 Stage 7: Monitoring, Evaluating and Documenting ...................................................................................................................................... 25
4. Towards Meaningful Engagement ....................................................................................................................................................................................... 27
4.1 Alignment of CR and Business Unit Relations .............................................................................................................................................. 30
4.2 Building Trust ..................................................................................................................................................................................................................... 32
4.3 Motivation ........................................................................................................................................................................................................................... 33
4.4 ‘Embeddedness’ of Stakeholder Thinking ........................................................................................................................................................... 35
4.5 The Importance of Accurate Representation ................................................................................................................................................ 36
4.6 Tone from the Top: the Leadership Role of the CEO ................................................................................................................................ 38
4.7 Organisational Behaviour ........................................................................................................................................................................................... 39
4.8 Non-productive Engagement Behaviour ........................................................................................................................................................... 40
4.9 Combination of Leadership, Capabilities and Organisational Behaviour ........................................................................................ 41
4.10 Recommendations Towards Meaningful Engagement ................................................................................................................................ 42
5. Appendices ....................................................................................................................................................................................................................................... 44
5.1 International Standards for Stakeholder Engagement and Reporting .............................................................................................. 44
5.2 Tips for Understanding NGOs ............................................................................................................................................................................... 44
5.3 Template for Assessing Impact of any Previous Communication History with Stakeholder ............................................... 45
5.4 Examples of Community and Civil Society Stakeholders ....................................................................................................................... 45
5.5 Matrix of Consultation Techniques ....................................................................................................................................................................... 45
5.6 Stakeholder Perception Surveys ............................................................................................................................................................................ 47
6. Further Reading ............................................................................................................................................................................................................................ 47
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Contents