Building Stakeholder Relationships The Advisory Leaders Role

1
Building Stakeholder RelationshipsThe Advisory
Leaders Role

• Advisory Leadership Development

2
Objectives

• Introduce relationship marketing
• Understand your role in
• Establishing and maintaining relationships with
  stakeholders
• Communicating value of extension programs

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Relationship Marketing

• Relationship marketing is the process of
  attracting, maintaining, and enhancing
  relationships with elected officials and other
  key community stakeholders.

4
Stakeholders Want

• Ongoing communication
• Succinct
• Initiated by local advisory leaders or educators
• Programs that assist them
• In their decision making
• Improve lives of their constituents
• Treatment as clients

5
Advisory Leader Roles

• Ambassadors
• Door Openers
• Cultivators
• Solicitors

6
Ambassadors

• Spread the word about extension
• Enjoy networking
• Make people curious to learn more
• Exude enthusiasm
• Provide internal communication

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Door Openers

• Provide background and contact information about
  key leaders.
• Lend their names for influential contacts.
• Work behind the scenes.
• Not what you know, but who you know.

8
Cultivators

• Enjoy using their social contacts and networking
  skills
• Create a setting for informal exchanges of
  business to occur
• Suggest program partnerships
• Facilitate introductions

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Solicitors

• Make the ask.
• Need to be well informed and have their questions
  answered.
• Use program outcomes to secure resources.

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How to Build Relationships

• Practice critical listening skills.
• Treat stakeholders as clients.
• Invite stakeholders to serve on advisory
  committees.

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How to Build Relationships

• Invite stakeholders to attend or host program
  events.
• Sponsor open houses, coffees, breakfasts, and
  receptions.
• Provide tour of local programs.
• Recognize stakeholders for their achievements.

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Ongoing Communication

• Communicate throughout the year not just at
  budget time!
• Adopt one or more stakeholders
• Stay current with stakeholders concerns
• Visit stakeholders to share program impacts,
  testimonials

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Ongoing Communication

• Ask stakeholders to report on local concerns and
  issues.
• Share copies of newsletters, fliers, and other
  materials as appropriate.
• Send thank-you notes for program support.

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Ongoing Communication

• Participate in local fairs, displays, events.
• Share relationship ideas with PCCEA.
• Be enthusiastic!!

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Building Stakeholder Relationships

• Produced as a Special Program Initiative of Penn
  State Cooperative Extension

Penn State is committed to affirmative action,
equal opportunity, and the diversity of its
workforce