CEMENT

Block 2 : Environment
3: STAKEHOLDERS
Stakeholder Relation

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Definition

Neighbours
Authorities /
Clients Government
Stakeholder
employees
Supplier

Banks

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The changing world of Stakeholders.

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At the beginning.

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The stakeholders at that time (1952)

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Today

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Stakeholders informed by Internet

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Eurobarometer-Surveys EB 43.1(1995) and EB 58.0
(2005), in each country ca. 1,000 respondents
% „trust“ EU total (multiple responses allowed)

2005 48
envt'l NGOs
1995 62
35
scientists
51
23
consumer assoc.
41
19 Who do you
TV/the Media 24
trust
12 when it comes to
gov't/authorities
13 environmental
10 issues ?
green parties
4
1
companies/industry
2

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 Internal survey (2008) .
Potential sources of conflict in the cement sector (3years)

60%

50%

40%

30%

20%

10%

0%
Dust Alternative Traffic Noise Visual Gases Vibrations
fuels Emissions

More than 45% of plant managers believe that in the next three
years your plant could be at the center of a neighborhood conflict
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 The « mapping »: for each stakeholder -
some key questions

What messages?
What are • What do we want to say ?
their (real) needs? • What do they want to know?

Why do we communicate to
this particular stakeholder ?
(reason/plant situation) What action plan?
When?
What issues With what tool, what channel?
to be addressed?

And CAPITALIZE …
Write what has been done and said ..
Do not lose the memory of the site ..

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Example: Mapping

Anzahl
Beschwerden: 0 Anzahl
Beschwerden: 1
Anzahl
Beschwerden: 95

Anzahl Anzahl
Beschwerden: Beschwerden: 0
Anzahl
3 Beschwerden:
Anzahl Beschwerden: 2
Anzahl 0
Beschwerden: 0
Anzahl
Beschwerden:
Anzahl
0
Beschwerden: 0

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 Stakeholder Plan

Stakeholder analysis Project…

      Date…
Nr. Stakeholder Position Influence Actionplan
         
         
         
         
         
         
         
         
         
         
         
         
         
         
         
         
         
         
         
         
         
         

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 Communication plan

Communication plan         Project…

          Date…
Stakeholder Discussion Presentation Staus Report Kick-off eMail PR
             
             
             
             
             
             
             
             
             
             
             
             
             
             
             
             

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 Case: Application of a permit for using
alternative fuels in a cement plant

You’re at the local town meeting. The local community members have
arranged an open meeting during the permitting process. The neighbors
have questions……..
 
· Alain: “You earn a lot of money with waste. How come you have less
stringent rules than incinerators?”

· Rob: “The large amount of product means dilution of the components

(metals) binded in the process.”

· Marina: “The town is going to become a destiny for tons of waste and the
origin of many emissions. Even if the limits are fulfilled, the contamination
will remain and accumulate in our land, food and lungs!” Statement by
neighbors association.

· Lars: “It is OK that you try to defend your case – but I do not trust you,
because I know a plant where ….”
 
What’s your response to these questions?

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How could you increase the environmental-fair
acting in your plant?

 Open discussion

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 Neighbours

Schools Employees

Media

Green´s

Customers

Authorities
Suppliers
Politicians
Banks

Environment management
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 DOs – Lobbying

 Working group  spokeman has to be neutral

 Listen to stakeholders « actively »  concerns and expectations

 Identify the most uncomfortable stakeholders

 Distinguish the different audiences  communications accordingly

 Enlarge the circle of consultancies when necessary (plant, TC,etc)

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 DOs – Lobbying
 Engage dialogue especially before starting a project  continue even when there
is no conflict

 Organize symposiums, dinner, etc especially in quite periods

 Support the authority at their demand (sponsorship, presentation, etc)

 Emphasis on individual contacts

 Prepare carefully the public debates

 Promote the positive results, especially the good trends

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 Don'ts – Lobbying

 Do not communicate more than enough

 Never under-estimate the role of a dialog partner

 Do not engage strategic action during election period

 Do not forget the political/ historical/ economical context and the

local specific features

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