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Stakeholder Mapping:


Through the development of your agency’s
strategic plan, you have defined the agency’s mission, guiding values or
vision, and the strategies you will use to pursue the mission and to actualize
the guiding values. You, of course, need to communicate the mission and guiding
values to the agency’s internal and external stakeholders as well as the
strategies you will use. Beyond that, though, you need to engage all agency
stakeholders in the implementation of the strategic plan. It is not enough that
they know about the plan. They also need to actively participate in reaching
the goals and in achieving the outcomes. This may be thought of as
“positive participation” and the process of engaging stakeholders is
“strategic communication.” Strategic communication, then, produces
positive participation by stakeholders.


The first step in developing your strategic
communication plan is, thus, to identify the agency’s external stakeholders and
to define positive participation for each. (Internal stakeholders are discussed
further in a later chapter.) For example, your state’s legislature can
positively participate by providing financial resources for foster care but
cannot provide a safe, supportive home for a child. Your juvenile court can
positively participate by giving the agency legal authorization to remove a
child from an abusive home but cannot deliver the needed services to enable the
child to successfully reunify with his family. Local service clubs can
positively participate by providing resources for gifts and special activities
for children served by the agency but cannot assure that those children receive
adequate health care or that they are successful in school. External
stakeholders can positively participate in some ways but cannot participate in
others. Strategic communication starts by clearly mapping each external
stakeholder and specifying positive participation for each.


To construct the stakeholder map for your
agency, begin with the agency’s mission and guiding values. Using the mission
and guiding values for LCCS for purposes of illustration, you can isolate the
major goals or agency outcomes. Those for your agency are likely very similar.





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