Challenge
SenateSHJ was engaged to develop a stakeholder engagement strategy that moved Australian Paper from a position of low engagement and business recognition to one of much higher levels of stakeholder engagement.
SenateSHJ was enlisted after Australian Paper realised they did not have a structured approach to reputation management with its stakeholders. This was despite operating in a sensitive and sometimes controversial industry, which had been the subject of negative media coverage.
Approach
SenateSHJ developed an extensive stakeholder mapping exercise, identifying and mapping their key groups, and connection points and relationships between them. Specific stakeholder issues and the objectives for each engagement were identified with tailored messages developed for each stakeholder. A 12-month action plan was then created for engagement.
Outcome
This project is ongoing.