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Stakeholder Management
Managing those we interact with…

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Introduction
Alastair Cruickshank
Duddingston Kerr Limited
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A critical component to the successful delivery
of any project, programme or activity.
A stakeholder is any individual, group or
organization that can affect, be affected by, or
perceive itself to be affected by a programme.
Stakeholder management is a process and
control that must be planned and guided by
underlying principles.
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Three Underlying Principles
• Identify stakeholders
• Analyse stakeholders
• Devise stakeholder management strategies
But how does this work in real-life…

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Identify stakeholders
Stakeholders can be broadly classified into following
categories:
Colleagues
Partners
Suppliers
Regulators
Managers
Owners
Competitors
Customers
How we interact with these categories differ
Not all stakeholders are equal

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Analysing stakeholders
Stakeholder analysis identifies how each stakeholder influences
Notice the power and interest of the stakeholders
Approach to each stakeholder is different
No stakeholder should be ignored

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Identify stakeholder’s preferred method of communication
Plan Communications
Define objectives
Define target audience
Methods of communication:
− Push communications
− Pull communications
− Consult
Produce a Communications Calendar

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Manage Expectations
Spend time trying to get the measure of your main stakeholders
Actively manage stakeholder expectations
Use Issues log to capture and track stakeholder issues
Not all stakeholders need to know exactly what’s going on all the time

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Report
Keep stakeholders engaged with timely updates
Publish and make information readily available
Report accurately
As well as information, progress and issues, report successes too

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Start the plan with a communications strategy
Don’t forget the budget
Consider channels as well as individuals
Hints and Tips