tnc-stakeholder mapping and engagement-2011
TRANSCRIPT
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A S H A R I N G S E S S I O N W I T H T N C
A N T O N R I Z K I S U L A I M A N , K I R O YA N PA R T N E R S
Stakeholder Mapping and Engagement
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Agenda
Introduction: The Stakeholder Mindset
Three Elements of Stakeholder Mapping: Tools and Challenges Stakeholder Identification
Stakeholder Profiling
Stakeholder Analysis
Stakeholder Engagement
Common misperceptions
Conclusion
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The Stakeholder Mindset
Donaldson, T. and Preston, L. 1995. The Stakeholder Theory of the Corporation:
Concepts, Evidence and Implications. The Academy of Management Review.
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The Stakeholder Mindset
Svendsen, A. and Laberge, M. 2005. Convening Stakeholder Networks: A New Way of
Thinking, Being and Engaging. Journal of Corporate Citizenship, Vol. 19.
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The Stakeholder Mindset
Edward Freeman, “Strategic Management: A Stakeholder Approach” (1984)
Developed to counter a dominant mindset
A mindset that take stakeholders into account to make (ethical) decisions
A key feature in Social Responsibility (ISO 26000)
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I D E N T I F I C AT I O N , P R O F I L I N G A N D A N A LY S I S
Stakeholder Mapping
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Three Elements of Stakeholder Mapping
1. Stakeholder Identification Who are our stakeholders?
2. Stakeholder Profiling What are their issues, concerns and perceptions?
What is at stake? What are their interests?
What are their affiliations and networks?
3. Stakeholder Analysis How powerful and legitimate are they?
How vulnerable and impacted are they?
Who should we prioritize?
How are their relationships with each other?
Etc.
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Stakeholder Identification
Who are our Stakeholders?
Main tool: Stakeholder Definition
“Groups and individuals who can affect, or are affected by the achievement of an organization’s objective (Freeman, 1984)”
How to identify? Desktop research, “usual suspects”, management opinions, expert
opinions (Boutilier 2009)
Questioning and testing (ISO 26000, AA1000)
Applying identification frameworks (e.g. power-interest grid, stakeholder attributes)
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Example: The AA1000 Test
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Challenges in Stakeholder Mapping
Stakeholder Mapping Biases Elite bias: elites represent the whole group
“To affect” bias: more “influencers”, less “claimants”
External bias: less focus on “internal stakeholders”
Definition problems Too vague and too ambiguous
Are terrorists stakeholders?
Are the media stakeholders?
Stakeholders, stakewatchers, stakekeepers (Fassin, 2008)
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The Stake Model (Fassin, 2008)
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Stakeholder Profiling
Obtain required information on stakeholders: issues, concerns, perceptions, networks, interests
Requires primary and/or secondary research
Methods: Primary research: fieldwork, interviews, focus groups, observations,
surveys etc.
Secondary research: desktop research, literature review, systematic review
Through interactions and stakeholder engagement
Results: Validation, falsification, updating of stakeholders list
Better understanding of stakeholders
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Stakeholder Database
1. Description (attributes, interests/stakes, resources)
2. History of relationship (with company, with others)
3. Contact information (address, phone, facsimile, email, website, person in charge, his/her contact details)
4. Geographic focus (international, national, provincial, local)
5. Chain of influence (network, resource sharing, choice of actions, momentum)
(modified from) Gable, C. and Shireman, B. 2005. Stakeholder Engagement: A Three Phase
Methodology. Environmental Quality Management, Vol. 14/3.
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Stakeholder Database
Linda Bourne and Patrick Weaver, “Stakeholder Mapping”, in Chinyio, Olomolaiye, (eds.) 2010.
Construction Stakeholder Management, Blackwell-Wiley
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Challenges in Stakeholder Research
Limited applications of stakeholder research so far Mostly for resource companies
Difficulties for other industries: e.g. how to understand customers?
