Chapter 6: Stakeholder Engagement

Purpose of Stakeholder Engagement

72 The purpose of stakeholder engagement is to involve interested parties in:

a. Agreement of the ODPM vision for delivering 'world-class' planning services;

b. Confirmation of the service value propositions that will deliver the vision and the main customer segments;

c. Contributing to the service delivery that will ensure customer needs are met;

d. Continuous monitoring, review and improvement of e-planning services.

73 The remaining part of this section describes a generic stakeholder engagement process that will rationalise and streamline the current activities. Annex D illustrates the current approach to stakeholder communications and engagement around existing planning projects

Generic Stakeholder Engagement Process

74 The diagram below illustrates the spectrum of stakeholder engagement.

75 A key consideration, therefore, is the extent to which customers are invited to influence the formulation of policy and the design and delivery of services. The generic ODPM stakeholder engagement process will have the following sub- processes:

Agree Business Drivers and Focus

76 Stakeholder engagement must support a clear business purpose and be underpinned by measurable targets for stakeholder outcomes and contributions. At the top level this will be the ODPM Strategic Priorities and PSA targets that define the customer value propositions.

77 The primary driver for government reform is delivery, and it is essential that ODPM stakeholder engagement has a clear delivery context that makes sense for both stakeholders and ODPM - at its most basic, stakeholder engagement is about ensuring that change happens - the e- Planning Blueprint sets this out.

Agree Customer Segmentation, Business Vision And Service Propositions

78 The next stage is to agree customer segmentation, the business vision for each customer group and the service propositions that will provide the target outcomes of the stakeholder engagement. These are illustrated in section 3 and section 4 (9 main service propositions) for the e-Planning Blueprint.

Mapping And Ranking Stakeholders

79 The next stage of the stakeholder process is to map and rank the stakeholders. Each of the e-planning service propositions should be ranked according to the value of the contribution towards the delivery of the ODPM strategic priorities and PSA targets. Stakeholders should then be identified and prioritised. The purpose of these rankings is to form a view about the priorities of services and stakeholders to inform the engagement process.

80 The key is to ensure that Planning focuses engagement of stakeholders on the services that are of most importance to achieving strategic priorities and PSA targets. There will also, however, need to be an element of stakeholder engagement over and above that required for each individual service to ensure a co-ordinated approach to the programme.

81 There is often much discussion around the terminology used for stakeholders, partners, customers and representative interest groups, and the Productivity PanelReport provides useful guidance. It is well understood that there are multiple relationships and, often, single organisations such as an LPA can have multiple roles e.g. customer, service provider and delivery partner. Categorisation of stakeholder relationships will be important.

Stakeholder Engagement

82 There is a significant issue around the point at which stakeholders should be engaged and the role they might play in the spectrum of engagement. There are a number of techniques and methods that need to be considered for effective engagement.

83 Clearly the greatest sense of ownership and commitment will be derived through stakeholder collaboration in the formulation of policy and the design of service delivery. This is at one end of the spectrum of engagement. For the e-Planning Blueprint the key stakeholders need to endorse the planning vision and service propositions - they can also be invited to collaborate in their formulation.

84 Annex D provides a list of current stakeholder engagement activity around the current e-planning activities and projects. This listing is incomplete, but shows the current extensive nature of stakeholder engagement. For Planning, this is driven through separate initiatives each with their own distinctive message and approach. However, there is recognition amongst the planning community that ODPM has been making significant strides in the engagement of stakeholders.

85 Clearly these stakeholder groups need to be rationalised and clear roles and responsibilities agreed in terms of the business vision and service propositions. A revised structure will be need to be agreed, and the detailed engagement approach recommended.

Building Performance Measures Around Customer Outcomes

86 This process for Planning is well advanced. Sections 3 and 4 of this Blueprint define the target outcomes and processes will be put in place to monitor delivery against targets.

Stakeholder Communications

87 This will address the detailed arrangements for communications and consultation approaches using a variety of methods, including Internet-based tools and techniques. The next section sets out the Marketing and Communications Plans.

Next Actions

88 The stakeholder engagement around the e-Planning Blueprint will be developed as part of an overall ODPM approach as described above. There will also be a clear link to ODPM's planning culture change programme that seeks to implement changes in working practice, methods, interfaces and communications within the planning system following the passing of the new Planning Act. This programme will provide tools and techniques for implementing culture change, contributing to, and working alongside the e-planning programme.