Since focusing our company’s efforts on the GAIN sector we often get asked: what are some of the differences between developing strategic communications or digital products for a consumer or B2B client vs. one working on public systems or social impact?

The factor that stands out most is audience diversity. Basic marketing theory teaches us about audience segments and how to identify and address the needs of each. In GAIN those audiences have very different priorities, perspectives and values than when you are selling a for-profit product or service.

GAIN is all about public systems, the ones that we all touch everyday like transportation, energy, public policy or social justice. And when you’re working on a public system, your stakeholders are far from homogenous. On any given project you may balance the distribution of your resources across government, funders, the public, the media, practitioners and subject matter experts. Rather than different types of customers unified by a similar need, you’re dealing with groups who have very different priorities, even within themselves.

So how do you balance the needs of those audiences successfully?

We’ve been collecting examples of different approaches to this problem both from our own experience and the global stage:

Uber and Airbnb
​The approach: focus on the product, disrupt the status quo then deal with the consequences.

Airbnb has been in an ongoing battle with various jurisdictions about their services’ facilitation of unlicensed hotels. 
In parallel, Uber is fighting a similar battle for disrupting the traditional taxi and livery car industry.

General Electric and Alstom
The approach: the conflict between acquisitive growth and international diplomacy

The French government has taken a critical stance on GE’s proposal to take over electricity generation and rail transport giant, Alstom.

Elon Musk and Tesla, Space-X and Solar City
The approach: head-on attack of government inefficiencies and entrenched vendors

Musk on NJ’s ban of direct to consumer auto sales: “The rationale given for the regulation change that requires auto companies to sell through dealers is that it ensures “consumer protection”. If you believe this, Gov. Christie has a bridge closure he wants to sell you!” Meanwhile, Space-X filed suit against the U.S. Air Force for the single source rocket engine contract that utilizes Russian engines.

ContourGlobal
The approach: align the business model with national interests through sustainability and global citizenship

As energy companies go, ContourGlobal is relatively young and CEO Joseph Brandt has integrated sustainability into the firms strategy and business model from the ground up. From their 2012 Sustainability Report:

“We take an inclusive and transparent approach with our stakeholders, sharing and receiving information in both formal and informal settings. … Our road safety campaign [for the KivuWatt project in Rwanda], for example, was designed to promote awareness of road hazard risks for students and families that work near our sites. Because of the significant impact of high volume industrial road traffic related to construction of our project, everyday activities like walking to school became even more dangerous. In response, we educated 10 primary schools and 6 secondary schools, with a total of 7,055 students, on the hazards of walking on busy roads.”

He has recognized that ContourGlobal’s interests as a private sector for-profit, the governments and development banks where they do business and the communities of people who live there can all align their interests. ContourGlobal has an extensive range of activity and communications where you can see this in action.

And what have we learned?

There are many approaches, some more effective than others, some more collaborative, some more unilateral. But what we recommend is that when undertaking a project in GAIN, consider the following three steps:

1. Audience: Identify your stakeholder groups and their needs. How will each group derive value from this project? What is your strategy for aligning their needs with those of the project?

2. Content: Identify the key themes or narratives you need to deliver in order for the project to be understood and garner support. What is your strategy for organizing these messages so that the right ideas and information connect with the right audiences? 

3. Experience: Identify and prioritize the possible ways to engage with your audiences. What is your strategy for delivering both your story and the end value of your project? How can those experiences build on each other to create a thriving public system that benefits all stakeholders?

In the most complex projects involving multiple vocal stakeholders and long-term timelines in evolving contexts, we believe that taking a strategic and proactive approach to audience, content and experience is critical.

We strive to implement this approach in our own work and are always adapting our process to reflect the dynamic GAIN landscape. The unique challenges of GAIN projects reflect the complex, ubiquitous nature of the public systems we all rely on. We believe that, in striking a balance among these diverse needs, the impact of successfully aligning GAIN stakeholders to move projects forward are ultimately benefits for us all.

How do you balance the diverse needs of GAIN stakeholders in your own projects? Let us know on Twitter @bureaublank using the hashtag #GAIN.

Photo by WoodleyWonderWorks.

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