IMPACT welcomed a panel of corporate affairs experts to host the second of its #IMPACTinsights breakfast series in late April. The event discussed how corporate communications teams can be more effective in driving genuine value to stakeholders.
The panel featured Lisa Chikarovski, manager, consumer strategy, media and public affairs, ASFA, Luke Schepen, corporate affairs manager at SUEZ environment and Simone Bergholcs, former corporate communication and PR manager, NBN Co Ltd.
The panel all agreed that communication is the critical link that connects the business directly to stakeholders, placing great emphasis on needing to engage with the community and build trust among stakeholders.
So how do organisations go about achieving that trust? It all comes down to one thing; transparency.
“The window into the business has no tinting. Whatever you’re doing behind that window should be something you’re happy to see on the front page of the newspaper, and for all other stakeholders to see,” said Ms Chikarovski.
If corporate affairs managers are to achieve transparency and drive engagement, businesses need to strike the right balance between what they want, and what the business wants.
“Businesses may be a little reluctant to hand over some information, but it’s our role to negotiate with business heads as to what we’re able to share. Community engagement is vital in my current role in the environmental industry, and transparency is how we’re able to work effectively together with the community,” said Mr Shepen.
Driving genuine value to stakeholders goes beyond marketing products. Fuelling engagement by building relationships with the people you want to reach and speaking to them with your brand’s story and vision is vital to demonstrating a brands commitment to its stakeholders.
The next #IMPACTinsights breakfast will explore how the health and wellness sectors can adapt to the digital and social media age. For more information please contact IMPACT Communications on 02 95195411.