Authentic Advocacy: How Five Leading Companies are Redefining Stakeholder Engagement

Authentic Advocacy offers an in-depth look at how stakeholder engagement strategies are evolving and how CCOs can best undertake them within their enterprise. It includes compelling findings about the nature of stakeholder engagement in today's environment, learned through interviews conducted with five leading companies – Cargill, Chevron, Lundbeck, Southwest Airlines and USAA, and offers seven action steps for CCOs to consider when devising their approach to building and maintaining these critical stakeholder relationships.

The Building Belief report, published in 2012, introduced a New Model describing how enterprises can create advocacy among their organization's key stakeholders. In 2013, we addressed the Corporate Character aspect of the model in a report that encouraged CCOs to use their organization's beliefs, values, purpose and actions to clearly define and activate a character that permeates the operations of the enterprise. Authentic Advocacy continues that work, lending new insight into how the New Model applies in today's environment in terms of generating advocacy among stakeholders and moving them to action.

additional materials

Authentic Advocacy at ABB - From Almost Bizarre Bravado to All Back to Basics October 7, 2014

Preparing for the honor of sharing defining professional experiences with my esteemed peers at the Annual Conference of the Arthur W. Page Society, I was struck once again by how much of a perfect storm we had faced at...

Authentic Advocacy Panel Discussion
December 5, 2014
Authentic Advocacy Panel Discussion
Stakeholder Engagement - Lessons From Page's Authentic Advocacy September 12, 2014

By Matt Gonring and Dave SamsonAs the Arthur W. Page Society's namesake said – and we paraphrase here – companies earn their license to operate via the public's approval. This approval is contingent upon (if not entirely composed of) the trust that the...