06
Stakeholders

Identify key stakeholders and their needs. Create a list of possible stakeholders that are affected by the collaboration and have an influence on the collaboration to some extent. For example: financial investors, licensing authorities, the press, local communities, labor unions, subcontractors, NGOs, project developers, or municipalities.

Ideally, you are able to build sustainable relationships with all of them through communication. Assess their individual needs, expectations, and interests. Who needs to be actively involved? Which person of interest only requires a quarterly status update? Is the project likely to face resistance along the way, and from whom? Cluster your stakeholders into groups. For example, by mapping them in a matrix, based on their level of interest in the project (x-axis) and ability to exert influence on the project (y-axis).
Develop a communication strategy for each cluster.

Use the foundations from the project outline and convert them into attractive communication.

6.1 Get your message across

Create effective content by using the word pyramid and the big story technique of Derison (5). The word pyramid is a unique combination of six words that positions the project. Set up a brainstorm session with the partners and create a longlist of words that are associated with the project. First, everyone creates an individual word pyramid by prioritizing six words. Second, discuss and work towards one shared pyramid with a hierarchy that everyone agrees upon. Create your key message of six to ten lines—the elevator pitch—by using these keywords. Try to incorporate a combination of logic, credibility, and emotions in your text.

Next, use the big story technique to make sure that your words and actions align. This part is about practicing what you preach. Brainstorm about initiatives and products that match your keywords. How can you translate your ambitions into tangible content for your stakeholders? How can you connect the dots between your priorities and their information needs? Combine your stakeholder clusters, keywords, and actions into a strategy, and then decide on the appropriate channels. For example: workshops, newsletters, personal conversations, social media, or management presentations.

6.2 Handling multiple names and logo’s

Three ways to handle this when communicating with your stakeholders.

1. The longlist: “an initiative by partners x, y and z”.
   • Pros: transparent; democratic; the audience knows who is involved.
   • Cons: no clear point of contact; visually challenging.
     
     
2. New logo: independent project identity
   • Pros: one point of contact; possibilities to differentiate.
   • Cons: less transparent; logo-soup when done too often.
     
     
3. Co-branding: one partner as flagship for possible variations.
   • Pros: using an established reputation; trustworthy.
   • Cons: invisibility of other partners; can be politically challenging.