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How do you keep key stakeholders and influencers in your organization engaged?

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Keeping key stakeholders and influencers in your organization engaged is crucial for effective internal communication. They can help you shape your messages, amplify your reach, and foster trust and collaboration across teams. But how do you identify, connect, and communicate with them regularly and consistently? Here are some tips and best practices to help you build and maintain strong relationships with your internal communication champions.

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1 Define your goals and audience

Before you reach out to your stakeholders and influencers, you need to have a clear idea of what you want to achieve with your internal communication strategy and who you want to target. For example, do you want to increase awareness, alignment, feedback, or action on a specific topic, project, or initiative? Who are the key groups or individuals that are affected by or involved in it? How do they prefer to receive and share information? Having a clear and specific purpose and audience will help you tailor your messages and channels accordingly.

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Vanessa Bornholdt

Senior Internal Communications Manager at Braze
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If you're a one-person internal comms team, you might spend a significant portion of your time _receiving_ comms requests rather that developing them from a broader IC strategy. A great way ensure these inbound requests are still aligned with your IC strategy is to create reusable templates with a section where you can identify what the target audience should know, feel, and/or do once they receive (and read or engage with) the communication. These three elements should echo your IC strategy. If they don't, try to diagnose why and work with the stakeholder who submitted the comm to figure out its clear and specific purpose.

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2 Identify your stakeholders and influencers

Stakeholders are the people who have a direct interest or stake in your internal communication goals and outcomes. They can be senior leaders, managers, sponsors, or decision-makers who can support or hinder your efforts. Influencers are the people who have a high level of influence or credibility among your target audience. They can be informal leaders, peers, experts, or advocates who can spread your messages and inspire others to follow. To identify your stakeholders and influencers, you can use tools such as stakeholder analysis, network mapping, or surveys to assess their level of power, interest, and engagement.

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Vanessa Bornholdt

Senior Internal Communications Manager at Braze
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In my experience as a one-woman internal comms team, give yourself some grace to start small! Rather than scavenging to identify your influencers across an entire global business, start with your power users. Who sends the highest volume internal messages? Or, what teams send messages that are deemed most important by your CEO/senior leadership. Take the time to build relationships and credibility with those power users instead of spreading yourself thin across the entire organization.

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3 Connect and communicate with them

Once you have identified your stakeholders and influencers, it is important to establish and maintain regular and meaningful communication with them. You can do this by sending personalized emails or messages that acknowledge their role and value, as well as holding meetings or calls to update them on your progress. Additionally, newsletters or reports that highlight their contributions, successes, or best practices can be sent out. Lastly, events or forums can be held to provide them with opportunities to network, collaborate, and share their insights with others.

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Phillippa Eastgate

Head of Communications | BSc Hons in Chemistry
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A key deliverable I like to run every couple of years is a sentiment survey. 1. It gives you the chance to have a conversation and connect 2. It allows you to asses how your key stakeholders view your company versus where you want and need it to be 3. It allows you to benchmark one stakeholder opinion versus another with your company as a common denominator.

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Serena Jweinat
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Try plugging into their existing channels (e.g., joining regular executive meetings to present on progress). Understand their meeting schedules and agendas, request time on the agenda for concise and impactful updates, and align progress with objectives. Seek input and feedback, be transparent and honest about challenges, and share success stories tied to employee feedback. Stay updated on developments, express gratitude for support, and use this opportunity to reinforce the value of effective internal communication in achieving business outcomes and fostering engagement and trust across the organization.

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Sunetra Ghosh

Strategic Communications Specialist #SunshineSG
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I will add, offering stakeholders and key influencers open appreciation and acknowledgement. This keeps them motivated and enthusiastic to contribute more towards the organisational goals.

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4 Monitor and measure their engagement

To ensure that your stakeholders and influencers are engaged and supportive of your internal communication goals and activities, you need to monitor and measure their engagement. Participation, sentiment, advocacy, and impact are all indicators and metrics that can be used to track and evaluate their engagement. How often do they participate in your internal communication channels or events? What is their attitude towards your internal communication messages or initiatives? How often do they recommend or endorse them? How much do they influence the behavior, performance, or outcomes of your target audience or organization? Keeping key stakeholders and influencers in your organization engaged is an ongoing process that requires planning, communication, and evaluation. By following best practices, you can build strong relationships with your internal communication champions and leverage their power and influence to achieve your goals.

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Graham G.

Strategic Comms & Engagement Manager | CIPR Qualified | DEI Advocate | Driven by Employee Engagement & Community Building | Marketing, Design & Events Expert | IoIC FutureNet Committee Member
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To gauge engagement in internal comms, I focus on key metrics like participation in events and feedback frequency. Regular surveys and digital analytics (views, likes) offer valuable insights. Observing behaviour changes post-communication helps too. Regular stakeholder check-ins and transparently sharing these findings keep the process dynamic and responsive. This approach has proven effective in fine-tuning our internal communication strategies.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you keep key stakeholders and influencers in your organization engaged?

1

2

3

4

5

1 Define your goals and audience

2 Identify your stakeholders and influencers

3 Connect and communicate with them

4 Monitor and measure their engagement

5 Here’s what else to consider

Internal Communications

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How do you keep key stakeholders and influencers in your organization engaged?

1

2

3

4

5

1 Define your goals and audience

2 Identify your stakeholders and influencers

3 Connect and communicate with them

4 Monitor and measure their engagement

5 Here’s what else to consider

Internal Communications

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