Stakeholder engagement – How to make it work!
April 10, 2013 1 Comment
The challenge to find out what’s really going on and what people really think
Enabling stakeholder feedback and two-way information flows can be challenging. However, intercultural communication skills and appropriate process are vital when engaging in stakeholder consultations with culturally diverse groups.
People in different organisational and cultural contexts have vastly different ways of interacting and engaging, and if you want to get feedback and know what people really think, there are some key strategies to ensure greater success:
1. Be clear about what you’re trying to achieve
Don’t underestimate the power of thoroughly working through this with your team. Before embarking on stakeholder dialogue, ensure your team have a shared understanding of why this is necessary and the process which will occur. It can be immensely confusing to stakeholders and minimise trust if different reasons are mentioned by different representatives from the organiser.
2. Engage with a representational group
Knowing who to engage with is critical. In many cultural contexts, the most accessible people may not be the most representational. They may be the most available, be the gender who are traditionally ‘spokespeople’ or the best English speakers.
Sometimes it’s better to use various engagement strategies for people at different levels. For example, a Country representative may meet for a formal lunch with senior Ministers or bureaucrats, while country staff meet with mid-level managers over a more formal casual lunch or small meetings.
3. Know how your intent might be perceived
In non-democratic political contexts, sharing information without permission can be risky. What may be perceived as ‘sharing opinions’ in a Western context may be seen as criticism of the government in other cultures with potentially damaging personal consequences.
Don’t assume trust is a given or transparency and disclosure are easy. In communist or socialist governments and in very hierarchical cultures, information is power and rarely shared openly. Instead it travels through trusted networks as a tradeable commodity and source of favour.
4. Negotiate a process which meets everyone’s needs
When asking stakeholders what their needs are, sometimes it’s best to consult those with experience and knowledge of what works best.
For instance in most Asian cultures, putting people from different levels an organisation in a room and asking ‘what they think’ is highly ineffective. In many cases, the boss will speak on behalf of their team who will remain silent and share only positive information.
Often it’s more effective to have multiple smaller consultations rather than one large gathering. Wherever possible, ensure your stakeholders are in their comfort zone. Go to their world and where they feel comfortable.
5. Ensure language is inclusive and relevant
Wherever possible, ensure stakeholders are speaking their first and most fluent language. There are significant risks in conducting stakeholder engagement in English in non-English speaking countries.
Effectively engaging with local stakeholders can provide information to significantly influence project success and minimise the potential for violation of safeguards. Knowing in advance how your actions may be perceived, likely challenges and pitfalls and strategies to avoid them can minimise cost overruns, poor management choices and reduce risk.
The people ‘on the ground’ are the usually the most valuable resource in terms of insight and knowledge. Development of staff and employing specialist facilitators with the intercultural essentials of awareness, perspective, knowledge and capability, is critical.