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:
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.
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.