STAKEHOLDER
Engaging for success
A company’s relationship with the public it serves forms the backbone of a good strategy for its projects. SANRAL’s Stakeholder Strategy is baked right into the brand

Stakeholder engagement is extremely important to the operations of any organisation. Before developing a strategy for engagement with stakeholders, a business must first understand what stakeholder engagement means to the organisation. Although it’s often used as a synonym for public relations or reputation management, stakeholder engagement requires a shift in the corporate mindset – a change from treating stakeholders’ issues as outside concerns that need to be managed to serious topics that call for real discussion.

Stakeholder perspectives should inform the company’s strategy and operations if properly embraced. Stakeholders influence brand equity (the public’s evaluation of a brand), which develops and grows as a result of their experiences with said brand. This happens through awareness of, familiarity with, use of, preference for and loyalty to the brand.

However, the level of knowledge about stakeholder relations can vary among key individuals in a company and there may be a

need to develop the organisation’s internal capacity before it launches any engagement activities. It is therefore important that engagement is made a requirement for the development of an effective strategy. This helps to avoid the risk of being unprepared to listen to stakeholder views and the risk of unintended misrepresentation. It also helps identify the internal champions and owners of future engagement activities. These individuals are your internal stakeholders, who ideally should be involved in the process of building a strategy. There are many views of what stakeholder engagement involves. These include:

  • Ensuring that the relevant parties on whom business objectives have an impact are aware of the company’s projects, as well as their roles and responsibilities in ensuring the projects’ success
  • Identifying the extended audience for communications, the project receive and how often
  • Ensuring that all of the project needs have been identified, their impact is understood and that any project assumptions have been tested

SANRAL’s stakeholder engagement practices are therefore key success factors in achieving its strategy, which is why ‘Stakeholder’ is one of the organisation’s pillars.

The agency’s first priority in creating value, in partnership with its stakeholders, is to ensure that stakeholder relationships are established and maintained ethically and accountably. This is done through corporate governance mechanisms that include its Stakeholder Engagement Strategy and Implementation Plans.

The Stakeholder Engagement Strategy specifies the norms and values that guide SANRAL’s stakeholder relations and establishes a systematic approach to the management of its stakeholder engagements.

Our man on the ground
Siphiwo Mxhosa is SANRAL’s Stakeholder Relations Manager and has been at the helm for a little over a year. We chat to him about what SANRAL’s stakeholder pillar is all about

Why is stakeholder engagement important to SANRAL?
Because we want to entrench Constitutional values – to deliver infrastructure to the people of South Africa. We also want to correct the past practise of engineering projects that excluded South Africans. A more active citizenry has meant that nothing can be delivered to the people if their participation is not defined and allowed.

What responsibilities does SANRAL have to its stakeholders?
SANRAL has a Constitutional responsibility to its stakeholders to ensure that they fully participate, that their voice and contribution matter and are fully taken into consideration.

What actions could SANRAL take to address stakeholders’ concerns when they arise?
SANRAL must always take a listening posture. The agency must act and communicate at all times on the views and contributions of all its stakeholders, no matter who they are.

What are the benefits of engaging stakeholders?
Cohesive delivery and mutual relationships that are sustainable, even in the midst of disagreements. This will, in the long term, assist those same stakeholders to be the organisation’s mouthpiece to the world. They will own and protect SANRAL’s roads infrastructure against any form of attack, vandalism or theft.

What are the risks of doing it wrong or not at all?
Massive resources costs for the country – negative reviews by ratings agencies, loss of funders and irreparable reputational damage to the brand.

Building South Africa through better roads