You know, many people think engagement is about ticking boxes, sending an email, holding a meeting, writing a report. That’s not engagement. Real engagement is about connection. It’s about making people feel like they’re part of something bigger, something that matters.
When Apple was created, they didn’t ask people what they wanted and then gave it to them, they first sought to understand them, their needs, their fears, their dreams. That’s what true innovation is about. And that’s exactly how you need to treat your stakeholders.
Here are 10 positive steps that will transform how you engage with your stakeholders, not just into participants, but into advocates:
1. Be inclusive. Don’t just talk to the obvious voices. Look deeper. Seek out residents, local organisations, disability groups, the people who live and breathe the impact of your project. They all matter. True innovation starts by listening to everyone.
2. Map their influence. Not all stakeholders have the same reach. Some whisper; some amplify. Understand who they are and how they connect with others. Build a simple map of their interest and influence. It’s not bureaucracy; it’s strategy.
3. Make noise, everywhere. If you want people to care, you have to show up where they are. Post on social media. Drop letters. Talk in community halls. Create interactive websites. Don’t wait for them to find you, bring the message to them.
4. Respect the resistance. Change is scary. That’s human nature. Be the calm voice in the room, the person they can turn to with questions. Share facts in a way that makes sense. Outline your timeline. Make it simple, human, transparent.
5. Remove barriers. Engagement should be frictionless. Don’t assume everyone can fill out an online form. Knock on doors. Host focus groups. Be there, in person, online, wherever it takes, hear them.
6. Speak their language. Your project isn’t about abstract metrics. It’s about people. Understand the local context and explain how the future you’re building will make their lives better. That’s when they lean in.
7. Address what matters most. Before you talk, listen. Find out what worries them, traffic, safety, noise, cost. Name it. Own it. Show them you get it. That’s when trust begins.
8. Set clear expectations. Ambiguity kills trust. Be crystal clear about when and how people can engage. Offer multiple options, online, in person, by mail. Make it easy for them to say, “Yes, I’ll take part.”
9. Prove their voice matters. Nothing builds credibility like action. Show how stakeholder input has shaped your project. Don’t just collect feedback, use it. When people see their fingerprints on your plans, they become your partners.
10. Never stop engaging. Engagement isn’t a one-off event; it’s a relationship. Update your stakeholders before, during, and after decisions are made. Be open. Be transparent. Keep the conversation alive.
In the end, great projects don’t just happen, they’re built with people. If you want your stakeholders to rally behind your vision, make them part of it.
Rapport North 