STAKEHOLDER ENGAGEMENT STRATEGY TOOL
1. PURPOSE OF ENGAGEMENT
• What is the purpose of the
engagement?
• What do you hope to achieve? (Refer to
the Northern Te
itory Government
Department of Health (2012)
‘Spectrum of Stakeholder
Engagement’, p.24)
2. STAKEHOLDER ENGAGEMENT
• Who will you engage?
• Identify stakeholders and map them on
the stakeholder analysis power-
interest grid (see Figure 1 below)
• What level of engagement is needed?
(e.g. Refer to the Northern Te
itory
Government Department of Health
(2012) ‘Spectrum of Stakeholder
Engagement’, p.24: INFORM,
CONSULT, INVOLVE, COLLABORATE,
EMPOWER)?
3. METHODS OF ENGAGEMENT
• What method/s will you use to engage
stakeholders? (E.g. survey, forum,
public meeting?) (Refer to the
Northern Te
itory Government
Department of Health (2012)
‘Spectrum of Stakeholder
Engagement’, p.24)
4. RESOURCES
• What resources will you require?
5. KEY MESSAGES
• What are your key messages? Keep it
simple (max of 5 words per message)
6. RISKS
• What are the risks associated with the
stakeholder engagement and how will
you mitigate this? (i.e. prevent this
from occu
ing)
7. PERFORMANCE MEASURES FOR THE
ENGAGEMENT PROCESS
• How will you know your strategy was
effective or otherwise?
(Note: Other aspects such as Logistics (where and when, how, resources, responsibilities etc.) would
also be typically planned but we will not be going into that level of detail in this unit)
Figure 1: Stakeholder Analysis Power-Interest Grid (MindTools 2021)
HSH208: Health Communication 12 Fe
uary, 2021 Updated by Tricia Ong
GUIDELINES FOR DEVELOPING A COMMUNICATIONS
STRATEGY
DESCRIPTION Briefly describe your issue and provide background information.
Include any relevant, reputable data (using Deakin Harvard or APA
eferencing style).
OBJECTIVES Write a statement/s that explains what you are trying to achieve. This
is all about big picture thinking. Are you trying to raise awareness?
Increase participation in a program? Build knowledge so people make
informed choices? Are you wanting to get people talking about a
sensitive issue such as drug addiction so that we as a community can
have a more informed debate about appropriate interventions to
address it? Other?
STAKEHOLDERS In your strategy you need to explain who the stakeholders are and how
you will communicate with them. Will you use email and print media
such as the local paper for one group, and social media such as Facebook
for another group? If so, make sure you explain why in your
Communications Strategy. You should include a stakeholder analysis in
your strategy. (Refer to the Week 8 Lecture for more information.)
TOOLS Explain what communication tools you will use and why. (e.g. send out a
series of planned Tweets over a 10-week period to keep the issue bu
ling
along; send out a link to a Survey Monkey survey to gauge opinions; link that
to a blog; create a simple 30-second YouTube video to advertise an event;
other). Needing to develop a social media tool/s to use in your strategy? If
so, keep it simple and take a screen shot of it to include in your assignment.
Do not send the marker a link, just a screen shot. Hint: you should aim to
use a range of tools here
METRICS How will you measure your success? Develop a set of metrics to
determine the impact of your communications strategy. (e.g. calls or
visits to a support service? Registrations for your event? Participation in
seminar series? How many hits on a website? How many re-tweets, likes,
shares, favourites? Other?) Think carefully about how you will measure the
effectiveness of your communications strategy. This is important. Good
strategies have very clear impact measures
RISK
MANAGEMENT
What are the risks? A good communications strategy will also consider
the potential risks and will include a simple risk management plan. This
will involve identifying potential risks to you and/or your organisation and
appropriate mitigations and responses should the worst case happen. This
typically can comprise a series of statements or can be presented in a
simple grid or matrix stating the potential risk and what could be done to
minimise and/or respond to it. Examples of risks include: to reputation or
image of the organisation, to finances of an organisation, to
physical/mental health and wellbeing of your audience. (Hint: Search for
ideas about this aspect of the assignment on the internet).
