Stakeholder StrategyStandard Methodology
Stakeholder Communication Strategy
The communication-planning component of AIA's stakeholder work: matching engagement level, messaging and channel to each stakeholder's position on the influence/interest matrix, and defining the regularity of engagement.
What it is
A companion tool to AIA's broader Stakeholder Engagement methodology (see Change Management), focused specifically on translating a stakeholder's position on the influence/interest matrix into a communication plan: level of engagement, messaging approach, channel and frequency.
Problem it solves
Generic 'stakeholder communication' wastes effort; matching channel and frequency to actual influence/interest avoids both under- and over-engagement.
When to use
- A stakeholder map already exists and needs to be converted into an operational communication plan
Key questions
- What level of engagement does this stakeholder group require?
- What is the most appropriate communication channel?
- How regularly should this stakeholder be engaged?
Inputs
- Stakeholder mapping (influence/interest matrix)
- Available communication channels
Steps
- 1Segment by influence and interestClassify stakeholders as key players, game changers, interested parties or bench, per the mapping matrix.
- 2Define messaging and channel by segmentSet uni-directional vs bi-directional communication and channel (notices, website, reports, meetings) per segment.
- 3Set engagement cadenceDefine frequency (once/survey, regular) per stakeholder segment.
Outputs
- Stakeholder communication plan (messaging, channel, cadence by segment)
stakeholder communicationengagement planningchannel strategy
Related methodologies
Custodian: Corporate Support. Internal (staff access). Source: AIA_Methodologies_2024.pptx (slides 85, 87).