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What do you do if your communication strategies with stakeholders are falling short?

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When your communication strategies with stakeholders aren't yielding the results you hoped for, it's crucial to identify the gaps and rectify them. Effective communication is the backbone of any successful relationship, particularly in business where the stakes can be high and misunderstandings costly. If you find that stakeholders are disengaged or misinformed, it's a clear sign that you need to reassess your approach. This could mean revising the channels you use, the frequency of updates, or even the clarity and relevance of the information you're providing. Remember, communication is a two-way street, and ensuring that stakeholders feel heard is just as important as delivering your message.

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Reg Wilhelm

Communications advisor at NHS England & member of the board of trustees at Halifax Minster

1 Assess Needs

To recalibrate your communication strategies, start by reassessing the needs and preferences of your stakeholders. This involves engaging with them to understand their expectations and how they prefer to receive information. You might discover that they require more frequent updates, or perhaps they prefer detailed reports over brief summaries. It's also possible that their priorities have shifted, necessitating a change in the content of your communications. By aligning your strategy with their current needs, you create a more receptive environment for your messaging and build a stronger foundation for collaboration.

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Reg Wilhelm

Communications advisor at NHS England & member of the board of trustees at Halifax Minster
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It is helpful to have a vision of your anticipated outcomes when developing a strategy. This supports identifying key stakeholders. A clear understanding of your audience and what input you may require will support how you reassess needs and where you require changes to your approach.

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Ruth Stanway Woodings

Course Coordinator
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Authentically commit to co-production. Leadership must lead and be seen to be leading by example for the culture to permeate.

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2 Gather Feedback

Gathering feedback is an indispensable part of improving your communication. Reach out to stakeholders and ask for their honest input on what's working and what isn't. This can be done through surveys, one-on-one conversations, or feedback forms. Pay close attention to common themes in the feedback you receive; these are the areas that need your immediate attention. Constructive criticism can guide you in fine-tuning your communication tactics, ensuring that your messages are not only heard but also appreciated and acted upon.

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Reg Wilhelm

Communications advisor at NHS England & member of the board of trustees at Halifax Minster
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Social listening tools like Pulsar are essential to understand broader stakeholders views and insights into rapidly emerging themes.

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3 Revise Tactics

Once you've identified the issues and gathered feedback, it's time to revise your communication tactics. This might involve adopting new communication tools or platforms that better suit your stakeholders' needs. For example, if email updates are being overlooked, consider a shift to a more engaging format like video briefings or interactive webinars. Additionally, ensure that your messaging is clear and jargon-free to avoid any confusion. Tailoring the delivery and content of your communications can re-engage stakeholders and foster a more effective exchange of information.

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Reg Wilhelm

Communications advisor at NHS England & member of the board of trustees at Halifax Minster
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With relevant insights, identifying what works well, what needs to be revised and what clearly does not work will strengthen and inform next steps.

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4 Train Your Team

A successful communication strategy often hinges on the skills of your team. If necessary, invest in training to ensure they possess the necessary competencies to communicate effectively with stakeholders. This could include workshops on writing skills, presentation techniques, or even courses on emotional intelligence to better manage stakeholder relationships. Empowering your team with the right tools and skills can make a significant difference in how stakeholders perceive and engage with your communications.

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5 Monitor Progress

Implementing new strategies requires monitoring to gauge their effectiveness. Set up a system to regularly review how stakeholders are responding to your revised communications. Are they more engaged? Do they follow through with actions more promptly? Monitoring progress not only helps you measure the success of your changes but also allows for timely adjustments. Continuous improvement should be your goal, adapting your approach as stakeholder needs evolve and new communication tools and practices emerge.

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6 Stay Flexible

Finally, staying flexible in your communication approach is key. The business landscape is constantly changing, and so are the needs of your stakeholders. Be prepared to pivot and adapt your strategies as circumstances dictate. This agility will demonstrate to stakeholders that you value their input and are committed to maintaining an effective dialogue. Remember, the goal is not just to convey information but to foster a partnership based on mutual understanding and respect.

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7 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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Claudio Salles Jr

Analista de Comunica??o na Prefeitura Municipal | Comunica??o e Jornalismo
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To address shortcomings in communication with stakeholders, first identify where and why breakdowns occur, whether due to clarity, frequency, or content relevance. Understand the different needs of your stakeholders by engaging with them to determine their preferences for communication style and frequency. Ensure that the purpose of the communication is clear and that the chosen methods—be it emails, meetings, or digital tools—are effective and preferred by stakeholders. Enhance transparency and trust by keeping stakeholders regularly informed about project updates and changes. Schedule consistent updates and be responsive to stakeholder inquiries to prevent misunderstandings.

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What do you do if your communication strategies with stakeholders are falling short?

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1 Assess Needs

2 Gather Feedback

3 Revise Tactics

4 Train Your Team

5 Monitor Progress

6 Stay Flexible

7 Here’s what else to consider

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