Chapter_Five_Comunication_&_Stakeholder_Rerlationship_Mnagmenet.pptx

ASSOSAUNIVERSITY
SCHOOLOF POSTGRADUATESTUDIES
COLLEGE OF BUSINESSAND ECONOMICS
MAPROGRAMIN PROJECTMANAGEMENT
COURSETITLE: PROJECTCOMMUNICATIONAND STAKEHOLDER MANAGEMENT
COURSECODE: (MAPM551)
GROUPASSIGNMENTCHAPTER REVIEW ON : COMMUNICATION & STAKEHOLDER RELATIONSHIP MANAGEMENT
G R O U P M E M B E R N A M E :
1 . A B R A H A M A D A M I E
2 . A D E M S E I D
3 . A L E M T A D E L E
4 . A B A T E M O L L A
5 . A B U T A L I B A L A M I R
S E P T E M B E R , 2 0 2 2
A S S O S A , E T H I O P I A .
9/13/2022 COMUNICATION & STAKEHOLDER RELATIONSHIP MANAGEMENT 1

Presentation outlines
CHAPTER FIVE : Communication and stakeholder relationship
management
5.1 Role of Communication in Stakeholder Relationship Management
5.2. Stakeholder Relationship Management
5.3 Effective Communication Management

This portion/Sub topic objectives:
At the end of these sub topic the students will able to:-
 Discusses the role of communication in stakeholder relationship
management
 Aware about the stakeholder relationship management
 Understand effective communication management

Introduction
Effective communication can serve as a great tool to systematically manage the
stakeholder relationships at multiple levels.
Meeting the expectations of the stakeholders is very important. But without proper
flow of information, this is not possible. Incomplete or wrong communication
generates wrong perceptions. Thus, the stakeholder relationships may become
negative without proper communication.
A project’s success or failure is also dependent on how well it meets the stakeholders’
expectations and their perceptions of its value. Effective communication can help in
managing the perceptions and expectations of stakeholders.

5.1. Role of Communication in Stakeholder Relationship Management
Building positive organization-stakeholder relationships requires effective
organization-stakeholder communication
The key to good stakeholder management is effective communication”. The point
that ‘communication’ is an important factor in stakeholder relationship management
is confirmed in many studies
The success of stakeholder relationship management is contingent upon a well-
defined communication strategy, supported by structured facilitation of relationship
activities.
That relationship management is useful for enhancing project performance and client
satisfaction.

…cont’d
Value to the stakeholders is also delivered by managing the expectations of all
stakeholders with reference to what is delivered to them as well as when and how it
is delivered. This can be managed well through effective communication
Flow of correct and timely information in a well-structured manner makes the project
team efficient and the processes start to produce in time that affects the project’s
outcome positively.
Stakeholder communication management is necessary for the beginning and progress
of any project; it simultaneously addresses relations and motivation of the project
team
The effectiveness in stakeholder communication management is critical for the
project’s success

…Cont’d
The main areas wherein communication could be used in stakeholder
relationship management were:
Managing stakeholder expectations
Managing stakeholder engagements
To facilitate project monitoring and control
To overcome resistance to change
For better performance of the project team
As a tool for risk management
For effective project leadership
A link between projects and organizational strategy
To facilitate project operations
Building long-termrelationships

Communication Framework for Stakeholder Relationship Management

5.2. Stakeholder Relationship Management
Who are stakeholders?
Stakeholders may be groups or individuals who supply critical resources, or place
something of value at risk through their investment of funds, career or time in
pursuit of the organization's business strategies or goals.
By definition, a stakeholder has a stake in the activity. This stake may be:
 An interest;
 Rights (legal or moral);
 Ownership;
 Contribution in the form of knowledge or support.

