How can you identify and target stakeholders for policy advocacy?

Stakeholder analysis is an essential tool for maximizing your resources as an organization. Navigating stakeholder engagement in public and private spaces taught me the value of taking the time to build a solid understanding of stakeholder perspectives. As you engage in stakeholder analysis, work to understand the various avenues by which stakeholders engage with your policy issue. Developing appropriate messages and nailing down the right audience for those messages requires clarity in the overarching goal of your policy initiative and precision in the stakeholders your team will invest in to move your priorities forward.

Without a stakeholder analysis, you're running a campaign in the dark. I like to start with a power map of the decision-maker you want to influence, then work out from there to decide how you want to move that sphere of influence. Then you can map your stakeholders on the issue and goals you're working on so you can build the right strategy. We've all seen protests fail, or policy teams miss the boat and it's usually because the stakeholder analysis is weak or non-existent.

Who is most impacted? Does it hit them financially? Does it have a negative impact on their programming? Does it aid them financially? Have a positive impact on their programming? "Do good" and "Do the right thing" is never enough. Keep following the threads of impact to identify all the stakeholders.

Stakeholder analysis provides a clear path not only to developing the policy advocacy plan but also to help in finetuning the advocacy messages and networking levels. The analysis provides a ground to understand both the main stakeholders and their side influencers that could also be used for the advocacy and influence purpose in the wake of the main stakeholder not acting on the advocacy aim. One needs not only the stakeholder but also to note other factors and networks that could be used to influence the process.

Las políticas públicas, buscan solucionar o mejorar situaciones que afectan a muchos en una comunidad, ciudad o nación. Al identificar los actores que intervienen en la situación, sus roles e interés, así como las particularidades del territorio, permite identificar las oportunidades de gobernabilidad de la política, la capacidad de incidencia de cada grupo de interés y la Gobernanza de la misma, al identificar la complejidad de la red de actores, sus interés y la definición de posibles instancias para la toma de decisiones.

When thinking about possible collaborations, I tend to think first about how money flows through the system. Who pays who for what? And then who gets paid to carry out the what? etc. If your policy change happens, how would the flow change? Who would now get paid and who wouldn't? In my experience, those are your strongest stakeholders and possible opponents.

Al realizar el análisis de actores, primero se identifica el listado tanto de instituciones, organizaciones e instancias que pueden intervenir de manera directa e indirecta, luego conforme a las temáticas de las que trata la política, se clasifican según su nivel de interés, capacidad de toma de decisiones, roles y recursos (económicos o no) que aportan en el proceso, para así determinar el grado de importancia y gobernabilidad de cada uno y su capacidad de incidencia en la participación y la toma de decisiones.

One thing I've found helpful in communicating with stakeholders is meeting them where they are. What that means is, to try to do some research beforehand to understand their background and biases. Adapting your communication style to mimic theirs is also a great tool, as they will be more receptive and likely to listen to you actively. In my experience, trying to connect with stakeholders at an emotional level is a lot more meaningful than just sharing facts or data. Try to convey your message using storytelling, and keep it local to them. Stakeholders are a lot more willing to share their feelings and perspectives when you find something they care about.

Are you 'whispering to' or Are you 'shouting at' the Government? Making this decision is a game-changer in policy advocacy. And so, the 'how' and 'when' pieces of communication are undoubtedly the most crucial. Are you whispering to the Govt., like how the Bill and Melinda Gates Foundation maneuvers with national and state departments despite articulating robust evidence-based ideas, resources, and intellect? Or Are you shouting at the Govt., in Greenpeace activist mode as a proven magnet for controversial battles? The Govt. of India silenced their poorly delivered criticism by freezing bank accounts. Most recently, Shell has filed an intimidation lawsuit against Greenpeace UK and International.

The community is the key stakeholder in policy advocacy and must be at the center of all efforts. Engaging community leaders and those directly affected by policy decisions by using transparent, culturally sensitive communication and facilitating an empowered environment is essential. A collaborative approach, co-creating solutions with the community, ensures advocacy efforts are rooted in the real needs and desires. Engagement should start early in the advocacy process and be maintained consistently. Ongoing, inclusive dialogue not only strengthens the advocacy efforts but also fosters trust and a sense of ownership among community members, making the advocacy truly responsive to their needs and aspirations.

One thing that must be kept in mind is that your allies and opponents change with every policy. The stakeholders who back you for one policy may oppose you in the implementation of another policy. It is important to keep this in mind while approaching them and while relying on them for their support. Do a background check of their stance on that particular issue every time before going ahead with your proposals. Wording your proposals in a manner palatable to all the stakeholders is another crucial task. Make sure the fence sitters lean on your side upon reading the proposals.