Building skills in Stakeholder Mapping
We work closely with our clients to develop staff training and development programmes that help them identify, classify and work with stakeholders to meet their specific requirements in both local and global markets.
Stakeholders come in different shapes and sizes. Which stakeholders of yours matter for which objectives? Which of them should be managed closely and which of them need to be engaged with nominally? We help you classify and manage expectations of these stakeholders.
The co-owners of Baird’s CMC and our partners are a diverse and experienced group of professionals who have been (or still are) in each of the stakeholder groups that matter, for example: activists, civil society, donors, faith-based groups, foundations, governments, media, politicians and professionals.
Our associates have conducted multiple external relations and media training courses for clients including the Government of Botswana, Eli Lilly, the Guttmacher Institute, the William and Flora Hewlett Foundation, the International AIDS Vaccine Initiative, the Government of Mauritius, PATH, Sanofi and USAID.
We have created a series of communications and management training modules that help clients deal with concerns their stakeholders may have. These can be modified as per service area ranging from crisis communications, internal communications to perception management.
We help clients to use social media effectively and to use direct contact techniques to engage with their stakeholders and gauge their thoughts.
We also help clients with alliance building measures that help organisations strengthen their relationships with existing stakeholders.
- Baird’s CMC were part of developing the curriculum on stakeholder mapping and management for the Eli Lilly University, an internal development programme for European executives. We worked closely on formulating a curriculum that included identifying different kinds of external stakeholders, working with activists, recruiting allies for crisis management and working with patient groups to inform policymakers. We also helped deliver pre-course reading, leave behind materials and intranet resources. We helped deliver the programme multiple times for staff throughout the Europe and Middle East region
- Due to regulatory and other issues, a major producer was not be able to supply all of the medical products that it was contracted to supply to some clients. This had the potential to negatively affect the client’s brand and reputation and give the opportunity to clients and anti-industry activists to criticise the company and gather negative media attention.
Baird’s CMC assisted the healthcare company in formulating a crisis communications plan to deal with possible negative media attention including training for GMs in working with different kinds of stakeholders in civil society, politics and medicine and having plans in case hostile coverage is more intense than expected – including a guided tour of the manufacturing unit of the company to reporters and a press event
- PATH was the lead partner in providing technical support to the Government of India (GoI) and 15 states for the planning and implementation of the Japanese Encephalitis (JE) vaccination programme. Between 2006 – 2009 almost 60 million children were immunised with the JE vaccine, manufactured in Chengdu Institute of Biological Products, China. Media reporting of JE had often highlighted the risks but had sometimes also created unnecessary public anxiety. Much had been unhelpful and was inaccurate; some was probably tainted by domestic commercial interests. In response, Baird’s CMC helped develop a crisis communications plan that focused on managing communications with the media and with all relevant target groups. Baird’s CMC delivered crisis communications support to the vaccination programme through a wide range of activities that included
- Identifying the priorities, concerns, experience and needs of the JE crisis communications plan, in cooperation with GoI health workers, state health departments and those medical professionals implementing the JE vaccination programme
- Drafting the crisis communications plan and incorporating input from all participating stakeholder
- Devising communications crisis media training programme to support the crisis communications plan
- Implementing crisis communications training programme in Mumbai, Lucknow and Delhi with key health care workers
- Developing a suite of communications tools to support managers and other health care workers in the management of a crisis situation should it arise including : web site; Q&A documents; backgrounders for media; key contact lists and other resources