Managing Great Expectations: Reshaping Engagement Strategies to Address Stakeholders' Citizenship and Sustainability Concerns
William R. Blackburn
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Companies are implementing new engagement strategies to meet the changing citizenship and sustainability expectations of stakeholders, including employees, customers, investors, suppliers, communities, governments, and NGOs. Organizations have found that systematic, planned engagements such as surveys and face-to-face meetings containing specific C&S content are more effective than informal, ad-hoc approaches in acquiring information from stakeholders. Improving engagement allows companies to anticipate and manage hidden issues and lets stakeholders know that the organization is listening and responding to their concerns. Methods for
improving engagement include establishing a special stakeholder relationship
group and periodically reassessing an engagement approach, among others.