The best way to secure engagement and support from your stakeholders is to establish trust based on the value of ‘what you do’ as core to enabling their success.
I learned long ago that if you want to have a seat at the table and be viewed as a strategic contributor to the business you must shift the perspective in how you view your role - to one of value and enablement.
As an example – in my early days as an AR manager it was very easy to look at my role as a ‘function’ of working with analysts. The problem of associating yourself solely to your function is that you tend to execute in a very transactional way (executing briefings, consulting sessions, inquires and report review).
It was not until I looked at my role in a slightly different capacity that I began to scale significant support from the senior most management of my company.
I began to look at analyst relations as a ‘process’ and sought to understand how I can use the process of working with analysts and other influencers to enable success of the stakeholders across the value chain of my company.
To do this effectively, you must first have mastery of your function (rules of engagement; interaction scenarios; and best practices of relationship management). Then you must seek to understand the challenges, goals and objectives of your stakeholders across the value chain of your business: strategy, sales, development, business development/partners, services/support, etc.
Once you understand the goals, challenges and opportunities at each level of the business, you can then establish programs and deliverables that through the process of working with influencers - enable success.
There is a value proposition that can be created for each link in your company’s value chain. You just have to ‘think’ about it.
By shifting your perspective, to a ‘process view’ no matter your ‘function’ (media relations, analyst relations, marketing, etc.) you will be able to facilitate high impact programs and conversations that enable great success for your business and each important stakeholder, across the chain.
This is the best way to institutionalize your value and gain the much needed support and investments to scale even greater success for your companies.