Engaging Broad Stakeholder Support via Your Channels
As discussed at length in panel discussions and presentations at the recent World Lottery Summit Singapore, engaging stakeholder support is a mission-critical goal for lottery operators. Regulatory frameworks are evolving and threaten to disrupt the foundations of the lotteries’ business models. We need clearly defined and actionable strategies to ensure our stakeholders understand what is at stake and cooperate with us to defend their interests.
According to research conducted by Brunswick Insight, 82% of people in senior communications roles in Europe said stakeholder engagement is important to their organization’s success, and 90% predict that the scope and scale of stakeholder activities will increase in the next few years. However, only 29% of those respondents use key performance indicators to monitor the success of their organization’s stakeholder engagement activities. Clearly, organizations need to refine their stakeholder strategies.
There are four foundational steps to developing an effective stakeholder strategy:
- Obtain buy-in from the organization’s senior leaders. They must appreciate its importance, and insist on the effective execution of a thoughtful strategy.
- Align all stakeholder activities and outreach with the key organizational objectives. Resist the temptation to explore peripheral topics.
- Identify mutual benefits: We must clarify and communicate how stakeholder audiences benefit or profit from forthright engagement with our organization.
- Operate all engagement activities with absolute trust, transparency, and respect. All opinions and perspectives must be accepted and honored, even if they represent a divergence from the organization’s beliefs or interests.
There are numerous ways to put the stakeholder strategy into operation. Here are several success tips:
Create a blog to establish the organization as an industry thought leader and trusted information resource. Publish information that is relevant to your stakeholder audiences, and target the most appropriate Social Media platform. Adapt your content and your language to the respective platform. Be stakeholder-centric. Many organizations (32% according to a B2B survey) acknowledge that their marketing content is company-focused. This approach will be perceived as selling in a thin disguise. Remember, the intention is to promote open conversation, not your own agenda. LinkedIn helps you reach a professional audience with very particular interests, while Twitter enables you to enjoin a back-and-forth, real-time dialogue. Blogs offer a platform for two-way engagement by inviting comments and discussion. Twitter is an excellent avenue to share blog links, but it’s real value is that it enables you to connect with other industry leaders whom you might not otherwise be able to access.
Open a dialogue with groups with whom direct contact may be problematic. An example: Marks & Spencer uses smartphone applications to communicate with workers on the factory floors of their subcontractors. This facilitates a conversation between the remote company management and, as a bonus, allows customers a behind-the-scenes peek into how products and decisions are made.
John Glover, writing for Kahootz, encourages organizations to search for stakeholder conversations that may be happening without their knowledge. Use Google Alerts or a similar internet search-and-flagging system to find key-words, such as your organization’s name, the names of its senior leaders, or, in the case of lottery operators, the names of games and recipient Good Causes organizations. These types of alerts will let you know where to join a conversation that is already underway about your organization.
Act as a curator for meaningful comments (both positive and negative) from your stakeholders. Publish “what is being said about us” across all your Social Media platforms. This engenders transparency and trust.
Most organizational resources are committed to the identification and nurturing of customers. And so it is tempting for organizations to think only of their customers. Too often, other important stakeholder audiences are forgotten. But they are out there, offering opinions about your organization, both good and bad. And the customers don’t live in an isolation chamber – they read and hear what others are saying, and based on another stakeholder’s message, their impulse to affiliate with and support you are influenced by the dialogue that appears in all varieties of platforms and channels.
For lottery operators, business begins with the people who play their games. But it does not end until legislators, regulators, the trade and general media, lottery chartering agencies, consumer advocacy groups, anti-gambling groups, and other non-playing members of the public have had a chance to engage in conversation, to give voice to their satisfactions and grievances – to have their say.
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- Obtenez l’adhésion des dirigeants principaux de l’organisation. Ils doivent apprécier son importance et insister sur l’exécution efficace d’une stratégie réfléchie.
- Alignez toutes les activités des intervenants et de sensibilisation avec les objectifs clés de l’organisation.
- Identifiez les avantages mutuels : Clarifiez et communiquez la façon dont les parties prenantes peuvent tirer profit d’un engagement direct avec notre organisation.
- Exploitez toutes les activités liées à l’engagement avec une confiance, une transparence et un respect absolus.
- Conseguir aceptación por parte de los líderes senior de la organización. Deben apreciar su importancia, e insistir en la ejecución efectiva de una estrategia razonada.
- Las actividades de los depositarios han de alinearse y comprometerse con los objetivos organizativos fundamentales.
- Identificar beneficios mutuos: clarificar y comunicar la forma en que el público de los depositarios puede aprovechar o sacar beneficio de una implicación sincera con nuestra organización.
- Realizar todas las actividades de implicación con absoluta confianza, transparencia y respeto.
- Erwerben Sie Anteile von den Führungskräften der Organisation. Sie müssen ihre Bedeutung zu schätzen wissen und darauf bestehen, dass eine durchdachte Strategie effektiv umgesetzt wird.
- Stimmen Sie alle Teilhaberaktivitäten aufeinander ab und übertreffen Sie die wichtigsten organisatorischen Ziele.
- Identifizieren Sie gegenseitigen Nutzen: Erklären und kommunizieren Sie, wie Teilhabergruppen von einem direkten Engagement mit unserer Organisation profitieren.
- Betreiben Sie alle Engagementaktivitäten mit absolutem Vertrauen, Transparenz und Respekt.
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