Spark Stakeholder Innovation in Your Strategic Communications

As communicators, we develop comprehensive strategies that outline how to use a variety of communication channels that promote our messages or campaign platforms with the hopes of informing, inspiring and motivating our audiences to action. But, what about your stakeholders –  those individuals from whom you seek buy-in? Have you systematically thought about who they are and what they can offer?

Stakeholders place high demands on Government leaders in a variety of ways. Whether they need support to respond to emergencies, need an agency to share sensitive information, or need critical information to protect their cyber assets or critical infrastructure, all stakeholders have unique ideas and mission areas that the Government supports. Because of this, stakeholders offer a new and valuable perspective for the Government to consider. Stakeholders think about things differently than the Government, and different thinking can spark creative ideas.

Often, stakeholders are individuals that are organizational influencers or decision-makers who are invaluable resource in helping to achieve communication goals. They may be the gatekeepers to information or even people that can help get your strategy off the ground. It is, therefore, important to identify these stakeholders, provide an opportunity for input, and let them critique your ideas sooner rather than later. Value is what innovation is all about. To be truly innovative, your audience must see value in your ideas. The same is no different for the stakeholders. Share your strategy with them early on and invite them to contribute their own ideas to stimulate further innovation and to also make them feel included. Ask them to attend innovation brown bags, listening sessions, or even strategy meetings. Long story short – get them involved.

Sharing your communications strategy with your stakeholders from the beginning to the end not only helps them to better understand your communication goals, but also makes them feel invested in your strategy. It sparks ideas and inspires innovation. It helps you identify what they want to know and what channels would be most effective in reaching them on a regular basis.

Stakeholders may suggest a better way to message a topic, offer some things to take into consideration when using a certain channel of communication, or even bring to your attention some obstacles or challenges you may not have even considered. Allowing them to be a part of your process helps them to establish a sense of ownership and for you a successful outcome.

Over time, you may even find that your stakeholders will start to promote your ideas and even become innovation champions within your organization. So, #spark a conversation about your strategy and your strategic communications approach.