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PROACTIVE ISSUES MANAGEMENT : Preventing Reputational Damage While Strengthening Relationships with Key Stakeholders
1. TOM LIACAS,
REPUTATION STRATEGIST,
GROUPE GVM.
WWW.GVM.CA
PROACTIVE ISSUES
MANAGEMENT
Preventing Reputational Damage
While Strengthening Relationships
with Key Stakeholders
PR and External
Communications for
Energy Conference
Calgary, April 2014.
2. TABLE OF CONTENTS:
1. Groupe GVM
2. 21st Century Social License and
Reputation Challenges
3. The ‘Quebec Factor’
4. Issue Management ‘Musts’
5. Stakeholder Engagement Tips
6. Building Positive Relationships
7. Learnings from the Field
3. GROUPE
GVM
I S S U E M A N A G E M E N T
S O C I A L L I C E N S E
R E P U T A T I O N M A N A G E M E N T
4. 1_21st century social license
and reputation challenges
Key Points
• Stakeholder Empowerment
• Reputation: A Fluid Asset
• The Credibility Shift
• The Death of ‘Local’
5. 2_The ‘Quebec Factor’
Key Points
• Quebec’s ‘colonial’ past and the
‘Révolution tranquille’
• ‘Maîtres chez nous’ as an enduring
rallying cry
• Maîtres chez nous gets articulated
with environmentalism
• Difficulties of gaining social license in
contemporary Quebec
-Shale gas
-The ‘Plan nord’
-Oil in Anticosti + Gaspé
-Current pipeline projects
6. 3.1_Criteria that should be included
in an issues management
plan/system
Throw out your initial PR/comms plan!
Prepare your content – The ‘raw facts’
Invite stakeholders into the discussion early
Document questions and concerns
Engage discussion and be prepared to go ‘sideways’
Have a plan for amplifying and leveraging dialogue
Keep it running, roll with the punches
7. 3.2_Criteria that should be included
in an issues management
plan/system – Case Studies
•Prepared a rigorous research piece on Boreal
Forest issues, rather than argumentation and
polemic, to launch its public consultations
8. 4.1_How to engage with stakeholders
during and after an issue
• Key stakeholders provided factual
briefing before opening dialogue
• Physical presence of senior staff in local
presentations
• Someone reachable on the ground
locally 24-7
• Online component which maintains a
national dialogue 24-7
9. 4.2_How to engage with stakeholders
during and after an issue
– Case Studies
•Senior VP came out to town halls in rural Québec
•‘Man on the ground’ in Québec was reachable
and responsive to locals’ concerns
•CAPP established ongoing dialogue sites and
social networks to field questions on shale gas
across Canada and pipelines in B.C.
10. 5.1_Building positive relationships
with stakeholders
Let stakeholder concerns guide the
discussion
Be prepared to discuss risks,
don’t hold back
Avoid confrontation ie. aggressive
debunking
Don’t disappear, continue the discussion
and be reachable one way or another
11. 5.1_Learnings from the field
Source: www.radio-canada.ca
Start early, really early, with all
stakeholder engagement
initiatives
‘Local discussions’ no longer
exist, maintain a national dialogue
Pressure groups can rapidly
overturn majority perceptions
through ‘back doors’
Sustained engagement pays off
in many ways
12. Thanks!
Questions?
I S S U E M A N A G E M E N T
S O C I A L L I C E N S E
R E P U T A T I O N M A N A G E M E N T
GROUPE
GVM
GVM.CA/en
@GroupeGVM