Sarah Walker, head of communications and engagement at Highways England's Complex Infrastructure Programme, presented at the APM Project Management Conference on Wednesday 25 April at Central Hall Westminster, London.

1. Sarah Walker
Stakeholders and Story-telling

2. Chapters
 Story-telling
 Stakeholder engagement
 What happens when you put them together

3. Once upon a time
‘Are you sitting comfortably….then I shall begin’

4. Why we love a great tale
People think stories are
shaped by people….in
fact it’s the other way
round:
Terry Pratchett

5. Why might it matter in PM

6. What’s a great story – the story arc
Beginning
Dilemma
Journey
Moral of the story
Resolution

7. So what makes a story for your project?
Sell the sizzle……

8. Storyboarding
Why are we doing
this?
Good progress updates – case studies
Look what this
could do for
you
Smell that sizzle
How good will
it taste when
it’s done

9. Social attitudes study
 Develop a positive narrative
 Connect – we cannot rely on a transactional
relationships……build long term, meaningful
relationships with society (stakeholders) to
maximise opportunities to shape projects
Source: Independent survey of attitudes to infrastructure by Copper
Consultancy

10. The Stonehenge story

11. The story of the ‘disappearing road’

12. High
High
InfluenceoverDCOdecision
Alignment with principle of schemeLow
Wiltshire Council
National Trust
Historic England
English Heritage
UNESCO/ICOMOS (2017)
Stonehenge Alliance
KEY
Stakeholder sentiment

13. Working closely with opponents

14. Working closely with opponents

15. Working closely with opponents

16. The John Lewis story
 Customer centric narrative
 Works on emotions
 Creates a conversation
 What’s their project?
…………..Even when the news is bad

17. Stakeholder management or engagement
 Quality of the engagement will help you through
 Be genuine
 Creative ways of communicating – there is
always room for sizzle
 Keep listening – respond, stop telling
 Never stop asking what they want

18. Stakeholders – their role in your project
The A14 Cambridge to Huntingdon Improvement Scheme

19. Can you get your stakeholders to tell
your story?
Opposition
Resignation
Acceptance
Advocacy

20. Roads ancient and modern

21. Roads ancient and modern

22. Future-proofing?
 A well told story will get you buy-in
 Stakeholders – can you make them
ambassadors for your project?
 Ensure successful delivery
 Make the most of your Communications Teams

23. Advice
Craft your story, know who you’re telling it to, work
with your characters to make it thrilling and
engaging, then get others to tell it too.

24. The end