Stake defined:
Interest
A person or group of persons is affected by a decision related to the activity or its outcomes:
• effect of street closures for a public event;
• support for the creation of a nature park in another country or region.
Rights
To be treated in a certain way or to have a particular right protected:
• legal right:
– occupational health and safety, privacy.
• Moral right:
– heritage protection activists, environmentalists.
Ownership
A circumstance when a person or group of persons has a legal title to an asset or a property:
• resumption of personal or business property for road works;
• intellectual property;
• shareholders’ ‘ownership’ in an organization.
knowledge Specialist knowledge or organizational knowledge required to enable the activity.
Impact or
influence
Stakeholders may be:
• impacted by the activity or its outcomes:
– staff, customers, shareholders.
• impact (or influence) on the activity or its outcomes:
– sponsor, governments (legislation, regulation), the public.
contribution
Stakeholders who are responsible for:
• supply of resources;
– people, material, funding.
• Advocacy for objectives or activity success, buffer between organization and
activity teams or the performance of the activity.

The Stakeholder Circle
An organization’s activities to achieve its business strategies and objectives are central to any
consideration of the stakeholder community that the activity’s success depends on
All decisions or understanding of the relationships is from the perspective of the manager of the
activity. Surrounding the activity itself is the team, often overlooked in many stakeholder engagement
processes.
Surrounding the team is the community of stakeholders that has been identified as being key to the
success of the activity at the present time.
The out most circle references potential stakeholders: those who may, or will, be important to the
success of the activity at a later stage.
By differentiating between current stakeholders and potential stakeholders in this way, confusion
about which stakeholders are important at that moment and how best to manage the current
relationships will be minimized, while ensuring that planning for future relationships is managed
effectively

…Cont’d

Five Steps in stakeholder relationship Management
Step 1: Identification of all stakeholders;
Step 2: Prioritization to determine who is important;
Step 3: Visualization to understand the overall stakeholder
community;
Step 4: Engagement through effective communications;
Step 5: Monitoring the effect of the engagement.

The right stakeholder
Mapping stakeholder

…Cont’d Measuring stakeholders
Attitude
Monitoring The Engagement

5.3. Effective Communication Management
Effective Communication Management refers to systematic initiatives directed towards planning,
monitoring and controlling all communication channels within an organization.
Aspects of communication management include developing corporate communication strategies, designing
internal and external communications directives, and managing the flow of information, including online
communication
The definition of effective communication includes the following essential factors:
An exchange of information,
(b) An act or instance of transmitting information,
(c) Verbal or a written message,
(d) A technique for expressing ideas effectively, and
(e) A process by which meanings are exchanged between individuals through a common system of symbols.

The characteristics of effective communication
Clarity of Purpose
Completeness
Conciseness
Feedback
Empathy
Modify the message according to the audience
Multiple Channels of communication
Make effective use of Grapevine (informal channel of communication)

The project communications Management processes include the following;
 Plan Communications Management-determining the information and
communication needs of the project stakeholders.
 Manage Communications-making needed information available to project
stakeholders in a timely manner
 Control Communications– collecting and distribute performance
 Information. This includes status reporting, progress measurement, and
forecasting.

Risks of communication failure
Poor team communication Poor stakeholder communication
 Project goals and objectives are misunderstood.
 Deadlines are missed.
 Team conflicts arise.
 Different directions in team.
 Project productivity decreases, cost
and lengths increase.
 Individual commitment in project is
missed.
 Project contribution and commitment are limited.
 Stakeholders’ project expectation is misunderstood.
 Conflicts arise.
 Stakeholder objects to project.
 Project fails.

Effective communication tools
some effective tools for project communication:
 Email:
 Project status meetings:
 Telephone/video conferences:
 Project road show:
 Project website:
 Feedback channels:
 Project board:
 A discussion board:
 A chat tool:
 A document repository:
 Daily standup meetings:
 Meeting:
 W- Sync-ups:

Factors of communication management
 Technology and systems
 Communication skills or competence
 Communication plan
 Teamwork and partnering
 Organizational structure
 Stakeholders’ frame of references
 Project briefing
 Context of an environment

Thank You!
Questions?

Chapter_Five_Comunication_&_Stakeholder_Rerlationship_Mnagmenet.pptx

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