Closing the loop - maintaining confidence in stakeholder engagement for PHNs
Engaging stakeholders in the PHN environment
Given the nature of their role, Primary Health Networks (PHNs) are constantly required to engage effectively with a diverse range of stakeholders. Engagement underpins health needs assessments, regional planning activities, service co-design and program reviews/evaluation to name just a few.
What we have observed is that often these stakeholders and the wider health sector can become fatigued and start to wonder if or how their input is leading to positive change. Our experience working within the PHN environment across several of the project types listed above has led us to pull together some considerations for PHNs to help ‘close the loop’ effectively following any engagement process.
But first - why a focus on effective post-engagement communication?
It will promote transparency and proactively manage expectations
If done consistently, it will build trust with stakeholders
If your organisation is trusted, this engagement will continue, enabling you to build sustainable partnerships with stakeholders
Sustainable partnerships with stakeholders will increase the likelihood of building visibility and understanding around the type of programs and services you plan to invest in (and why)
Collectively, the above chain of outcomes will support PHNs to travel some of the distance towards shaping a strong and capable provider market.
So where to start?
Given how critical effective post-engagement communication by PHNs is, we’ve suggested a few methods that PHNs can use to effectively communicate, gain sector momentum for change and build confidence in their stakeholders following an engagement activity.
Develop a stakeholder engagement plan at the start of any process requiring engagement. Think broadly about who will be communicated with, then map out the why, when, what and how. Schedule communication ahead of time, ensuring space for inevitable changes in direction!
Develop a set of key messages and have them approved by a project sponsor and/or executive to expedite communication at later stages in the project. This is best done at the start of any new body of work.
After engagement, send a thank you message outlining the next steps of the process and thank all stakeholders service providers for their time - this can often be automated through an events management system. It's a small thing to do but good to acknowledge those who contribute their time and ideas (and sometimes their IP) to the process.
If appropriate, send a summary of what was discussed together with honest commentary of how the PHN intends to use the feedback from the session. Avoid cases of unmanaged stakeholder expectations by getting on the front foot.
When the project at hand is complete and a course of action is decided, close the loop with communication that is purposeful and honest. If a course of action is decided on that goes against stakeholder feedback or consensus, provide a rationale and be open with the intended approach.
Many PHNs have a skilled and dedicated marketing and communications team who are capable of supporting portfolio and commissioning staff to craft messaging and ensure that the right communication mechanisms are being used to support the target audience - be sure to use this valuable resource by bringing them into the process early.
If you are engaging a consultant to support the work, ensure that they focus on developing an overarching communication plan and accompanying content. Ask them to present a summary of engagement findings in both verbal and written form, to ensure the knowledge is transferred to PHN staff and not ‘lost’.
Remember, above everything the key to ensuring effective post-engagement communication is to plan ahead and be mindful of what information your stakeholders will benefit from! You will find that the most meaningful and effective engagement becomes an ongoing conversation, where all stakeholders feel valued, are empowered to share their thoughts and see the benefits.
Happy communicating!