First ScotRail recognised that maintaining its reputation among stakeholders was essential if in order to strengthen the working partnerships needed to be a successful rail operator.
Working with the in-house team, our approach signalled a shift from simply informing and consulting with stakeholders to actively collaborating with them – and doing so at an early stage in the development of new plans and initiatives. Rather than simply hold meetings, we directly involved stakeholders in the day to day life of the company, meeting staff and visiting facilities. We also engaged staff, such as apprentices, as advocates and ensured that all senior staff shared responsibility for stakeholder relations.
Familiarity with and favourability towards the company increased amongst all stakeholders. The perceptions of MSPs improved by 18 points over two years and one independent survey showed satisfaction with contact was higher than with any other Scottish company.