Principle #4: Private-Public Partnership Communication - Developing an Individualized Communication for Each Stakeholder Group.
Nobody wants to feel as if they are but a number. Every stakeholder group wants to feel as if they are an important part of the outsourcing process. A customized communication piece which is consistent with the general information piece, but specifically addresses the particular stakeholder group concerns must be distributed at the same time or before the general piece. The simple timing of a communication can scream volumes. It is like the old saying, "I cannot hear what you are saying because your actions shout so loud."
All parties who participate in outsourcing must be reminded constantly that no matter how great a job is done in planning, communicating and initiating an R.F.P. process there is still a wealth of emotions that will still need to be addressed. A customized communication piece goes a long way in addressing the emotional issues.
A key component to all individualized communication efforts is to define where you want to end up with that particular group at the end of the process. Begin with the end in mind. This will help define which avenue of communication is pursued, what information needs to be dispelled and who needs to be involved. Effective communications, especially to the six stakeholders, is founded upon trust, truth, sensitivity and timeliness.
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