Overview – Stakeholder engagement events

Stakeholder engagement events are activities the organisation hosts to build or strengthen relationships with key stakeholders. Such events include:
Media conferences.
Investor presentations.
Government meetings.
Customer/client functions.
Community involvement activities.
Sponsorship and support of not-for-profit organisations.

Stakeholder engagement events are directed at external audiences. They are also valuable for enabling leaders to use the information or outcomes to build employees’ business literacy, relay the ‘voice of the customer’ or build understanding about reputational issues.

Grey TickThis tactic is useful for:


Aligning external and internal messages.
Fostering employee pride in the organisation.
Presenting the external perspective of the organisation.
Demonstrating the values the organisation upholds through the not-for-profit organisations it supports.

cloudyThings to consider:


Compile an annual list of all the stakeholder engagement events planned for the organisation. Determine ways of turning those events into opportunities for communicating with employees. Ideas include the following:
Broadcasting a stakeholder event presentation by webcast or online video.
Producing an edited version of the stakeholder event as part of a corporate television program.
Publishing an article or interview about the event in a newsletter or e-zine.
Involving volunteer employees in community events that the organisation sponsors.
Inviting a selected group of employees to view a media conference or investor presentation via direct link-up in an adjacent room.

Tone BulbHelpful tip:


Incorporate key stakeholder engagement events in your leader’s communications calendar. This serves as a prompt to use those events for communicating with employees. For example, refer to a recent media conference in your blog or e-zine with information tailored to meet employees’ communication needs.
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