Posted on: 01 March, 2010
Below is a summary of the key issues which have arisen during the global consultation workshops. To comment on the below, please use the General Comments link on the left hand side of this page.
Value proposition – While many accept that stakeholder engagement is necessary, many still need the value proposition to be clearly articulated and reinforced. A general introduction does not seem adequate. A full business case does not seem appropriate to a standard. We need to articulate this without cluttering the standard. Separate supporting documents will be needed.
Purpose – There is strong underlying agreement that the purpose of stakeholder engagement needs to be clearly stated and that it needs to be an essential tool in the strategy toolbox. There is interest in reinforcing this to make sure it is seen as fundamental to organisational decision making. To achieve this, and to enable the better articulation of the value proposition, the standard must have a clear focus on outcomes and not just process. This focus must also be taken into consideration when developing associated recognition programs for users of the standard.
Audience – While many agree that the AA1000SES should break out of the CSR arena, there are a range of concerns about how this is done. We need to make sure we fully understand and account for initiatives in other disciplines. This is especially true in the case of government consultations where approaches are often prescribed and are often very different, and in the case of marketing and communications, where there is a wealth of practical experience and guidance as well as a sense of professional ownership. There is also the issue of ensuring adequate participation from these stakeholder groups. We have had some useful engagement from those involved in government consultations, but less involvement from marketing and communications experts.
Scope – The standard needs to clearly establish its boundaries. This issue is closely related to the audience question. But it is also related to its foundation in sustainability. While there is support to extend the scope beyond the interests of the CR department, there is also concern that in doing so we don’t leave sustainability behind. In other words, regardless of the purpose of engagement and who within an organisation has responsibility for it, the AA1000SES must remain grounded in the three AA1000APS principles.
Structure – To what extent do we separate requirements from guidance? And how do we separate guidance from examples and cases? Do we try to include all in a single document or do we have separate documents? There seems to be support for a short and direct requirements section, supported by more detailed guidance. Some would like the guidance to go well beyond further explanations of the requirements, options for implementation and sample templates. Some would like to see worked examples and cases. What should be captured by the current revision process? How should the various elements be connected or not? What needs to be approved by the Technical Committee and what does not?
Recognition – Many would like to see the standard supported by some sort of recognition system. Several options have been discussed, including benchmarking programs, certification systems and awards programs. While we have asked the question, there is currently no mention in the draft that expresses this. Also, if this is to be achieved, at a minimum, the requirements section must be auditable – in the sense that it provides suitable criteria for a credible and comparable evaluation process. Drafting must respond to this demand. What this also means is that more consideration needs to be given to monitoring and evaluation of Stakeholder Engagement and to the development of a robust indicator set.
You can directly comment on or edit the first consultation draft of the 2nd edition AA1000SES by clicking the ‘View or Edit AA1000SES’ link on the left-hand side of this page. Alternatively you may email comments directly to standards[@]accountability21.net and we will upload your comments.
