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MANAGING STAKEHOLDER COMMUNICATIONS

Written By

Peter and Sheila Brill

Learning Outcomes

To achieve this unit a learner must:

1. Review a project or initiative to develop effective communication models
2. Evaluate a project, issue or management task which required a variety of communication with stakeholders
3. Analyse how a group or organisation known to you has involved stakeholders in communication

Content and Structure

MODULE 1

Effective communication models

Defining communication

• What is communication?

Communication models

• Linear communication: different models of communication; application of this model
• Circular communication: Osgood and Schramm model; application of this model
• Types of communication: analysis of different types of personal and professional communication

The hierarchy of communication

• The structure of organisations
• The external influences that create pressure on an organisation
• How the influences in the hierarchy can have a positive or negative impact on the work situation of the individual

Feedback

• Defining feedback, including indirect feedback
• Examining the power of feedback within the communication process
• Receiving feedback: emotional; subjective; reactive; direct
• The golden rules in receiving feedback
• The function of feedback within the work environment

The loop of active communication

• How it works: talking and listening
• The nature of the two-way communication process
• Weakness in the loop: evaluating results and feedback

Stakeholders

• Identifying internal and external stakeholders
• Understanding the diversity of stakeholders

MODULE 2

Communication techniques: stakeholders

Interpersonal communication

• Relationships and communication
• Interpersonal communication
• The structure of interpersonal communication: social skills

Stakeholders' communication needs and expectations

• Empathy and empathic listening

Communication challenges to stakeholders

• The context of communication: diversity and social divisions
• Analysis of how diversity affects communication
• Location and its effect on communication

Use of language in communication

• How we communicate: the CURT model of effective communication
• Written communication: how language is used; planning written communication
• Verbal communication: the effect of spoken language; choice of language
• Non-verbal communication: behaviour as communication; defining non-verbal communication; the effects of non-verbal communication

MODULE 3

Involving stakeholders in communication

Values

• Values and communication
• 'Walking the Talk': ensuring agreement between values and behaviours
• Culture: the process of communicating and sharing values
• Values and their influence

Values alignment

• Trust as the basis for aligning values
• Stakeholder values and their influence
• Values alignment and its impact on stakeholder interaction

Cross-boundary communication

• Values alignment and its impact on conformity, organisational behaviour and decision- making
• The communication challenges of cross- boundary working: initiatives in cross-boundary working; 'corporate spirituality'; group development
• The communication challenges of multi-agency working: transformation and evolution of organisations
• Maintaining momentum

Stakeholder involvement

• Seeking stakeholder participation
• How stakeholder involvement requires organisational change
• The benefits of stakeholder involvement: how stakeholder involvement can positively influence communication and organisational development
• The challenges: how a learning organisation can meet the challenges

Success

• Definitions of success
• Success and mirror imaging?
• Measuring success

This material provides a notional 30 hours of learning.

Level: 4

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