PART 1: COMMUNICATIONS STRATEGY
DESCRIPTION:
OBJECTIVES:
STAKEHOLDERS:
TOOLS:
METRICS:
RISK MANAGEMENT:
PART 2: COMMUNICATIONS PLAN
Project Information
Project name:
Project manager:
Brief description of project:
Stakeholders (anyone who has an interest in the project):
Basic Communications Plan
Overarching key messages:
3-4 maximum
A
B
C
D
Stakeholder(s)
Communication tool
Person responsible
Date to be drafted
Date
published
Complete (Yes/No)
e.g. Contractor, Customer Service team, Community groups, residents
e.g. Advert, newsletter, poster, email, website, media release, radio interview, blog, Twitter, Facebook, othe
e.g. Sammy Smith
15/12/2020
21/12/2020
eg. Yes
PART 3: SOCIAL MEDIA STRATEGY
HSH208: Health Communication 10 Fe
uary, 2021 Updated by Tricia Ong
Microsoft Word - HSH XXXXXXXXXXAT3 Ru
ic.docx
HSH208 Assessment Task 3 – Marking Ru
ic
Criteria
Accomplished Achieved Developing Not demonstrated
Starting % 80 Starting % 60 Starting % 50 Starting % 0
Communication
Strategy
(25 points)
You have provided a very clear communication
strategy for which the purpose is clear, the
stakeholder analysis is comprehensive, the
communication tools are appropriate, the metrics
have been identified and are appropriate, and the
isk management plan is comprehensive.
(20‐25 points)
You have provided a clear communication
strategy for which the purpose is well
defined, the stakeholder analysis is clear,
the communication tools are generally
appropriate, the metrics have been
easonably identified and are appropriate,
and the risk management plan is has been
communicated clearly.
(15‐19.5 points)
You have provided a communication
strategy for which the purpose is
easonably defined, the stakeholder
analysis is satisfactory, the
communication tools are generally
appropriate, the metrics have been
easonably identified, and the risk
management plan is has been
communicated adequately.
(12‐14.5 points)
You have provided a communication
strategy for which the purpose is not
adequately defined, the stakeholder
analysis is not satisfactory, the
communication tools are not appropriate,
the metrics have not been adequately
identified, and the risk management plan
has not been communicated adequately.
(0‐11.5 points)
Communication
Plan (10 points)
You have provided a very clear and
comprehensive communication plan. Key
messages are very clearly defined.
(8‐10 points)
You have provided a clear and detailed
communication plan. Key messages have
een defined reasonably clearly.
(6‐7.5 points)
You have provided a communication
plan that is satisfactory but lacks
some detail. Key messages have
een defined adequately.
(5‐5.5 points)
You have provided a communication plan
that does not provide satisfactory detail.
Key messages have not been defined
adequately.
(0‐4.5 points)
Social Media
strategy (10 points)
You have provided a very clear and
comprehensive social media strategy that suits
the communication strategy, stakeholders and
plan. Key messages are communicated clearly and
effectively. You have included excellent examples
of posts/images to be used.
(8‐10 points)
You have provided a clear and
comprehensive social media strategy that
suits the communication strategy,
stakeholders and plan. Key messages are
communicated effectively. You have
included good examples of posts/images
to be used.
(6‐7.5 points)
You have provided a social media
strategy that generally suits the
communication strategy,
stakeholders and plan but it is lacking
detail and clarity. Key messages are
not communicated clearly. You do
not have sufficient examples of
posts/images to be used.
(5‐5.5 points)
You have not provided a social media
strategy that generally suits the
communication strategy, stakeholders and
plan. What you have provided does not
have sufficient detail and clarity. Key
messages are not communicated. You do
not have good examples of posts/images
to be used.
(0‐4.5 points)
Professionalism
and presentation
(5 points)
Your writing style is academic, of a consistently
very high standard with no e
ors in
spelling/punctuation/ grammar. Your formatting
and layout are of a very good standard, thus
allowing the reader to scan and interpret
information easily
(4‐5 points)
Your writing style is mostly of a high
standard, with some e
ors in spelling/
punctuation/ grammar. Your formatting
and layout are of a good standard, thus
generally allowing the reader to scan and
interpret information easily
(3‐3.5 points)
Your writing needs improving.
Several e
ors were evident in terms
of spelling/punctuation/grammar.
Your assignment requires careful
editing to lift it to an acceptable
academic standard
(2.5 points)
Your writing is of an unsatisfactory
standard, with frequent e
ors in
spelling/punctuation/grammar. Your
formatting is of an unsatisfactory standard
(0‐2 points)
Total Points 50 40 – 50 points 30 – 39.5 points 25 – 29.5 points 0 – 24.5 points