Effective Communication and Stakeholder Managementsiteresources.worldbank.org/.../N3-TC_Effective-Communication.pdf · Effective Communication and ... Barry Johnson • Change Leadership

World Bank/IMF/Federal Reserve System Seminar for Senior Banking Supervisors from Emerging Economies October 24, 2013

Effective Communication and Stakeholder Management

Hooi Eng Phang Copyright of Toronto Leadership Centre

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What is a Key Stakeholder?

A Key Stakeholder is:

Someone with the power to help or hinder your plan

Critical Stakeholder Analysis: 1. Who are your Stakeholders? 2. What are your Stakeholders’ vested interests in your Plan/proposal? 3. Persuade and/or Negotiate?

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Communication with Stakeholders

If You Fail to Plan …

You are Planning to Fail 3

• Persuasion operates on Two (2) Levels

Stakeholder Persuasion

Substance Level •The Problem itself •Cognitive / Logic Oriented •Explicit

Emotional (Interpersonal) Level • Nature of relationship • Emotions, attitudes • Not always rational • Beneath the surface

“It’s a mistake to assume that others react based on purely rational reasons…. you also need to tend to the emotional level – yours and theirs.” Peter Block, Flawless Consulting

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To Be Understood … You Must

First Understand their Needs, Interests and

Concerns

Stakeholder Persuasion

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3 Types of Interests

Common Important to both parties

Separate Important to one

party; but not opposed by the other

Competing Seen as opposing

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Teenager’s Position: “I won’t be home ‘till 2.00 a.m. on Friday night. Don’t bother waiting up!”

Parent’s Position: “You’ll be home by midnight or else!”

Parent probing Interests:

“Why is it that you have to be out until 2.00 a.m. this Friday; your normal curfew is midnight?”

Teenager’s Interests: “ Because Friday is prom night and all the kids are getting to stay out late. I don’t want to look like a nerd…Besides, you let Johnny stay out until 2.00 a.m. on his prom night!”

Example: The Teenage Dilemma

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Stakeholder Persuasion

A Persuasion Tool

- Barry Johnson, Polarities

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Persuasion Tool ST

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Advantages

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• Describe “What’s wrong with the status quo” • Create a “Burning Platform” – a compelling reason that would

cause people to understand why the change was necessary and need to take action

• Key: The burning platform needs to compel them (and not just you)

Box #1: Why the change is needed?

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• Describe “anticipated benefits and outcomes” • Refrain from over-emphasizing the wonderful new state as

many see the current way is just fine • Speak to benefits as it relates directly to the audience. If it

doesn’t impact them positively – they will not care

Box #2: Where the change is going?

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• Identify upfront what you know about the audience’s concerns and how you plan on alleviating them

• Don’t assume you know them all but do make the effort to do your research

• Welcome hearing more from them

Box #3: What are their concerns with the change?

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• Identify things that the audience values that will NOT be changing

• Put the change into perspective – is it a series of steps or phases?

Box #4: What’s not changing?

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A Natural Disconnect ST

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“The clearer you are about the ‘truth’ of your point of view, the clearer I

am that you don’t have a clue about the truth of my point of view” - (Barry Johnson)

Why Should I Believe You?

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Making the Connection ST

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Convey a heightened sense of urgency and a compelling need for change

Describe the benefits of the future state and, generally, how we’ll get there

Articulate what you perceive to be the other party’s concerns Discuss how you will help minimize or offset those concerns

Point out what is staying the same Things people value that will be preserved

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The “10-Minute Formula” ST

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3 minutes

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4 minutes

1 minute

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Keys to the 4-Box Tool

Don’t under-do Box 1: The Burning Platform

- it is important to present a compelling case for “why change” Wherever possible, reflect reasons from other’s perspective – “you have told us…”

Don’t overdo Box 2: The Over-Zealous Champion -

you can always return to this later in the discussion

Spend time on Box 3: The Real Needs and Concerns -

you can’t always resolve all issues, but validating them is important and that you would welcome input on this

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In your table groups, decide on a situation where you need to persuade one of the key stakeholders. Prepare your presentation using the 4 Box model. Some examples that you may wish to use:

1. Introduction of risk based supervision versus a more compliance based approach .[You are the head of the department meeting with your entire staff ] 2. Legislative changes to give the regulator more powers, where ministerial support is required . [You are the regulator meeting with the Minister responsible for your request] 3. Introduction of consolidated supervision. [You are Director of the Supervision Dept. meeting with Head of your Agency]

Group Activity

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“The clearer you are about my perspective, the more willing and able I am to be open to yours.”

- Barry Johnson, Polarities

Why the 4-Box Tool works…

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• Flawless Consulting Peter Block Publisher: Jossey Bass • Getting to Yes Roger Fisher & William Ury Publisher: Penguin Books

• Leading Change John Kotter Publisher: Harvard Business School Press • Polarity Management Barry Johnson • Change Leadership: Inform, Involve, Ignite Robert Harris Publisher: Canadian Society

ofAssociation Executives; www.csae.com

Suggested Readings

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Program Funded By:

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