Positive Stakeholder Engagement
Only a few years ago, organizations would interact with their stakeholders through a very limited set of channels. Mainstream and industry media accounted for much of the public's exposure with the company's products, brands and social behaviour. And the complement was mainly the domain of public affairs.
The web 2.0 has created a business environment in which any stakeholder can potentially influence any other. Engaging such varied groups as legislators, journalists, consumer associations, employees, bloggers, social communities and NGOs is a daunting task to anyone trying to maintain consistent messaging and reputation. Not only are individual groups scattered into multiple media and channels but their respective concerns are just as varied and sometimes mutually incompatible.
This white paper explains examines official engagement guides such as those provided by the GRI to suggest a cross-channel methodology firmly grounded in best practises and that can be used to create and structure an engagement strategy including monitoring, actual engagement and measurement.
Other Augure White Papers
Social Media has now come of age. But as more and more organizations develop their communities on various social outposts, they are doing so with a heavy focus on marketing. This white paper explains why stakholders expect more than branding from companies and why this approach can be deletrious to reputation. Why and how to incorporate PR professionals at every stage of a social strategy is the focus of this document.
Handling crises that emerge or are relayed on Social Media is a part of PR that some companies have delt with very successfully while others have stumbled miserably. This white paper presents several case studies and formulates a few recommandations for such situations.
Measuring the impact of engaging online stakeholders, offline press coverage or blog mentions requires specific methods and metrics. Yet maintaining consistency accross all is key to providing actionable insights from a campaign. This white paper suggests methodologies to address this issue.