Strategic Engagement

Specific areas for development within this capability include: building and maintaining relationships with influential individuals and organisations, listening/gathering insight, encouraging advocates, building awareness and coordinating/delivery stakeholder activities.

Here you’ll find some suggested ways to build your strategic engagement skills. These include various books, signposts to useful websites and resources and courses.

It’s worth noting that this is a relatively new discipline and entirely unique within government. Although many of the skills are similar to that of a public affairs professional, our focus is on building relationships and advocates rather than on political lobbying.

This list is not exhaustive and should be used in conjunction with discussions with your line manager about your professional development plan (PDP). You should also look at what is on offer from Civil Service Learning and any professional body that you belong too.

All GCS courses and PRCA webinars are available for free to GCS members.

Read – Suitable for everyone

Department for Transport networking toolkit
A brand new networking toolkit packed with advice on how to get started, building a network, having effective conversations and presenting confidently.

GCS Stakeholder Toolkit: Ensuring Effective Stakeholder Engagement
This guide will support your engagement with stakeholders and equip you with some helpful tools and advice to develop effective stakeholder communications plans within your own teams.

Book: ‘Public Affairs in Practice: A practical Guide to lobbying’ by Stuart Thomson and Steve John
A full guide to all aspects and tasks within the wider public affairs industry.

Read – Suitable for advanced

Report: Creating ‘An Architecture of Listening’ in organizations by Jim Macnamara
This report discusses how well organisations practice two-way communications and makes the case for creating ‘an architecture of listening’ and how to re-engage with audiences.

Book: ‘New Strategies for Reputation Management: Gaining control of Issues, crises and corporate social responsibility’ by Andrew Griffin
A modern guide to reputation management, incorporating the impact of social media, and how to cultivate better reputations amongst the general public and stakeholders.

Book: ‘Public Affairs: A global perspective’ by Stuart Thomson
An all round guide to public affairs and lobbying covering many aspects, and the environments within several individual countries.

Watch – Suitable for everyone

TED Talk: ‘Your strategy needs a strategy’ by Martin Reeves
Business strategy expert Martin Reeves advocates transitioning from relying on a single “classical” approach to strategy and moving towards a more tailored approach to strategy and execution selecting from 5 distinct patterns of success.

Talk: Building stakeholder relationships
Bob Whelan, 2009 Harvard Advanced Leadership Initiative Fellow, talks about the importance of building relationships with key stakeholders to achieve your goals.

Talk: ‘Key issues in stakeholder managementby Anne Gregory
In this short film, Anne Gregory, Professor of Corporate Communications at Huddersfield University, discusses key issues in stakeholder management.

Watch – Suitable for advanced

Panel discussion: The lost art of listening: the missing key to democratic and civil society participation
Video of a panel discussion around organisational listening held at the London School of Economics in November 2016 including Professor Jim McNamara.

TED Talk: ‘How to build a business that lasts 100 years’ by Martin Reeves
Strategist Martin Reeves explains how executives can apply six principles from living organisms to build resilient businesses that flourish in the face of change.

Talk: ‘Corporate communications at Hitachi’ by Hans Daems

This video from an International Advertising Associations Business Lunch gives an interesting insight into effective corporate communications from one of the world’s largest technology companies.

Do – Suitable for everyone

PRCA webinar: Introduction to public affairs
This introductory PRCA webinar is for those who would like to gain an insight into public affairs work.

GCS Aspire course: Introduction to External Affairs
Strategic engagement is a core pillar of the Modern Communications Operating Model (MCOM). Stakeholders have the power to inhibit or accelerate achievement of our communications objectives and can galvanise resources far beyond government. The right approach can make all the difference. Stakeholders can add independent credibility to what we are trying to achieve, facilitate our access to audiences, feedback on the progress of campaigns, flag issues early, and add their expertise to the development of communications and policy.

PRCA webinar: Influencer relations
Increase the effectiveness of your influencer outreach with this Influencer Relations Best Practice webinar

Do – Suitable for advanced

GCS Aspire course: Partnership Training
This course is designed to increase awareness and understanding of how successful partnerships can support the implementation of Government communications. It includes best practice case studies from different GCS teams including Business Partnership and GCS Local. 

PRCA webinar: unleash your inner creative
This training guarantees you’ll walk away with a toolkit of idea-generating techniques and a raft of ways to overcome creative burnout individually and as a team.

PRCA webinar: Running Effective Political Campaigns: Influence the Political Agenda
This course will explore the strategies and approaches available to communications professionals who want to run a campaign designed to influence the political agenda. This webinar will help you to understand how external organisations try and influence government.

Share

Please share what you have learnt with those you work with so that we can all continuously improve and if you come across other great sources of learning to read, watch or do please tell us. Finally, once you are confident in your expertise in strategic engagement, please contact us at gcs@cabinetoffice.gov.uk so that you can help others build their skills.

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