Stakeholder Engagement and Consultation

Genuine, insightful consultation not only helps guide decision-making, but also gains commitment to processes of change. 

In other countries, and more recently in Australia, public consultation is being used to develop public policy and marketing strategy. Stakeholder engagement is becoming more and more important, and over the last few years we’ve run a number of large public and industry consultations.

The heart of any consultation project, as with other aspects of our business, lies in building commitment. Stakeholders or members of the public are often less than enthusiastic about the idea of consultation, so the process must be managed with sensitivity to gain first their trust, then their commitment. Successful consultations are those in which participants contribute because they want to, not because they’re told they should.

As accredited members of the International Association of Public Participation, we have access to the latest case studies, tools and techniques. We tailor specific strategies appropriate to the issues and opportunities in each project.

“We used Penny and Alison of Essence Communications to assist us with workshop facilitation involving consultation with Victoria’s regulators under tight timelines. They provided good advice on how we might approach the task, and responsive, practical and timely support. I found them very outcome focused, and provided useful reporting of the session’s outcomes.”

 Simon Corden, Chief Economic Policy Advisor, Policy and Cabinet Group, Department of Premier and Cabinet.

“The work of Penny and her team, faced with an enormous, nation-wide logistical consultation task in a very tight timeframe, was outstanding. The presentation of research findings and subsequent reports were of a high order, well received by very senior officials in Commonwealth and State government departments, and appropriately focused on the project deliverables.”

                              Philip Brown, Branch Manager, Early Childhood Quality, Department of Education, Employment and Workplace Relations

It's not just public organisations that are interested in public participation - indeed, many private enterprises are starting to see the benefit of consulting deeply with their target market. In the UK and US it is commonplace for major marketing organisations to hold regular large public meetings with their key target audience - for the purposes of taste testing, trialling new brand extensions or samples, new product development and even rationalising product range. As with other forms of public participation ensuring your target audience is appropriately consulted and engaged is a unique skill in which Essence has significant expertise.

Facilitation expertise

Of course, not all our facilitations involve widespread public participation. We also work in the marketing and communications space. It takes a particular skill to facilitate a room full of people with individual perceptions and attitudes, not all necessarily focussed on a common outcome, sometimes resentful, even hostile. Our skill, we believe, lies in maintaining a delicate balance: encouraging participation, while achieving buy-in and unity of outcome and purpose. 

Our tools and processes facilitate a range of workshops on topics as broad as:

• The key message for maximum relevance
• How to deliver it consistently
• How to leverage your point of difference

Our most common workshop is the Brand Vision Workshop, a group session aimed at unpacking the commitment by stakeholders to a brand, a perception or a particular behaviour. Using key Essence intellectual properties we work through the positioning statement, pyramid, implications and actions moving forward.

We have conducted this workshop for literally hundreds of clients, and provided the most senior teams a clear path forward with a combination of intellectual rigour and street-smart experience.

‘The market research not only confirmed our own perceptions, but provided some surprising new insights. Essence has given us a strong basis for future strategic planning. They are a delight to work with. They deliver what they promise on time in a cost effective manner and with excellent results’.

Sue Norman, Executive Director, UCA Funds Management

Effective facilitation is an acquired skill and one we’ve spent many years honing, with processes and techniques to achieve the best result.

To learn more of the ways we use facilitation to bring a team along, and deliver solutions that are strategically sound, action oriented and outcome specific, click here to read the e-book Seven Secrets to Facilitation