scope and structure
Top companies identify important stakeholders up front and work with them using a key account management–style approach that borrows from best-practice sales organizations. Designating senior executives as “owners” for important relationships, including those in social media, allows for smoother scheduling and coordination of day-to-day activities.
ACROSS THE BUSINESS
Simply means making your voice, company and our industry known to the people in local, state and federal government. The key is we identify our membership and their concerns, build contacts ahead of time, and promote an issue if we need to.
Regardless of what the groups are called (public affairs and government affairs are common choices) top companies make sure that these organizations excel at economic analysis and stakeholder engagement, not just at lobbying and industry-group participation.
CREATING WORKABLE POLICIES
We highlight to policy makers information about the effects of their actions that they didn’t already know. No legislator wants to intentionally put legitimate businesses in his or her district at a competitive disadvantage or drive them out of business. If you succeed, they succeed. The communications, customer service, engagement industry is at a critical stage and we support our members, by explaining how the legislator’s proposed policies would affect your company, good or bad.
The value at stake from government and regulatory intervention is huge. Companies that approach external engagement in a disciplined way capture more of it.