Corporate programs are becoming increasingly important for companies to establish, with many recognising the need to communicate effectively with their stakeholders. However, developing an engaging and enriching communications strategy that delivers the transparency stakeholders demand can be challenging. To help with this, we’ve compiled a list of pressing questions companies may have about communication strategies. This article will explore how effective communication plans can help companies deliver their messages to the appropriate stakeholders, and why having a communication plan that includes risk mitigation strategies is crucial during times of crisis. Ultimately, the article will provide insights into what types of communication are most effective for engaging stakeholders.

Fostering a two-way, inclusive dialogue with stakeholders is vital to the success of corporate sustainability programs. But developing a communications strategy that delivers the transparency stakeholders demand in an engaging, enriching way is challenging. The following are some pressing questions answered regarding communication strategies.

A communications plan enables you to effectively deliver information to appropriate stakeholders. The plan will identify the messages you need to promote, to whom you’re targeting those messages, and on which channel(s). Communication plans are stand-alone and can be used in times of crisis. Still, they are also used when pitching new initiatives, launching new products, or integrating into construction and infrastructure projects.

Communication plans can help you clarify the purpose of a product launch or new initiative and officially determine the messages you want to deliver to your intended audience(s). 

If companies don’t have a communication plan that includes risk mitigation strategies, they’ll be unprepared when disaster strikes. 

What communications are most effective for engaging stakeholders?

Communication is most effective at engaging stakeholders when they feel their voices can be heard or that they can influence the outcome in some way. So it’s not just about telling people what we’re doing, but about listening to diverse opinions and giving our stakeholders — especially employees — a sense of ownership in outcomes.

Social channels are definitely stakeholders’ preferred communication channels in 2023. This is also consistent with how the world is communicating in general. The world has become a much more open and transparent place, and companies expect to tell their story. Finding what resonates with the various audiences and allowing them to participate in the conversation, rather than treating them as receptacles for the corporate pitch. Experimenting with a broad range of social platforms, blogging (both internal and external), traditional social media platforms such as Twitter, Facebook, and chatter (internally), and actively soliciting feedback via surveys and focus groups.

Push communications: One-way engagement. The organisation may broadcast information to all stakeholders or target particular stakeholder groups using various channels, e.g. email, letters, webcasts, podcasts, videos, and leaflets; and

• Pull communications: One-way engagement. Information is made available, and stakeholders choose whether to engage with it, e.g., web pages or construction hoardings.

Stakeholder engagement analysis and communication plan

• Make sure that your engagement approaches are appropriate to each stakeholder group.

• Check that your communication plan is manageable for push or pull communications.

• Check that you spend less time in face-to-face consultations with less influential stakeholders; and

• Can more costly push communication methods like printed materials be replaced with cheaper options like email, online surveys or online newsletters?  

Source: Engaging Stakeholders – A strategy for Stakeholder Engagement https://www.stakeholdermap.com/stakeholder-engagement.html#ment

Keep a consistent messaging across communications channels

Tailor the story to the characteristics of the channel you’re using, identify the key messages first, and then play with the voice and delivery. Intranet sites are great for news-type stories, but the same message can be reinforced with a blog that showcases an in-depth personal perspective.  

Communication Plan Process

The communications plan process diagram is based on information from NJDEP (2014). Reviewing and evaluating the two-way, ongoing, and continuous communication supports ongoing reviews. Identify and develop the communication team, including a representative of each regulatory agency, responsible party, property owner, and stakeholder group. 

Risk identification of issues of greatest concern to communities can help shape and develop an effective communication plan for them through alternative channels (Chess et al. 1989; Hance, Chess, and Sandman 1991; NJDEP 2014 & NOAA 2020). Providing evaluation and review before, during and after the event/project. 

What are the Dos and Don’ts for anyone running an internal communications strategy?

DO:

• Put together an integrated communications strategy utilising multiple platforms with consistent messaging — the intranet might be an excellent place for a “newsy” type angle. At the same time, a blog can provide a personal perspective on the same story, and a Chatter conversation can extend reporting into brainstorming.

• Be transparent. Celebrate successes, but also acknowledge failures and areas for improvement.

• Set the context. Resist the temptation to be a cheerleader for every award, ranking, etc. Provide an honest assessment — are scores going up or down? Are we improving or declining? What needs to change?

• Be human. Employees love to read about what their fellow employees are doing. Step outside metrics and put a face on your stories.

• Tie back to the business strategy. Why is it essential for the company to engage in these issues? Why do we care? What is the business value inherent in the plan?

• Provide a call to action. How can employees play a role in advancing the company’s corporate responsibility agenda?

DON’T:

• Leave people hanging. If you survey employees, report the results.

• Relay on a single platform (internal research and implementation of a strategy will identify productive and valuable media to utilise). 

• Forget to acknowledge your internal partners. If a project is cross-functional, recognise the contributions of people outside your department.

The best internal communications strategy will help an organisation speak with a consistent voice. An effective internal comms strategy is fundamental in times of change or difficulty, when the messages circulating internally must align with what employees are reading in the press or on social media. Some examples of thinking about are:

• The overarching vision and specific business goals;

• The individual part employees have to play in achieving company milestones;

• Have a clear and strategic internal communication strategy to enhance employee engagement; and

• Transparency within the company and its departments. This creates trust, and employees feel they can communicate effectively with their managers.

-Industry commentary and project reflections written by Tarnia Riggs.

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