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The single source of truth for all stakeholder management & engagement.
The complete set of features for effective stakeholder management.
Capture feedback, track issues and commitments and analyse sentiment to improve planning and outcomes.
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Design surveys and custom forms to capture stakeholder feedback.
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Track, understand and take action on your stakeholder relationships.
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Support patient involvement and work effectively with a wide-ranging number of stakeholders.
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Effectively manage and listen to your stakeholders and show them they are being heard.
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The step-by-step guide to building an effective stakeholder engagement plan, with template.
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Helpful tips, guides and articles about stakeholder engagement, project management and more.
Learn how to identify, categorise and prioritise your stakeholders with our complete guide.
Empower sustainable engagement with AccountAbility's framework and Tractivity's system.
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Your complete six-part toolkit for planning, running, and documenting your stakeholder engagement.
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All of Tractivity's stakeholder engagement events, past and upcoming, in one place.
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The Stakeholder Engagement Room: Live. Six monthly sessions with Rhion Jones.
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WEBINAR RECORDING • SESSION 1 OF 6

Stakeholder management is everyone's job

The first session of The Stakeholder Engagement Room: Live, with Rhion Jones, the Consultation Guru, chaired by Vicky Adamson. Recorded on Monday 5 October 2026.

Free to watch • No registration needed

See all six sessions in the series

Watch the webinar:

 

What this session is about

Plenty of people have 'stakeholder' in their job title. Many more do exactly the same work under another one: director of external affairs, consultation officer, senior policy adviser, business development manager.

So is stakeholder management a specialist function? Or has it become a skill every manager needs?

That's the question Rhion opened with. He looked at how the discipline has grown, from R. Edward Freeman's stakeholder thinking to its take-up in project management and the arrival of standards such as AccountAbility's. He offered a working definition and set out the different relationships organisations need with their stakeholders. Then it opened up for discussion.

Three points from Rhion's opening

Specialist function, or a skill every manager needs?

Whether stakeholder management sits with a specialist team depends on who your stakeholders are, your organisation's mission and objectives, the context of each relationship, the skills it takes, and your history and culture.

And it isn't only people called 'stakeholder' doing the work. Alongside directors of stakeholder relations and engagement co-ordinators, Rhion listed directors of external affairs, consultation officers, senior policy advisers, business change consultants and economic development specialists.

A working definition

Rhion offered a working definition, as a starting point for debate rather than the final word:

'Securing and deploying the resources to devise and implement a strategy for stakeholder relationships that aligns with an organisation's mission and objectives.'

Working out the relationship you need

For Rhion, the core competency is working out which relationship you need with each stakeholder:

  • Inform, so they hear your key messages
  • Hear, so you hear theirs
  • Dialogue, where you need an informed discussion
  • Consult, to seek views on specific proposals, policies or programmes
  • Collaborate, working together to co-produce

Three questions for discussion

Rhion closed his opening by putting three questions to the room.

Shared understanding

Is the term 'stakeholder', and the latest thinking behind it, well enough understood in your organisation?

Strategy first?

Do you need an overall stakeholder strategy before trying to spread good engagement practice more widely?

Raising standards

How can we encourage better standards and good practice?

Your hosts

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Read full bio
Rhion Jones The Consultation GuruRhion has advised Tractivity for many years and previously led The Consultation Institute. He writes the Ask the Guru series and spoke at The Stakeholder Engagement Day 2026 in Manchester. He opens every session in this series.Read full bio
about-vicky
Vicky Adamson Head of Customer Success, TractivityVicky chairs each session. She works with engagement teams across energy, water, transport, government and the NHS, which means she knows which questions are worth putting to the room.

Questions

Do I need to register to watch the recording?

No. The recording is free for anyone to watch. Registering is only for the live sessions, where you can join the discussion.

Can I share the recording?

Yes, please do. Send the link to anyone who'd find it useful, they don't need to register to watch.

Is this a sales pitch for Tractivity?

No. The sessions are about the practice of stakeholder engagement, not the product. There's one short, clearly flagged mention of Tractivity in each session.

When is the next session?

Monday 2 November 2026, 1pm to 1.50pm UK time: Managing difficult stakeholder relationships. It's free and online.

What is The Stakeholder Engagement Room: Live?

A free monthly webinar series for people who do stakeholder engagement, running from October 2026 to March 2027. Rhion Jones, the Consultation Guru, leads each session and Vicky Adamson chairs. Each session stands on its own, and the series grew out of The Stakeholder Engagement Day, Tractivity's annual in-person event.

Next session

Managing difficult stakeholder relationships. Monday 2 November 2026, 1pm to 1.50pm UK time, free and online. You'll leave with techniques you can use in your next difficult conversation.

Rhion's article

Are We All Stakeholder Managers Now? The piece that set up this session: the careers, the job titles, and why engagement and management aren't the same thing.

Ask the Guru

Rhion's short films on the questions practitioners are asking now, free to watch, no form in the way.