MODULE 3.4: STAKEHOLDER INVOLVEMENT
Focus on categories – how to convince more people and organisations?
There is no doubt that your SECAP would be benefited by their active involvement, since you may explore their expertise, support and contribution in achieving the goals for reducing local emissions. However, as already said above, the success of the engagement process depends mainly on how you effectively you can connect the Energy Objectives of your SECAP to the objectives of each different category of stakeholders. As such, you need to focus on how to convince each different category, by identifying you first the benefits they would gain from the process.
External communication strategy (Link to GHG and SECAP modules)
Link energy action to other LG priorities (social, economic, educational, local jobs, local resources, local pollution, etc.)
Examples of links to other areas of LG work:
- Birmingham City Council – Key priority for the delivery of energy efficiency work has been linked to local supply chain and addressing fuel poverty - Birmingham Energy Savers
- Local Enterprise Partnerships – linking LG with wider economic opportunities
Tools for communication should be based on the needs of your stakeholders. Greater detail is provided in the first generation module.
Some stakeholders are perhaps so busy that you can’t expect them to read a lengthy document or newsletter or pick up a leaflet, therefore it will often be necessary to meet with these individuals or groups face-to-face to get your messages across. Others may not have e-mail or internet access, whilst others may be located far away from you geographically. These are all challenges you need to consider when you select your channels. Also be aware of your budget and the time you have available to develop new channels.
Examples of communication channels are:
- Face-to-face meetings
- Staff briefings
- Leaflets & Posters/Pictures
- Reports (e.g. Annual Reports)
- Social media (twitter, facebook etc.)
- Community Forums
- Events such as workshops, focus groups, launches and conferences
It is also important that you provide correct and consistent information particularly when you are talking about climate change and emissions data. Ensure that you use a recognised source and check you information on a regular basis. It is also important to consider branding, a strong trusted brand can have substantial impact on the messages you are looking to disseminate. LG branding is often the trusted brand within a community. An example of trusted brands is in the UK where the National Health Service brand is used alongside the LG brand to help show the links between housing, energy and health.