Stakeholder researches? Adapting research methods to stakeholder categories
There are no single “Stakeholder Research”
Stakeholder profiling may require multiple researches
Long and expensive? Adapting research methods with resource and time constraints
Extensive and intensive research are preferred but not always required
Maximize knowledge already owned by the organization
Stakeholder profile gap analysis
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Stakeholder Analysis
Objectives: (1) Understanding opportunities and challenges from stakeholders;
(2) Map, classify and prioritize stakeholders and issues
Stakeholder Salience based on stakeholder attributes (Mitchell et al., 1997)
Analysis of perception based on Qualitative Perception Study (Firestein, 2009)
Issues-based analysis (Boutilier, 2009)
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Stakeholder Attributes
3 3
3 3
121
22
1 2
4
1
0 = Bukan Pemangku Kepentingan
1 = Latent
2 = Expectant
3 = Definitive
4 = Primary
“The Primordial Stakeholder: Advancing the Conceptual Consideration of Stakeholder Status for Natural Environment” – C. Driscoll dan M. Starik, Journal of Business Ethics, Volume 49, 2004
“The Natural Environment as a Primary Stakeholder: the Case of Climate Change” – N. Haigh dan A. Griffiths, Business Strategy and the Environment, August, 2007
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Example: Stakeholder Attributes Scoring
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Example: Perception Study
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Example: Issues-based analysis
“Stakeholder Politics” – Robert Boutilier, Greenleaf Publishing Ltd., 2009
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G O I N G F O R W A R D F R O M S TA K E H O L D E R M A P P I N G
Stakeholder Engagement
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Framework for Quality Stakeholder Engagement
AA 1000 Stakeholder Engagement Standard
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Strategic Thinking
AccountAbility, The Stakeholder
Engagement Manual, Volume 2
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Example: Strategic Thinking Process
AccountAbility, The Stakeholder Engagement Manual, Volume
2
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Modes of Engagement
MODE SAMPLE ACTION
Track
Inform
Consult
Support
Collaborate
Partner
Network
Monitor, Compile Actions
Annual Report, Quarterly Communiqué
Back Channel Dialogue
Strategic Philanthropy/Sponsorship
Joint Project (informal)
Joint Project (formal)
Joint Project (formal or informal with several group)
Gable, C. and Shireman, B. 2005. Stakeholder Engagement: A Three Phase
Methodology. Environmental Quality Management, Vol. 14/3.
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Example: Stakeholder Engagement Recommendations
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Example: Engagement Priority Recommendations
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M I S C O N C E P T I O N S A N D D I S C U S S I O N S
Stakeholder Mapping and Engagement
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Stakeholder Mapping and Communication
Misconception: Stakeholder mapping is the basis for all communication strategies
Proposed correction: Stakeholder mapping can provide valuable information for communication strategies It can help set objectives, craft messages, identify audiences
Stakeholder mapping does not provide all information: E.g. Analysis of communication resources, communication audit,
communication objectives, target audiences, channels etc.
“Stakeholders” are not necessarily “audiences”, and vice-versa
Stakeholder mapping brings the “stakeholder mindset” to communication
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Stakeholder Engagement and Communications
Misconception: Stakeholder engagement means communicating with stakeholders
Proposed correction: Stakeholder engagement involves communications, but goes beyond that
Stakeholder engagement plan ≠ communication strategy (although some overlaps may exist)
Example: Stakeholder involvement in project monitoring
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Stakeholder Engagement and Communication
Misconception: Issues with stakeholders can be solved through communications
Proposed Correction: Solving issues with stakeholders involves decision-making
Example: the external relations “frustration”
Stakeholder engagement is the concern of the whole organization, not only the communications department
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Stakeholder Engagement and Reputation
Misconception: Stakeholder Management = Reputation Building
Proposed correction: Stakeholder management aims to align behavior and performance with stakeholder expectations
Results of stakeholder engagement must be further communicated to build reputation