Stakeholder Engagement: let's start with 'why?'

Stakeholder Engagement: let's start with 'why?'

Stakeholder engagement is becoming an ever more complex and challenge aspect of project and programme management. Rather than telling people how to do it, this blog suggests that project managers are better served by starting with an understanding of why stakeholder engagement is important. Understanding the WHY will give them the tools to work out the HOW.

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When did stakeholder communication become a box-ticking exercise?

When did stakeholder communication become a box-ticking exercise?

Project reports have an important roles to play in project management and in keeping stakeholders informed about milestones, issues, resolutions, costs, risks and next steps. But simply broadcasting the weekly "view from the project manager's chair" is a waste of time and effort if there's no thought about what each stakeholder actually needs to know or interest in whether the message is getting through. This blog suggests 5 ways to turn project reporting from just bureaucracy into an effective stakeholder engagement tool.

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Getting engaged: what PMO's can learn from customer loyalty

Getting engaged: what PMO's can learn from customer loyalty

Many marketing techniques are equally useful inside the organisation and can make stakeholder engagement much easier for internal service providers such as PMO's, risk management and IT. This article picks up on customer retention research published in this month's HBR and provides plenty of suggestions for how PMO's can apply the same thinking to nurture and maintain good relationships with executives, partners, internal suppliers and customers.

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Reverse mentoring: not just for tech skills

Insights from a younger generation: 5 communication techniques that work

Reverse mentoring has been around for quite a while. It tends to be associated with topics such as technology, social media and current trends, and the premise is that older executives need to be open to learning (ie. about new technologies) from the younger generation joining the workforce.
I recently had an accidental lesson in the value of reverse mentoring and it had nothing to do with learning about tech. Instead it was about my stock-in-trade: communications. What I learned is that young people can help us to look afresh at a topic that we think we know well. Through the eyes of young people unencumbered by 2×2 matrices, mindmaps and theory, we can be reminded of the basics that perhaps we take for granted or have forgotten why they matter.

Learning from real-world experience
My company recently sponsored a sixth-form student, Josh, who had volunteered* to join a school trip to Sri Lanka to help a community still recovering from the tsunami of 2004. The sponsorship deal was: in return for money to support the expedition, Josh would write an article for me about his volunteering experience, specifically on the topic of communications.
What resulted was rather unexpected: he produced a 5-point framework of communications best practice (see below).

Each point is not new and not rocket science. However, together they provide a reminder that real communication – not just talking at someone but really getting your message across – is less about what you say and more about how you say it. These are simple communication techniques that he’s demonstrated work in practice and that we should all remember whether we’re engaging customers, employees or colleagues.

It’s not what you say, it’s how you say it
Josh and his volunteer colleagues learned through their experiences in Sri Lanka about how to communicate when you strip away the comfort-blanket of a shared language. The volunteers found themselves having to teach a community who spoke no English; and worse, they had none of the familiar tech on which to access Google Translate or YouTube “How to teach English” videos.

When two parties use the same language, it’s tempting to rely on the words to do the communicating for us. It’s easy to forget about other factors that may create communications barriers: channel, trust, motivation. Apparently it was George Bernard Shaw who said: ‘England and America are two countries divided by a common language’. Getting the message right is clearly essential but getting the message across requires other factors as well. As Josh says in his article, “Language is optional”.

What’s in it for me?
“Climb the ladder, but bring someone with you” was a plea from RICS President Elect Amanda Clack in a recent presentation about winning the war for talent. Mentoring in the workplace can be a valuable way of sharing skills and insights for leadership and career development.
Art Markman suggests that mentors themselves learn through mentoring. “When you teach something to another person, you discover all of the details that you don’t completely understand yourself”. I didn’t set out to teach Josh basic communications skills. I set him a challenge to think about what he’d learned. Much like reverse mentoring when senior executives learn about social networking from millennials, I’ve gained from what Josh has worked out for himself. To mis-quote Mr Markman, when you help another person learn, you discover all of the details that you’re overlooking.

Josh’s 5 tips for effective communication:

  1. What’s in it for me?
    When there is an incentive for your audience to engage and participate, it’s much easier to get your message across.
  2. Keep it simple, keep it clear.
    Communication doesn’t have to be complicated – “liberal use of high-fives cannot be underestimated” (certainly with 5-year olds – a different technique might be appropriate in your workplace!).
  3. Build trust.
    Finding a common point of interest can provide a basis on which to connect with someone and start a dialogue.
  4. Be flexible.
    Choose a method of communication that suits your audience, not you. A medium that enables people to participate in the dialogue will encourage engagement.
  5. Language is optional.
    It is not needed to really connect with someone. If both parties are interested in what is going on, both can easily understand it without a word being exchanged.

*Volunteer Sri Lanka (VSL)
The organisation that Josh volunteered to help is Volunteer Sri Lanka. The article that Josh wrote in exchange for sponsorship provides an insight into the issues that the community there is still grappling with, and a refreshingly cheerful account of finding fulfillment in seemingly mundane work.

Fran Bodley-Scott

Fran is a business communications consultant specialising in customer and stakeholder relationship marketing. She started out in engineering and product development before moving into marketing and business development. Fran brings a blend of marketing experience, system thinking and creative design to client projects. She is a thought leader in applying marketing thinking inside the organisation and is passionate about improving business effectiveness and efficiency through relationship marketing.

If you are interested in talking with Fran about your project, please get in touch.

How design thinking can improve our communications

‘Content marketing’ has spawned a new industry. ‘Cutting-through-the-noise content marketing’ has evolved to address the challenge of getting information noticed in the continuous noise of ‘stuff’ being pushed out every day. There is lots of advice out there about how to write better content; but rather than effectively just trying to shout louder, I think there is an alternative approach that may help us get our message across more effectively: by applying some design thinking before taking pen to paper.

Noise is a real issue that affects our ability to operate effectively. According to acoustics experts Resonics, noise distracts, increases stress, causes confusion, demotivates. As well as being an issue in an open plan office, I think noise is a real problem for people trying to spot the useful and relevant information in a sea of emails, social media, phone calls, brochures, apps, ad popups and even your desktop operating system pinging messages at you.

Engagement or turn-off?
The problem affects internal communications just as much as B2B or B2C communications. Internal email, project updates, texts, instant messaging and the intranet combine with external messages to create an environment where important information gets missed, or people just don’t have time to read it all.
In the face of all this opinion, advice and enticements to download the latest whitepaper, I find myself switching off rather than being engaged. Which is a shame because I’m sure that, buried in there somewhere are valuable nuggets that someone has worked hard to produce.

How to communicate effectively in this noisy environment?
Advice for being heard midst the chatter tends to focus on content quality. According to digital marketing ninja Dave Chaffey: “as the volume of content marketing grows, the importance of high quality editorial and journalism increases to help cut through the noise … focus on publishing less but doing it better.” Amen to that, but what if there’s not much you can do about the content (eg. you’re sending out a report) or creative writing is not one of your core skills?

The first thing to remember is that the purpose of all this communication is primarily to build relationships with customers, prospects and stakeholders. My current book-of-the-month is “Universal Principles of Design” and it has inspired me to think that applying some of these design principles can help all of us be more creative about how we go about engaging with our audiences.

Here are 5 simple ideas as a starting point:

80/20 Rule:
Focus 80% of communication effort on listening and only 20% on ‘talking’.
For business leaders, walking the floor provides the opportunity to engage employees by being visible and accessible, listening to concerns, asking for suggestions, recognising achievements, and responding to questions. If you can’t literally be out there with customers and stakeholders, spend a bit of time on internal/external forums listening and being helpful eg. connecting project teams to people with relevant experience. O2/Telefonica UK CEO Ronan Dunne would use Twitter to listen to customers; internal forums or user community groups can be equally useful.

Aesthetic Design:
“Aesthetic designs foster positive relationships with people”, (source: Universal Principles of Design). Time taken to consider the first impressions of your business case, user-manual, website or report is not wasted. For example, Sphero makes the BB-8™ robot. It is expensive and it is small, which might invite the buyer-response “Is that it?”. But the slick design of the BB-8 packaging creates a positive expectation of something special inside.
Engaging with someone is much easier when they are starting with a positive frame of mind rather than disappointment. Where it is clear that not much care and attention has been taken in the way something is presented, the recipient will spend time looking for the faults rather than your core message. Where your audience is pressed for time, aesthetic design may help your document get to the top of their reading list.

Consistency:
Consistency of style and appearance enhances recognition and sets expectations. Companies use consistent branding for exactly this reason, but the same techniques can be used to mitigate the risk of your emails or updates getting missed or overlooked.
Create a ‘brand’ for documents that relate to the same topic: it can be as simple as creating a project mnemonic and using it in the subject line of all related internal emails as a flag to stakeholders; or having an icon or consistent colour theme that is used on all related presentations and reports.
A user interface can use this technique to group related information. The AppGate XDP secure access system from Cryptzone uses consistent colour and icons in the user interface to draw attention to important security notifications.

Influencers:
Instead of pushing out content directly or top-down, use existing networks and communities to promote your messages indirectly or peer-to-peer. Building relationships with influencers can simply be a case of giving time and attention: reading and sharing their material, using it in your own publications/reports, or involving them in decisions or process development. Check out “4 Ways to Get Influencers to Spread Your Brand Message” for more ideas.

Desire Line:
“Desire line” is the preferred method of travel or interaction. Posting information on the intranet may be the accepted way of communicating to co-workers or project teams, but is that where your audience actually goes to find information?
Observe how your audience chooses to get information eg. via computer or from friends and colleagues, direct email or from the project office, detailed report or 1-paragraph summary? If they print out every proposal to read on the train home, present yours either pre-printed or in a format that is print friendly. We’re getting used to the idea that if you want people to see your web content, make it mobile friendly because that’s the device that your audience is like to be using. Similarly, as Forrester’s Kerry Bodine points out, just because it’s called an intranet doesn’t mean that the information has to be delivered via computer.

This is only a handful of ideas. If you’re a CX or service designer, what design principles do you use to engage your audience? Is ‘noise’ and issue in your organisation? If you’re running a project, do you have any tips for making sure that your stakeholders don’t miss the information they need?